Three Wise Dames

Marketing in the Life Science Industry

Just because you can do something doesn’t mean you should November 29, 2011

I saw the results of a study recently that supports the practice of doing colonoscopies without sedation.  Now, I know one person who, for reasons that are still a mystery to him, had a colonoscopy without sedation, and I can tell you he wouldn’t recommend it.  Just because you can do something doesn’t mean you should.

I find myself saying the same thing with so many marketing and communications practices today, especially those are easy to do it yourself.  Just because you can blog, Tweet, send out a press release or whatever, doesn’t mean you should.  What sometimes gets lost and forgotten is that strategic fundamentals haven’t changed, despite the excitement around new channels and ways to reach target audiences.

I once had a client suggest that we should send out a press release every week so that we could then Tweet it.    While I’ll be the first person to agree that press releases are valuable beyond communicating with the press, I believe you should issue a press release to announce news that supports your communications objectives, and you should Tweet things that would be of value to your followers. It isn’t about making noise.  It’s about building your credibility, brand and/or reputation.

Strategic fundamentals include asking yourself at the outset, among other things:

  • What you are trying to achieve and does it help you achieve your business objectives?
  • Who is your target audience and why should they care?
  • What do you want them to do with your information?
  • Is this channel the best way to reach and influence your target audience in these ways?
  • And does it further your overall product brand and company reputation?

The bottom line is that tactics shouldn’t drive solid marketing and communications.  Strategic fundamentals should.  And just because you can do something doesn’t mean you should if it doesn’t fit strategically.

As for me, sign me up for sedation with my colonoscopy.  How about you?

(C) 2011 Merryman Communications, Inc.; all rights reserved.

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Betsy’s Truths September 20, 2011

Filed under: Betsy — betsymerryman @ 5:08 pm

“Education is a lifelong experience. Experience is a lifelong education.”  (Michael Bugeja —  journalist, author and educator)

Just because you can do something doesn’t mean you should.

Marketing begins with an understanding of who you’re trying to influence.

Marketing and communications initiatives shouldn’t happen in silos.

 

3WD Interview–Betsy Merryman June 21, 2011

Filed under: 3WD Interviews,Barbara,Betsy,Public Relations — Barbara Kowalski @ 4:23 pm

Betsy Merryman and I worked together at Fischer Health before it was purchased by Porter Novelli. Betsy was a true mentor, and even though we’ve both moved on we
have continued to stay in touch. She recently started Merryman
Communications
.

Betsy Merryman

  • How did you arrive in your current role?

Because I decided I wanted to quote Frank Sinatra and “Do it my way.”  Seriously, I wanted to find a way to do what I do best (partner with clients and team members in strategic communications) but without having to do it the typical agency way, which always burned me out with hours that were too long and too much travel – all of which took me away from my family too much.  Now I get to do what I like and be home for dinner.

  • What do you love most about the work you do?

I LOVE (and yes, with a capital LOVE) learning, and I’m always learning from new situations and opportunities, clients, team members, colleagues (including the Three Wise Dames) and my students.

  • Where is the most exotic place in the world that you’ve eaten?

The Peking duck was better in Hong Kong than it was in Beijing.  But then again that was a long time ago – and telling you how long ago will make me feel old.

(c) 2011 Modern Health Communications, Inc.; all rights reserved.

Related:

Merryman Communications Home Page

Twitter: @betsymerryman

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12 Marketing Truths March 18, 2011

Filed under: Betsy,Debbie,Lisa — Debbie Donovan @ 8:48 pm
Tags: , , , ,
From: http://chinesecalligraphystore.com/free-chinese-symbols/chinese-symbols-for-truth.html

The Three Wise Dames have had many experiences in health care marketing. These collective experiences have each lead us to formulate several truths that help explain the core of successes we’ve seen in our experience. Our posts expand on these truths with the intention of helping others achieve success in their roles.

4 Truths from Betsy

  • Education is a lifelong experience. Experience is a lifelong education.”  (Michael Bugeja –  journalist, author and educator)
  • Just because you can do something doesn’t mean you should.
  • Marketing begins with an understanding of who you’re trying to influence.
  • Marketing and communications initiatives shouldn’t happen in silos.

4 Truths from Debbie

  • Baby step integration of social media channels is the best way to start.
  • Efficient marketing programs are critical for success and compliance.
  • Successful selling to sales is mission critical and very rewarding.
  • Health care providers must own their reputations and practice marketing.

4 Truths from Lisa

  • Market analysis doesn’t stop or start with the doctor.
  • One size (marketing) does not fit all—especially in health care.
  • Building great teams require three rights: need, time and talent.
  • Setting expectations is like driving in a roundabout.

We know many of our esteemed colleagues also have formulated marketing truths so please feel free to post yours. Our collective wisdom can help us all continue to be successful.

(C) 2011 Merryman Communications, eGold Solutions, pH Consulting, all rights reserved.

 

 
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