Opinion: A gray box warning for healthcare marketing

Grey box warning - side effects may include feeling incredibly fulfilled when helping to change the standard of care. PRECISIONeffect.

A recent AdAge piece noted how Big Pharma had “become one of the sexiest jobs in advertising,” by offering a safe space for creatives who want to rake in “easy” money. Some interviewed suggested healthcare creatives were complacent professionals looking for a low-pressure environment and hand-out paychecks. Our Chief Creative Officer, Deborah Lotterman, tackles this claim head-on, sharing the experience of someone who has been in healthcare since the early 90’s (read: reality).

“Consumer advertising has long lived on the dictum of ‘come up with some really out-of-the-box ideas.’ In healthcare marketing, you must stay within the box built by the FDA. End of discussion…Our biggest competitor is the current standard of care: the status quo.”

Healthcare marketing is not as dark – or as cushy – as many have been led to believe. It can be quite bright helping to shape the future. If you have the right stuff. Deborah shares what it takes to excel as a creative in healthcare in an op-ed for AdAge (subscription required).


“Every day we are working towards changing the standard of care for both patients and HCPs. Not everyone can say they help to change lives in their job, and I am proud to say we do!”

Beginning May 20, 2024, the Precision Value & Health family of brands is becoming Precision AQ.

Precision AQ helps life sciences companies navigate the complexities of commercialization across a product’s lifecycle. Our team is comprised of experts, advisors, and creators working to ensure patients have access to life changing medicines. Our global offerings include:
  • Commercialization research, strategy and product planning
  • HEOR
  • Market access
  • Advertising, Branding & PR
  • Medical communications
  • Investor relations and external communications
  • Learning & development
  • Data and product solutions (Access Genius, Navigator365, OncoGenius, EHR Solutions, KOL/DOL Map)
Our name, which stands for Precision Access Quotient, reflects our approach to removing barriers – fusing together science (IQ, or Intelligence Quotient) and empathy (EQ, or Emotional Quotient). The result is “AQ: Access Quotient”, a critical ingredient in navigating the therapy-to-patient journey informed by data-driven analytics and insights. To find out more about our global services and our unified mission, to empower access to life-changing medicines for all, visit: Precision AQ

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Demonstrating the value of life-science innovations with evidence and real-world expertise.