Hypothetically Speaking

Is it just me, or is the pharma world planning ahead and looking down the road more proactively? When I reflect on my recent conversations with pharma executives, I’m noticing topics that usually come up in August came up in April and May. Obviously not every pharma company is on a calendar fiscal year, but many are. And there seems to be a definitive planning season. Based on my experience, planning usually kicks up right after people return from summer vacations. Usually July is a quiet month, but come late August and September, hang onto your hat! I can only hypothesize about why this may be occurring. I think it’s probably related to the economy. Some analysts will say that pharma is a vertical that is a bit more recession-proof than other businesses. I’m sure if I consulted the CFOs of several big pharmas, I might hear they don’t agree with that statement. Nonetheless, I do think pharma marketers are being more thoughtful in how money is spent and what they expect the investment to reap. As such, they’re engaging with marketing service providers earlier to explore their options.

Am I right? I’d love to hear from you to confirm or deny my hypothesis.