Once again, Einstein’s theory of relativity gives rise
On a recent flight, a famous media expert occupied the seat next to mine.
“I’m in the media business myself,” I volunteered. “Chief Medical Editor of Ophthalmology Times. Perhaps you’ve heard of it.”
“No,” she replied.
“How do I ensure that all ophthalmologists read my columns?” I asked. “They are extremely busy caring for their patients and learning to use electronic medical records, plus [are] bombarded with written materials about new drugs and devices, clinical trials, practice management, etc.”
She glanced though my copy of Ophthalmology Times.
“You need headlines that are ‘grabbers,’” she advised. When asked to define “grabber” she offered the following examples:
“So compare these two possible headlines: ‘Congressman Won’t Resign’ versus ‘Weiner: I’ll Stick it Out.’ Now do you see what I mean by ‘grabber’?” she asked.
“I’m not sure those ‘grabbers’ will work with ophthalmologists,” I responded. “We are a serious lot. Most were at or near the top of their class in high school, college, and medical school. We don’t spend our time making jokes, but having intelligent discussions about meaningful use, phototransduction, and bevacizumab.”
“Beva what?” she asked.
“Never mind,” I replied.
“Well, if what you say is true about them being such intellectuals,” she told me, “you’ll need a different kind of headline.”
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