In a world choke-full of information, how can you get your medical information to the target audience?
Lately, I’ve been noticing a curious behavior pattern on my side. It all began when my incoming e-mails quota went higher than twenty per day. I simply could not take the time to reply to them all, and some were left almost inevitably to the weekend, when it would take me half a day to collectively browse through and answer all of them. When talking to my colleagues I found out them some of them took this approach as well.
What this means for me is that we’re mired deeply in the Age of Information: a period where there is, at times, just too much information for us to handle on a day-to-day basis. In this time, for a manager who wants to push a new product into the market, the most important thing is probably to understand how to market it successfully and make people aware of its existence. In other words, he needs to make HIS info more distinguished and easier to notice than the rest of the information flow.
How to do it? Well, there’s a big question. In the end, it all depends on the medium you’re using. If you have a blog or a website, you might be interested in the following ’11 widgets to make your website stand out’. If you’re trying to reach the public via e-mails, you probably want to read about viral campaigning (not really a virus, just a conception). Also, if you’re living in Israel, you probably want to listen to an up-and-coming ILSI seminar by Dr. Talya Miron-Shatz, a decision scientist who studies the way people interpret information. She teaches consumer behavior at Wharton and is a keen public speaker. Her seminar, on March 9, is called “How to approach medical consumers: Insights for research, development, and marketing experts.”
While there is a participation fee of 100 NIS (50 for ILSI members), and requires pre-registration, it still seems like a good bargain for me. When people are drowning in a sea of information, you really want every way you can find to help them stay afloat – preferably by using the life-belt you’re supplying them, with your logo on it.
Interview with Dr. Talya Miron-Shatz on ILSI site
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