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I’d put it this way. Most of creatives in Pharma, even though they have creatives titles, they aren’t.
For the most part, this is true
Subject Expert
It takes a really long time to come to understand HCP concepting. The recent trend is to hire uber-creative ECDs from consumer backgrounds, who then drive the brand off the cliff with breakout creative that wins awards but terrible ROI.
I’ve found most of them don’t even get that far. They usually can’t create a concept that can be realistically approved or that the client feels is a real HCP concept. It’s usually “too consumer.”
I’ve gone back and forth between pharma and consumer and definitely found this to be true.
There are exceptions, but in my experience the CDs in pharma don’t have much talent for the creative stuff.
A lot of them have biology degrees and think they can concept but they can’t
Is this with HCP, DTC or either one?