Linking a Static Print Ad to an On-Line Video; Lessons for the Clinical Lab Industry

A recent full-page advertisement in the New York Times by Goldman Sachs reminded me how an embedded QR code can greatly enhance its value. Adjacent to the QR code at the bottom of the page was the following caption: Watch the story on your smartphone.

To interpret a QR code that appears in a print print ad such as this one on my smartphone, I launch Google Goggles and snap an image of the barcode. The app then interprets the QR bar code, displays the URL for the web site, and then navigates, at my command, to the on-line video. You get the basic idea. Here's a short explanation of QR codes (see: QR code):

A QR code (abbreviated from Quick Response code) is a specific matrix barcode (or two-dimensional code) that is readable by dedicated QR readers, smartphones, and, to a less common extent, computers with webcams. The code consists of black modules arranged in a square pattern on a white background. The information encoded may be text, URL, or other data.

What's the relevance of this for the clinical lab industry? As you browse through CAP Today, you will be presented with a series of ads for, say, chemistry analyzers or LISs. When I view such ads, I often think to myself: How and why is this product superior to its competitors in the market? Frequently, these ads do not provide such detail. However, what it there were a QR code at the bottom of the page that could be used to launch a short (e.g. two minute) video about the merits of the product and why it is worth considering?

I need to express one concern here. When I browse vendor exhibits at the various conferences I attend, I try to use my time efficiently in the vendor display area. When I approach sales representatives at a booth, I will ask them to quickly summarize the merits of their product. Many of them seem to be at a loss for words, as though my request was unreasonable or, at best, unexpected. It's as though they have prepared a pitch that takes ten minutes that can't be shortened. Perhaps asking a company to product the short video that I refer to above would be good start in developing an elevator speech that could be then used by all of their sales force (see: How to Craft an Effective Elevator Speech).

Comments

[cheapsalon]

Great post! It saws strong argument to refer to the open innovation movement in government. This explanation would require far fewer friends outside this arena and is generally well accepted.

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