What biotech brand managers can learn from CBS’s long-running reality series, Survivor

Biotech brand managers face some pretty grueling challenges during a launch. Your ability to survive depends on how well you handle them.

Consider the rule of Survivor. Sure, there have been a few twists here and there—Exile Island, hidden immunity idols, an All Star cast—but after 10 years and 22 successful seasons, the basic premise remains the same: fail to adapt and you go home.

Last night while watching the two tribes battle for immunity (it’s true, I’ve never missed an episode), I was reminded of the challenges of launching a biotech brand in today’s pharma market: a harsher-than-ever managed care climate, dwindling marketing resources, and constant competition looking to snuff out your torch and take your spot among prescriber rankings.

Throw in a disgusting food challenge and we might as well be toughing it out on a beach in Borneo.

But in truth, whether it’s your first launch or your fifth, your ability to make it to the end depends on your willingness to adapt. You need to be able to restrategize, reevaluate, and reposition yourself in a constantly shifting environment.

Change is inevitable. We see it happen to our biotech clients all the time. Just as the best-laid launch plans get underway: a sales force reduction…a corporate merger…a failed clinical trial…a black box warning…you name it, it can happen.

So, how do you deal?

Recover quickly, regroup internally, and look to your agency partner for guidance. In times of crisis, an agency experienced in biotech brands can provide invaluable advice and strategic direction.

Rely on your agency to help you gain a full understanding of the challenges you’re facing, and pull in critical team members to help you plan your next move. Look beyond the traditional “vendor-like” relationship and ask your agency team to help maneuver through the more difficult situations that arise. A strong agency will be up to the challenge.

Because in the end—as I’m sure any of the 21* winners of the “Sole Survivor” title will tell you—you’ll get a whole lot further in the game if you’re aligned with the right people.

* One person won twice.