the ability to deliver and measure
it,” he said. “Over the last few
years, technology has helped close
that gap, and we wanted to understand marketers’ understanding of
current technology, and barriers to
In their exploration, they discovered that life sciences marketers
may know the current state of the
art but fall short in building infrastructures and policies that are
adaptive based on a single view of
each customer. It’s that adaptivity
that Klick set out to quantify.
The result was what Klick calls the
Adaptive Brand Playbook. What
makes an Adaptive Brand? We
spent some time with Peter Flas-
chner, Klick’s Managing Director
of Brand Experience, who notes,
“an Adaptive Brand is able to rap-
idly take advantage of the changes
in the market, new targeting meth-
ods, new channels, new messaging
opportunities. One that gets much
closer to the needs of the patient
and the needs of the physician. It
is the opposite of setting a mes-
sage once and never changing it. It
goes in the face of the traditional
methods and focuses on building
a brand that everything can sit on
top of and change without losing
The Adaptive Brand Playbook
addresses this monumental shift
from old approach of one-to-many
sales and marketing to the new
model of one-to-one. “The Adap-
tive Brand Playbook outlines the
approach we’ve honed over the last
22 years working exclusively with
life sciences brands,” says Segal.
It deals with brand identity, target
audiences, precision of messaging,
Key takeaways tell us that adaptive
• nimbly evolve
• are grown, not built
• cost less
• are best achieved by starting
• go deep and forge new paths
• discover new processes and
are adaptive in action
Building an adaptive brand re-
volves around answering and re-
answering a series of questions.
• What do we know to be true?
• What could we do?
• What should we do?
• What will we do?
• How will we do it?