Against the rapidly changing social media landscape, marketing’s now convoluted meaning has become a common coin of pseudo success. The goal of selling the right product to the right customer — producing the best transaction — is often marginalized by infographics of Facebook Likes and Klout scores.
Last Monday I began my week at 6 am preparing to video our client performing his first bilateral anterior approach hip replacement. At 10 am a sweat soaked but happy surgeon emerged from surgical suite 5 having just given a 52-year-old man with debilitating hip pain a new set of hips and a new lease on life. A little research revealed that this ‘transaction’ with the patient was born in a short TV interview on the local station, followed by a caring wife’s late night visit to our client’s website, the doctor appointment, the patient’s decision to buy, and then the success surgery.
Marketing is not the end all nor is it a perfect science. But it’s nice to know that on some small level, the text I wrote, the design Eddie created, and Stephanie’s programming (read: marketing communications) contributed to this transaction. At the risk of being selfish, I must admit that’s a pretty rewarding marketing outcome.