| SALES AND MARKETING
Tear down that wall!
By Joe Meadows, President, Think Patients
Sales and marketing need to get acquainted
I thought she had a bad piece of fish.
We were hunched over bento boxes in a Philly sushi
restaurant when Cari Kraft told me she wanted to
start a new healthcare sales and marketing magazine.
“You’re crazy,” I told her. “Companies are shedding
sales jobs every day, and marketers are diving for cover
“You started a company in the middle of a recession, in
the same industry,” she countered. Touché.
What on earth were we thinking? Conventional
wisdom says that healthcare is becoming a desolate
wasteland, right? According to the July data on job
cuts from Challenger, Gray and Christmas health care/
health products had the third highest level of job cuts
in 2013 out of all the industries they track. Pharmaceu-
tical companies have lost over 6,700 jobs YTD, but it’s
an improvement over the same period last year, when
the industry lost just shy of 8,000. And for you agency
folks, job cuts in media have more than doubled this
We all know the reasons behind these healthcare
numbers. Product pipelines have been anemic for most
companies as patents on blockbuster products expire,
and physicians have less time for reps as they learn to
cope with health care reform and a shift to pay for performance reimbursement. And there’s always the FDA
and other regulators to blame. But no matter how you
look at it, conventional wisdom says this is the time to
keep your head down, play it safe, don’t make waves,
and wait for the storm to pass.
And conventional wisdom may get you fired.
The truth is, periods of adversity are often great times
to start companies and publications because they’re the
times when new ideas are most needed. And the same