KEY THOUGHT: Designating someone a “rock star” because of something they have done is as common as a McDonald’s burger. If we are lucky enough to have the resources we need to succeed in DTC marketing we should not be designated “rock stars” as there are too many other challenges ahead.
When I was honored to win the highest marketing award while working at Lilly I wanted to do more and build on what we had learned. I had sat in too much research listening to patients and knew that we had a lot more work to do to make a difference in their lives. I used what we had done as a springboard to develop better online programs across all our brands.
Yesterday, via my Twitter feed, someone noted that a person being interviewed was a “pharma digital rock star”. Why? What did he do and more importantly, what difference did he make in patients’ lives? The term “rock star” is overused and if we have learned thing from the Thernos collapse it’s a danger of putting someone on a pedestal and calling them a “rock star”.
A business that makes nothing but money is a poor business and a person that is content with what they have done is fooling themselves.
What we do is too important to the people we serve. Until pharma routinely makes a difference in patients’ lives via excellent DTC marketing the term “rock star” should be shelved. If you have a need to recognized you’re in the wrong industry. The best recognition is knowing that what we do makes a difference in patients’ lives and helped someone lead a life they want.