Difference between good and great DTC marketers

goodgreatPOST SUMMARY: “When [what you are deeply passionate about, what you can be best in the world at and what drives your economic engine] come together, not only does your work move toward greatness, but so does your life. For, in the end, it is impossible to have a great life unless it is a meaningful life. And it is very difficult to have a meaningful life without meaningful work. Perhaps, then, you might gain that rare tranquility that comes from knowing that you’ve had a hand in creating something of intrinsic excellence that makes a contribution. Indeed, you might even gain that deepest of all satisfactions: knowing that your short time here on this earth has been well spent, and that it mattered.”   Jim Collins, Good to Great: Why Some Companies Make the Leapand Others Don’t

It’s hard to feel that the work we do is so important when so many “journalists” continue to point the finger at high drug prices, but as we navigate the day to day meetings within pharma we should remain focused on what’s really important and that is patients living better and longer lives.

Somewhere along the way a large part of our industry has become more of a business and less about patients and that’s sad.  I believe that if we make great products and communicate openly and honestly with patients that the profits will follow.  However, there are too many people who know the cost of everything but don’t know the value of great patient marketing.  More importantly, when hiring, too many managers look for people who are “going to fit in” rather than people who are going to really excel at what they do.



If you’re loosing your passion for DTC marketing I suggest you get out and listen to the frustration of patients who are trying to navigate our complicated healthcare environment.  I still remember research and listening to patients with depression and ED talk about how these conditions are disrupting their relationships and lives.  I took what I heard as a sense of purpose and have tried to remember that it’s essential we listen and communicate with each patient.

Each one of us is the change we want to see, but we have to have the courage to implement change and not settle for the “things as they are”.66232-I-Care