an advertising monologue, such as "tell and sell," must evolve to a mutually shared dialogue among professionals, patients, and manufacturers, resulting in agreements between sellers, buyers, and consumers/patients. Tomorrow's medical advertising agencies must create products that facilitate customer dialogue. We must reengineer our communications offerings to better serve the needs of a changing professional and consumer/patient. These new communications offerings will touch all stakeholders, helping to form enduring relationships. A new agency approach Tomorrow's bold medical advertising agency network will integrate all the valuable communications assets into a new offering. This new offering will be customer-centric, always making decisions and products that help customers live better. The new agency will focus on connecting with customers in a media- neutral environment. Therefore, internal agency competition will cease, walls will disappear between traditional and non- traditional media, and, once again, doing what's right for the customer will prevail. To drive this paradigm will certainly require special leadership; as such, these new leaders may appear from unlikely quarters. No matter the leader, a new medical advertising agency will emerge that: • Better connects the agency with the client in meaningful ways; • Focuses strongly on development of communications innovations. Such innovations will deliver the all-important brand message via media that are personal and cost-effective, regardless of tradition;
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