delarge, craig

7/31/2019 DeLarge, Craig

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Ref lect ions on New ( Socia l) Med ia Adop t ionBased on b log pos t a t : h t t p :/ / b i t .l y / 9 Q8 n9 Z

Craig A. DeLarge

Director, Healthcare Professional Relationship Marketing

Novo Nordisk Inc

Presented at ePharma Summit Social Media Boot Camp,

New York, NYC, February 10, 2011

2011, Some musings by Craig A. DeLarge


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Th e Mor e Th in gs Ch ang e

This is latest in a series of internet innovations from

w ebsi t es & sear ch , to eDeta i l i ng , to DTC, to RichMedia , to Socia l Med ia.

The m ed ia va ry , but n o t t h e ad o p t i o n process

W h a t h a s co n si st en t l y w o r k ed ! ! !



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1 . Th in k in 2 Year Cy cles A year to educa te, a year to p i lo t , a year to execu te

The search for the CHAMPI ON!

Observe the Gar t ne r Cur ve

Learn It Forward!



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Rid e Th e Cy cle!

http://www.socialearth.org/wp-content/uploads/2009/09/hype.jpg


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2 . Link I t To Th e Bu siness, Or Le t I t Go

Check customer media l i f est y le & lea rn ing s ty le f i t .

2011, Some musings by Craig A. DeLargehttp://wwwdelivery.superstock.com/WI/223/1491/PreviewComp/SuperStock_1491R-1080583.jpg

http://wwwdelivery.superstock.com/WI/223/1660/PreviewComp/SuperStock_1660R-6499.jpg

http://cache4.asset-cache.net/xc/52258980.jpg?v=1&c=IWSAsset&k=2&d=77BFBA49EF878921F7C3FC3F69D929FD3D6E8E24F8AD364CE5A3A39E079E37DAF2AA7A2D57C4A8A3191F19EEEB4B00E7

https://reader009.{domain}/reader009/html5/0501/5ae75fa393d11/5ae75fa67567d.jpghttp://www.w3.org/2006/Talks/0404-sb-ctia-mwi/manycallers-mobilepic.jpg


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2 . Link I t To Th e Bu siness, Or Le t I t Go

Check for customer media l i fest y le f i t .

Check for customer media l ea rn in g st y le f i t .

Relentlessly seek b i z d r i ve r r a t i onale.

Co-create (and co -den ig ra te ) the business case.Mak e i t OURS !

Keep a n ew m ed ia so m ed ay - m ay b e l ist for thosewhose time has not come.



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3 . I t Takes A Vi l lage To Adop t New Med ium

Every baby needs a v i l l age to adopt & raise it

Form a v i l l age of:

the c h a m p i o n s,

the f i nanc ie rs,

the i n f l uencers ,and yes, even nay -sayers

W o r k t h e ad o p t i o n t r an si t i o n from my baby toour baby.



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4 . A Good St o r y Can Be W or t h 1 ,0 00 Fact s

Facts inform the head but st o r i es m ove the hear t


http://infomagination.typepad.com/.a/6a00e554eecbdf8833010536db77a9970c-500wi


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4 . A Good St o r y Can Be W or t h 1 ,0 00 Fact s


Facts are a frame but st o r ies pa in t a p i ct u r e

2011, Some musings by Craig A. DeLargehttp://www.oilpaintingsbyangel.com/frames/frames.htm


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4 . A Good St o r y Can Be W or t h 1 ,0 0 0 Fact s


Facts are a frame butst o r ies pa in t a p i ct u r e

Tel l t a les o f :

r i ch e r , sm a r t e r & h a p p ier cu s t o m e r s that make

richer, smarter & happier brands enhanced i den t i t y & l eadersh i p

com pe t i t o r s d i f f e ren t i at ed from

transformed &d e l i g h t f u l customer exper iences

Ent ice stakeholders to use t he m ed ium toexper i ence the i r ow n s to r i es.



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5 . Di sp a r ag e Yo u r Ow n I n n o va t i o n

W a n t i n g innovation t oo bad ly can cause it to s l ipaway.

2011, Some musings by Craig A. DeLargehttps://reader009.{domain}/reader009/html5/0501/5ae75fa393d11/5ae75fad3298e.png


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5 . Di sp ar a g e Yo u r Ow n I n n o vat i on

W a n t i n g innovation t oo bad ly can cause it to s l ipaway, (like a bar of wet soap).

Be your innovationsbest cr i t i c (and build credibility)

Be transparent about r i s ks &dow nsides.

I n v i t e t h e n ay - sa y er s to sharpen your points; shapethe anti-story.

Cham pion i t e ra t i ve cyc les of trial & learning.



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6 . Seek Fi r st To Und er s t and Uncover r i sk perceptions, impracticalities, issues and

objections early as possible.

Listen, empathize, acknowledge. Most l y peop le j u stw an t t o b e h ear d !

2011, Some musings by Craig A. DeLargehttp://4.bp.blogspot.com/_jZyvw3vMtpg/TJtwlqjMpPI/AAAAAAAABzY/SY1q4U0PLZc/s400/people+yelling.jpg


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6 . Seek Fi r s t To Und er st and Uncover r i sk perceptions, impracticalities, issues and

objections early as possible.

Listen, empathize, acknowledge. Most l y p eop le j us tw an t t o b e h ear d !

Gather evidence to l ow e r r i sk t o i nvest -ab le l eve l

Use f eedb ack to build story (#4) & gather champions(#3), & woo nay-sayers



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7 . Measu r e & LEARN

KPI for s takeho lde r -mean ing fu l business contribution

Learn st akeho lde r m ean ing via Understanding (#6)

Customer & Media LEARNI NG is a KPI !



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8 . Leverage 3 C s o f Ex t e rn a l Pr essu r e

Cus tomers who use medium to get their needs met

Compe t i t o r s who use medium to outperform us

Consu l tan ts more perceptually credible than we

Rem em ber , a p roph et i s no t hono r ed a t hom e !



17/19


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An App r oach t o Soc ial Med ia Risk

Br an d ed Un b r an d ed

1 - W a y

Trad i t i ona l Adver t i s ing

Faux Social Media

Moderate Risk

Trad i t i ona l Educa t ion

Greatest ROI Ambiguity

Least Risk

2 - W a y

What Marke te rs most want!

Most Risk

Experimental zone w/in label

What Cus tomers most want!2nd Most Risk

Unrestricted Grants lower risk



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Co n t a ct I n f o r m at i o n :Cr aig A. DeLar [email protected]

w w w .l in k ed in .co m / i n / cad el ar g ew w w . w i s e w o r k i n g . c o m


delarge, craig

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