For biotech companies preparing to launch their first commercial product, Dr. Seuss gives sage advice when discussing innovative tactics. Try them.
“Do you like green eggs and ham?”
“I do not like them, Sam-I-am. I do not like green eggs and ham.”
-Dr. Seuss
In the children’s classic, Green Eggs and Ham, the character Sam-I-Am wants a boy to like green eggs and ham and keeps suggesting different places where the main character might enjoy them. Eventually, the boy tries them and discovers that he actually does like green eggs and ham. So, he thanks Sam.
The spirit of the story, which is about the benefits of trying new things, is highly relevant to the biotech company preparing to launch its first product—from social media tactics to digital sales tools to standout creative. (Who knows? You just might like them. Or better yet, you might find that they work.)
Many biotech brand managers come from big pharma companies that were able to produce sales results for two reasons: their size and the inertia in the market. When these same people venture into the world of commercializing their own first biotech product for a specialty audience, they all too often want to roll out the big pharma playbook. That doesn’t work in the new healthcare marketing environment.
First, the sales force and dollars are drastically different. The average size of a specialty sales force is about 100 reps, plus a handful of MSLs. The marketing budget is significantly less than the multi-million dollar budget from big pharma. The big pharma playbook, however, still gets rolled out.
“I would not like them
here or there.
I would not like them
anywhere.
I do not like
green eggs and ham.
I do not like them,
Sam-I-am.”
Second, the market position of a smaller biotech carries little weight with the target audience. But Mr. Client swears that at [insert major top 5 pharma company here] the tactics they used before were hugely successful. Yet in the current environment, these same tactics fall short.
“I do not like them
in a house.
I do not like them
with a mouse.
I do not like them
here or there.
I do not like them
anywhere.
I do not like green eggs and ham.
I do not like them, Sam-I-am.”
That is why it is critical that biotech brands should try green eggs and ham (new, innovative tactics). Your new brand deserves a customized, relevant tactical plan that motivates your particular audience. Your audience, in fact, may embrace digital, or nonpersonal, or rep-delivered materials. If done correctly, the tactical green eggs and ham you offer the target market in the specialty space today will be appreciated.
“I do so like
green eggs and ham!
Thank you!
Thank you,
Sam-I-am.”
