The doctor and the pharmacist

by Ramsay G. Najjar January 24, 2008

written by Ramsay G. Najjar January 24, 2008

The other day I was faced with a dilemma. I had a terrible cold, but I wasn’t sure whether I should merely ask my pharmacist for advice or go to the doctor. I decided to start by visiting the pharmacy, and I ended up leaving with a big bag of decongestants, Paracetamol and vitamins. After a few days, I started to feel better, while knowing that it could have simply been my allergies. In retrospect, I could have saved myself a lot of unnecessary pill-popping had I gone straight to my doctor for a proper diagnosis and the right prescription. My dilemma can easily be compared to the one faced today by organizations in the Middle East when communicating with their stakeholders. Just as I referred to my pharmacist, most companies are used to referring to advertising agencies for advice, and when the agencies’ campaigns fail to deliver the desired

Ramsay G. Najjar

Mr. Najjar was a distinguished media and communication expert in the Middle East with nearly 40 years of experience. He founded and chaired Strategic Communication Consultancy (S2C), Saatchi & Saatchi Levant, and Rouge Inc., and was a board member at ALBA's School of Advertising. He also served as President of the International Advertising Association's Lebanon Chapter and the SLAA. A prolific author, he wrote notable books including Arab Philosophy Through History and The Right Not to Remain Silent. In October 2019, he joined Azm University's Board of Trustees, contributing his extensive knowledge to enhance the institution’s mission.

The doctor and the pharmacist

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