the marketing of medicine

The Marketing of Medicine

Who would you rather have operate on you, a newly minted Doctor recently out of her residency or a surgeon with 16 years of experience?

The statistics would indicate the later is more error prone than the former. That means if you think experience in the operating room matters you may be wrong. This post uncovers the hidden side of the medical industry that you never knew about. Freakonomics did a three part series called Bad Medicine, below are the three podcast and one marketers banter. 

What else could we simply be wrong about in the medical establishment? 

Prescription opioid use has gone up about 300-400 percent since the year 2000.

83% of all Oxycodon sales come from the United States.

Medical error is the third-leading cause of death in the United States.

Prescription opioid use has gone up about 300-400 percent since the year 2000

Do you think that the United States has 83% of the World’s pain?

America is a world leader in the consumption of painkillers? We’ve created a pill dependant society always searching for the next quick fix. It’s always so easy to ask the doc for one more prescription, just something different, maybe a new pain killer will work. Maybe not.

Bad Medicine Part 1 – The Story of 98.6

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the worlds great lie-achievement is greater than fulfillment

The World’s Biggest Lie: achievement is greater than fulfilment

​The World’s biggest lie according to Tony Robbins, “achievement is greater than fulfilment.”

On the Tim Ferriss Podcast with Tony Robbins, Tony goes off on an amazing but very thought provoking tangent.

fulfillment is greater than achievement

Fulfillment is greater than achievement.

His theory of what’s wrong with society is that we continuously put achievement before fulfillment. We’re always looking for the next big thing, the next toy, house, car, or vacation. Nothing is ever good enough and you’re destined to die a lonely death.

Tony talks about Robin Williams and how he asks about Robin to crowds all over the world. Everywhere Tony goes he says 98% of the crowd LOVES Robin Williams, the other 2%? He makes fun of them too.

He asks crowds about Williams because he trying to make a point. Robin Williams of all people had it all, he’d won every award in his field, he was widely regarded as one of the best comedians and actors of his generation. Then Tony get’s mad. “And what did Robin after all of those achievements? He hung himself. He still wasn’t good enough in his mind.” 

We have a duty in the life to help others. One major way is to focus on fulfillment and forget achievement. How can you do this? It’s hard to forget about achievement, we’re built to want ti achieve. It makes us feel good, it’s an ego boost. But the problem with achievement is that it can get addicting, you can want it at all costs, sacrificing things you never would have. Eventually simply focusing on achievement will lead you to disappointment.

The wise owls always worry about fulfillment before achievement, for achievement is but a fleeting emotion, fulfillment feeds the soul.

Fulfillment is sustainable. Fulfillment is that feeling that makes you smile when you wake up in the morning and the reason you’re happy falling asleep. It’s challenging, it’s spiritual, it’s something personal, it’s your journey. It has nothing to do with anyone else, it’s your art and only you know if you’re putting in 110% all the time. When you do, you’ll get a weird feeling of contentment.

Fulfillment is greater than achievement

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strong opinions held loosely

Strong Opinions Held Loosely 

Hold strong opinions but hold them loosely. Things change, your opinions should too. I remember when Al Gore Came to Regina, I was his disciple. Global Warming was happening and I was going to stop it!! Or so I thought. Then I read Superfreakonomics and the chapter about Global Warming and started to think there was more to this Global Warming fiasco! Finally, after published study after study, I’ve changed my mind back to thinking Global Warming is an issue.

Never be afraid to change your mind on a major topic because of new information. It’s when we rely on Dogma only we turn a blind eye to the facts blatantly in front of us.

On a Tim Ferriss podcast with Marc Andreessen there was this neat moment that Marc went off on opinions. He said he loves talking to investment bankers because when they get new information they’re very quick to change their minds. In the investment banking industry that can be worth millions of dollars. He said it’s wise to hold strong opinions as long as you can change them easily.

You know what’s really annoying your friends? That you don’t change your mind on anything! The world isn’t flat, lead gasoline is bad, global warming exists, and you’re not as smart as you think you are. In life there are no absolutes, just things that constantly change. It’s okay to change your mind, it’s a good thing.

Why Podcast?

 

Over the past few years the podcast as a content piece has seen a major resurgence. Much like the rise, fall, and rebirth of blogs (remember the early Blogger sites?) podcasts have found new life. But why should you as a business or as a person care? Why should you podcast? If you’re reading this instead of listening to the recording above, you’re probably a little skeptical. Here are six reasons why you should stop reading right now and hit that “play” button!

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humans vs robots

Humans vs Robots || Eps 21 #InTheLab

Humans vs Robots, a series of Podcasts produced by NPR’s Planet Money Podcast that are nothing short of amazing. The first one I listened to on the way to presentation in Saskatoon, I used one of the stories in my presentation. It was that good!

As the human race progresses, we invent easier ways to do things. The lightbulb put the candle makers out of business. They were outraged. Why wouldn’t people support the candle makers anymore? Doesn’t society have a duty to support the candle makers?!?

The car put horse and carriage drivers out of business. The Better Business Bureau put the snake oil salesmen out of business. Cassette tape put the record stompers out of business, the digital camera put Kodak out of business, Napster put 60% of the record industry out of business, Google put the phone book out of business, what do you think will be next? Are you in that industry? Better yet, are you in the industry that’s going to displace a current market?

Dr. Nick Bontis talking about industry displacement and why you need to retool, relearn, re-certify, re-professionalize to stay relevant.

The Planet Money Podcast

Human vs RobotPlanet Money podcasts

In this podcast they lineup three competitions of the epic showdown, HUMANS vs ROBOTS!

Battle 1: Who can fold a towel better?. At MIT there’s a project that has students developing an algorithm that allows a robot to reach into a load of laundry, grab a towel, and fold it in to a prefect square. The students did just that, but it took the robot 18 minutes to complete the task. They also had a young child try folding a towel. It took less than a minute.

Humans 1 Robots 0

Battle 2 was Ellie. Ellie is a computer program that interacts with people. It was made for people with post traumatic stress disorder (PTSD) and severe depression. The theory was that some people just won’t open up to another human, what they’ve been through sometimes it too traumatic to tell someone. But it’s easier to talk to a machine that won’t judge you.

Ellie the psychologistThis part in the podcast is worth listening to alone. They have a war vet from the Canadian Military talking about his experience with Ellie, it was a positive one. His story is a moving one, I won’t ruin it for you. Go listen to it!

Human 1 Robots 1

Battle 3; who can write faster a machine or a journalist from the BBC?

Yup, they’ve created a machine to write the news. All the major websites (Reuters, Yahoo news, Huffington Post, etc.) have stories created by WordSmith, a software program that can write news articles. All you need is a companies annual report (the competition in the story was based on Denny’s annual report) and WordSmith puts together an article that isn’t fancy but gets the point across.

The result? WordSmith took two minutes to finish the articles, the journalist took just over seven minutes however the journalist had a little more flare to his article.

The judges had to give it to the robots.

Humans 1 Robots 2

 

The Machine Comes to Town

This is a story about a small town in the US that’s slowly being taken over by factories, and no, not traditional manufacturing factories, robotically run factories. This is completely changing the job landscape for many people in North America. It’s scary but you can’t stop technology, some how you have to get a head of the curve.

iWaiterAt what point to you become the food runner and what point to you stop making tips

The future of restaurants will involve this thing called Ziosk. It’s like an iPad for your table where you can order on, get a drink refill, and order dessert. What will happen to waitresses and waiters? They interviewed some of the staff at an Applebee’s that has Ziosk’s. The wait staff hate it, not surprisingly, but it shortens table turnaround (very valuable in casual dining) and increases dessert sales by 30%.

Just think, you may be ordering your next meal from a machine, who will you tip? Do machines need tips? The future will tell.

The Last Job

This podcast is a fictional story of “the last job”. It’s kind of funny, but also somewhat erie. What will we do in the future? We won’t all be working. What will we spend our time doing? It’s an interesting thought.

Whatever we learn before age ten is the hardest to get a robot to do

Aftermath of Sept. 11th

Could You Stand Up To An Overwhelming Majority Who Disagree With You?

Barbara Lee was a Congress Person when the September 11th attacks occurred in the United States. In the hours following the attacks the United States Congress drafted a 60 word sentence that would change the way the U.S. could use to military force from then on. The Authorization for Use of Military Force (AUMF) was signed by George W.Bush on September 14th, 2001, and has been the legal foundation for the war on terror for the past thirteen years.

Barbra Lee was the only Congress person to vote against the Authorization for Use of Military Force.

Of the 535 people in the United Sates Congress, 534 of them voted in favour of the Authorization to Use Military Force, only one person voted against it. Immediately after she began to receive hate mail, a tons of it, and for months on end. She had the courage to standup for what she believed in. She had to vote against an overwhelming majority because she knew she had to live with the repercussions of that vote.

Fast forward thirteen years and the United States has been evacuating troops for the past several years now admitting the “war on terror” wasn’t the success they hoped it would be. Looking back Barbra seems to be the smartest person in that room at the time. She’s truly an inspiration.

What was written in a few days of fear has now come to govern years of action

Could you standup for what is right even though you know everyone around you disagrees?

I first heard this story on the podcast titled “60 words” from Radiolab is an amazing listen. They interview many of the people who were there the day the vote went through and the backlash that followed.

Buzzfeed covered this story as well in a long article titled; The Untold Story of the Most Dangerous Sentence in U.S. History. 

Here’s a video of her explaining her position. She’s very smart and courageous.

Richard Feynman Quote "study hard"

If You Want To Be an Amazing (Blank), Study the Amazing (Blankers)

It’s a simple thought that has profound consequences.

If you wish to be the best, you must study the best.

If you want to be amazing at golf, study the great golfers.

If you want to be an amazing comedian, watch the great comedians.

If you want to be a world renown hypnotist, you’d be wise to study the greatest hypnotists in the world.

Never before has it been easier to study the masters of our craft. Whatever you do, whatever you’re into, you can find someone in the world who’s amazing at it and better yet you can subscribe to their YouTube channel.

Start following people you’d consider a mentor in your line of work.

This American Life

For the past 5 years I’ve been listening to some of the greatest storytellers of our time. They study their craft, they try different things and they keep their audience coming back for more every week.

I regularly listen to Ira Glass from the This American Life podcast. Ira is one of the best storytellers I’ve ever listened to. If Malcolm Gladwell’s 10,000 hour rule is true, I’d be willing to bet that Ira Glass has told stories for well over 10,000 hours. He’s simply brilliant to listen to. 

Freakonomics RadioSteven Levitt & Stephen Dubner from the Freakonomics series of books (Freakonomics, Super Freakonomics, Think Like a Freak), movie and now a podcast. I think Freakonomics should be one of the books you have to read in highschool, much like Shakespeare, but a new and improved fascinatingly remarkable Shakespeare. 

Radiolab-abumrad and krulwich

RadioLab’s Jad Abumrad and Robert Krulwich


Another long time favourite of mine, RadioLabYou have to listen to it to believe it. But Jad Abumrad and Robert Krulwich entertain week in week out. The production on RadioLab is probably the best out of any podcast I’ve every listened to. The saying “you never get more out of something than what you put in to it” couldn’t be more true for RadioLab. They tell some of the most fascinating stories. 

In the marketing world, I like listening to the Six Pixels of Separation podcast. The host Mitch Joel is Canadian, he run an agency out ofMitchJoel, Six pixels of seperation podcast Toronto and Montreal. He always ends up asking the most interesting questions, he’s one of the smartest marketing minds in our world, you’ll see a lot more of Mitch Joel in the future. (oh yeah, and he’s CANADIAN! That’s awesome)

The BeanCast is another of my all time favs. Bob Knorpp invites 3-4 guests who’re The BeanCastare notable marketing minds from all over the world, you get a diverse opinion on many topics from Social Media to traditional advertising. Some of my favourite episodes are the ones with Peter Shankman, Edward Bouches, Scott Monty, and of course Saul Colt.

One last honourable mention goes to WNYC’s Planet Money Podcast. The Planet Money podcastAlways a new and interesting topic that the hosts seem to spin into the coolest story you’ve heard all week. You have to listen to Planet Money at least once, you’re guaranteed to learn a lot!

I want to be an amazing storyteller one day, I know that will take a lot of practice, but that’s the hard part you can’t fake past. But it’s never been easier to find our mentors, to follow our hero’s, and to watch the very people we look up to.

What amazing (blank) are you studying to be?