Why Medical Device Twitter Feeds are Boring
It’s because monologue can be enforced. Dialogue cannot.
Twitter is all about the quick, personality-laden human voice. Twitter carries truncated thoughts by design—more like a human talk—one thought at a time.
Official medical device Twitter feeds are boring because the communicators behind those feeds are trussed and bound by legal and regulatory protocols. The feeds are boring because competing lawyers have police scanner-like attention for claims that fall outside of the FDA-vetted matrix. And those feeds are also boring because many of us are not in chronic pain, or worried about going through airport security with a defibrillator or insulin pump or mechanical heart valve. If we were, we might get those medical device tweets instantly on our smartphones and find them very interesting indeed.
I’m glad those tweets are boring. I hope they continue to bore many of us because we don’t need the product.
How could medical device tweets be more interesting? Clearly the human voice must be involved. When Omar Ishrak tweets (@MedtronicCEO), the tweets are at times more personal, like when his daughter runs a marathon:
But generally medical device tweets lack the sound of the human voice. They tend to sound like monologue-rich press releases:
Some companies don’t even try:
Ok: SJM does tweet over here: https://twitter.com/SJM_Media
Granted, medical device firms will never sass it up like DiGiorno pizza
But surely as we move forward into deepening inter-connections between professionals and regular humans, every company must find a way to sound human or risk not being heard.
Maybe that means special release from the legal/regulatory straightjackets for certain chatty employee/storytellers. Let them tell their stories in ways that are unique to them while continually repeating “My Opinion Only.” Can medical device firms institute official unofficial-storytellers? People who claim nothing but that they work at the place and this is what they see?
That might result in fun tweets that gather an audience and endear a company to a larger public.
The era of siloed communication is fading quickly in the rear-view mirror.