Ad Agencies to the Rescue - Pharmaceutical Executive

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Ad Agencies to the Rescue
Faced with strict guidelines and regulatory pressures over advertising, clients are looking to their agencies for support and guidance.


Pharmaceutical Executive



Jim Sandino, president of the Sandino Group, says clients and agencies have different mindsets. Clients take a more conservative approach, while agencies continue to push the envelope.
Of course, not all agencies are equipped to transform their marketing models to accommodate this new restrictive environment. "Some agencies simply don't have the expertise in house to provide an alternative to the traditional DTC model," says Cheryl Lubbert, executive vice president of strategic planning and marketing for Informed Medical Communications. She cites webcasts and in-person meetings as examples of alternative methods.


Jim Sandino, president of the Sandino Group, says clients and agencies have different mindsets. Clients take a more conservative approach, while agencies continue to push the envelope.
Agencies that do not have this capacity are at a disadvantage, as clients are becoming more selective when choosing an agency. To differentiate themselves from the competition, agencies should focus on building a quality rapport with their clients. "Clients need to feel like they are on the agency's staff," Guselli says. "Because their time to market is so short, they need to feel like they are an arm's length away. They want agencies to be sensitive to their pressures and anticipate the unanticipated. It's not an easy task but it's part of the job."


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