Let's stop and take a look at where we are and where the pharma industry is.

We've reached a point where we can be relevant or just begin the gradual decline into irrelevance

because we've mainly just been building stuff

We are at an interesting point in our journey especially with healthcare and communications

There are pockets of innovation out there, they are few and far between

Emotional response in social media

Supportive

And what we don't need is more repetition

We can't keep thinking that another disease awareness website we build will stand a chance against patient groups, societies and existing support networks. What do we have that is so new?

However some other elements remain unchanged, but it's others ability to adapt that opens the door with opportunity

Healthcare professionals are still information hungry and time poor. It's just where they get information and how they do it that's evolving

The was built around providing information.

It's the reputable information is what people seek to find

But again, if we don't learn, we've built a lot more stuff

And this has created an opportunity for the new entrants to provide information, services and tools faster than we have

As they've arrived with less baggage

And they've looked beyond the boundaries we've set ourselves

And looked at where the gaps are, developing their products around those insights

Healthcare professionals, patients and their carers are still looking for information and tools

They built for mobile

They built devices

They change technology

There is so much choice out there, but some people spot the opportunity

So let's go interactive and ask yourself..

Which resources do you trust and why?

How do you access these resources? Are you getting answers through social shared channels? Is that question occurring due to where you are? Are you on the move?

We have to stop building stuff with a short lifespan and look to longevity

Think about the longevity of the project. How long is it there for? It's fine if it has a finite lifespan and your audience knows this.

Find me a pharma company that isn't a sales organisations but a media company. To survive evolution, we need to follow the media revolution.

It's not easy to do when you are on budget cycles, typically 1-2 years or during a product lifecycle

One answer can be to create more partnerships with organisations who will carry on when we pull back

Working in digital or Multi-channel marketing within pharma needs an understanding of how people work and how they appreciate the channels proposed.

There isn't a day without phone calls and emails with people asking myself or the team " when would be good to..." or "this Friday I'd appreciate 30 minutes to show you..."

Sell me something. If I was looking for your solution, I'm quite capable thanks.

Just trying to sell me something is the fastest way to the exit

But if you can teach me something and help me understand a problem I'm facing (and it needs to be real and not one your hypothesising)

If you can guide me and the brand team on the journey as a partner

And move us along so we don't become static

You'll sit at our table as the trusted experts

Gaining recognition and our respect (and who knows what awards along the way)

So thanks for letting me rant

So now you can ask me the questions