The Secret to Innovating in Pharma: An R&D Mindset With a Side of Brussels Sprouts

The “First Mover Fever” Panel at Pharmageddon USA this summer posed a simple question: what's stopping the pharmaceutical industry from innovating? Hint: R&D and Brussels Sprouts hold the key. Here are 3 key takeaways from the panel, featuring our very own Frank Mazzola, along with leaders from Alnylam, GSK and Madrigal.

1. Embrace R&D. 

In R&D, failure is part of the process. But commercial strategies are risk averse. Why? The stakes are high in health and innovation is happening daily on the R&D side—communications should think the same way. Failing fast and learning quickly allows us to adapt to a changing landscape faster and more seamlessly. We can learn from R&D and from Brussels sprouts. Once the most hated vegetable in America, Brussels sprouts went from unappetizing to literal appetizer, because a few people took the risk to change the formula—and the recipe. We shouldn’t have to be asked to do these things in health, we should be pushing the ball forward and reflecting on ourselves. R&D is allowed to experiment and fail. Communications should be, too. One way to start is by adjusting KPIs to include feedback loop metrics. Feedback that puts the consumer’s experience first. Which brings us to our next take away. 

2. Bring the outside in.

Our industry saved the world by developing a vaccine in less than 12 months. There is no lack of product development or scientific discovery. So why isn’t the patient experience equally innovative? It’s not enough to come up with a life-changing medicine and expect it to automatically create value for millions. Our marketing communications need to deliver experiences that meet customers where they are. The world doesn’t need more banner ads or commercials filled with RTBs and safety information no one will remember. Instead, we need to solve customer problems that create value and give our audience an experience they’ll talk about. And that starts by understanding the problems patients face on a deeper level. Patient needs have always driven treatment innovation, why not marketing innovation? It’s how we should measure success if we want to build new connections that break down decades-old silos. The real question we should be asking: Are we bringing the outside in to meet customers where they are? 

3. The playbook is already outdated.

The pharma marketing playbook we have today will be obsolete 5-10 years from now. In fact, it probably already is. A historically brand-first industry needs to be people first. Our focus should be on making the experience more thoughtful, more personal, and more relatable for the people it’s meant for. We need to understand what interests people—because that’s what we’re competing with.  There’s too much at stake to fall behind in how we communicate with our audience. In health, if the audience isn’t interested enough, a diagnosis may never happen, a life-changing treatment may not be administered, they might not feel connected enough to refill their prescription. The bar shouldn't be lower because this is health. It should be as high as it is in R&D.  

Want ideas on how to connect with your audience on a deeper level to create value for your brand? Learn how Real Chemistry can help maximize your impact by contacting us at contact@realchemistry.com. We’d love to listen, learn and help you make the first move. 

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