Time to Stage a Pitch Invasion

An invitation to all healthcare communications leaders and innovators to join us to explore more effective approaches to selection

The HCA’s latest pitching code of conduct was published in September and we were delighted to be asked to contribute to the update process. It opens with a key statement for clients: “We will only pitch when we have a genuine requirement for agency support and internal stakeholder commitment to the programme in terms of funding and feasibility.”

The code goes on to set out fair and sensible ground rules intended to protect both agencies and clients in what can sometimes become a gruelling and expensive process, but a fundamental one for our industry and work.

When clients have critical programmes to deliver over months or years and substantial budgets to deploy responsibly, it makes absolute sense to use this extended and rigorous evaluation process to govern long-term agency selection.

But pitches are a big investment of time and money for both client and agency. And they don’t always lead to a good result. Delivering a slick presentation is one thing, delivering tangible campaign results in a complex healthcare environment is another. Not all agencies have deep enough pockets to absorb the pitch costs, effectively denying clients access to a swathe of skilled and experienced experts and teams.

We’re all in the pitching habit. In a cost-conscious era and a challenging market, it can feel like a safe and prudent option for clients to go through this exhaustive selection process. Agencies look for the security of long-term commitment and locked-in fees in return.

Challenging the status quo feels risky for agencies that are competing hard for valuable client business. From my years in successful traditional agencies, I know it’s madness to bite the hand that feeds you! But here’s the thing. I, and many of you – on both client and agency side – know that pitching isn’t always the answer. For smaller and shorter projects it’s overkill and often conforms to the law of diminishing returns. It stretches resources on both sides. It narrows the field and places too much emphasis on presentation rather than creativity.

The question is, what’s the alternative?

As a judge at the Pharma Times Communications Awards this autumn, I was struck by the exceptional resourcefulness and creativity shown by the competing teams in a locked-room challenge. Without preparation or wifi access and in the space of two hours, healthcare comms people came up with ingenious, informed and substantial proposals to meet a fictional but realistic brief. The pressure and adrenaline might have been unique to the contest, but the talent unleashed was extraordinary.

 

What if every client could select its agency teams through a similarly efficient and focused process?

 

As founder of The Difference Collective, for the first time in decades I’m in a position to look boldly and objectively at solutions to the pitching problem. In our new, virtual agency model, we just don’t have the overheads to absorb traditional pitches. Our lean and agile approach means we have to demonstrate our capability in other ways.

 

In the early days, I assumed we would be ruled out of larger projects and would make our living from small, tactical pieces of work that fly under the procurement radar. In practice, our results on these jobs have brought clients back to us with large-scale briefs. I’ve had to adapt my thinking.

 

So, over the past year we’ve adopted and tested a selective approach to pitching.

 

Clients who’ve already seen the value of our work understand why our model doesn’t support traditional pitching, but they still need to evaluate us objectively against alternative providers, particularly for high budget work. Where we know our team has an excellent fit in terms of skills, experience and culture, we may collectively decide to invest our time in collaborating on a pitch that we have a very high chance of winning.

 

For lower budget projects, we have a range of alternatives that give clients a chance to engage with the virtual team they would be working with, to question them and test their creativity, while limiting the time and money invested. Brainstorming sessions conducted over videoconference have proved particularly successful, with our prospective clients not only seeing the team’s chemistry and capability in action, but also receiving a summary of approach and recommendations afterwards. 

 

We’ve also delivered mini-pitches and exemplar proposals that tackle one agreed aspect of the brief in detail, to show our capability and rigour. Another option is for our selected team to run a paid-for workshop, to create usable outputs on a test project or topic. Clients can see us in action, including our on-the-spot creativity, expertise and teamwork. I believe this gives a far greater insight into our capabilities, approach and likely programme outcomes than a pre-prepared pitch.

 

These experiments have proved so successful that I don’t believe I need to evangelise them for smaller scale projects.

 

But moving up the scale, where procurement is involved, the pitching debate becomes more challenging for everyone. When I was running a traditional agency, I would not have risked disrupting or criticising a client model that we needed to conform to for survival and success. But at The Difference Collective, I’m free to challenge it – based on common sense, experience and the undeniable existence of effective alternative solutions.

 

In our rapidly-changing health and pharma sector, I urge thought leaders and decision makers from both clients and agencies to join me in seeking more efficient, cost-effective and insightful ways to match the best third party talent with client needs.

So, The Difference Collective is staging a pitch invasion. I truly believe that, as the healthcare comms industry embraces different ways of working, there is a better way to get new business without having to heavily invest in a pitch. I have already heard from many of you who agree. And I really want to hear from as many more of you as possible as we plan to convene a roundtable in the New Year. So if you’re ready to help us test different ways of pitching, Get in touch!

About the Author

Angie, Founder, has worked in healthcare communications for nearly 30 years, ultimately building one of the most successful UK healthcare consultancies. Throughout her career, she has constantly looked to do things differently and make a difference to the healthcare communications industry.

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Louise Watson

Consumer & Wellbeing Brand Marketing

I have 25 years of consumer and corporate brand-building experience gained working in global network agencies. I am a creative strategist at heart and my client experience across wellbeing, nutrition-marketing and health includes leading award-winning work for Bayer Consumer Health, Kellogg’s, P&G and Unilever. My most recent experience includes 3 years as Chair of Consumer Marketing EMEA at Weber Shandwick where I led the regional client service community and a 12-month contract with Ogilvy leading integrated campaigns.

An impassioned problem-solver, Louise enjoys bringing an audience-centric approach to client issues in order to solve business challenges through strategic communications.

I also lead communication for TEDx Kingston, one of the UK’s largest and most preferred events of its kind.

Wayne Page

Digital Communications

I served as CEO of one of the most innovative and successful independent digital healthcare agencies in the UK (big pink) for 15 years, leading a team of experts in creating and implementing some of the most impactful global digital healthcare campaigns for some of the biggest brands in the pharmaceutical market. I played a pivotal role in establishing Pfizer’s first EUCAN (EU and Canadian) digital strategy and created and implemented an innovative ‘digital acceleration programme’ to drive rapid uptake of this new approach. For five years, across 22 markets, big pink under my guidance, led the development and execution of Seretide’s global brand strategy (and tactics) as Agency of Record.

Vicki Harper

Client Management

I have been in communications and marketing for over 20 years, working with UK and global agencies. I have well-honed client service skills with an insight-first approach that enable me to craft and deliver effective healthcare communications campaigns with a clear strategy and a defined purpose, delivered on time and within budget. I am attuned to the need to add genuine value to my clients and committed to delivering meaningful results that make a difference. In recent years, I have created global digital influencer and partnership programmes supporting women’s health, as well as consumer healthcare brands, enabling them to reach new audiences and online communities alongside PR. I am adept at managing and delivering complex multiple-territory campaigns for large and small-scale organisations, across public, private and the third sector with a background spanning pharmaceutical and healthcare companies, women’s health, healthcare charities, sports & wellbeing brands and social enterprise.

Susan Cuozzo

Medical Education Global

I am an award-winning medical education specialist, accredited publication planner (ISMPP CMPP) and medical writer with a 20+ year track record of creating strategic scientific communications. I have led medical writing and editorial teams across therapeutic areas on global and US accounts for agencies based in NYC. I have worked on over 20 drug launches including agents given fast-track designation by the FDA. I am adept at applying adult learning principles to maximize engagements with any HCP audience and have designed and moderated over 100 advisory board meetings and workshops. My passion is working with thought leaders to bring data to life to ultimately improve patient outcomes. In 2017 I was recognised by Pharma Marketers 360 magazine with an ELITE award for Transformational Leadership and by PharmaVOICE as one of the 100 most inspirational people in the life sciences industry.

Stuart Mayell

Creative & Strategy

I’m a Creative Director with 22 years of undimmed curiosity about health and science. I’ve contributed the insights, innovation and ideas that have opened up opportunities for hundreds of businesses. If you need impact, whether with words, brands or strategy, I can help. I’ve led multi-disciplinary teams across design, video, copywriting, digital and development. In my time in the healthcare communications industry I’ve worked across all main medical specialities, however I have particular experience and interest in oncology, medical technology and vaccines. The Difference offers me the perfect platform to advocate for creativity as the answer to many of society’s greatest health challenges; and the tool to help businesses succeed.

Rod Cartwright

Crisis & Issues Management

I am a strategic communication consultant working with agencies and in-house teams to deliver personal communication preparedness and organisation resilience. I bring a 25-year global PR agency pedigree working with market leaders including Ketchum (Global Corporate Practice Director), Text100 (EMEA Regional Director), Hill & Knowlton Strategies (Director) and GCI (Director) to drive lasting reputational growth and business change.

My focus is on issues management & crisis communication; leadership communication & executive preparedness; thought leadership & corporate reputation; and strategic problem-solving & facilitation. I have considerable expertise across ethical healthcare, OTC, consumer health and medical devices and has worked for healthcare clients including Takeda, Roche Diagnostics, Pfizer Consumer Health, Medtronic, Macmillan Cancer Support, Medco, Allergan and the Motor Neurone Disease Association.

Over the course of my career, I have taken on all that global news events such as the disappearance of Malaysia Airlines’ MH370 and the airline’s subsequent sovereign-led restructuring can throw at you.

Michelle Healy-Thomas

Design

I am passionate about typography and communicating clever ideas through inspired design. Over the last 10 years, I have successfully worked with a broad range of clients encompassing health and life sciences, beauty, energy, telecommunications and the financial sectors. My client experience includes Sony Ericsson, Great Ormond Street, Dresdner bank, Alliance Boots, Liverpool Victoria and Virgin Media. I have won ‘Design Effectiveness’ Awards for my work on Boots Laboratories and Vitol Energy and am a member of the Chartered Society of Designers, sitting on the judging panel for Corporate design. 

Liz Adams

Media Relations

With nearly 20 years of healthcare communications and PR experience behind me, I provide detailed insights into the media landscape and client campaigns. I take pride in devising strategies that will breakdown the barriers to patient understanding and empower them to take action when needed. Health matters. Compelling campaigns allow patients to present quicker, access treatment faster, meaning families stay together for longer and lives can be lived. The Difference Collective is a dream team of talent that takes healthcare communications to another level.

Lisa Harper

Virtual Working

I’m a healthcare communications consultant with over 15 years of experience. I worked at two highly respected PR agencies for over nine years before taking the plunge and becoming a freelancer. I’ve worked with GSK, Roche, AstraZeneca and Pfizer. The Difference is empowering; it brings us together in a virtual space where we can focus on delivering top-quality work for clients with the support and resources of the wider Difference community. I love the pace and immediacy and enjoy getting up to speed on new therapy areas and assignments in record time.

Julie Saunders

Internal Communications & Change Management

I’ve spent over 20 years working in communications functions of pharmaceutical companies and in global healthcare communications consultancies, which has given me a unique perspective on the intricacies of communication across the healthcare environment. Now, as an independent healthcare communications consultant, I focus on communication strategies, stakeholder mapping, leadership counsel, product and corporate communications and internal communication. I am particularly passionate about working with the pharmaceutical industry to make the concept of patient centricity meaningful, and not just a ‘buzzword’! Joining The Difference Collective has given me an amazing connection with a network of very talented and supportive peers, broadening my client offering through collective, efficient expertise.

Jo Williams

Social Media

I am a highly experienced healthcare marketing consultant who has worked in both client-side and agency roles for over 20 years. My knowledge and experience spans the breadth of the marketing discipline but has particular expertise in strategy development and multi-channel marketing. As well as helping to launch and build successful brands for many of the top 10 pharmaceutical companies, I have delivered numerous projects in the areas of corporate reputation, customer experience, insight development, and social media marketing. I worked as a Senior Client Director for one of the largest healthcare insights and consulting agencies, before going freelance in 2017. I am driven by curiosity, a passion for learning and a drive to keep on top of the latest trends in marketing.  

Jo Willey

Media Strategy

I’m a storyteller and story creator, passionate about uncovering that killer “line” I know will be irresistible for journalists and their audiences. I have worked as a journalist on national newspapers for 20 years, latterly at the Daily Express where, as Health Editor, I led the newspaper’s health and science coverage which included three or four front pages a week. I have also written for – and continue to write for as a freelance – titles including the Daily Mail, The Times, The Sun, The Mail on Sunday and The Mirror. After leaving the Daily Express in 2014 I set up my successful consultancy Jo Willey Media, and am now a highly sought after communications specialist working with PR agencies, pharmaceutical companies, businesses and charities offering services including media strategy, storytelling and content development, media training and I am an expert facilitator of advisory boards, meetings and workshops.

Hugh Gosling

Pharma Content & Insight

Having completed a pharmacology degree and journalism post-grad, I have spent 20+ years writing, editing and managing content and editorial projects in healthcare/pharma. I have worked at independent media organizations (notably as Editor of several industry-leading publications), in-house at global pharmaceutical companies, and within creative agencies. I now bring this broad experience to shape content of all types and formats.

In recent months, I have worked on white papers, in-depth reports, patient-focused materials, corporate slide decks and position papers, blogs/articles, technical papers, sales leaflets and HCP training toolkits. I specialise in advising on and delivering high-quality content, with a particular interest in thought-leading content that delivers real value and insight.

Elspeth Massey

Charity & Patient Groups

I started my career as a journalist working on the newsdesk of ITV Meridian where I honed by skills as a storyteller. Since then I’ve spent the last ten years leading comms teams in three national health charities, including The Stroke Association, Samaritans and Beating Bowel Cancer. I’ve developed and delivered cut-through campaigns that have driven the profile of organisations, achieved wide-spread media relations coverage and subsequent policy change. I’ve loved getting important causes the attention they deserve.

Clare Evans

Global Communications

I’ve worked in the biopharmaceutical industry for over 20 years, both in-house and in agencies including leading UK, EU, Global and regional communications teams at Novartis (Switzerland), Roche (Switzerland) and AstraZeneca (UK and U.S.) in areas such as cardiovascular disease, diabetes, manufacturing, supply and quality assurance, neuroscience, and infectious disease. My focus areas are executive and leadership communications, issues and crisis communications, change management, strategy development, and scientific/product data and launch communications. My experience includes leading the Global communications for the 2009 H1N1 pandemic for Roche HQ in Switzerland and managing issues related to the Japan earthquake and tsunami in 2011, from an employee, governmental, manufacturing and product perspective. I am also a qualified pharmacy technician and previously worked in hospital pharmacies in London and Kent ranging from dispensing OTC and prescription medicines to making chemotherapy for patients

Charlotte Messer

Consumer Health PR

I have worked in PR for over 25 years, a career that has been varied and exciting.  Having worked in a variety of sectors, healthcare is the area that I am most passionate about and where I feel most proud and pleased to be making a real difference. After working for agencies and in-house I decided that I wanted to have more control over the way I worked. For me, this meant working in an agile way with talented freelancers so I could ensure clients got to work with the very best people, with teams tailored to each project. I was invited to join The Difference Collective this year, which brings exceptional PR professionals together who all share the same ‘brilliance’ ethos. I am proud to be part of such a great team.

Charlie Hobson

Copywriting

I’m a marketing professional turned content writer who’s worked with clients in a range of industries including healthcare over the last 20 years. I’m commercial in approach so working on projects with clear outcomes and KPIs really appeals to me. In The Difference Collective, I’m energised by working with different clients and team members who are real experts in their fields, so we spark off each other creatively. I like that projects get moving fast – we’re hands-on quickly, without the pitches and politics.

Candida Halton

Behavioural Psychology

I am a healthcare communications specialist with 20 years’ experience working both in-house and for a leading agency and experience developing and delivering successful communication, corporate responsibility and employee engagement strategies. I have a proven track record of providing external and internal communications strategic advice to all levels including CEOs of major corporations and patient groups. I previously worked at GSK in the communications function in various global roles initially as the Financial and Corporate Media Director, and latterly as the Director of Activation for the GSK Save the Children partnership. During this role I was responsible for the internal and external communications strategy and employee engagement campaign for the company’s global partnership.  

Becky Jones

Medical Education UK/EU

I am a medical communications expert with extensive knowledge and over 25 years’ experience in the Pharmaceutical Industry. I am innovative and skilled at translating scientific and technical language into clear and simple messages for specific healthcare professional audiences and understand the need to incorporate strategic focus and deliver relevant and compelling stories. Delivering projects for the UK Market as well as Europe, Australia and Canada, Becky has worked with healthcare agencies and companies such as Bayer, Eli Lilly, Napp, Gilead, Mundipharma and Novo Nordisk, I have worked across many therapeutic areas, but is passionate about diabetes, cardiovascular disease, and obesity. And as an advocate of expert to expert communications, I am adept at building and establishing trusted partnerships and collaborations and have a strong network of high-profile thought leaders.

Anna Gray

Prescription PR

I’m a trusted senior PR professional with over 20 years’ experience of healthcare communications. I’ve held senior positions in agencies for over 13 years and have extensive experience of leading brand and therapy area communications, internal and change communications, issues management, patient advocacy and awareness campaigning, patient involvement, content development, stakeholder mapping and development and media relations (traditional and social). My strengths lie in seeing the bigger picture while keeping an eye on the detail and strong relationship skills. I have a real interest in learning and maintaining health and wellness and am currently studying for a post-graduate diploma in Nutritional Therapy with the Institute for Optimum Nutrition in London.

Angie Wiles

Founder & Head of Collectivity

I’ve been passionate about healthcare communications and the ‘difference’ we can make to patients’ lives for over 30 years now. I thrive on collaborative creative working and believe the freedom to choose to work in a way that best suits a person’s lifestyle produces the absolute best results in terms of productivity and creativity. The Difference Collective brings together the best independent senior talented consultants in the business who want to work differently but still benefit from the support and camaraderie of an agency community that has been purpose built to work virtually.

Ali Perkins

Leadership Communications

I am an experienced business and communications leader with over 25 years’ experience in large corporate, small and start up organisations. Key roles have included Global Head of R&D communications for Astra Zeneca, as well as over eight years at Microsoft heading up the UK communications team and as Director of Privacy and Social Media Strategy. 

I have extensive experience of strategic communications, brand and reputation, business planning and restructuring, change management, employee engagement and crisis / issues management. I am comfortable working with and advising the most senior business leaders, often on complex and sensitive issues.

Alex Harrison

Corporate Communications

I am a healthcare communications specialist with 20 years’ experience working both in-house and for a leading agency and experience developing and delivering successful communication, corporate responsibility and employee engagement strategies. I have a proven track record of providing external and internal communications strategic advice to all levels including CEOs of major corporations and patient groups. I previously worked at GSK in the communications function in various global roles initially as the Financial and Corporate Media Director, and latterly as the Director of Activation for the GSK Save the Children partnership. During this role I was responsible for the internal and external communications strategy and employee engagement campaign for the company’s global partnership.  

Louise Watson

Consumer & Wellbeing Brand Marketing

I have 25 years of consumer and corporate brand-building experience gained working in global network agencies. I am a creative strategist at heart and my client experience across wellbeing, nutrition-marketing and health includes leading award-winning work for Bayer Consumer Health, Kellogg’s, P&G and Unilever. My most recent experience includes 3 years as Chair of Consumer Marketing EMEA at Weber Shandwick where I led the regional client service community and a 12-month contract with Ogilvy leading integrated campaigns.

An impassioned problem-solver, Louise enjoys bringing an audience-centric approach to client issues in order to solve business challenges through strategic communications.

I also lead communication for TEDx Kingston, one of the UK’s largest and most preferred events of its kind.