My client is an organization to the core of their being. They are closed off and use mostly old ideas to try and advertise themselves. As I mentioned last week they are trying to educate the public at large of the needs in the laboratory medicine field. How do they do it now? They write to politicians, they hosted a lab expo with vendors a few years back and they hold an annual conference. These are great ideas but besides being time consuming, they don't reach a large enough audience.
Writing to politicians only helps if the letters are in the thousands... take our stolen cell phone from the reading, if they hadn't gotten so many people involved, would the phone have been returned? No Way! Expos and conferences are also good but they cost money (which the group doesn't have believe me!) and what if people can't make it? These only benefit people that can attend at that time, an old idea in the world we live in...
So what needs to happen here? They need to open the door, or at least a window to the possibilities of joining the network... joining the now! So how can they start?
1. Facebook it! Many of the members (there are only about 15) are on facebook, some have written text books and have accounts to advertise their writings. How many lab professionals have facebook accounts? Many I am sure! So start a group and friend as many as you can. They can put weekly posts out with information about the field or allow members of the public to ask about lab tests (not specific results but for example how does diabetes monitoring work). This could open up a whole avenue of people to the group.... and cost them nothing!
2. Skype it.... rather than having one expensive conference every year that is only fairly attended, host panel discussions on skype every month or so with professionals from all over the field. These can cover emerging topics and crisis as they happen. Then post them to facebook and maybe a group website and heck throw it on twitter! This way as hot topics come up everyone can talk about it and view it when they are able to. This will allow everyone to join the conversation and can lead to some great brainstorming and ideas from a much larger pool of people. Again this will cost very little and include a much larger audience!
3.Tweets aren't just for baby chicks.... Well I am still learning how to use twitter, I will admit that but what a great resource! Placing last weeks presentation on twitter was extremely easy. The more I play with it, the better I get. I am sure they can host sessions on twitter like "Ask a Lab Professional" where the public can ask simple questions. They can also advertise upcoming events like chats and skype presentations.... you get the idea.
4.Blog it.... I am becoming a huge fan of the blog! I think it is a great way to talk about almost anything but also put some personal perspective in their too. The client could easily blog about legislation that is bad for our profession, new technology for detecting Lyme's Disease or even what is the most flattering color lab coat and why. Again this will cost nothing and can reach all kinds of people not to mention starting some interesting conversations and that brainstorming that I love.
I am sure that I can add more tools to this but you get the idea... in order to create advocacy for what we do we have to take it to the masses! Show them that we are critical in health care! Keep throwing information at people so we stay present in their minds! We have to open the door and let the network in! My hand is on the doorknob, I am hoping my client will let me turn it....
By the way, blue is the best color for a lab coat.