NEW YORK: A new integrated communications service, designed initially to focus on the pharmaceutical industry, has been launched by Blue Spoon Consulting.
"Systems integration for marketing" has two components: campaign management and marketing-process improvements.
Blue Spoon principal John Singer said the drug industry was chosen as the first target because it has the greatest sense of urgency for this approach. "Conventional marketing and branding don't apply to the pharmaceutical industry because of its information-rich nature," explained Singer. "Developing communications programs around products that are so based on data is very different from doing it for Coca-Cola."
Designed to be a niche between agency networks and management/IT consultants, systems integration for marketing is not in competition with communications agencies. Rather, "we will work alongside agencies," said Singer. "They are always going to be critical in actually executing the integrated marketing programs that we help formulate."
Singer noted financial services as a likely industry for his organization to focus on next. Citing its information-rich quality, trust issues, and the need for education, he said, "Financial services faces many of the same communications challenges that pharma does."