Archive for Social media
I’ve asked this question frequently over the years, starting in the ’80s, continuing to today … and I’ll keep it up until someone realizes that it’s a failed paradigm.
What we have here, kidz, is what happens when a society decides that socialism is anathema, but doesn’t empower and educate its citizens about how to take responsibility for themselves in ways that will keep them healthy, productive community members.
Business started picking up the tab for healthcare during World War II, when stiff wage controls made it impossible for defense plants to give their employees raises. In place of more money, they started to pay for health insurance – which state and federal government were more than happy to turn into mandated employee benefits over the next 20 years.
What happened then was predictable: three generations have been out of touch with the true cost of healthcare, and the true cost of their choices about their health. If you’re a good little American consumer, you do whatever your television tells you to do: eat this. Buy that. Otherwise the terrorists win!
Three generations of disconnection from the real costs of our medical care have delivered us an epidemic of obesity – thanks to plentiful empty calories, courtesy of agri-business, and our willingness to beach ourselves on our sofas, in our SUVs, or at our computers, the better to receive more messages about what we should buy and eat.
Health insurance costs have skyrocketed as we’ve become a nation of couch potatoes. Companies are scaling back their employee health benefits as those costs continue to rise, putting more and more people in the un-insured or under-insured bucket.
Here’s a suggestion: sell health insurance like auto, home, and life insurance are sold. Put consumers in charge of shopping for, and purchasing, their own insurance. Let business help their employees, if they choose to do so, as a true benefit rather than a mandate. Help every consumer set up a Health Savings Account for their healthcare expenses. And stop the state-by-state divvy-up that lets health insurers essentially gerrymander the health insurance marketplace.
Put consumers fully in charge of their insurance, and their care. Turn the health insurance market into a car-insurance model. People can buy minimum levels of insurance, and assume the risk of that choice. They can opt out completely, and assume all the risk for their healthcare costs. Make it a true marketplace, rather than the giant mess that we currently call health insurance.
Radical? Perhaps. Necessary? I’d say it’s essential.
Until we’re put in touch with the costs of our healthcare, we won’t be encouraged/empowered to take control of our health. As long as we’re using other people’s money to pay for healthcare, we’re stuck where we are.
Which is a very bad place to be.
That’s my story, and I’m stickin’ to it …
Healthcare providers are waking up and realizing that they need to partner with their patients to get better outcomes for their facilities and practices, and for their patients. As Accountable Care Organizations (ACOs) get more and more press, the healthcare delivery side is the entity being held accountable.
Patients must step up to the bumper on accountability, too.
Two phrases have entered the medical lexicon thanks to the Patient Protection and Affordable Care Act, a/k/a “healthcare reform.” PPACA is not actually healthcare reform, it’s health payment reform, but I digress. The two phrases are “patient-engagement,” and “patient-centeredness.” Doctors are being told that they must engage with patients, and offer care centered on their patients’ needs … but that engagement and centeredness message is not being simultaneously driven toward patients.
Therein lies an opportunity for #fail.
Patients need to take responsibility for their health, their actions, and their care. I’m not saying that we should shut up, sit down, and do what we’re told. What we must do is ask questions, work to understand the answers, and then do what is in our own best interest, health-wise.
That does not include ignoring instructions to cut down on salt or saturated fats. It most certainly does not involve living on drive-thru meals and expecting a prescription to resolve your expanding waistline or blood sugar numbers.
In this month’s HealthLeaders, Joe Cantlupe talks about how doctors are making more robust suggestions to their patients, with the goal of turning medical care into a true partnership between patients and providers.
Healthcare providers need to step up and work with their patients, turning healthcare into a team sport.
Patients MUST step up and take responsibility for their choices as well as a full share of decision-making.
That’s my story, and I’m stickin’ to it …
I had the opportunity to speak at a digital pharma marketing conference – DTC Perspectives’ Marketing to the Digital Consumer – last week. “DTC” is Direct To Consumer, by the way. I was representing the patient voice, at the invitation of my friends at the health activist community WEGO Health.
It was terrific for several reasons – connecting with other healthcare social media peeps in pharma, meeting and mingling with some powerful voices in pharma leadership, learning more about the regulatory environment that pharma marketers work in – but the biggest “wow!” that day happened between my ears.
I realized that pharma – and healthcare in toto – is desperate for its own #arabspring. A complete re-alignment of the entire system, driven from the bottom up, that will benefit all players: pharma, health systems, clinicians, researchers, patients … people. All of us.
This epiphany arrived courtesy of a combination of factors.
First, I felt a little like a zoo animal, since I was the only one at the conference wearing an Official Patient sign. I found that amusing, since everyone in the room is a patient at some level, even if they’re only seeing a doc once a year for a check-up. I’m not even a pharma consumer who’s on a buffet of drugs, although I do take a fat handful of supplements every morning. Why are patients seen as exotic creatures by pharma, and by most of the healthcare industry?
Patients = people, people. Treat us like … people.
Second, since I also wear a PR/media/content-creator hat, I saw that they were making a real effort to understand how they could take advantage of social media as a direct-marketing tool. They were approaching this as an industry with a huge regulatory oversight burden, from the FDA to the US Patent & Trade Commission to the host of regulatory bodies in other countries where these companies sell pharma products to doctors or direct to consumers.
Some of the regulatory step-on they’re struggling with they brought on themselves with “me-too” drug formulation and disease-mongering (“restless leg syndrome”? Really?). In conversation with a couple of high-level folks from big pharma, I learned that they routinely hear “we’ll have to run this past sales” when they want to try a new approach to communicating with their market. Why does sales drive communication? If pharma wonders why they’re seen as a scrum of hucksters, look no further than “running it past sales” when it comes to new ideas.
That combination of being seen as an exotic because I was a patient, and recognizing that, as an industry, pharma is an inverted pyramid crushing itself under the weight of heavy regulation caused, and continued, by a run-it-by-sales communication model, led me to the idea that people (a/k/a “patients”) need to #arabspring this b*tch.
People – patients – need to examine their relationship(s) with healthcare, and pharma, and ask what value they are getting from those relationships. Tell those that help how they’re doing, and tell those that aren’t to either clean up their act or take a hike.
Don’t fall for disease-mongering.
Don’t settle for less-than-full disclosure from any of your healthcare providers – in other words, ask why your doctor is prescribing a name drug, if a generic is available.
Act as if your health is YOUR responsibility. Get off the couch, call a halt to drive-through nutrition, examine your habits and ditch what doesn’t serve you, and your health.
Engage with pharma companies who provide you or your family with drugs that work, and tell them so.
Rabble-rouse the FDA to stop standing on innovation, and to start freeing up both farm AND pharm to help us eat better, and help researchers bring new drugs that actually help to market.
Take to the the streets by visiting your local farmer’s market and buying/cooking local. Boycott processed cr*p disguised as food.
The presentation deck I used at the conference, with added narration, is linked here.
I welcome comments, arguments, suggestions.
I recommend that you read my buddy Phil Baumann’s take on “we are all patients”. (He’s right, BTW – which is why I say patients = PEOPLE, people.)
That’s my story, and I’m stickin’ to it …
I’ve noticed a huge increase in friend requests on Facebook and invitations to connect on LinkedIn that come from logos, not faces. I don’t accept any of them, and here’s why: the word “social” precedes the word “media” for a reason. Social media is social. My Oxford American dictionary defines social thus:
1. of or relating to society or its organization; 2. concerned with the mutual concerns of human beings or of classes of human beings; 3. living in organized communities.
Nowhere in that definition do the words corporation, brand, or enterprise appear. It’s all about human beings: their activities, their concerns.
So why should I be “friends” with a logo? I’ve ignored friend requests from restaurants, insurance companies, car dealers, and a host of other branded personal profiles. I’m looking for a human connection, and only then will I consider adding a connection to a brand represented by that human connection.
On LinkedIn, this seems even more egregious. I understand that many small business owners are solopreneurs, and their company brand and their personal identity can seem to be inextricably intertwined. However, I want to see and connect with the person. And then, based on my assessment of their talents/value/contributions, I might choose to follow their company.
But they have to convince me that they’re human first.
Major brands make the same mistake on a larger scale, and have since the enterprise emerged after the Industrial Revolution. That’s been the subject of both humor – “what’s good for General Bullmoose is good for the USA!” from Al Capp’s L’il Abner was inspired by Eisenhower SecDef and former GM CEO Charles Wilson’s Congressional testimony that included “what’s good for GM is good for the country” – and rage. The rage includes everything from the Motrin Moms mess, to the #epicfail that was the BP Deepwater Horizon spill aftermath, to the continued cluelessness of Wall Street and Washington about the ultimate betrayal that is “too big to fail”.
Corporations are made out of … people. Building are full of … people. People do business with … people. Brand loyalty is really driven by the actions of humans on behalf of their human customers. It doesn’t matter if you’re B2C, slinging sandwiches from a food cart, or B2B, slinging enterprise-level cloud services to Fortune 5s. You’re a human being, doing business with other human beings.
Lose sight of your humanity, and that of your customers, and you no matter how big you are, you’re destined to fail.
And please stop wasting my time with “friend” requests from logos. Be human, then be a brand.
That’s my story, and I’m stickin’ to it …
I had the opportunity/privilege to participate in a conversation with other health activists and e-patients about a Digital Patient Bill of Rights recently.
I’ve posted an overview of the conversation on the Cancer for Christmas blog. Give it a read, and tell me what you think. Really.
I don’t care what being in love means regarding saying you’re sorry. Personally, I think Erich Segal’s book sucks, but I digress.
If you’re in business – running one, managing one, working for one – you’re in the apology business. In fact, being human puts you in the apology business 24/7/365. And business always needs a good dose of human, particularly in the age of the 24-hour news cycle and the Facebook Fan Page wall post.
Not being human, and being willing to admit you made a mistake? #fail.
In a great post on INC.com, Tim Donnelly gives very solid tips on how to approach the brand apology when your business screws the pooch. His #1 tip: just say it. “I’m sorry.” Simple … so why is it so hard for a brand to do that?
I think the root cause of brand cluelessness is that businesses forget that they are, after all, human. They may own skyscrapers in cities around the world, but guess what? Those buildings are full of … people. Doing business with … people.
When your spouse, or your buddy, or your kid do something to hurt you or your feelings, they apologize. You do the same thing when you screw up. (If you don’t, let me know. I know some terrific divorce attorneys.) Same rules apply if you’re J.C. Penney, the example that Donnelly uses in his piece.
Be human, don’t be a brand-droid.
You don’t have to literally fall on your sword, or drape yourself in sackcloth and ashes (I still have random PTSD episodes from 12 years of Catholic education) to apologize. You don’t have to take responsibility for every goof since the beginning of your brand’s recorded history, either. Just say you’re sorry, and then you can move on.
If your factory releases a cloud of toxic gas that kills a few thousand people, you’ll have to do a little more than say “sorry” – just ask Union Carbide. Oh, right, you can’t ask them, because they never actually said they were sorry about poisoning Bhopal. Which explains why they WENT OUT OF BUSINESS.
See how powerful an apology could be? And how not issuing one might literally kill your business?
Use words that convey regret without taking responsibility for every hurt the offended party has ever suffered. Just saying “I’m sorry” can completely defuse a brand revolt. Couple that apology with a clear outline of how you plan to remedy the hurt: priceless. Really. Try it.
We all make mistakes. We’re human, that’s part of the journey. A business that recognizes its own humanity, and that of its customers, by making a sincere apology when they screw up will ultimately drive more loyalty for their brand than a business that’s 24/7 shiny-happy-people. ‘Cause shiny-happy will eventually fog up, or blow up. Trust me on that one.
Be human.
That’s my story, and I’m stickin’ to it …
