Partnering with Your Agency for Marketing Innovation
Authored by January Coyle, Jennifer Lambert
Innovation in pharma can be challenging, but you don’t have to navigate it alone
The innovation imperative has become increasingly prominent across pharma organizations, especially in light of transformational advancements (e.g., generative AI). In a highly regulated market rife with change, senior leadership teams are expecting innovation across the globe and marketing i seen as a prime candidate for change.
That said, innovation is easier said than done even in the most freewheeling of industries, and so pharma faces an even higher degree of difficulty:
Pharma is an industry that is (appropriately) engineered for rigorous risk management
Given the industry’s generally conservative pace of change, new technologies stand out regardless of true value, and can quickly become distracting “shiny objects
Complex and varied regulatory guidelines prevail across the globe
Pressure to deliver rapid ROI, which can be difficult as true innovations often require new infrastructure, processes, and major change management—all of which add up to significant time and resources
Partnering with Your Agency for Marketing Innovation
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