NEW JERSEY, August 6, 2001: You've seen the ad. A guy running through a park, holding hands with his "string" of children. An idyllic scene, underscored by the line, "Life's too short." It's part of the branding campaign for Corbett Healthcare Group, an agency located in Chicago, and we think it's one terrific way to position the agency.

In a company press release, John Scott, EVP and CCO explains that his agency's mission is to help clients achieve their mission: To save, improve, and extend human life. "The other reality is that the 'life cycle' of most brands has shortened as a result of greater competition. Our branding campaign acknowledges the struggles pharmaceutical companies face and emphasizes that our goal is consonant with theirs."1

In my 20 years of Rx marketing, I've never seen a richer, more compelling piece of self-promotion. What makes the Corbett ads so unique -- and so thought provoking -- is that this "simple pleasures" series not only communicates the sense of urgency involved with bringiing life-saving brands to patients who need them. I believe the ads also tap into a harsh reality of our industry: that in building those life-saving brands, we all "struggle" with late hours, nights and weekends, time away from the family, and sacrificing of vacation days.

That last one is particularly problematic: According to a recent survey released by the Families and Work Institute, a research group headquartered in New York City, those who don't use their vacation time are far more likely to make mistakes at work and suffer from all kinds of health problems, such as missing sleep, enduring high stress levels, and neglecting their own well-being.2

Enter Corbett. Brilliantly addressing the issue head on, the ad invites you to bring your brand to their shop. They'll not only put it on the fast track to success, they'll help you get out of the office and arrive home on time. At least, early enough to play follow the leader in the fading twilight. Or finally plan that vacation.

The implication is clear: are other agencies delaying your brand's success, and making you work harder -- and stay later -- due to flawed strategies or half-baked creative executions? In terms of positioning, this is ingenius. Along with market share, creativity, launch record, and numbers of awards -- or any of the other traditional selling points that differentiate one agency from another -- this company is concerned with quality of life. The patient's life. And your life.

Compelling, sure. But possible? No doubt, the more efficient and talented an agency is, the easier it is for your brand to be successful. And ostensibly, the easier it will be for you to get to your dinner table on time. But in this industry, in this regulatory environment, the late nights are often unavoidable. For many reasons -- reasons beyond the control of even the most experienced advertising team. Especially during brand launches and tri-annual promotional cycles.

Last-minute labeling changes. Competitive challenges. FDA requests for more data. Revisions from DDMAC. The list of potential potholes goes on and on. The fact is, the deadlines will always be deadlines. And meeting them frequently requires tremendous time commitments. Can any shop deliver on the promise of getting your brand where it needs to be -- and getting you out the door at a reasonable hour -- all in the face of time-consuming Rx promotional hurdles?

Maybe. Maybe not. But that's what positioning is all about: perception. And I salute Corbett for putting QOL into its ROI -- and its brand essence. Because whichever way you look at it, from the patient's perspective, or your own, Corbett is right: Time really is of the essence in pharmaceutical marketing.

Now, stop reading this, and get back to building your brand. So you can get home early tonight. The days aren't getting any longer, you know?

NEXT WEEK: PositionInk #2: Does the FDA have a "brand identity?"

PositionInk is a weekly editorial column that addresses topics and issues relevant to pharmaceutical marketing. If you would like to contribute an article, or suggest a topic, please call 908-507-7379. Or send an email to info@rxme.com.

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