The adage “the riches are in the niches” no longer seems to hold true. (There are few approaches that haven’t become commodities anyway anymore.) And people have short attention spans. If you don’t provide a commodity, they’ll just be confused. They may not find you because they don’t know what they’re looking for, or they don’t know what they should be looking for, or they don’t know that you provide something they are looking for or could use.
They came seemingly out of nowhere. And suddenly, they were all the rage, especially among patients, who wanted to be sure I had watched and listened to every last one of them. These summits are a double-edged sword – they could be a potential godsend, or a potential serious obstacle. They can make or break the doctor-patient partnership, and/or a patient’s health.