What I would Do If I Were a Rx/Dx CMO for a Day

What I would Do If I Were a Rx/Dx CMO for a Day

If you were a CMO for a day what would you do differently?

Here are a few immutable truths:


  1. Traditional marketing is declining
  2. Sales rep access is declining.
  3. Market access is changing and under pressure, i.e. Medicare.
  4. Patients are empowered and fully in charge of their health care decisions.
  5. Women hold more sway for health care decisions for their families.
  6. Consumers don't care about your brand, company, drug and only want you when they need you.
  7. Social Media is the biggest change to marketing in a generation.
  8. By and large the generation in charge of marketing is not of the generation that understands social media and the changes to marketing.
  9. Technology is changing at a rate that Pharmaceutical and Diagnostics companies cannot keep pace with.
  10. Relevance is hard to maintain.
If you were head of marketing and no other rules or sacred cows applied, what would you do? 

From a broad perspective, I would:

1. Reorganize to put a pure digital focus in all marketing activities

2. Cut a minimum of 75% of all offline activities on day 1 and move to eliminate all but the most effective 25% of offline activities. 


3. I would begin an internal training program to educate and instill a digital marketing understanding and mindset into the marketing organization. 

4. I would eliminate the physical printing of 90% of marketing materials immediately.  This would save costs immediately, be a step towards putting the organization on a better path to green, and force people into thinking how to deliver differently. 


5. I would develop solutions, benefits and value propositions versus selling features. How can we provide value, build advocacy and develop connections with people over the long term? What's our story?  


6. I would drop the savings from all of the crap marketing straight to the bottom line, which would likely yield a few million or more and buy some grace as the digital takes hold.  


Why? Because digital marketing and social brings the need for a different way of thinking that is customer first and focuses on value. If you change perspective you can change behavior and results. You have to put the customer first and consider what they want first. That alone eliminates the majority of current offline activities that are meaningless, unmeasurable and never seen.  

What would you do? Please note I didn't say anything related to product, this is strictly how I would handle the marketing. Product development and R&D is a separate conversation.  To be continued...


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www.jlefevere.com www.thedigitalstrategist.com If you liked this post consider adding a comment or subscribing to the feed for frequent updates.