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Latest Posts

Why Denying Science Is Dangerous

I came across a TED video of Michael Specter’s talk about the dangers confronting us as the war against science progresses. Here’s TED’s description of the video:

Vaccine-autism claims, “frankenfood” bans, the herbal cure craze — they all point to the public’s growing fear (and, often, outright denial) of science and reason, says Michael Specter. He warns the trend spells disaster for human progress.

Read more about The Danger of Science Denial, posted with vodpod.

*This blog post was originally published at Phil Baumann*

Do Pharmaceutical Companies Have “Social Media Anxiety Disorder?”

There’s been an ongoing discussion about how the Life Sciences industries can face and integrate recently-evolving media which the Web has been and continues to sprout. Remarkable as they are, the discussions are endless and most loop back into themselves without generating sufficient voltage to power an army of macrophages. Additionally, pharmaceutical companies (pharma) –- beset by a myriad of constraints –- are anxious about flipping on social connection switches which the Web furiously creates every day. We could say that pharma has a sort of social media anxiety disorder. What to do?

The answer isn’t in social media. It’s not in what the FDA decides to do. It’s not in echo chambers found within Twitter or blogs or conferences. It lies in simple, basic economic truths. It lies in radical acceptance and in brave recreation. It lies beneath the proverbial nose of obviousness. It lies far beyond any discussion about the meanings and promises and purposes of new media on the Web. Pharma’s social media anxiety disorder is merely a peripheral symptom of deeper pathologies. Let’s assess the patient. Read more »

*This blog post was originally published at Phil Baumann*

Conversation Is Not A Business Strategy

I don’t agree with the first thesis of the Cluetrain Manifesto which asserts: Markets are conversations. There’s a measure of truth to it, but it’s an assertion that can lead marketers down a narrow path that obstructs a larger view of the possibilities of media. If markets were indeed conversations, then we all could get rich just by conversing. No, leading an audience is what gets things done – conversation is simply a bonus feature of a two-way Web.

I need to make my point in the flesh. So here I am, presenting an elucidation of my thesis: Audiences are strategic imperatives [link to video if you can’t see the embed is here]: Read more »

*This blog post was originally published at Phil Baumann*

Why Pharma Advertising Often Misses The Mark

The Pharmaceutical industry has effectively made a mockery of itself with television advertising (harsh assessment, I know, but bear with me). In the late 1980s – 30 years after television advertising was figured out – Pharma finally jumped into the game after regulatory constraints were lifted. Some of it worked – but mostly, the efforts just amplified the industry’s public relations comorbidities.

I actually believe that the industry could learn a few things in this video I came across. It’s a road safety advertisement and it brilliantly weaves together a simple idea with visual and emotional vigor. Read more »

*This blog post was originally published at Phil Baumann*

Online Marketing And Scattered Audiences

Nuclear weapon test Romeo (yield 11 Mt) on Bik...
Image via Wikipedia

Was your company blogging ten years ago? If not then why? Google made it easy for you and now you’ve lost ten years of priceless link juice. Given the fragmentation of media in the last ten years, it’s clear now just how relatively little work you actually had to do back then. But that’s in the past. Still, I have bad news for you: what you have to do now is far harder than it was ten years ago. Let me explain.

CONTENT FRAGMENTATION AND SOCIAL DISTORTION

As the Web expands and proliferates novel media, messaging becomes increasingly diffuse and fragmented. The Web creates new opportunities and destroys old standards. It disrupts communication patterns, rattles social structures and ruptures attention spans. Ten years ago, you could leverage your audience-building skills for acquiring and retaining customers. You could even have learned and mastered a skill which traditional marketing didn’t really demand: conversational aptitude. Read more »

*This blog post was originally published at Phil Baumann*

Latest Interviews

IDEA Labs: Medical Students Take The Lead In Healthcare Innovation

It’s no secret that doctors are disappointed with the way that the U.S. healthcare system is evolving. Most feel helpless about improving their work conditions or solving technical problems in patient care. Fortunately one young medical student was undeterred by the mountain of disappointment carried by his senior clinician mentors…

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How To Be A Successful Patient: Young Doctors Offer Some Advice

I am proud to be a part of the American Resident Project an initiative that promotes the writing of medical students residents and new physicians as they explore ideas for transforming American health care delivery. I recently had the opportunity to interview three of the writing fellows about how to…

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Latest Book Reviews

Book Review: Is Empathy Learned By Faking It Till It’s Real?

I m often asked to do book reviews on my blog and I rarely agree to them. This is because it takes me a long time to read a book and then if I don t enjoy it I figure the author would rather me remain silent than publish my…

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The Spirit Of The Place: Samuel Shem’s New Book May Depress You

When I was in medical school I read Samuel Shem s House Of God as a right of passage. At the time I found it to be a cynical yet eerily accurate portrayal of the underbelly of academic medicine. I gained comfort from its gallows humor and it made me…

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Eat To Save Your Life: Another Half-True Diet Book

I am hesitant to review diet books because they are so often a tangled mess of fact and fiction. Teasing out their truth from falsehood is about as exhausting as delousing a long-haired elementary school student. However after being approached by the authors’ PR agency with the promise of a…

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