In preparing for the Social Media in the Life Science Program on July 12th , I asked a physician about the conversation when patients come in having researched symptoms on the internet. The doctor noted the need to respect the knowledge that the patient had acquired, appreciate the effort and then put that knowledge into the context of the diagnostic process: filling in the gaps and explaining inconsistencies.
The physician explained that the dialogue needs to point out that activities described on Facebook or found in Google, may have had an impact, but can’t be generalized. Expanding the discussion to encompass the specific patient’s test results and information obtained through years of medical training and experience helps round out the conversation.
As we work with our clients and prospects, our dialogue needs to start with a discussion of what do they know. What research have they done? How can we create a solution that is individualized for them? That solution can’t be “Googled” but needs to be created in the context of their business processes.