Rescuing Pharma?
There’s a US Coastguard test to determine your survival instincts and aptitude.
It lists fifteen articles from which you must choose six, to help you survive at sea.
I failed miserably.
I am not a sailor.
But I still signed on for a two-week voyage on a tall ship, doing sea trials in the world’s most dangerous ocean.
The ship and the voyage offered many hazards, most of which I managed to survive.
The most impressive safety routine we learned was what to do in response to the call “Man Overboard!” After a bit of practice, we were able to turn the ship around and rescue the ‘volunteer’ dummy in just over three minutes.
Given the hazards that Pharma is facing in its current voyage, I wonder who might come to its rescue?
The Southern Ocean is a place of strong wind and large waves.
The sailor’s prayer, “Oh Lord, the sea is so vast and my ship is so small” becomes a visceral reality when the land disappears over the horizon.
There were many strange ropes that I never did learn the names of, but the line attached to my safety harness was my constant companion.
I was determined that I would not be washed overboard.
That determination succeeded, however:
I got sunburnt, broke a rib and went through the three stages of sea-sickness, ………but I survived.
The three stages, by the way are:
- 1. You think you’re going to die.
- 2. You know you’re going to die
- 3. You are worried that you might not die, just feel this bad for the rest of your life.
Paying attention.
And I did learn one important thing about sailing. It was this:
PAY ATTENTION TO THE WIND.
The wind is what makes sailing work.
Just like customers make businesses work.
Sterling Hayden, in a famous address to a novice crew before sailing his windjammer from the California to Hawaii said:
“The most important thing of all is that this ship lives off the wind. Wind is to us what money is to folks on shore. Always scan the windward horizon. Always keep in touch with the feel and heft of the wind and don’t forget that a sudden gust can lay this ship down so hard that she’ll never get up no matter how hard you’ve prayed.”
Manipulative and Untrustworthy?
Do you think Pharma has lost touch with the ‘feel and heft’ of what makes their business work?
According to a study by professional services firm Andersen and business school INSEAD, pharmaceutical companies will have to reshape their business models and structures and take on more risks if they are going to meet increased customer expectations.
According to the study, while most pharmaceutical companies understand the importance of customer satisfaction, few currently manage or measure it.
Growing distrust means the industry could eventually be seen in a similar way to the tobacco industry--as manipulative, untrustworthy and willing to use its financial muscle to get its way.
Do you think it might be time to ring the ship’s alarm bell?
Or is that going overboard?
(Tomorrow's Post: Innovation and Nostalgia)
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