Filed under: advertising, brands, interactive, mobile, patient, pharmaceutical marketing, social media
In its heyday, GM developed an advertising campaign for their Oldsmobile brand in an attempt to sway younger buyers. Oldsmobile had been a long standing success for GM among middle-aged and older buyers, but they wanted younger customers. So they came up with a new campaign, “It’s not your father’s Oldsmobile”, which spoke to the innovation, sleek styling and sex-appeal that an Oldsmobile could provide.
At the risk of sounding like my own father, I have concluded that doing business today is a lot like that now-famous Oldsmobile campaign. Doing business today is not based on the practices I was taught to honor, respect and hold sacred. In fact, today’s business world is quite like the Wild West—plenty of outlaws, snake-oil peddlers and people looking to be the “biggest gun in town”.
The first difference I find is the ability to take people at their word. With all the muttered promises, downright lies and “handshake” deals that frankly are not worth a damn, you simply can’t do that anymore. Could it be a generational gap? New generational values? Or am I becoming an old fart? It almost doesn’t matter, because when you are unable to trust people to do what they say, something is wrong. Taking people at their word should mean that there is an understanding between two people that certain expectations will be met.
The second difference is a growing inability to conduct business on a face-to-face basis. As I compose this blog on my computer, check my smart phone for text, e-mail messages, check my voice-mail and find comfort and safety behind my computer screen, I understand where some of the problem resides. The ability to engage people in a “live conversation”, either face-to-face, via the phone or via virtual meeting technology is increasingly more difficult. But I simply can’t think of many successful personal or business relationships I have had where I wasn’t able to interact with people “live”. Really, how can you build trust and understanding when you have to submit proposals and information via a “blinded web portal”?
The final difference is the “it ain’t grown here” mentality. My business, in great part, depends on selling ideas, creativity and high-quality implementation of those ideas. Yet it often feels like that is not what our clients really want. The typical interaction with our clients is often very one-sided: the client says, “We want an electronic sales program that looks like this and says this, and we need a price for that by tomorrow afternoon.” Now, some of you reading this might ask, “What’s wrong with that?”
What’s wrong is that it may not be true that an electronic sales program is the correct solution to the problem they are trying to solve. What has been lost is the long-term strategy (translation: today’s stock share-price) that’s critical to the process and driven by the following key questions: What do your client’s customers really want? How should you create messages and images that ensure your customers understand and accept your brand? What media will best reach the demographics of your target audience?
If the above are, in fact, the hallmarks of business practices in the future, so be it. I personally don’t agree with doing business in these ways—but then everyone has their own opinion (and orifice). It’s just that when you can’t trust people, interact with them on a face-to-face basis and expect them to have an open mind on how they manage their business, it, doesn’t bode well for the future.
So, with that in mind and that said, I think I will change my Depends, wipe the drool from my chin, sit on the front porch of the assisted-living center and try to find some Oldsmobile ads in the magazine I am reading.
David H. Recht
CEO North State Resources
Holding company for S+R Medical Communications
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