Medical journal advertising will make a comeback as a promotional vehicle but will increasingly be read online. The medical advertising industry must strategically partner with medical publishing for each other's mutual benefit. 100 percent of those surveyed agreed that the medical advertising industry will morph into a new, yet-to-be determined model. One thing is for sure: What worked yesterday will not necessarily work as well tomorrow. Agencies must establish innovation teams to develop new communication strategies and tactics for tomorrow's media-sawy customers. Clearly, new media will play a critical role in the structure of reengineered medical advertising agencies. Thefuture of medical advertising agencies: What to do? Obviously, something has to change. At the heart of change is some future state to be realized, some current state to be left behind, and some process to get from one to the other. Many of us look back at our traditional medical advertising roots with fond memories. That was then, and tomorrow is calling. Today our industry seems to be locked into two main models. The first is one in which a client selects one lead agency, usually a member of a large holding company with multiple communications offerings. In the second model, clients hire a slew of agencies across communications channels, hoping that they can manage these competing entities. Both models seem to fail on one level or another. One thing we know for sure is that the emergence of digital communication is becoming more important because it connects consumers/patients in meaningful ways. Traditional medical advertising agencies focused on
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