Hi, I’m Mike Kalfus. I’ve been working in the Life Science Space for over 25 years. I was on the Viagra Launch Team at Pfizer, started my own Global Customer Experience Consulting Company, as well as worked with everyone from Amgen to UCB along the way. As you can imagine, I’ve got stories. Lots of stories. Too many stories? I also have a lot of experience in the Life Science Space that I’d love to share. All of which has never seemed timelier now that we’re living in this new normal. So, let’s do this! “This,” by the way, is a blog/forum to share some of these stories and experiences. The focus will revolve around our new normal and how Life Science Marketers, as well as consumers of content, messages and information, can maintain a higher level of productivity and happiness. So, let’s do this! Sorry. I already said that. I got excited. This is my first time.
STORY 1…BOY, DID THE JETSONS HAVE IT RIGHT!!!
We’ve all met George Jetson, right? Jane his wife. Daughter Judy. His boy Elroy. When the Jetsons first hit the airwaves in 1962, it all seemed pretty out there. George worked from home. Jane worked from home. Judy and Elroy went to school from home. They had Telemedicine, Zoom Family Reunions, Virtual Happy Hours, FaceTimeesque Birthday Parties. Any of this sound familiar? Doesn’t seem so out there now, does it? Why? Because we’re new The Jetsons. And in way too many ways!
So, what does us this mean for us Life Science Marketers? It means that we need to embrace this new normal and determine how best to capture the hearts, minds and eyes of our target audience in newer, less traditional ways. It’s no longer “Point of Care” (POC) for HCPs and Patients. It’s now Point of Engagement (POE). We need to focus on being at the right places (channels/media) where customers need information and guidance. So how do we do this? Glad you asked. Quick story: A few years ago, I was working with a major European based Life Science Company that needed to create awareness for and engage with patients that have been suffering, silently, for years. They were piloting a nurse programme” in one country and a Public Relations campaign in other. I recommended a hybrid approach where we would engage patients (and their caregivers) where they were and where they would most likely be open to “listening and taking action” … not healthcare settings alone but non-healthcare settings as well) … The point being, we need to refocus these precious resources in a more productive manner and, of course, make sure we increase our Return on Investment or Return on Engagement while we’re at it.
Now all we gotta do is figure out how to work in Astro the dog and flying cars, and we got this. Thanks for tuning in and hope to see you back for Episode #2!