Pharma spends more on advertising than on R&D
Let me first remind you of the amount of spend dedicated to sales and marketing within big pharma. Can you recall any personal narrative stories that have resonated or captured the humanity of the consumers of our trillion dollar healthcare industry?
When I think of the industry messages that are directed to me the consumer what I actually can remember consists of the Abilify cartoon being followed by a little dark cloud of depression that persists no matter how hard she tries to manage her symptoms. Or the erectile dsyfunction/sexual dysfunction adds that warn of a persistent potential 4-hour sustained effect and a myriad of other risks while a couple holds hands across two individual claw foot tubs--hint: perhaps you might want to be in the same tub?
A popular post in Linkedin introduced many of you to Seth Godin. His narrative voice resonates with me and has influenced much of what I believe about client engagement. Seth writes about the "post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything." The concept that he introduced to my lexicon and millions of others is that of a "tribe". All a tribe needs is a shared message and a communication strategy to dramatically change the way business is done within a certain industry.
Day in the Life: Managing your Diabetes Diagnosis
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In a world of "evidence-based" medicine I am a bigger fan of practice-based evidence.
Remember the quote by Upton Sinclair...
“It is difficult to get a man to understand something, when his salary depends upon his not understanding it!”
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