Barclay Missen, Topin & Associates

June 2, 2008

Our job as an agency is to help clients navigate through all that's out there right now. And it is changing every day. The goal is to make sure what they do is in line with their strategies and objectives, and will grow their brand. As for Web 2.0, it's here and is being used by both patients and physicians alike. But that doesn't necessarily mean it's the best investment for every client. First and foremost come the basics-integrated programs that combine both traditional and digital tactics. Ask clients if their reps have everything they need; if their advertising opportunities (both print and digital) are maximized; if they're getting measurable results from their patient programs. Then talk to them about investing in some of the newer concepts and technologies available today. Web 2.0, with all the oppor-tunities it may hold with social networking and user-driven applications, creates issues in healthcare with regard to both control over content and regulatory restrictions.

Our job as an agency is to help clients navigate through all that's out there right now. And it is changing every day. The goal is to make sure what they do is in line with their strategies and objectives, and will grow their brand. As for Web 2.0, it's here and is being used by both patients and physicians alike. But that doesn't necessarily mean it's the best investment for every client. First and foremost come the basics—integrated programs that combine both traditional and digital tactics. Ask clients if their reps have everything they need; if their advertising opportunities (both print and digital) are maximized; if they're getting measurable results from their patient programs. Then talk to them about investing in some of the newer concepts and technologies available today. Web 2.0, with all the oppor-tunities it may hold with social networking and user-driven applications, creates issues in healthcare with regard to both control over content and regulatory restrictions.

In our eyes, the key to taking advantage of current technology is this: Do not rush to the next big thing because your competitor is. Rather, strategically invest in tactics and programs that will serve your target audience and add impact to your brand.

The Skinny

Topin & Associates is a full-service healthcare advertising agency based in Chicago, offering strategic planning, creative development, digital integration, and tactical implementation for both US and global markets.

Telephone: 312-645-0100

E-mail: bmissen@topin.com

Web site: topin.com