How to Stay Creative in the Face of “No”

Being a pharma marketer can be a bit like walking on a tightrope. On either side of your balancing pole are two considerable burdens.   

On one side, you must carry the complexities of marketing a prescription drug while adhering to the rules, regulations and guidelines, and managing the inevitable financial challenges.

On the other side, you must carry the weight of regularly working with your team to create inventive marketing concepts that are memorable, engaging, and effective, while also managing any interpersonal issues that may arise. 

As you walk your tightrope, with these challenges on both sides, you have one mission: to address the goals of your brand. It’s a balancing act of epic proportions. And you can count on one thing to try to push you off: the word “no.” But just like your pair of challenges, you have a pair of defenses to help you stay creative and on track, even when it feels like your progress is slowing, halting or even reversing.

The creative professional in you has to develop thick skin and a strong sense of perspective. Taking “no” personally is the fastest way to fall off that pharma-marketing tightrope.

Rather than treating a “no” as a roadblock, treat it as an opportunity. Seek every opportunity to better understand your brand and the position of each member of the team. Learning what’s behind “no” helps you avoid the next one.

And when you’re stuck, get a new perspective. I’m sure you’ve been surprised by the brainstorming power of a walk in the fresh air – or explained a situation to a friend, only to hear the solution come out of your mouth before they’ve had a chance to say a word! Trust your abilities – learn from “no,” but don’t let it shake your confidence.

Finally, consider how you present your ideas. If you address a cautious MLR team with overconfidence, you could predispose them to a negative mindset. If you haven’t convinced your brand that your concepts are grounded, fully thought through, and effectively addresses the challenges that concern them, you aren’t setting your ideas up for success. Nevertheless, instead of being discouraged by resistance, ask the question, “What would make you say ‘yes’?”

The pharmaceutical professional in you has to remember that everyone is on the same side. Whether you’re new to pharma or a veteran, a traditional brand manager or a digital specialist, everyone involved is trying to do what’s best for the brand.

If you keep your creative abilities strong, and keep your brand goals and challenges in mind, hearing “no” doesn’t have to throw you off your tightrope.