Creative Medical Advertising—Oxymoron?

Careers & More for a Cutting Edge Community

		Fan Page
		@talentzoo
		@talentzoojobs

Employers

Job Seekers

Blogs

	GUEST COLUMN

	December 16, 2008

Creative Medical Advertising—Oxymoron?
By: Bruce Nicoll

Okay, I have a confession to make: Despite having been a copywriter for fifteen years and a creative director for ten more—running my own eponymous and award-winning agency for five of those years and for the rest working at some pretty well-regarded agencies (by my industry’s standard, at least) in five countries—some readers of this column might say that I’ve never quite fully managed to actually get into advertising, really. You see, the fact is that those twenty-five years were spent in medical advertising. And not in the making of those boomer-disorder TV spots that everyone loves to hate—there’s still some fame (or infamy) in that. No, they’ve been spent devising the printed sales aids and journal ads and patient education leaflets through which the pharma industry seeks to persuade your physician to prescribe its products as the cure for what ails you, at any given time.

Now, while medical advertising used to be a fabulous generator of income (days long gone, by the way), it has never been regarded by the ad industry as a generator of high-profile creative executions. Notice I say executions and not ideas; I firmly believe that this arm of the business has been as fecund and fruitful a hothouse of great communication ideas as any other—just too often obscured by graphs and tables and complicated words in the headline. Nowadays, though, I’m no longer as sure of that as I used to be. Frankly, we’ve had the stuffing regulated out of us. Especially those of us who’ve been at it for a while.

It used to be that medical creatives could feel good about themselves, amongst themselves. We had our own award shows that sorted the wheat from the chaff, and we could look smugly down our noses at simpletons selling soap powder and sugar water, knowing that we were helping to keep the smartest folks around properly informed about up-to-date ways of treating cancer, cardiac disease, and chronic whatever. We felt like the intelligentsia of advertising and our victories were accomplished through the crafting of ideas; through metaphor, storyline, and okay, admittedly, sometimes even hyperbole. Never mind that our more glamorous industry-mates might think we were dorks. We knew a good idea when we sold one. Masters of nuance, we could weave sophisticated arguments from raw clinical data and infer advantage despite a product presenting a Package Insert (upon which all claims must be based) of mind-numbing parity with its competitors. Well, we’ve had that bashed out of us and then some.

The very idea of an “idea” is now anathema to the FDA, and many big pharma companies have outsourced risk assessment to ex-FDA consultants whose job it is to say “no” to everything and strip value from their client’s communication efforts. And get paid handsomely for doing so! Ironically, and luckily for the pharma industry, this comes at a time when the medical advertising creative workforce has never been so well trained, contextually experienced, adept at its craft, and simply dying to do something special.

As usual, the youngsters are leading the charge. A client once told me that there would come a time that “one’s experience counts against one.” I’ve been battling with that for a while, tilting at the abovementioned windmills, but I think I’m starting to see light at the end of the tunnel, or some other reassuring cliché. Heretical as it may seem, I’m starting to believe that everything old is new again. After all, if all the creatives and all the customers and all the clients are thirty-something or younger (at least, those with any sort of authority), then all the archetypes are up for grabs. If the medium is the message, then the message is new. YouTube and URLs wash away the sins of the past. Everything’s a mashup, fresh, immediate, and potent as ever. Sample Aesop’s fables in Flash and voila, you’re golden. And why not? After all, our genes are millions of years in the making. Originality? Oh, please. As long as it sells, baby. As long as the client is happy and it sells.

If that sounds disgraceful, let me offer this up in my defense: I have the privilege of presiding over a tremendously talented creative department full of enthusiastic, fresh-faced young copywriters and art directors who never fail to amaze me by the brilliance and breadth of ideas they put up on the wall for every assignment. Often, the most apt of these involves a metaphor, and occasionally I have seen similar ideas before, maybe twenty years before. But I’m sure I only thought they were original then because I was too young to know any better.

I think it was T.S. Elliot who said that everything’s been done, it’s only the combinations that change, (someone else probably said it before him, right?) and the older I get the more I concur. Change the combination, change the medium, change the culture even, and you change everything. I increasingly find that those metaphors steeped in cultural relevance, those “old” ideas, are the ones the clients like the most, that undeniably float to the top in market research and that the physicians relate to best. Faced with success like that, me casting aspersions on their vintage can seem like sour grapes. It can suck enthusiasm from the building. I’m really trying to stop doing that. So, if the current regulatory climate precludes developing narratives of cutting-edge novelty, we always have the classics, and thank goodness. I’ll settle for sales, and keep my ego out of it. Plus ça change, plus c'est la même chose, as they say.

Comments

Add Your Comments

Macster (Anywhere)	on 06 Aug 2009 at 4:22 am

Bottom line: Most "creatives" that are in pharmaceutical advertising are simply those that weren't good enough to "make-it" in consumer advertising. Deep down they probably won't admit it, but come on, who would really go into pharmaceutical advertising unless that's all the work you could get hired for ... and were constantly turned down from offers for consumer advertising positions?

Ed M (New York, NY)	on 19 Dec 2008 at 12:48 pm

Ditto Kathleen.. We need those decision makers to realize our value for the buck we still are creative, we still understand the best procedures. Yes truth is Younger generation does not have the nitty gritty to survive , or get back to basics. I see it in all aspects besides the ad world

Eric Marrero (Seattle, WA)	on 18 Dec 2008 at 11:29 pm

As an account management professional for most of the last 20 years, I have to agree with many points of your article. It's interesting to read the view point from the creative aspect confirms my thought that both sides, although many times an adversarial relationship, sees things similarly. But, I still hear many of the blame focused externally (towards our clients) and little internally (our respective agencies). If our clients are putting us to task we should take that opportunity and step back and ask ourselves "are we providing real value to them?" Granted there are times that the relationship between client and agency just doesn't work. Those situations are, in my opinion, rare. What generally happens is that AORs get complacent, account services don't inspire great creatives by forwarding any critical thinking, creatives feel hand held through their creative process (or lack thereof), resulting in ineffective, mediocre, if not failed, campaign executions. As you mentioned, we need to change the combination of disciplines and infuse new thinking by getting the younger staff involved in brainstorming sessions where their contributions are respected and integrated with the more experienced team members from those various disciplines. Our job is not to identify challenges and convince ourselves that it won't work. But as Kathleen's Einstein quote states, we should be collaborating to find those opportunities and solutions within the challenge. That's what keeps me jazzed each day and hopefully inspiring my team to think differently. The creative team has a great way of seeing things. Listen to them. Constantly doing this for our clients (and ourselves) will undoubtedly win us praise and keep us all motivated to doing great effective and creative work.

Ann Poorboy (Durham, NC)	on 18 Dec 2008 at 9:59 am

Working in the same agency as Bruce and having been in a few yards over the past 17 years (agency / pharma / cosmetics), it would seem we simply the misfortune of being misunderstood. As long as the general public feels that medications should all be non-profit (while they demand great returns from stocks of the same companies) and that pharma is to blame for all healthcare woes (we're only about 6% I think), and with the FDA promoting generics (even though that would seem to be a conflict of interest for a regulatory body who also regulates branded products) then this is the wave we're surfing. Eventually another wave will come along, it always does. Until then, for me at least, while parity makes creative approaches more difficult (hey look, we're just like the other guy - only purple), I watch drugs consistently get a little more effective or a little more patient friendly with each round. I see pharmaceutical companies providing better options each time, jobs for the multitudes, and jobs in other companies that supply them. In my mind, that's a good thing, and something I've always been proud to be part of, much like the pride I take in showing my clients the original ideas Bruce and his team come up with. And Bruce, just remember, if you ever need a hand, I'll dash right over from account services with my shiny box of 64 crayons - complete with sharpener.

Karen (Salem, WI)	on 17 Dec 2008 at 12:30 pm

The old is new with different packaging is all... Worked for Pharma companies for over 10 years and have been on the regulated side of things. Launch of products, DTC, etc., some successful, some never made launch and DTC is stricter than ever now, but the experiences through those processes are there. You would think that to experience this would be a benefit to employers hiring in this area and maybe a few years back it would, but now education and having a degree is what matters the most. I have run circles around some PhD's and have discovered for myself that education doesn't give you common sense or really qualify you to do a job. Reality these days dictates you must have a degree. I am sympathizing with you in having to deal with these young MBAs whose experience is minimal and the FDA, well they have always been a challenge to deal with and probably always will. Best to you in your creative endeavors and if you need someone with experience, let me know, as experience is what I bring to the table. Best, Karen

toomuchcoffee (Atlanta)	on 16 Dec 2008 at 4:18 pm

Oh how I long to work on a drug that we actually need. These days it's all parity products that have very little to recommend them. We keep trying to find those nuggets but it's pretty hard to sell doctors (scientists!) stuff without clinical advantages.

Bill Crandall (New York)	on 16 Dec 2008 at 4:08 pm

Hey Bruce ... Take heart my friend. The creative concept or "Big Idea" is no more antiquated in ethical drug marketing communications to the medical community than it is in DTC (Direct-To-Consumer) advertising. For all of the FDA's regulations, both still require a USP and creative concept to make the (hopefully unique) selling point to any potential customer. The question, of course, is whether a particular copy platform - with brand promise, stated end-benefits and related support - are not only right, but relevant. For example, Viagra and Cialis position their ED brands as providing men with the comfort and reassurance that when "She's ready", you're ready to deliver while her iron is hot. I get this, but it is a passive selling proposition and I wonder if it's the right copy strategy and creative platform. A more aggressive concept targeted to men might be one promising confidence in one's masculinity and performance, i.e., "Hey, I'm in the mood and 'ready', so come and get it". The ultimate question for couples (especially married ones) is, of course, when do their mutual interest in "doing it" coincide. This is a quandry that has plagued mankind from the beginning of time, and no drug will ever solve that problem. LOL. bcrandallnyc@aol.com

Bret Koehler (NYC)	on 16 Dec 2008 at 2:56 pm

Well put Bruce. I only had to work on a pharma spot once, and it was one of the most painful experiences of my creative life (and there have been many). After about six months of storyboard-wrangling and No Man wrestling, the FDA killed the pill anyway. I gained a huge amount of respect for the people who do it day in and day out. If it makes you feel any better, the entire US ad is handcuffed and we all dream of living off spots played in Europe and South America, where you barely have to make sense at all (even in your own language), pretty pictures are more important than product attributes, and boobs are as common as – not to mention bigger than – logos. Speaking of, I have a plane to Brazil to catch...

Ktalanda@wans.net (Chicago, Illinois)	on 16 Dec 2008 at 2:27 pm

Bravo! It seems to me, and I could be wrong, the older you are the more you have to promote yourself as having value. Of course, "history repeats itself". But, beyond that, there is wisdom and discipline imprinted into your brain. Being a "baby boomer" does have benefits the "entitled generation" (for the most part) did not get exposed to. Unlike previous generations .... the baby boomers are still green and growing. Their retirements are impacted and, they might be working well into their 70's. I'm looking for people like you who do not appologize for "being older". What you have is experience! You have the breath of time which allows you to see how things cycle. What the youth of today give us is access to the latest and greatest in technology. While we are working at C-levels, the youth of today are keeping up on the newest technology. As much as we try, we can't do it all. Any company who is going to thrive needs to identify those 5% of workers (young and OLD) that give their life to their job. I suspect, you have worked far to many thousands of late nights...and, have been on vapors when you came home. In my mind, and I could be wrong, the younger generation for the most part, does not have this discipline. "In the middle of every problem is an opportunity." Einstein I imagine this "down" economy will teach the younger generation to appreciate their jobs and, willingly take on added extra responsibilities (without pay!) in order to make their company susceed! No Pain...No Gain! Your words greatly impress me. I'd love to be part of your team! Kathleen Talanda-Potts

Mike Marn (Grand Rapids, MI)	on 16 Dec 2008 at 1:36 pm

Good column. As a CD, I have worked on plenty of good consumer biz, but several "pariah" categories, as well, including healthcare, auto dealer association, and heavy industrial B2B. Interestingly, the older I get, the more satisfaction I get in doing good, effective AND creative work against the odds in those categories. I see plenty of vapid consumer efforts that tell me substance is increasingly less appreciated there than empty style or thin. sophomoric "ideas." Take heart. Creative is, to at least some degree, in the eye of the beholder. And your eye is better trained and credentialed than many who disparage the category. Keep up the fight; take the MBAs and FDA as simply more challenges!

Mark Hollander (New York, NY)	on 16 Dec 2008 at 1:23 pm

Interesting post but with the imminent death of DTC and no clear guidelines on appropriate use of social media for disease-state awareness, how creative can you be? No one ever got fired for saying "no" and that in a recessionary climate effectively tamps the lid tight on clever creative.

everysandwich (atlanta)	on 16 Dec 2008 at 12:48 pm

If it solves the problem, it's plenty creative.

Frank Austin (San Francisco, CA)	on 16 Dec 2008 at 12:06 pm

I guess I would be one of the "MBA types" who strips away your creativity. In reality, I hire creatives to be creative; and I let them do it. Sounds like you need better clients! ;)

APDAFYDD (MA)	on 16 Dec 2008 at 11:09 am

"Nihil dictum quod non dictum prius" is what we used to say back in the Empire days. Cicero was our CD then. Bit of a glory hog, though. But what can I say, he made the history books, and we didn't. Flabbius Maximus

ahoving (NYC)	on 16 Dec 2008 at 10:49 am

Thomas does great work here www.simpfendoerfer.com

Roy Tuck (Northern New Jersey)	on 16 Dec 2008 at 10:42 am

As a Creative Director/Art Director who has worked in both general consumer and pharma, I understand your frustration. Your article walks the fine line between indicting the FDA and client MBAs for regulating the life out of creative and keeping the youngsters motivated. Roy

About the Author
Bruce Nicoll

Bruce Nicoll is creative director at S&R Communications in Durham, North Carolina. Originally from South Africa, Bruce loves to travel and has been lucky enough to also work at agencies in Italy, Spain, Saudi Arabia, and on both U.S. coasts.