Starting something new is always (almost) exciting and fun, but I must admit I’m not feeling that way about blogging. We live in an age when so little of what used to be private remains so. Today, we’re encouraged to live our lives online. In fact, every day I tell my clients that the world of marketing has really changed – and now it’s all about genuine interactions with people – online and very much in the public space.
Admittedly, I scored the maximum on the “E” (extrovert) scale in my Myers Briggs, but even to a social-minded person like me, there seems to be something kind of disingenuous about most of what you find on Facebook, in personal blogs and on twitter. It’s like a caricature of life. You know how everyone always looks happy in pictures. Regardless of what their circumstances or mood are, they put on a mask of sorts, and smile for the camera. It’s human nature; people want people to think their lives are awesome, whether they really feel that way or not.
I recently took a short vacation with Lisa to Michigan. We stopped for a bite to eat at a restaurant and there was an Italian couple, traveling (we imagined) around Lake Michigan on a BMW touring bike. They were capturing photos of the whole trip and uploading them along the way. How great it all must look on Facebook, but my life experience tells me that the trip – however glorious – probably wasn’t as great as it will look in the photos. Cameras are everywhere now – and people are busier than ever trying to look good all the time.
There’s a lesson for those of us in the communications business because the motivation to look good is a powerful one – it has its roots in very basic human emotions. I believe that the desire to “look good” in public is one of the 
reasons people seek treatment in the first place – and one of the reasons they are so willing to sit down in front of my cameras and give glowing testimonials for the doctors I represent.
People do appreciate their beautiful new smiles, but, like the Italian couple on the BMW, the tantalizing opportunity to be featured in something – and to look good in the process – is also alluring and highly motivating. Start asking more of your patients if they’d like to share their experience…their story…online and in your patient education and marketing materials – you’ll be surprised how many of them say yes.