You have the whole team around the table, you have worked into the evening for several days to create a presentation that will blow the clients away. You go through the projects you would suggest, cutting-edge stuff...then you get to the final slides...the costs.
The client is probably not likely to say that they do not have that kind of money, they just won't choose you as their agency. However, say you are so good that they decide to use you anyway, but now you have to tell them that, in stead of all the bells and whistles, you can only really provide them with some hot air for the money they are able to spend.
So should pitches be approached differently? I believe the way forward may be to focus on illustrating your company's creative thinking and presenting projects that are innovative, effective...and cost-effective or less labour intensive. This is the kind of situation where it is very important for the creative director and medical writer to work together closely to ensure practical creativity i.e. projects that hit two birds with one stone, communication that ages well and does not need to be changed constantly, to name a few.
I don't think there is one right answer, but one thing is certain, agencies will need to think outside the box to come up tops in the competition for the limited Pharma spend.
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