Unless the brand is bleeding money, it's time to have a serious face-to-face discussion on staying the course
PRESIDENT | TOPIN & ASSOCIATES
Unless the brand is bleeding money (at which point they won't be asking what to cut, they'll be telling you), it's time to have a serious face-to-face discussion on staying the course. If you believe it is in the client's best interest to stick to their plan, then it's time to explain you can't add by subtracting—meaning it's impossible to add value to their brand by subtracting dollars from their budget. Instead, it's time to look closely for added opportunities during an economic crunch. Such as:
The key is not to add dollars to the budget, but to spend them better, without losing continuity and focus. Overall, it's time to be proactive, not reactive. And to remind your clients that short-term budget cuts do not deliver long term growth.
Al Topin
The Weight-Loss Gold Rush: Legal and Regulatory Implications
July 11th 2024Jim Shehan, chair of the FDA Regulatory practice, Lowenstein Sandler, discusses how the FDA and other regulators likely to respond to the increased public interest and potential off-label use of GLP-1 drugs, what needs to be done for GLP-1s to be covered, advice for investors and financiers considering entering the weight-loss medication market and more.
Healthcare Marketing Strategies for Reaching Diverse Audiences
May 14th 2024Amanda Powers-Han, Chief Marketing Officer, Greater Than One, and Pharmaceutical Executive Editorial Advisory Board member, discusses how improved DE&I in healthcare marketing strategies can not only reach diverse audiences more effectively but also contribute to improved patient care outcomes, challenges faced in crafting culturally sensitive messages, and much more.