Mals Musings: A call for purpose-driven marketers
Reconnecting with the true purpose of the pharma industry will serve patientsand drive sales
I often wonder what drives our marketers. Are they driven by a clear sense of purpose? Or are they driven by the trappings of corporate success?
In the end, who cares as long as they do their jobs and deliver sales and profits to their organizations. I care!
Surely, we will be more effective as an industry if we market with a distinct sense of purpose.
A best-selling book called The Purpose-driven Life argued that true motivation and commitment comes from a sense of purpose.
When I reflect on our great industry, I wonder if what we are missing is less skills and techniques and more a sense of purpose.
What does a sense of purpose look like?
There are many ways to read this. In the end, purpose should be tied to the mission and vision of the industry.
So, in our case, thats saving and restoring lives.
Are these the drivers for most marketers?
Yes, it is clear that we do a good job painting patient pictures and encouraging our representatives to do likewise.
The question is, are we attached to and driven by the pictures we paint?
Unfortunately, in many cases, I do not think this is the case.
Why does purpose resonate particularly well in our industry?
There are few industries with a purpose as rewarding, enthusing, and energizing as ours.
We should do more to tap into this.
I know of an organization that refuses to recruit marketers who do not have a passion to resolve the ailments they treat.
They prefer to recruit staff who have friends or family members who have suffered from these ailments.
They are convinced that technically strong marketers without an emotional connection to their cause lack the cutting edge and stamina required to make a difference.
This point is really driven home when I consider the numbers of well-paid representatives I know who have walked out of their jobs to become teachers, do charity work, or take on a role that rewards their emotional needs.
When there is a connection between your purpose and that of the organization you work for, rewards are built into the role before you even start.
In an environment where corporate social responsibility is top of the agenda, purpose-driven marketers will ensure that we drive sales, serve patients, and stay on the right side of the ethics line.