Comments on: Everyone Knows You’re Great – Why Not Tell Them Why They Should Care http://EngagedMed.com/2009/10/everyone-knows-your-great-%e2%80%93-why-not-tell-them-why-they-should-care/ An ORLive Healthcare Marketing Blog Fri, 06 Nov 2009 14:50:17 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: Andrew Davis http://EngagedMed.com/2009/10/everyone-knows-your-great-%e2%80%93-why-not-tell-them-why-they-should-care/comment-page-1/#comment-7 Andrew Davis Fri, 06 Nov 2009 14:50:17 +0000 http://EngagedMed.com/?p=135#comment-7 Bob, I think you are dead on. You can still comply with all the regulations and tell a great story. I work with some financial clients (read giant mutual fund companies) and their most successful content is the stuff that people can identify with. It's not the facts and figures. Keep up the great work. Good message. Thanks, Andrew Bob,
I think you are dead on. You can still comply with all the regulations and tell a great story. I work with some financial clients (read giant mutual fund companies) and their most successful content is the stuff that people can identify with. It’s not the facts and figures.
Keep up the great work. Good message.
Thanks,
Andrew

]]> By: Bob Oakley http://EngagedMed.com/2009/10/everyone-knows-your-great-%e2%80%93-why-not-tell-them-why-they-should-care/comment-page-1/#comment-5 Bob Oakley Wed, 21 Oct 2009 20:41:45 +0000 http://EngagedMed.com/?p=135#comment-5 Thanks for the comment - this is what EngagedMed is all about. Having a dialog, exchanging ideas, and creating a community. It appears that we're not on the same page - and from the comment, I'm inferring that the agency you’re the head of spends a lot of time in the pharma world - one that is certainly highly regulated and one that does require great care in navigating through regulatory issues. I am certain that we can agree that pharma, device, and hospital marketing efforts are all impacted by the newest communication channels represented by social media, and the age of controlling the message are clearly behind us - the question is how to effectively (and respectfully) engage in the dialog that's happening about your brand, with or without you. <p> I'm certainly not advocating that we ignore regulation, ethics, and just plain good taste. Rather I'm advocating that we, collectively as marketing professionals, don't use that as an excuse to create the boilerplate messaging that is so prevalent in our markets. We see it all the time. To change it doesn't require violating regulations or ethics, but it does require shifting perspective. I think a great example can be found at www.PhRMA.org, where currently you'll find the message "Disease is our enemy. Working to save lives is our job.", followed immediately by an invitation to share in this month's "sharing miracles" episode following John Kruk's experience with fighting cancer. It's human. It's compelling. It's a great story, and one that allows you to engage, to build a relationship. If this challenges you, it should. The world is changing - fast, I challenge you to get on board. One last thought, so there is no doubt - I'm a big fan of Joseph L. Rosefield, who's invention revolutionized lunchtime over 85 years ago. Hmmmmm... peanut butter. -Bob Oakley Thanks for the comment – this is what EngagedMed is all about. Having a dialog, exchanging ideas, and creating a community. It appears that we’re not on the same page – and from the comment, I’m inferring that the agency you’re the head of spends a lot of time in the pharma world – one that is certainly highly regulated and one that does require great care in navigating through regulatory issues. I am certain that we can agree that pharma, device, and hospital marketing efforts are all impacted by the newest communication channels represented by social media, and the age of controlling the message are clearly behind us – the question is how to effectively (and respectfully) engage in the dialog that’s happening about your brand, with or without you.

I’m certainly not advocating that we ignore regulation, ethics, and just plain good taste. Rather I’m advocating that we, collectively as marketing professionals, don’t use that as an excuse to create the boilerplate messaging that is so prevalent in our markets. We see it all the time. To change it doesn’t require violating regulations or ethics, but it does require shifting perspective. I think a great example can be found at http://www.PhRMA.org, where currently you’ll find the message “Disease is our enemy. Working to save lives is our job.”, followed immediately by an invitation to share in this month’s “sharing miracles” episode following John Kruk’s experience with fighting cancer. It’s human. It’s compelling. It’s a great story, and one that allows you to engage, to build a relationship. If this challenges you, it should. The world is changing – fast, I challenge you to get on board.

One last thought, so there is no doubt – I’m a big fan of Joseph L. Rosefield, who’s invention revolutionized lunchtime over 85 years ago. Hmmmmm… peanut butter.

-Bob Oakley

]]> By: Bozeel http://EngagedMed.com/2009/10/everyone-knows-your-great-%e2%80%93-why-not-tell-them-why-they-should-care/comment-page-1/#comment-4 Bozeel Mon, 19 Oct 2009 21:26:30 +0000 http://EngagedMed.com/?p=135#comment-4 It's pretty clear that who ever wrote this has no understanding of the healthcare industry. As the head of a medical agency I read this with amazement wondering who would actually print something like this that openly contradicts there clients with misinformation and advice that is best suited for a peanut butter commercial. Not only do you challenge your clients professional abilities but you contradict every guideline, rule, law and ethic that a client expects from a company that is supposed to know it's way around the medical industry. If you took the time to become just marginally educated on the topic you would find that the FDA, the AMA, the OIG, PhRma and (obviously)your client require "just the facts". And yes, we do want to appear serious to our customers (What a concept). It’s pretty clear that who ever wrote this has no understanding of the healthcare industry. As the head of a medical agency I read this with amazement wondering who would actually print something like this that openly contradicts there clients with misinformation and advice that is best suited for a peanut butter commercial. Not only do you challenge your clients professional abilities but you contradict every guideline, rule, law and ethic that a client expects from a company that is supposed to know it’s way around the medical industry. If you took the time to become just marginally educated on the topic you would find that the FDA, the AMA, the OIG, PhRma and (obviously)your client require “just the facts”. And yes, we do want to appear serious to our customers (What a concept).

]]>