Don’t trap new marketing in old media

Say, you love the Velvet Underground. You don’t listen to Sweet Jane on repeat.
You want to hear something *like* it. New; but with that same raspy drone. How do you do that? For about 90 million people, the answer is Spotify.  Playlists are novel media for novel marketing.  We just happen to prove it in pharma.

You know, Spotifypotify, right? It curates two new songs every minute to bring you fresh music. But not just fresh. It brings you new music based on your existing tastes. And, it doesn’t suggest just one song.  It plays a whole stream of songs.  A playlist.

On Spotify, you define a playlist for your mood. You pick genres. You select artists.
It keeps the songs playing. As a listener, it’s your media. Sit back and listen. It’s easy.
Discovery happens for you. You’re happy. Clap along if you feel like a room without a roof.

Stop whistling that Pharrell Williams ditty. Hum a brooding part of Aqualung.
We’re about to go from music to science.

I work with healthcare marketers. They want doctors to prescribe their therapies.
[inlinetweet prefix=”” tweeter=”” suffix=””]The best marketers don’t sell scripts. They sell science[/inlinetweet].

Doctors know what they know. Say, diabetes. They want to know more about what’s new in diabetes. They’re busy. You need to make discovery happen for them. Think about how a playlist could change their game. And, yours.

You or your customers could define a playlist. About, say, diabetes. Select an author – or five. Choose sources they like. Ask for results from a certain clinical trial.

That playlist keeps the science coming. All of it is new. But it has that same raspy drone. It relates to what they need to know; but don’t know – yet.  That same playlist puts your stories in context. They will see that your diabetes drug also keeps heart risk in check.  More of your customers will see that. Even when they weren’t looking for it. Even before they knew they should look for it.

[inlinetweet prefix=”” tweeter=”” suffix=””]Marketers want new ideas. They want social. They want “native” content. What they really need is a playlist. But they fall back on ads in 1-to-many media.[/inlinetweet]

[inlinetweet prefix=”” tweeter=”” suffix=””]Playlists are inherently better than 1-to-many media. They are personal. Like a radio station for you.[/inlinetweet] That matches your mood. Let’s see iHeart Radio do that. A customer can build one. Your brand could make one. Or, an influencer. So, there’s that. A playlist learns. It gets better. It gets more people to engage as it plays.

We know this. We built a Spotify for doctors. It’s called feedkast. We can and they define playlists – called feeds. Those feeds roll along online and in apps. More than that, the best stories, arrive in emails. Just like Spotify, it delivers ongoing media. It’s been active for about six months. Doctors are engaging in large, growing numbers. That’s why more and more pharma brands use it. And, like Spotify, it learns what users want. So, it gets better at discovery.

Playlists are novel media for novel marketing. We just happen to prove it in pharma.

Charles was a media VC who turned to healthcare. He started watzan to make media for doctors as cool and as easy as Twitter, Spotify, or Apple News. Five years in and with two award-winning platforms, he’s having fun and coming up with new ideas.