Ross Bruno, Hellman

June 2, 2008

When was the last time you met with an ad agency that was asked to participate on boards for biotech and in assisting commercialization initiatives? When was the last time you sat down to have a drink with your agency, and they told you about the next generation of bone morphogenic protein clinicals and the marketing opportunities it will provide tomorrow? An agency will never hold the industry knowledge that those in the industry personally hold. But the agency to invest in should likewise be investing in you ... working to understand your complex industry, not just the audience.

When was the last time you met with an ad agency that was asked to participate on boards for biotech and in assisting commercialization initiatives? When was the last time you sat down to have a drink with your agency, and they told you about the next generation of bone morphogenic protein clinicals and the marketing opportunities it will provide tomorrow? An agency will never hold the industry knowledge that those in the industry personally hold. But the agency to invest in should likewise be investing in you ... working to understand your complex industry, not just the audience.

Without dispute, pharma products are becoming far more of a "consumer product." An educational approach to marketing is fast becoming the surest way to build credibility and brand loyalty. Consumer purchase decisions are driven to action by need. Every marketing student has heard the adage "All things being equal, price is the differentiator," or some derivative of it. Responsible drug marketers in a consumer world know that responsible business is about ethics, and responsible marketing is about education.

We think clients really want to know the difference between a poke and a super-poke, a tweet and a tweet fight. Clients want to know what in the heck Web 2.0 is, why it matters, and how they should use it. Our answer is: It's a set of powerful, consumer-driven marcom tools. Cool+content+action equal sales and research, promotions, customer service and recruitment. Our advice is to do your homework, brainstorm for inventive, genuine ways to use it, and take baby steps. And most important: Use the tools yourself.

Advertising and marketing content in the coming years will become more versatile, more profitable, more volatile, and more dangerous. The consumer's voice is increasingly being heard. Today, a single patient can tell the entire world about her or his experience with pain relief, or virally spread the word about a drug company's shortcomings. Marketing in the years to come will not eliminate marketing tactics of the past, but it will certainly include tactics to facilitate positive social marketing opportunities.

The Skinny

Founded in 1967, Hellman has offices in Waterloo, IA, and Minneapolis. The firm is known for their versatility.

Telephone: 319-234-7055

E-mail: R.bruno@hellman.com

Website: www.Hellman.com

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