I was asked to prepare for a conference call about medical marketing recently. I have written on the subject and see a ton of data from our medical marketing clients, but sometimes being in a hurry creates a nice concise result.
These are my top three bullet points that I wanted to get across to someone who already knows marketing and advertising. I didnâ€™t harp on headlines, rather this is a â€œonline marketing is like regular medical marketing but you need to focus on these additional items to get success online:â€
1) The patient is driving the relationship with their medical professional. You are not in control â€“ donâ€™t kid yourself.
2) Docs must become content providers. Articles, case studies, etc. (Pubmed is NOT enough)
3) PR is more important than advertising
a. Public speaking
b. Monitor blogosphere
iii. Off site testimonials either way
That was it. Those were my bullet points to talk to a current advertising professional on the three main things that they needed to think about to adjust to the new reality of medical marketing online.
Ann Iverson, formerly of BBDO and now with Creating Selling Opportunities was at our offices today with Lou Congelio and Aaron Long to discuss branding for the Only in Houston initiative of the Houston Advertising Federation. The branding PPT describes branding and creative goals as well as an upcoming opportunity for a web design or creative firm to submit creative for OiH (besides Schipul – we do enough already) that needs to:
Marry outstanding search engine capability with creativity that sizzles with ingenuity, sparkles with wit, grabs with emotion, and sells with heart…
That bullet seems to capture the spirit. More information as it comes available probably posted directly to OiH at www.onlyinhouston.com/en/articles/search.asp
Also, if you haven’t picked up the Houston issue of Create magazine yet, it is at Barnes and Nobles now. Aaron Long, our Creative Director, has a review of numerous web designs from Houston firms. Also note Joe Fournet’s article on OiH.
First, congratulations to Nobel for seeing the importance of game theory in economics. It DOES matter how people interact. Even more so going forward given the new level of transparency provided by the Internet. From the NYT article American and Israeli Share Nobel Prize in Economics by LOUIS UCHITELLE October 11, 2005:
The Nobel judges said that the work of Mr. Schelling and Mr. Aumann "was essential in developing noncooperative game theory further and bringing it to bear on major questions in the social sciences."
Game theory departs from mainstream economics, which assumes that people behave rationally and act independently of one another. Game theorists assume that in a given situation people are affected by what other people do or what they imagine others will do, particularly when their goals are conflicting.
Emphasis added by me. The article goes on to talk about the novel "Red Alert" and how a doomsday device is NOT a deterrent if the other side doesn’t know you have it.
So all of this has me thinking about "Flame as performance art" (Shirky) and has me wondering about the overlap between game theory and social software. Would negotiations with North Korea be different if we did not know their capabilities? If their population had a voice to increase transparency? The Iraq conflict continues to be discussed as far as who knew what when. Whether for or against it is safe to say that a game theory analysis of the conflict would be interesting. I have no answers this AM, just questions.