You jump some extraordinary hurdles

If a poet is working in a strict form but can’t find a word that rhymes, they can cheat it with a half-rhyme. If a painter changes his mind, he can paint over his work or start again. But you’ve got ninety-nine people to please with every line and art choice, and you’ve got less wiggle room than a gummy worm in a bench vice. Plus, once the work is out, it’s not getting painted over–at least, not by you.

Your Toughest Customers May Be Internal

The higher the science, the lower the likelihood that sales reps will want to use flashy marketing pieces. When oncology reps in particular talk with HCPs, the reps want to level up and show they can talk like the doctors do. Sales aids often get left behind in favor of study papers pulled straight from the journals.

On high science accounts, the sales reps are critical to closing the sale. Yet your branding, positioning, and messages are just as important. You must somehow build a powerful campaign that will also translate into tactics and language the sales reps will be eager to deliver.

Your Concept Wall May Be Cracking

The old wall picture/headline wall doesn’t cut it anymore. It’s not enough to have a good idea. There are too many other ideas vying for attention all around us. Even if you escape the trap of the happy beach scene, the best image and headline won’t make the same impression it used to make.

The world is driven by stories now. Driven by things that HOLD the audiences’ attention. You need to keep your audience turning pages that you provide.

You May Be Using And Dreading AI

Generative AI is getting good. You can start with nothing but a prompt, throw the output into an upscaler, and you’ve done a $20,000 photoshoot in twenty minutes. No doubt, AI will soon be able to do many other human tasks in the industry too.

But this is an opportunity. As AI takes over pattern-based tasks, smart companies will leverage the supreme power of human imagination to out-think and out-create their computers. In industries like advertising, human imagination will be more important than ever to marketplace advantage.