Profiles in Courage

As we enter a new year, 2011, filled with new choices and new opportunities for our clients and their brands, I wanted to share a thought under the banner, Profiles in Courage.

You may be familiar with the 1957 Pulitzer Prize–winning book written by then US Senator John F Kennedy, Profiles in Courage, which shared the stories of seven historical US Senate figures (people like Daniel Webster and John Quincy Adams). These senators made extraordinarily principled stands in defense of what they believed was right for the young republic despite what may have been popular opinion of the day. For me, it’s about doing what is right—regardless of the political popularity of the action.

As we embark on a new year, I think of our business—pharma marketing and communications—as it goes through profound and fundamental changes. I think about some of our clients and colleagues who are making bold, courageous stands for what they believe is right.

I think about one of our clients, on a major blockbuster brand, who is taking a strategic stand that “less is more” and, together with him, moving away from an electronic selling aid packed densely with every shred of clinical evidence and messaging to a more focused, tighter presentation that will enable the reps to better navigate the brand story.

I think about another client, who is bravely working social media—in a smart, and yes, legally appropriate way—into her brand toolbox. Empowering patients in this category to share their symptoms and stories by embracing this new medium allows her brand to be a supportive player in this endeavor.

The calendar pages have turned…it is a new year. The pharma marketing landscape is changing, too. Now is the time for brand marketers and their agency partners to work together to take the smart, bold stand.