Catalytic experiences - hamid ghanadan

<p>This book is a write up of the experience of Hamid Ghanadan working on marketing for large pharmaceutical companies that mostly target researchers and clinicians for customers. </p> <p><img alt="Catalytic Experiences Hamid Ghanadan Book Cover" src="/images/Catalytic+Experiences+Book+Linus+Hamid+Ghanadan.png" /></p> <h2>How people consume information</h2> <p>The first thing the book discusses is that <a class="wikilink" href="/scientists_are_shifting_their_attention_from_traditional_to_social_media/">Scientists are shifting their attention from traditional to social media</a>. Everyone is exposed to an increasing number of stimuli and must filter what is relevant from what is not. Traditional channels (such as cold-emailing) are failing. Trade show attendance is declining. Social media, on the other hand is on the rise, also for scientists. </p> <p>Shifting the attention means also that <a class="wikilink" href="/scientist_are_changing_how_they_consume_content/">scientist are changing how they consume content</a>, and how they make decisions. Customers spend time researching products much before approaching a company. Being on top of the narrative, offering content and, more importantly, generating a genuine link through social media seems, therefore, like a prime approach. </p> <h2>How marketing works in the digital era</h2> <p>Marketing traditionally focused on capturing a person's interest and being on top of the journey of the potential customer since the beginning all the way to the <em>upsell</em>. This is regarded as <a class="wikilink" href="/the_traditional_marketing_funnel/">the traditional marketing funnel</a>. The most important aspect is that customers get exposed to content once they are already <em>leads</em>. </p> <p>In the <em>digital era</em> the idea of a funnel is completely mistaken. All the traditional means to do outbound reach (trade shows, spam e-mail, advertising) can be achieved by using <a class="wikilink" href="/social_media_for_scientific_marketing/">social media for scientific marketing</a>. <a class="wikilink" href="/the_role_of_search_engines_for_scientific_marketing/">The role of search engines for scientific marketing</a> must also be considered, making companies' websites the entry point of a self-driven customer seeking answers. </p> <p>Appropriately, the title of the book <a class="wikilink" href="/catalytic_experiences/">catalytic experiences</a> reflects what a customer should experience through their decision journey and must be fueled by a company's generated content. The catalysis of the customer's journey is better explored in the follow section. </p> <h2>Content-centric marketing model in context</h2> <p>In order to be able to engage with an audience, such as scientists, the first step is to understand its way of thinking. Specifically, one can look at <a class="wikilink" href="/how_the_scientific_mind_works/">how the scientific mind works</a> and understand how to engage with it at different stages of recognition, exploration, and evaluation. </p> <p>In the <a class="wikilink" href="/content_centric_model_of_marketing/">content centric model of marketing</a>, there are three types of content that relate to the different stages mentioned above: leadership, educational, persuasive. This flow also overlaps to <a class="wikilink" href="/the_golden_circle/">the golden circle</a>, in which each stage is naturally descriptive of a why, how, or what. It seems that this is like a good match between both the Apple-world described in <a class="wikilink" href="/start_with_why_-_simon_sinek/">Start with Why - Simon Sinek</a> and the scientific world. </p> <ul> <li>Literature notes on [<a class="litnote tooltip" href="/literature/@ghanadan2016">@ghanadan2016<span class="tooltiptext">Catalytic Experiences: Persuading Scientists and Clinicianswith Effective Digital Marketing</span></a>]</li> </ul> <p>Tags: <a href="/tags/scientific-marketing">#scientific-marketing</a> <a href="/tags/books">#books</a> <a href="/tags/reading-2021">#reading-2021</a> <a href="/tags/literature-note">#literature-note</a></p>