Bruce Nicoll, S&R Communications Group

Physicians remain the key to a brand's success. Knowing what motivates physicians, truly meeting their needs and expectations, is essential to the success of your brand. Only when that's done should you worry about the rest of your inbox.

Agencies get paid too much to simply nod their heads during strategic discussions. If the agency tiptoes around sensitive issues, they will never fight for their ideas for fear of offending the client. And if the client's nose is put out of joint whenever the agency challenges her, then the brilliant ideas can dry up. The worst thing that can happen is for the agency to become an order-taker, devoid of strategic substance. To get the best, trust each other, challenge each other, and be prepared for outstanding results.

There are a few reasons that the spend on Web 2.0 technologies in our industry isn't as buoyant as many agencies hoped it would be. Most clients still consider it vital to have complete control of the message and conversation around their products. Obviously, this isn't the most productive course when putting together a blog, a wiki, or a social network. To build a strong social network with a valuable offering takes time and a commitment to organic growth. In a world looking for quick metrics and trackable ROI, this poses a significant challenge for pharmaceutical marketers, who must continually justify their spend. Web 2.0 technologies look most promising when the long-term potential for building solid relationships between customers and brands is apparent.

Firms must assess the true business need for these technologies, and not just do something sexy because they can. Strategy dictates the tactics, not the other way around. There are often instances where traditional (even Web 1.0) approaches make more sense for a client.

The Skinny

The physician specialists at S&R Communications provide an integrated mix of creative, interactive promotion, and branded medical education. Their aim is to deliver superior ROI.

Telephone: 919-544-8770

E-mail: brucen@srcomgroup.com

Web site: srcomgroup.com