Considering all of the changes in this business, it doesn’t take very long to become an old-timer and dream of the way things “used to be." One trick is to take a historical view, recognize things we’ve seen before and apply the experience to fit the new marketing dynamics. In other words, adapt to the changes and make a difference for the client. I don’t mean revolutionary changes like sexy innovations in digital and viral marketing…or about the availability of vast information…or about CRM and social networking opportunities. Even the most basic things have changed — and we need to change with them. Time Our clients are busier than ever before. Pricing pressures and the fact that many top selling brands are nearing their lifecycle “cliff" often result in lower marketing budgets, smaller marketing teams and a reduced investment in some brand support functions. This is being driven by the need to continue to grow the bottom line as the top line flattens out. Smaller brand teams are expected to handle the same — or even more — project workload. In today’s world, brand managers work more hours and have far less time to spend on other things. It’s the norm for a brand manager to barely have time to squeeze in lunch. We need to recognize this, adapt and more importantly find ways to help ease their load. The way to build solid relationships with our clients in the current environment is to produce high quality work and respect what little time they have. Decision Making Organizational changes at pharmaceutical companies are creating more “flat" structures and in many cases blended roles. Brand managers are just plain doing more. More people are actively involved in decisions that only a few years ago would be handled mostly by marketing team members. Although this is theoretically a good thing and should produce higher quality decisions, it also could slow down projects. Identifying the decision maker and process for a particular project or initiative from the very start is a good idea and will help maintain control of overall project timelines. Considering the ultimate decision maker for each project and making the adjustments to the project brief up front will help keep the account folks and creative staff from pulling out their hair! Strategic Planning Everyone has heard some variation of the following comment. “I like my agency and they do a great job executing but I’m not sure they are meeting my expectations when it comes to contributing to strategy." Pharmaceutical clients arrive at brand strategy in different ways but usually sound strategy is based in customer insight. Fierce competition, crowded markets and sales performance create pressure to make strategic changes on the fly. Markets and competitors move too quickly to wait for company management boards to drive brand strategy. Brand managers are looking to their agencies more than ever to provide ongoing input for strategic planning. Just like brand marketing teams, agencies are moving faster and doing more with less. Despite this, our clients need and expect their agency to provide ongoing strategic counsel. Agency teams have a seat at the table and are expected to contribute to strategic needs…and not just once a year! Great Agencies Reduce Pressures on Clients So, constant time pressures can affect the ability to focus on strategy. And changing organizational structures further impact decision making. Therefore, a great agency strives to reduce pressure by helping clients make the best decisions and plan successful strategies. Clearly establishing common goals and expectations with clients enable a certain calm in the hectic day-to-day activity of thinking about portfolio strategy, meeting deadlines, and making the best decisions. An empathetic perspective and over-communicating with our clients are keys to successfully maneuvering in today’s pharmaceutical marketing dynamic. n Wishbone LLC Adapting to Today’s ­Pharmaceutical Marketing Dynamic An empathetic perspective and over-communicating with our clients are keys to ­ successfully maneuvering in today’s pharmaceutical marketing dynamic. David J. Grewcock, SVP, Management Supervisor Wishbone is a full-service healthcare advertising agency. For more information, visit wishbone-itp.com.

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