Wad Some Power The Giftie Gie us…
ern English form, translated from the original Scottish poem by Robert Burns: “I
wish some Power would give the gift to us to see ourselves as others see us.”
It’s an important insight, and one that would serve us in many situations. We do
tion the fact that HCPs and patients are not monolithic audiences. They’re millions
of individuals with different situations, needs and desires.
So far, Healthcare Sales & Marketing has brought you a lot of wisdom and insight from people in the profession: executives from pharma, bio and device companies; experts from consultants, agencies and other
We’re starting to interview hospital executives, doctors, patient advocates and others who bring their own
points of view to the table.
In;my;own;background;in;the;industry,;I’ve;often;found;it;most;valuable;to;conduct;or;read;market;re-search done with people who won’t say things to us directly that they will say anonymously to a third
party.;Doctors;have;relationships;with;sales;reps;that;might;prevent;them;from;being;entirely;frank.;Pa-tients don’t always communicate even to their doctors the concerns and problems they have. So we want to
broaden our scope and bring you some of that information that’s easier said in an article than face-to-face.
Much of it will comprise things you’ve already heard. Some will be things you suspected but weren’t sure
about. Some, we hope, will be welcome surprises that may influence the way you craft your messaging.
As I may have mentioned before, HS&M is here to help you do your job better. Often that means finding
out things from the people whose opinion matters most: your customers.
Neil Greenberg, Editor
To become an HS&M contributing author or provide feedback, please email me
Letter from the Editor