Marketing: What I’ve Learned…so far

I hope you enjoy a slight variation in today’s blog post. Here are some thoughts on a recent Workshop I participated in.

January 2019

In January 2019, I started an epic marathon and just last week, I finished it. Phew!

Not too bad for my first marathon – but it wasn’t running, it was The Marketing Seminar (TMS), an Akimbo Workshop, created by Seth Godin and happened to be my 4th Akimbo Workshop within one year.

This iteration happened to be the sixth offering of TMS and followed the release of This is Marketing, Seth’s 19th (best-selling) book.

It includes 60 deep, thought provoking lessons. And I signed up on purpose!

Part of my celebration is to write this post, as gently nudged by my (new) partners in crime, Staci Boden and Dave Bates – two wonderfully kind and generous people.

Without further ado…here are my thoughts on Marketing.

Marketing in the 21st Century focuses on making change happen. To do this, you need to know what change you seek to make.

The key questions to start with (always):

  • Who’s it for?
  • What’s it for?
  • What change are you seeking to make?

To clarify what your position is, you’ll need to have answers to these questions. Zooming in to the smallest viable audience is typically a great place to start.

Marketing is more than SEO or short advertisement focused emails. These are all too common and often many people gravitate to them – the shortfall is that they steal attention and time – two resources that are in short supply.

So if it isn’t SEO, what is Marketing consist of? It is earning trust, seeking enrollment, creating tension, showing up consistently, and bringing the generosity. Combined with learning more about these themes, TMS provided an opportunity to add clarity to my project. (This website was created and designed while in the second half of the Workshop, again nudged by friends in the Workshop.)

Adding clarity to one’s own project is one of the most profound aspects of TMS. Interestingly enough, I went in with one idea and it evolved to something better. Better in terms of the change I seek to make. We learn to make things better by making better things.

In big part, the design of the learning space (or container) is what stands out. As an educator, here are some critical components:

  • Quality of the lessons (trust in Seth Godin as a teacher/leader in Marketing)
  • Cadence of the lessons dropping (they do not all come out at once)
  • Format of promoting participation – both to find the others and to work with people outside of your specific industry
  • Posture of the Coaches and students (and Remarkables)

The questions themselves helped create new ideas but the power of the Workshop is the cohort – the peer to peer participation and connection that helps us make significant progress. It’s a community of like-minded people.

People like us, do things like this.

-Seth Godin

July 2019

It was an amazing seven months – 200 days – and I’m grateful for all the great people I was fortunate to meet and learn from. Thank you!

Stay tuned for a new education Podcast and come back for more posts here.

I’m looking forward to being part of future Akimbo Workshops. I’d love to see you there and I cannot wait to meet you.

Photo by Chris Lawton on Unsplash

Adaptive Learning

When many of us took licensing exams, we experienced “adaptive testing” or CAT – computerized adaptive testing. While we answered questions, the algorithms in the test would change the questions based on our responses.

While CAT has been used for well over a decade, the use of adaptive learning (or adaptive teaching) has gained popularity in the last 5-10 years. Similar to testing, the AI/algorithms will adapt to the strengths and weaknesses of the learner, based on mastery and knowledge of the content.

(A quick side note: A recent episode of Akimbo by Seth Godin talked about Systems Thinking – and how we can learn about the systems available in our industry and how to use them effectively)

A specific framework used is ALGAE (Adaptive Learning for GAme dEsign). This concept uses a mixture of game design, adaptive learning and instructional/teaching models to enhance learning.

If you’re interested in adaptive learning, here are some additional resources:

Happy Learning!

Photo by Tim Stief on Unsplash

Collaborating is Key

Zero-sum games are what some companies believe is true as they try to take hold of the market. However, it is for our collective benefit to work together to create a better version of what we have.

You could be part of a learning group sharing ideas of best practices and helping each other build a solid program. Or you could be part of a group collaborating with other organizations to put on a conference.

So whether it is between pharmacy organizations or equally valuable – between disciplines, the different way forward is together.

When we help each other move forward, everyone reaps the benefits of the new and improved version of education.

Who can you collaborate with this year?

Photo by Thomas Drouault on Unsplash

What’s Your Learning Style?

Auditory, visual, hands-on? These are a few learning styles you gravitate towards.

In an interesting TedX linked below, it’s possible personal preference for learning styles is not as significant for learning as originally thought.

It is worth thinking about what we are teaching and the best medium to share it.

When learning a new language, reading will have minimal benefit – we must practice. Similarly, seeing a mechanism of action for a medication – an animated or picture explanation of it, is much more useful than only reading about it in text.

When creating a presentation, in PowerPoint or otherwise, being mindful of what is taught and the medium – listening, seeing, or hand-on – will help learners better connect with what you are teaching.

TedX Talk on Learning Styles

Photo by Sharon McCutcheon on Unsplash

What to do with 600 Hours?

Interestingly enough, for a pharmacist who needs 15 hours of continuing education per year, this equates to roughly 600 hours of education over the course of a typical career. In 600 hours, we would also have 15 week long vacations checked off.

This 600 hours, as 15 weeks is really only 4 months long. It seems like a small amount of time that can have such a significant impact on your career.

Give me six hours to chop down a tree and I will spend the first four sharpening the axe.

– Abraham Lincoln

What if we spent even a quarter of the time planning what education to take (or create) as we do for planning our vacations?

Seems like time well spent.

Photo by Icons8 team on Unsplash

Diversifying Our Education

If I were to venture a guess, most continuing education (CE) is likely to be in written form and live didactic presentations.

The CE system creates a clear structure and these two mediums are at the forefront of our education.

However, there are a few other formats. For pharmacists, there are application and practice based courses, which are more hands on and interactive. A practice based CE is typically at least 15 hours and often referred to as a certificate program.

But wait – there’s more! You can also find home studies, which could be written, audio, or voice over powerpoint presentations. Under home study, you can also find podcasts.

The tricky part is that when you ask your audience which of these they prefer, you’ll get a wide range of responses. Some of these are mandatory and people will say they want to do them, despite the fact that they aren’t excited about it and would enjoy another way to do it.

As educators, it is important to know which medium to use for what type of course you are teaching. Some are better written or listening on your own schedule, while some would be better seeing visually and working through case studies with your peers. When in doubt – ask them!

Either way, a good mix of courses will provide learners to enjoy the type of learning they are looking for.

What type of education does your audience prefer? Please let me know in the comments.

Photo by Element5 Digital on Unsplash

Connecting to Your Audience

What is the 20% of effort which can bring you 80% of your results?

Building a better connection to your audience.

In the past, our conference would send advertising to prior attendees when the conference was open for registration. We never sent anything meaningful in between conferences – merely interrupted them when we were ready.

This Summer is a good time to transition to a different way forward. A different path with consistent, relevant emails to help pharmacists provide safer and more optimized medication use, to meet the needs of their patients.

Our new steps start next week. I hope you consider starting your own new path too.

Photo by Austin Distel on Unsplash

Beyond Content Consumption

Sometimes, education feels like we’re in a wheel. Walking and walking but not really going anywhere.

If this sounds familiar, you have experienced basic content consumption.

The big challenge is it’s easier to create content for attendees to listen to, to teach at them. It’s harder to develop engaging, interactive courses. Of course there are “clickers” and ways to make a talk more interactive. Harder still, to teach with them and to create opportunities for peer to peer interaction.

The key is the application piece – to try the actionable steps – and learn from your peers, which creates a more effective way for people to learn.

Photo by Bonnie Kittle on Unsplash

PS – apparently it is not safe for guinea pigs to use wheels. Hamsters yes, guinea pigs, not so much…in case you were wondering.

Post Conference Questions

Next week is an exciting time! We have a post-con meeting to discuss what we thought about our conference.

In preparing for the meeting, there are a host of questions to ask and work through.

One key step is the posture – bringing curiosity and generosity to the conversation. Being able to hone in on what’s it for and who’s it for will make a big difference as you make forward progress.

First, it’s important to celebrate the wins, small and large. Some questions to bring out those ideas are:

  • What worked well?
  • What did attendees enjoy?
  • What was the “best” part of the conference?
  • What would we include again next year that you wouldn’t want to miss? Or alternatively;
  • If we removed “x” next year, would you still attend?

The second piece, which most of us focus on primarily, is what could be improved. Here are some questions to get you started:

  • If you could improve one thing next year, what would you improve?
  • What part of the conference did not work?
  • Is there something from the conference this year, if included next year, would stop you from attending again?

Start off looking at the big picture will be helpful. Then you can zoom in on specific areas, such as:

  • Planning committee & responsibilities
  • Speakers & topics
  • Venue
  • Food/beverage
  • Breaks
  • Marketing
  • Attendee feedback
  • Attendee interaction

What other questions would you explore? Please let me know in the comments.

Photo by Andrew Neel on Unsplash

Accountable Learning

ac·count·a·bil·i·ty – a buzz word that often is used as a punitive measure. “We need to keep people accountable.”

However, accountable can be distilled to being responsible for something. As educators, we are responsible for what someone will learn.

That’s where accountable learning comes in. Where the education provider offers additional learning opportunities at different time points AFTER the conference or program. These touch points provide takeaways and a check-in to verify learners have maximized what should be learned from the program and to double check how the learner can better apply the information that was covered in the course. 

With the limited time that we have for learning, the full experience should be optimized to help healthcare professionals learn more effectively, thus being accountable for their learning.

The inaugural takeaways from a program I’m involved in will be out next week – I’ll keep you posted on the response!

Keep Learning!

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