Who is Mal Barnard?
Mals Musings have been appearing on eyeforpharma for almost a year now, and the column has consistently offered passionate, provocative opinions on the state of the pharma industry.
Some might consider Mal Barnard, who is a senior pharma director with over 15 years experience, a pharma basherafter all, this guy once referred to pharma as Overweight, Oversized, and Over the Top; others might consider him a friendly critic who calls it as it is, even when it hurts. Either way, Mals column offers a unique perspective on pharma and what it's really like on the ground. So we thought it was time to learn a little more about the man behind the pseudonym
What was your motivation to start writing Mals Musings?
I am passionate about people and organizations fulfilling their potential, and a righteous rage stirs up within me when I sense tiptoeing and dillydallying around issues that need to be called out and dealt with in real terms. I am a maximizer. I am all about constant improvement and I believe that starts with an objective view of the current situation. My motivation is straightforward: Call it as it is so we can move on. For example What Business Are We In Again? is based on a desire to remind us of the great mission we signed up for and not to allow pressures to distract us from our cause.
Have you ever received feedback that has made you think differently about your view?
Yes, and I seek it all the time. Remember, I only want to get to the truth; the source is not as important as the truth. A debate about value-based selling (Is Value-based Selling (VBS) Just Plain BS?) certainly brought me to a different view. Having said that, I merely posed a question, which was not an accusation, just pointing out the opposing sides of some of our initiatives and programs and the importance of being deliberate about which side we are on.
In Whats Up with The Bottom Line?, you wrote: But the sales orientation of the bottom line thinker never allows the building block activities that drive strategy to occur. In the end, we have executives who become very effective at getting results over a short period of time and when the environment changes, the lack of sophistication and preparation bites. How much of recent pharma redundancies have been a result of this approach?
It is difficult to measure, but as the saying goes, Not everything that counts can be counted. In the end, what we need is balance between short- and long-term objectives. In some cases, we have swung too much toward short-termism and that does come with unwanted side effects. At the same time, I have argued that the way the industry is funded does put it in a difficult predicament; i.e., funding via the financial markets.
Have you changed your mind about value-based selling given its increasing popularity?
No. I asked a question based on sound reasoning. For what it is worth, I think the question is still valid. My concerns remain. I believe people fall on both sides of the spectrum and we should continue to ask such questions of one another. Let's raise the value voice.
Are you a pharma basher?
Absolutely not. In fact, I am a pharma promoter and a big chunk of my frustration comes from the fact pharma does not enjoy the full credit it deserves. My passion is to encourage some of the steps required to get us to that point. I point out misconceptions, concerns, and some criticism. However, they are always accompanied by suggestions on how we might address them. In the end, the answers are in the industry, amongst us all. I am simply making my contribution, opening debates, and giving a perspective.
If you had the power to change one thing in the industry, what would it be?
Our mission. Not the one we have written or recite, but the one that drives and motivates us dailyrestoring health, improving lives, and creating boundless joy. In some cases, I think we have lost our emotional connection with this and we often handle it mechanically.
Is there anything the industry does well?
Yes: endless strings of great products and solutions that change lives, a great job balancing ethics and profits. Pharma is full of unsung heroes. I am extremely proud to be a part of the industry. However, I think that should not stop us for seeking improvement.
Who inspires you?
Nurses, doctors, theater assistants. I dont do superstars. I like simple, ordinary people who do their daily jobs with passion and conviction. More often than not, they are unsung heroes. Fortunately, I meet people like this all the time. Inspiration is something I fortunately find regularly in many walks of life.
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