Comments on: crowd source healthcare marketing

By: Nick

Nick — Tue, 11 Aug 2009 17:56:18 +0000

Thanks for the feedback everyone! Its clear to me that it has to be a balanced approach. I'm hearing you guys say that you cannot leave important messages up to amateurs. But what about editorial control? Could you ask for pics of a hospital and then pick the best one to use in an ad? What about simply using SM as a focus group – “here are 5 examples of ad copy, which do you like best, are any offensive?” Does that work?

Thanks again – lots of food for thought here!

By: Christian Sinclair

Christian Sinclair — Tue, 11 Aug 2009 05:34:59 +0000

For crowd sourcing logos try @crowdSPRING or @99designs; have wanted to try @mechanicalturk for crowdsoucing tasks too

By: Christian Sinclair

Christian Sinclair — Tue, 11 Aug 2009 05:34:59 +0000

For crowd sourcing logos try @crowdSPRING or @99designs; have wanted to try @mechanicalturk for crowdsoucing tasks too

By: meredithgould

meredithgould — Sun, 09 Aug 2009 06:51:22 +0000

Oh groovy, Nick. Let's open up the floodgates even further to the “I published a poem in high school” and “I won an art award in 6th grade” crowd of wannabe writers and designers. Here's a better idea: crowd source your hospital's budgets. What the heck, why not crowd source (like it's a verb) your hospital's orthopedic surgery department? Surely anyone who took Shop (do they still offer that in school?) can saw through some bones.

By: stephenmoegling

stephenmoegling — Wed, 05 Aug 2009 21:55:25 +0000

Good points. SM really lends itself to crowdsource model, more conversational and authentic. Am working with a hospital now on a simillar approach for sports medicine. Will share our results post launch.

By: deborahbraidic

deborahbraidic — Wed, 05 Aug 2009 19:36:10 +0000

Love this post, Nick.

I am very jazzed about crowd-sourcing everything that can possibly be sourced this way. It's a bit more chaotic to manage but the ideas that could come back to us might be significantly more brilliant than anything we could do ourselves.

I am all for it!

By: Name

Name — Wed, 05 Aug 2009 19:26:41 +0000

Soliciting feedback is one thing; actually developing creative by crowd is quite another. And it's almost always a bad idea.

A lot depends on what you're trying to create, of course, but if it's advertising that is intended to cut through the clutter, crowds almost always make decisions that remove originality--leaving you with mediocre ideas that aren't memorable. The savings on creative development are quickly eaten up by ineffective work.

For a great example of how crowd sourcing/focus grouping creative can be very wrong, consider Apple's 1984 ad. http://www.dudek.org/blog/98