Genetic Innovation, the End of Persuasion and a Mandate to ‘Engage or Die’
Later in the afternoon, we had the pleasure of hearing from three dynamic and inspiring speakers leading first with Sean George, President & COO of Invitae, a genetic testing company doing groundbreaking work to push the field of genetic testing forward. Sean described the Invitae team as Genetic Enthusiasts dedicated to the pursuit of lowering costs and increasing access to genetic testing.
Sean’s talk was focused on educating the audience on the scale of the situation as well as the real-time progress being made in the field.
- It’s the dawn of genetics in mainstream healthcare
- It’s the convergence of genetics + technology + society
- Up to 10% of people have a genetic disorder – the scale of the issue is massive
- Accessibility to genetic testing is not limited to the future – it’s happening now
- Patients have the right to self knowledge, particularly their genetic information
- Barriers to progress are largely due to the “regulo-insuro-industrial complex”
- The cost of genomic sequencing is sharply declining due to innovation – outpacing the impact of Moore’s law on the cost of computing
- Team Invitae are relentless in their mission to improve the lives of billions of people on the planet
Engage or Die!
Ray Kerins, SVP & Head of Communications & Government Relations at Bayer, led a tough-love talk that stressed the need for firms to ‘engage or die’. His guidance to the audience was pragmatic and bold including the following key points:
- Bayer is engaging with customers online because we have to – the use of social to identify those who talk about their company, and they engage with them online to take control of brand destiny
- Kerins encourages his team to engage effectively – if someone has something to say about us, we had better do our best to make it personal
- We have to do this because of the 5% not behaving well. The opportunity is there; It’s valid and good, but we should choose to do it, regardless of others making us do it or not.
- This is total common sense to start with how to engage, not should we or shouldn’t we
- If you let others take control of your reputation, you get what you deserve
The End of Persuasion
- There is a formula for participation in social: Discovery + Engagement or Empowerment + Connect = Participation & Performance
- Marketing through persuasion is over – it takes more than just telling them we are right to convert and engage
- Persuasion is out and participation is here to stay – if you have better participation, you have better performance
- All of the metaphors we use to talk about marketing, are framed in war – not effective
- But if you are trying to build relationships and nurture, you probably don’t want to go to war with your customers
- Dana used Minecraft as an example of a product built with participation in mind