"If you always do what you've always done, you will always get what you've always gotten."

The average tenure of a CMO is around 44 months. The rate of change the world is experiencing today is exponential, unlike anything it has ever experienced. The last 5 years brought the same amount of change that was seen over the past 50. What will the next 5 bring? It's likely change or die. We need to change the way we have been doing healthcare and Pharma, we need to speak to our audiences, HCPs, Patients, payers in friendlier terms, in language each can understand. We need to communicate in fresh ways, in new media, with new technologies, and make these new messages more emotionally relevant. No more tired old rational arguments with more reams of data. It's time for less CYA and more CAYP (care about your patients). This isn’t just my opinion it is the future of healthcare. My job is to find meaningful connections between a brand and a consumer, whether that be an HCP consumer or just a regular consumer.” What are you going to do? Stick your head in the sand and try to ride it out, or stick your fist in the air and say, “Hello Change, what did you have in mind?”