Hey Doc, What's the Greatest Advance in Medicine?

You’ve been there. On a flight between somewhere and home, seated next to a stranger on their way to some other place. Conversations are usually light if they happen at all. We’re often trying to catch a nap or speeding our way through some sort of work on the laptop before touchdown. But this time I was seated next to a doctor who was winding down a practice he’d only recently sold and headed into what he called “halftime”. His plan was to start a new career. I couldn’t help asking him what he found the most rewarding about the one he was exiting.   

The doctor had been the chief medical officer of a fifteen physician general practice with some areas of specialization but his primary focus was family medicine. I asked, “What do you think have been the top medical advances during you tenure?”  His answer was winding until he decided to focus on the most recent 10 years or so and people.

He was hopeful about the big picture advances like the 2003 announcement that scientists had completed a draft sequencing of the human genome, or all the genes that make up our DNA.

The doctor appreciated the increased application of minimally invasive surgeries, laparoscopic surgery has become the norm for many operations, including gall bladder removal, hernia repair and appendectomies among other things.

And, medications like those that address sexual dysfunction, “in the way that Viagra is used to treat erectile dysfunction,” he said.

I thought out loud, ”That’s quite a journey from mapping the human genome to the bedroom. What do those things have anything in common?”

His answer was quick, “people.”

Of course, people.

It turns out that “relationship” is the thing he will miss most about practicing medicine.  He made the connection this way:

Experts say sequencing each person’s genome would be beneficial to prevent a variety of heart ailments and even obesity. “Just knowing they have a higher risk of obesity could be enough motivation for patients to lead a healthier lifestyle,” he said adding that it was one of the Top 3 issues his clinic addressed with patients.

Laparoscopic surgery matters because patients generally endure less pain, smaller scars and a shorter recovery period. “Patient types who might have tried to live with their conditions in the past were more inclined to seek treatment now. They feared missing work and losing jobs. Less recovery time means less time off the job.”

The pilot interrupted our chat to announce our descent into Memphis. So I asked, “Our time together is limited. I get the people part of the genome and surgical advances but where’s the people part intersect with Viagra?” I felt like an eighth grader.

“Relationships are about people. Medications like Viagra have helped to restore intimate relationships between husbands and wives.” He smiled and said, “These medications aren’t about feeling manly like some TV commercial might suggest. I’ve prescribed them to couples that had drifted apart. During counseling sessions I’d learned that they were no longer having sex and that it was often about the husband’s being physically incapable of performing. Men and women have written to tell me that a prescription to address erectile dysfunction saved their marriage.”

Relationships. People. Of course, it’s why any advance in medicine is relevant. And it’s also why social media matters. People want access to information that might be helpful in treatment of a condition they’re trying to manage or that might inform their ability to be useful to a friend or family member who suffers a medical condition.

Access to information from a trusted voice, like their doctor, could be the advance in medicine that makes the biggest difference in the life of someone in your patient community.  

Map their genome? You may not be doing a personalized sequencing but we’re all learning from those who are.

Prescribe the right medication? Sure, that’s most likely within your realm of authority.

Sharing information that’s helpful? You can. You’re one of the most important people or relationships in a patient’s life. And advances in the use of social media for that purpose have made it one of (what may someday prove to be among) the top advances in medicine.

      Sources:

·            A passenger on Delta Airlines Flight 3743, Row 3, Seat A, Stanford University and CNN Health News

Giving & The Intangibles

We give away ideas and that makes some people nervous. But we do so because we're in an era when the willingness to share is evidence of progress toward a more social form of business. A way of doing things that says, "we know that our success truly is tied to yours. So, we're going to share some ideas. We're going to hear some from you. And then we're going to do something that matters, together."

I get that this is an intangible notion. But, we’re involved in four marketplaces that revolve around intangibles. We serve membership organizations, health care providers, educators and philanthropies. Intangibles. But let’s be careful. Intangible doesn’t mean it can’t be built. It doesn’t mean it can’t be measured. It doesn’t mean it can’t be segmented. And, it doesn’t mean it can’t be monetized. But it does mean you’ll have to live it.

You’ll have to live it because often times the only evidence of a brand’s intangibles is how they manifest in the lives of those who represent or who have a relationship with the brand.

I think it’s pretty clear to the community when you’re living your brand’s intangibles and when you’re not. And if you’re brand is about helping others connect in ways that might lead to their personal development, enable their well-being, drive toward achievement of their aspirations or empowerment them – then you better be practicing what you believe even when it doesn't translate into business.

One of our intangibles revolves around people, their ideas, and what we give away. This past week I was challenged regarding the logic of that. One expert told me, “Your ideas, like mine, are inventory. You need to make people pay for them.” I said, “You don’t know me very well. Most of my ideas serve only to demonstrate to others that like them we have ideas. And then through conversation they learn that unlike many of them, we have the know-how to do get ideas done (our ideas and theirs). 

Still with me? Well, I have an idea for you. We’ll call it “giving to be social”. It's risk free and it might be good practice. By social I mean to benefit others. By giving I mean sharing intangibles. And by “we’ll” I mean all of us.

Consider this list of things that my friends at Bigfish suggest could be given freely, without spending any money:

Give love

Give a hand

Give a pat on the back

Give a word of encouragement

Give Hope

Give yourself

Give someone a chance

Give all you have

Give your best

Give your heart

Give a hug

Give a smile

We can all do that. Right? Each of the items on the list requires putting ourselves out there a bit. Sort of like sharing an idea but without having to actually have an idea. You're just sharing something that might prove of value to them.

At Bigfish, we have ideas. We share them to start a dialogue. We give in part as a response to the shared interests found in conversation. And we're learning that no matter have much of it we do, we never run out of it.

10 Things We Do Every Day

I did a lot of people watching during the holidays. People at the mall, coffee shops, and family get-togethers; just doing what people do. That’s when it occurred to me. Most of the things weren’t even possible 10 years ago. Indeed, there are 10 things that I do on a daily basis that weren’t part of my life at the turn of the century. Did I just say that? Anyway, consider this:

1. Texting – I use my phone to send short messages to friends and family throughout the day. Even during important meetings but not during your meeting Ms. Customer.


2. Mobile Web Surfing – I’m constantly online. Even if my phone is the only connection I have. This too can happen during meetings. Or, while waiting for my tall coffee. But, never while driving.


3. Twitter – I tweet my most random or intentional thoughts into 140 characters or less for the whole world to read. Like this. I’ve just done it again.


4. YouTube – anyone in the world can now see my video about the Starfish Strategy. Or, watch a kitty in China play the piano. Good times.


5. Google – Einstein said, ‘never memorize anything that you can look up’. Wow! If he only knew.


6. Facebook – connect with friends and network with business contacts – even when I don’t really want to. And, if from time-to-time we’re not really friends. “Like?”


7. Netflix – sorry Blockbuster but my laptop, HDTV, and the Internet just trumped your late fees and limited selection.


8. Hulu – sorry broadcast television executive. No more ‘appointment TV’. I watch what I want when I want. That means 30 Rock is on at 8P Saturday if I want it to be.


9. GoToMeeting – I average 6 presentations a week with people who due to the high cost of travel I would likely never meet. All without a single body search or bag check.


10. Crowd Sourcing – who would have imagined that the Christmas Eve attack on the Pope would only be viewable because some lady was filming it on her phone? Top that CNN.
    

So, what will the next 10 years bring. Who can tell? You can, however, count on this – the innovation will come from either the consumer audience or a small business. And, it will change everything – again.

What would you add to the list? Share your thoughts with me www.twitter.com/timbigfish , www.facebook.com/timcnicholson or visit our web site http://www.gobigfishgo.com/ .