You know those Powerpoint slides loaded with text, bullet points, statistics?
That’s not communication. That’s content delivery.
That dense, fine print product information that accompanies prescription medications?
Content delivery. Definitely not communication.
Sales brochures so loaded with information that they are just plain hard work (and, you just put them aside for “later,” like I do…right?)
Content delivery. Not communication.
If it’s all up on the slide, then we don’t need you, the speaker. And, in fact, we don’t need Powerpoint, which is a lousy content delivery device. Just write it up and forward it.
A PI/ISI is a CYA device only. Everyone knows it. Communicating relevant product information to patients (and even physicians) requires a whole different method.
And if your sales brochure doesn’t give me the main point in 10 seconds – doesn’t spark interest because I see the WIIFM – then you’ve just wasted all that money putting content together.
If the task is to impart content from one location/person to another, that’s fine – call it what it is. It’s a handoff. But if you’re actually seeking to communicate – you’ve got a lot more work to do. The good thing is – most of your competition isn’t willing to do it.
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