conversation is an engine

A lot can happen in a conversation

Medical Device Firms Using Social Media, Step #2: Make Nice with Your Frenemies

with 4 comments

Counter-intuitive: Build from the top down
Dialogue starts inside a corporation.

Swapping one-way messaging for dialogue in medical device marketing starts with a question. But “Who am I talking with?” is just the beginning. Conversation requires more than just a change of audience—it requires a reversal of communication style. Preparing for this change starts deep inside the protected medical device community. Marketers must talk with regulatory folks. Lawyers need to join the same discussion. It’s important that all the right people join the conversation so it steers clear of the legal and ethical issues different sectors of the medical device community are currently answering for.

Starting conversations with the right people has always been something of a tightrope walk: back when internal regulatory folks and lawyers were thought of as enemies of marketing, they were not invited to the discussion so as to quiet their nay saying—at least until the final review process. But those days are gone—and thankfully so—because the different disciplines will have the best discussion when they speak openly about the requirements they represent, but with the willingness to bend as much as possible to service their patients, physicians and clinicians.

The kind of conversations needed are far from adversarial. Marketing, regulatory and legal need to open new ground for discussion. Opening that new ground includes the goals and parameters of each disciplines. It also includes the rhetorical elements of conversation: the giving of an idea and the listening to what someone else says. It’s just regular, ordinary dialogue. And if it cannot happen inside a medical device company, can it really happen outside?



Written by kirkistan

September 14, 2009 at 7:10 pm

4 Responses

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  1. […] looking for dialogue partners and pursuing the important internal conversations, find a way to get your conversation going with the people you want to reach. You want to start a […]

  2. Marketing, regulatory and legal have opened new ground for discussion, but largely because they see the genie is out of the bottle and can’t be put back in.

    Ward Tongen

    September 23, 2009 at 9:33 pm

  3. […] are talking—according to one medical-device insider—but mostly because the genie is out of the bottle.  What we need is a wave of curiosity to beset our […]

  4. […] is not about the need or the sale, it is something entirely different. And we make LinkedIn frenemies when we mistake connection for a […]

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