Eyes Wide Open

Have you ever locked into a train of thought and subsequently had a conversation with someone that completely opened your eyes to a different perspective? I had one recently and it reinforced to me a few things.

-Simplicity is difficult

-To differentiate in a fragmented, crowded market you have to resist talking about your latest, greatest new product and its great new features and talk about why someone needs it.

How can you engage in dialogue, add value and join the conversation? Why Social Media, of course.

This also reminded me of the Blue Ocean Strategy.

I think focusing on engagement and value creation while utilizing social media is a differentiable way to approach it for Rx/Dx companies and it will create value over time. For example, for orthopedic companies, I would suggest that they start a SM plan around education and talking about arthritis, pain management, the lengthy decision making process for a new joint, selecting a doctor, etc.

| www.jlefevere.com |

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