How not to write a press release
February 17, 2007 1 Comment
I saw this company news release/overview in the most recent edition of PharmaVoice (a publication which I like, by the way), and almost gagged. Clearly, this was written in Modern Geek, and the wording used is solely intended to confuse, obfuscate, and impress with indecipherable buzzwords.
I’m not impressed. And no matter how many times I read this missive, I’ll never understand what in the world Blue Spoon Consulting is trying to offer here.
Here, if you can navigate through it while retaining synaptic sanity, is the wording:
Blue Spoon Consulting has released a marketing ecosystem-based solution for pharmaceutical sales effectiveness. The new design links the context, content, and process of the virtual and physical domains of pharmaceutical sales into a dynamic business system with a dense configuration of activities and knowledge.
Available for download through the Blue Spoon Consulting website, the ecosystem platform for pharmaceutical sales tightens the fit between sampling management, longitudinal prescribing data, publication planning, publicity, salesforce automation, patient advocacy groups, on-demand and service-oriented software, medical science liaisons, health information technology, care management initiatives, outcomes studies, and branded content flows around a customer.
Linking the output and feedback from these previously unrelated or underused elements into a new pattern of organization offers a new scenario for value creation. The center of gravity resides in a living business system that absorbs complexity and one that competitors are unable to replicate. Its economic value is based on measuring increasing returns over time.
Delivery and acquisition of marketing communications and information technology services are judged on their positional value within the ecosystem and their ability to conduct and contribute to system performance. “High degrees of contextual change in the external environment — information becoming liquid, existing everywhere in real time, a whole world of specialized assets and knowledge that make possible any operational vision — is opening a new arena for creativity and strategic logic,” says John G. Singer, principal at Blue Spoon Consulting.
Un-believable. “Positional value within the ecosystem” “information becoming liquid” “The center of gravity resides in a living business system that absorbs complexity” “dense configuration of activities and knowledge” Only one person in the world can even remotely hope to understand this “ecosystem-based solution”, and that is John G. Singer himself. Maybe this system has value after all, but the value proposition, if it exists, will need to be translated from Geek to English!