Executive Summary (This is a document excerpt)

eMarketers in life sciences firms live a Sisyphean existence. They're tasked with helping their company's brands innovate, but cultural forces thwart their efforts before technologies are fully tested. eMarketers lack the budget and authority to enact broad-based culture transformation programs, but they need business transformation to succeed with their innovation goals. eMarketing change agents need to borrow from the playbooks of real grassroots activists to get over and around life sciences firms' cultural challenges. Activism strategy offers three key lessons: 1) get invited in; 2) stage successful battles; and 3) keep the pressure on. To embrace this new political dimension of their jobs, eMarketers will have to make important changes in the way they work.

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