August 2003

Edited by:
Dennis Scott BVSc MACVSc

Ethical Agents Ltd   54 Hobill Ave Wiri PO Box 97-110           SAMC

Ph 09-262-1388   Fax 09-262-1411        Freephone 0800 800-624
email eage@xtra.co.nz           website www.ethicalagents.co.nz

The Wheelbarrow Theory

Inside this issue:

Sales meetings often involve a facetious look at what we term "The Wheelbarrow Theory of Marketing" as employed by some.

Put simply, it is that the use of great big words like wheelbarrow may give  the customer the impression that one knows what one is talking about. It is similar to the old shovel from Massey days but a little more advanced.

Take, for example, the buzzword of the 90's, Omega 3. It carried some vague idea of science, but if you could casually slip in mention of eicosanoids then you were creating a position of strength in any discussion.

Entrepreneurial types readily latch on to a little

science or pseudoscience to present compelling arguments. This applies to professional marketers as well as fringe groups. 

This practice is common and pharmacology in particular opens itself wide for such abuse.

Common terms such as pharmacokinetics and pharmacodynamics give an air of mystical authority when in actual fact their meanings are quite simple. Probably greatest misuse is in the field of statistics with P values and/or confidence intervals.

The old adage used by many equine practitioners, "White painted rails don't make a studmaster," certainly applies in this situation.

Glossy brochures don't make a scientific argument either.

Claims are easy to make and should be backed up with data. It is the judgment of that data that is the issue and the use of graphs along with "The Wheelbarrow Theory" may muddle that judgment.

Data presentation can and should be quite innovative; this is what marketing is all about. It is important for the client to be able to assess the information accurately.

Professor Holt to Visit

Mark Friday October 3 in the diary, especially if you are close to Auckland.
Professor Peter Holt of Bristol University will be in the country but unfortunately for just the one day.
Ethical Agents Ltd is hold

ing an open day at their Wiri premises and Professor Holt will present a talk in his specialist field, surgery of the urinary tract on 3 separate occasions during the day; late morning, afternoon and early evening.

This is to allow as many practitioners as possible to have the opportunity to hear this World leader speak.
More details to follow but keep the day free for some professional development.