Three Wise Dames

Marketing in the Life Science Industry

Mixing Metaphors–Needles, Haystacks and Cheese October 25, 2010

Filed under: Debbie,marketing,Social media,strategy — Debbie Donovan @ 11:17 pm
Tags: , ,

Marketing using traditional methods feels like looking for a needle in a haystack. There are a variety of strategies that rely on the data collected on the target audience. IMHO this just decreases the size of the haystack and you are still looking for a needle.

In the past few weeks, I can’t get this analogy out of my mind. The power of e-marketing is that it not only reduces the size of the haystack it also collects the needles together. Social media channels enable the needles in the stack to become promoters and advocates for great brand experiences. Why would anyone resist this result?

I’ve been discussing this concept with a variety of marketing and sales professionals I’ve worked with over the years. In the past, I was guilty of the shared the illusion that we had control–over brand perception and ability to influence behavior.

Today I am willing to face the facts, the way we interact has changed profoundly due to the advent of computers, the internet and of course social media–interactions are much faster and wider spread. I am surprised by the on-going resistance and it reminds me of the book about change “Who Moved My Cheese.”

The Practice of Medicine use to change slowly and now thanks to technology it moves at the speed and breath of people’s daily interactions. If you want to understand what patients want and change your thinking about your product, read Lee Aase‘s 35 Social Media Theses or view his many presentations on the subject. He’s passionate about social media and how it intersects with health care creating haystacks of needles (patients).

The truth is we’ve never had control and change is constant–in business and in life. For those of you that know me, you won’t be surprised to hear me say I’m not afraid to hunt for some new and interesting cheese.

(c) 2010 eGold Solutions

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2 Responses to “Mixing Metaphors–Needles, Haystacks and Cheese”

  1. […] all that I have learned about digital marketing, and especially social media. I can’t wait to discover the haystacks of needles, use social capital and motivate healthcare providers to find the power in combined brands. I […]

  2. […] Mixing metaphors: needles, haystacks and cheese […]


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