Health Is Social

Infusing Social Media into Healthcare

How Would You Market If…

…someone pushed a big fat button that instantly wiped out television, radio and print forever?

What if all that was left were the offspring of the Internet, from browsers to mobile devices? What would you do?

Marketing isn’t dying. But some of the tools you learned to master might be. If they vanished right now – this very moment – what would you choose to do?

Are you working hard on things that might be gone in a few years?

Is your strategy rooted in deep fundamentals? Or is it really a grand scheme for working with certain kinds of technologies?

Again: How would you market if someone pushed a big fat button that instantly wiped out television, radio and print forever?

@PhilBaumann@HealthIsSocial

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  • Phil Baumann

    PS

    The idea here is to go through the process, the exercise, of thinking through how contemporary communications work.

    It’s to get people to think for themselves.

    Phil

  • Great conversation, especially in this time of strategy meetings. Not sure those at Senior levels really take time to listen to the outside world too much. But it is very clear with the change in spending, that sooner or later the hockey puck will be at the end of the rink some of us work around.

    • Phil Baumann

      Hi Rob,

      Yes, one of the class of people I had in mind writing this was Senior management.

      It’s an open question for them – “what would we do if our traditional outlets just vanished? How would that change our minds about the Web?”

      It’s something change agents aught to consider when approaching Senior levels – the trick is to have a menu of realistic options (not “it’s about the conversation” stuff).

      Thanks!
      Phil

  • DrV

    It’s an excellent question, Phil, but I suspect that most organizations are very close to recognizing this – and among those that recognize it, execution in underway. This does offer a great pitch angle for approaching the resistant.

    • Phil Baumann

      That’s who it’s primarily directed at.

      But here’s the thing (and this is only part one of the exercise):

      A lot of those who have “gotten it”, have only gotten one-half of the equation.

      You see, eventually what we refer to as traditional media will come back but in a different form. So once the non-resistant figure out execution for 2010’s world, in another 5 years they’ll be struggling once again with the new traditional media.

      And as a matter of fact – the effectively resistant far exceed those who are in the execution or near-execution phases. In fact, those who have accepted execution will find it much harder than they’ve been sold.

  • I think this is an excellent way to phrase the question Phil. Because, for many of those who understand that they need to be involved with the internet in some fashion, they still look at their website as a digital brochure that is different from traditional media only in the fact that someone will read it online instead of in print. Once they’ve spent the money developing it, it’s done.

    I don’t think it is about reticence as much as a lack of understanding about what new media can do for them. They’re just not ready to react yet.

    This is a total aside, but there was an episode of Mad Men a few weeks back that involved a campaign to build market share for a face soap (Dove) among younger women. They did a focus group that showed that these unmarried women were only concerned with looking good enough to find a husband. They had little interest in how the product made them feel personally. Draper wanted to go in a different direction that wasn’t supported by the focus group. He said there was no way to measure the women’s reaction to a new idea they hadn’t had time to consider. The only way to evaluate his new message would be to execute it and retest reaction a year down the line. In other word, the client would have to trust his intuition.

    Social media in health care is still that new idea that hasn’t had enough exposure in the board room. And, especially in this economy, only the innovators are going to trust that it will pay off without first seeing others prove its value.

    The more successes these innovators have, the faster health care institutions will adapt to this new way of thinking. They need to see why they should be involved in SM before they will listen to how they can do it. I think your webinars are a great vehicle for moving this process along!