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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