Why is it that most biotechnology and pharmaceutical marketers abhor conflict? Why are we so afraid that a physician or a small subset of physicians isn’t going to like our . . .
- Positioning
- Messaging
- Creative Concept
Take your pick, but we’ve turned into an industry of ‘Stepford Marketers.’
Stepford Marketers look to develop concepts, ideas, and programs that please everyone and alienate no one. It’s bland. It’s safe. It tells the physicians what they want to hear, instead of what they need to hear. It messages to everyone, yet speaks to no one.
In contrast, good pharmaceutical marketing should be . . .
- Alienating
- Evocative
- Polarizing
So how did we get here as an industry? It all starts with ‘Stepford Marketing.’
In order to maximize your molecule, you need to truly speak to a specific set of customers. To make a strong and focused statement about your Brand, you must accept that it will not resonate with some. So, go ahead… alienate a few customers. Your brand deserves it!
