Pharma Strategy Blog

Commentary on Pharma & Biotech Oncology / Hematology New Product Development

Posts tagged ‘medical education’

The blog post the other day about how video is a much underused tool in healthcare and medical education sparked an interesting debate. 

And then this morning, one of my Twitter buddies, Hank Heyming, tweeted something awesome that just blew my mind.

Take a look at this:

g-speak overview 1828121108 from john underkoffler on Vimeo.

You can find out more here.  It's called g-speak and it's a spatial operating environment; all it might take is some imagination and creativity to use in the medical space.

Imagine being at a Pharma exhibit booth and playing with a version that allows HCP's to learn and explore the complex pathways involved in cancer, or any part of the body for how diseases occur and how they can be addressed by therapy?

Imagine being overwhelmed with the possibilities of what you could do with such a tool?  My mind boggles with all sorts of ideas.  I'm sure you can see many too, for researchers, for physicians, for patients and caregivers… 

Sometimes we forget that we're only limited by our imagination and not the technology.

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Today at Icarus we are totally swamped with urgent project deadlines, but I just wanted to take a moment out over coffee and reflect on January as being the big month of hope for many in Pharma land.

We all come back rested from an extended break full of new intentions, plans for the year and the overwhelming sense that whatever happened last year is a distant memory and now this is our time.

Time for what?

Time to make things happen, time to get things back on track, time to really sit down and flesh out the strategic/tactical/business plan and move the market/product development/drug.

I'm curious about this phenomenom and recognise it in myself from my old days too.

The thing is, it doesn't happen like that at all.  Events occur, we get overwhelmed and 'things' over take those early ideals.  The relentless train catches everybody during the year at some point unless you learn to slow it down.  If you don't watch out, you arrive at December only to find that yet another year has run away from you.  Sound familiar?

One year I discovered a fundamental truth: when you stop focusing on promoting something and start listening and educating, things slow down and become more focused, more authentic and real.

Seth Godin's pithy comment from Sept 11, 2009 sums this up very well:

"Teaching people not only impacts the market, it changes the world.  Teaching about connection and community and science, a little bit at a time, can heal our world in the long run. It doesn't happen as fast as we might like, but it works.  Emergencies fade, and in the long run our teaching lasts."

The challenge is putting education, not promotion, first and foremost in your thinking.

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