Healthcare communications and marketing news and information

Regular readers of this blog may have noticed that I have been posting less often recently.  This is because I’m only trying to post when I feel I have something to say.  Despite this, I’ve been doing a lot of reading and soaking in Tweets and blog posts.  This content has helped to shape my thinking about a number of issues.

This morning, I came across an e-mail from eyeforpharma, which caught my eye.  It was titled: “Roche buck the trend, is it time marketers do the same?”  The blog post it referenced was written by Lisa Roner and focused on Roche’s decision to leave the industry trade group PhRMA (and its sister organization the Association of the British Pharmaceutical Industry.  It seems that since Roche purchased Genentech, it has moved its orientation from pharma into biotech.  Roner painted the move as an attempt by Roche to be different – ala Southwest Airlines. 

Roche’s move into BIO, the biotech industry organization, is certainly interesting. However, it will take more for me to consider Roche Big Pharma’s (or Big Bio's) version of the trailblazing airline.

However, I was most interested in reading Roner’s thoughts on how marketers can become less rigid and more creative.  Unfortunately, the post left me hanging, which led me to write this post.  I’d love to hear Roner’s thoughts on how marketers can become mavericks.

While we’re waiting for Lisa’s response, please see this excellent post from Copyblogger focusing on why we should all have the courage to be “wrong” more often.