Regardless of What You Call the Business, It's Evolving

Interactive Marketing Trends

What an amazing time it is to be in the healthcare/pharma/advertising/marketing strategy/digital/social media/relationship marketing/closed loop marketing/consulting business.

Every day brings new challenges. New solutions. New technologies. New surprises. New potential. New growth.

This is not your father's healthcare/pharma/advertising/marketing strategy/digital/social media/relationship marketing/closed loop marketing/consulting business.

It's certainly not the world of advertising I grew up in. And thank god for that. (Actually, I didn't know then what I was missing.)

Then, creative was strictly left to the creatives. We were tasked to develop smart print/radio/TV/direct mail. Later, there were banners/Web sites/emails...

Today, everyone has to be creative. And I mean everyone. Because the charge of an agency today is to create more than just great ads and online messages. It's about creating strategically smart, compelling, holistic, cross-platform programs that strike just the right chord with patients/caretakers/professionals. That connect with them at just the right place in their hearts and moment of their journey. That maximize engagement, incite doctor-patient dialogue, invite more positive and healthful behaviors, better adherence and spread overall good karma.

Then, the creative brief was the domain of the planners and creatives.

Today, everyone needs to get involved, because everyone can bring their unique perspective to the party, and the earlier they do it, the better.

And today's version of "everyone" is different from tomorrow's, as we try to keep up with the ever-evolving tableau of insights/technologies/solutions/regulatory issues...

As I said, it's an exciting time to be in the healthcare/pharma/advertising/marketing strategy/digital/social media/relationship marketing/closed loop marketing/consulting business.

Which by next week, will probably have an even longer name.

-Mark