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Medical Device Firms Using Social Media, Step #3: A Busker’s Tip for Making Friends in the World

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Studio perfect or street-corner authentic?

Studio perfect or street-corner authentic?

When thinking about social media or advertising, there’s a familiar hurdle for every medical device marketer: a narrow audience. Unless you are marketing consumer goods, most target audiences need to be found through existing channels that cater to the specific needs of that particular, well-defined audience. It was a function of our old scarcity economy, where there were few channels that spoke directly to, say electrophysiologsts. So we ponied up our advertising dollars to buy a double-truck ad in PACE.

But communication is changing as fast as media opportunities emerge. How to take advantage of them? Let a busker answer the question. For Rob Firenix, a fire-dancing comic I met in Windsor, Ontario at the International Busker Festival, the best part of busking is “speaking directly to the audience.” Standing before an audience he has gathered lets him tweak material and get instant feedback.

Glen Hansard, the Irish musician, “Once” actor and Oscar winner (with Marketa Irglova) for best song started his artistic life as a busker. “When you are playing in the street, you are open to the street around you. The street becomes your club and people start to trust you.” Hansard describes the difference (around six minutes into this World Cafe  recording) between making music in the studio and making it on the street. The studio allows the opportunity to perfect the sound while putting together something light and airy out in the public has a different kind of authenticity.

After 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 conversation that will attract the dialogue partners whom you would have only received 10% interest from with your PACE print ad. But engaging them the way a busker attracts and holds an audience is worth the effort. Find your dialogue partners with authentic posts, useful information and well, entertainment.


Why not start today?


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