- The doctor who isn’t convinced social media is worth thinking about.
- The doctor who’s convinced it’s important but wants to know specifically how and where to get started.
- The doctor who’s started but needs help understanding how to apply these tools as a provider.
- The doctor who comfortably uses social media as a provider but wants to be a power-user.
Each group wants something different.
Some meeting planners don’t understand that these 4 audience members exist. And when you tell them, they typically request ‘something for everyone.’ But when you try to please all 4 listeners, you risk that no one will come away with anything.
I find it helpful to manage expectations up front with both meeting planners and audiences. With planners you may have to inquire about the audience and make your best guess. They may need help in understanding what might work best for a certain population. The focus of your presentation should be reflected in the program materials. At the outset of a talk, be sure to outline what you’re trying to do…and what you won’t.
Times are changing. 3 years ago all programs for physicians were centered on the first group. Increasingly I find myself gravitating further down the list.