• Integrates all communications channels under one roof and one leadership focused outwardly on customers; • Expands the traditional medical advertising client base outside pharmaceutical manufacturers. The new agency will provide medical advertising services to health insurance companies, hospitals, the government, and possibly others; • Specializes, to better serve forthcoming specialty products emerging from advances in science. Such changes will require individuals with all the traditional leadership skill sets often written about. Most importantly, these new leaders must be courageous enough to take on such challenges, and fearless when they deal with both clients and holding company management. They must have a vision that is audacious but obvious. To be successful they must create a plan to realize the vision, and convey real passion to the people who execute the plan. They must be strong advocates for the creative product, as it is the face of the agency. They must do the right thing, the right way, every time. Great and good people always make a difference. There never seem to be enough at any one time. The medical advertising industry was fortunate to have had more than its fair share of visionary, caring, and strong leaders. Just look at the Medical Advertising Agency Hall of Fame membership, which follows this chapter, for examples of such leadership.
RkJQdWJsaXNoZXIy NDMwNDAx