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Giant is a new, small advertising agency focusing on working with pharmaceutical companies, particularly biotech firms, who are launching new drugs. A company may have spent a decade and hundreds of millions of dollars developing a new drug, and it gets exactly one crack at the market. Giant specialized in developing the marketing and advertising programs for these launches, which meant compressing what would ordinarily be several years of work into several very high-stakes months.
Giant was founded with one big client. My charter was to quickly build the systems and process and deliver new clients. To do this, I had to construct a complex infrastructure for research and information very rapidly.
Any new pharmaceutical passes through a progressive review process at the FDA. Final approval of the compound is necessary before the drug can be marketed, and at any point, there are hundreds of compounds in development. Therefore, I was responsible for creating a systematic method for:
- Helping Giant develop target criteria – who should their clients be?
- Developing a system for rapidly sifting through hundreds of companies to determine which ones had drugs in development that were right for Giant:
- At the right stage in the approval process
- Targeted at the right diseases
- Not already preempted by another agency
- Creating the tools to quickly package and present Giant’s credentials to new prospective clients, and to get meetings and presentations
- Assist Giant’s principals in presenting to and becoming the agency of record for these prospects.
To date, Giant has landed one major account as a result of my work, is on the short list for several more product launches, and has realized over fifteen times their investment in my systems in incremental revenue.
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