Jon Bishop spoke this morning about how Netcare is adopting and applying new technologies for both internal and external communication. I found the talk particularly useful as one of my clients happens to be in the healthcare industry, and I’ve had a lot of ideas floating around in my head recently about how to move them into new media. Jon’s talk sparked a whole lot more ideas, but also gave me some ways of structuring and analysing these ideas into a format that’s friendly to traditional marketers.

One of the most useful parts of his talk was a list of how-tos for new media marketers. A couple of the highlights:

• Don’t operate in isolation
• Position yourself as a thought leader
• DO NOT use the term Web 2.0 when talking to non-technical marketers
• Sell the solution not the system (this is probably the key to it all, isn’t it?)
• Structure your solutions around things like SA bandwidth costs and limitations
• Accept that not every system is right for your company

The most amusing part of Jon’s talk was this quote from an unnamed doctor (and that’s probably just as well): “My patients are getting information from the web. I demand you remove this information.” Yes… and just delete that pesky site Facebook while you’re at it, please.

For a really good outline of what was covered in Jon’s talk, visit the Zoopy blog.