Better to Play It Safe

When a new force in the world makes life more difficult and frightening and upturning – like the Web – the stakes get higher. So many things can go wrong if you don’t do it right. You can get stampeded and lose the game. Playing on the sidelines is more appealing.

THE SIDELINES ARE MORE APPEALING

The Web is making the world more and more dangerous. If you run a pharmaceutical enterprise and decide to blog or tweet or otherwise open yourself up, people will report adverse events. If that happens, you’ll have to work harder. That means more standard operating procedures, more trained personnel- maybe even more fines and letters from the FDA. Playing on the sidelines is more appealing.

If you run a hospital and decide to establish a vast living presence on the Web, people will say bad things about your doctors, your nurses, your waiting times in the ER, your food. You’ll have to deal with HIPAA. There’s also a chance that you’ll say something you’ll regret. Playing on the sidelines is more appealing.

If you run a newspaper and decide to use Twitter to gather information, distribute the results of your journalistic excellence and express opinions, people will stop buying your paper. Why should people buy your newspaper when they can get content for free? Getting to the point of dazzling the people with your professional curation skills is just too hard to do anymore. Turning the very technology that turned your industry upside down into your favor is risky and hard. Playing on the sidelines is more appealing.

A NEW PAIR OF LENSES

Of course, you could look at the world through different lenses. You could look upon the Web as a sea of infinite nonsense, a place where people are thirsty for rare perspective and wisdom and value. The sidelines may be more appealing, but you won’t find any goal posts there. That’s not where the game is.

What does safety mean to you? Are you doing what you do because it feels safe? Are you sure that you’re truly playing it safe?

Wearing a life preserver in a jungle won’t help you.

If you do the hard work to make it easy for patients and doctors to report adverse events or file complaints about the treatment they received (or didn’t), you have a better chance that your product won’t get slapped with a black label or pulled from the market or that your hospital will get sued by people who feel abandoned or without recourse to you.

FEAR IS NOT SAFE

If hard work or changing your view intimidates you and you don’t mind living on the sidelines, it’s better to play it safe.

Sometimes, however, the world changes so fast, so cruelly, so unforgivingly that the safest bet is to live dangerously. Sometimes, it’s not better to play it safe.

Your choice. Win or lose. Eat or starve. It’s that simple.

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One Comment

  1. […] It’s easy for advocates of social media and engaging with customers (be they consumers or doctors or the public at large). The reality, however, is that the order of complexity for Pharma to be safe and effective (so-to-speak) is high. That doesn’t mean at all that Pharma should sit in the sidelines. […]

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