A blog exploring pharmaceutical relationship marketing, emarketing and innovation with a focus on rare disorders.
The convergence of rare disease, digital communications, and pharmaceutical marketing communications

We are Living in Exponential Times

Posted by | 3:22pm on Monday, March 9, 2009

The old way of trying to control information is gone. 

I just ran across a really interesting YouTube video about the progression of information technology researched by Karl Fisch, Scott McLeod and Jeff Bronman. This clearly illustrates how fast our culture is changing, why we as marketers can’t ignore it and and why we shouldn’t expect it to slow down anytime soon.

Here are some of the most interesting thoughts:

“It is estimated that a week’s worth of the New York Times contains more information than a person was likely to come across in a lifetime in the 18th century.”

“The amount of technical information is doubling every two years. By 2010, it’s predicted to double every 72 hours.”

“We are currently preparing students for jobs that don’t yet exist… using technologies that haven’t been invented… in order to solve problems we don’t even know are problems yet.”

“There are 31 billion searches of Google every month. In 2006 this number was 2.7 billion.”

“Years it took to reach a market audience of 50 million:

  • Radio       38 years
  • TV             13 years
  • Internet     4 years
  • iPod            3 years
  • Facebook    2 years”

How does this relate to healthcare?

The old way of trying to control information is gone. This is true in healthcare as well as technology (and where healthcare and technology meet) and particularly for information around rare diseases. There is too much information coming out too fast for doctors alone to keep up.  E-patients and caregivers have more access to knowledge than ever before.  According to PEW, they are searching for it online. They are looking for support as well as information, and not only are they finding it online, they are adding to the total body of knowledge out there.

Health 2.0 is real.

We don’t yet know of all the ramifications for this transformational change on how we deal with information in general and healthcare in particular, but it is changing, and we all need to do our part to make it change for the better.

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(Image courtesy of fdecomite via Flickr)

About Wendy White

Since founding Siren Interactive in 1999, Wendy has been recognized as a thought leader at the intersection of niche pharma brands, patient empowerment and online marketing. Her vision for how the internet can facilitate interactions and provide crucial information that patients, caregivers and their healthcare providers previously struggled to find has propelled Siren to the forefront of relationship marketing for rare disorder therapies.

View other posts from Wendy

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