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UNIT1WelcometoInsidermedicineInDepth.I'mDr.SusanSharma.Focusingtimeandenergyonthemostpersonallymeaningfulaspectsoftheirworkmayhelpphysiciansavoidburnout,accordingtoasurveypublishedintheArchivesofInternalMedicine.Herearesomeconsequencesofphysicianburnout,publishedintheAnnalsofInternalMedicine:•Increasedriskforsubstanceabuse•Damagetopersonalrelationships,and•IncreasedriskfordevelopinginappropriateprescribingpatternsResearchersfromtheMayoClinicinRochestersurveyedover550physiciansinthedepartmentofinternalmedicineatalargeacademicmedicalcenter.Thesurveyincludedquestionsaboutjobsatisfaction,emotionalwell-being,andtheaspectsofthejobsthatwerethemostmeaningful.Asmanyas34%ofrespondentsmetthecriteriaforburnout,includingemotionalexhaustion,depersonalization,andalowsenseofpersonalaccomplishment.The88%whosaidtheyspentatleast20%oftheirworkingtimeonactivitiestheyfoundtobethemostmeaningfulhadabouthalftheburnoutrateofthosewhodidnot.Today'sresearchhighlightstheneedtooptimizecareerfitamongphysiciansinordertoreduceburnoutrates.ForInsidermedicineInDepth,I'mDr.SusanSharma.1UNIT2SoIworkinmarketing,whichIlove,butmyfirstpassionwasphysics,apassionbroughttomebyawonderfulschoolteacher,whenIhadalittlelessgrayhair.Sohetaughtmethatphysicsiscoolbecauseitteachesussomuchabouttheworldaroundus.TonightI'mgoingtospendthenextfewminutestryingtoconvinceyouthatphysicscanteachussomethingaboutmarketing.So,quickshowofhands—Whostudiedsomemarketinginuniversity?(Showofhands.)Whostudiedsomephysicsinuniversity?(Showofhands.)Ooh,prettygood.Andatschool?(Showofhands.)Okay,lotsofyou.So,hopefullythiswillbringbacksomehappy,orpossiblysomeslightlydisturbingmemories.(Laughter.)So,physicsandmarketing:We'llstartwithsomethingverysimple,Newton'slaw:Theforceequalsmasstimesacceleration.ThisissomethingthatperhapsTurkishAirlinesshouldhavestudiedabitmorecarefully(Laughter.)beforetheyranthiscampaign.(Laughter.)Butifwerearrangethisformulaquickly,wecangettoaccelerationequalsforceovermass,whichmeansthatforalargerparticle,alargermass,itrequiresmoreforcetochangeitsdirection.It'sthesamewithbrands.Themoremassiveabrand,themorebaggageithas,themoreforceisneededtochangeitspositioning.Andthat'soneofthereasonswhyArthurAndersenchosetolaunchAccentureratherthantrytopersuadetheworldthatAndersen'scouldstandforsomethingotherthanaccountancy.ItexplainswhyHooverfounditverydifficulttopersuadetheworldthatitwasmorethanvacuumcleaners,(Laughter.)andwhycompanieslikeUnileverandP&Gkeepbrandsseparate,likeOreoandPringlesandDove,ratherthanhavingonegiantparentbrand.Sothephysicsis(that)thebiggerthemassofanobject,themoreforceisneededtochangeitsdirection.Themarketingis,thebiggerabrand,themoredifficult(it)istorepositionit.Sothinkaboutaportfolioofbrandsormaybenewbrandsfornewventures.Now,whoremembersHeisenberg'sUncertaintyPrinciple?Gettingalittlemoretechnicalnow.Sothissaysthatit'simpossible,bydefinition,tomeasureexactlythestate,i.e.,theposition,andthemomentumofaparticle,becausetheactofmeasuringit,bydefinition,changesit.Sotoexplainthat—ifyou'vegotanelementaryparticleandyoushinealightonit,thenthephotonoflighthasmomentum,whichknockstheparticle,soyoudon'tknowwhereitwasbeforeyoulookatit.Bymeasuringit,theactofmeasurementchangesit.Theactofobservationchangesit.It'sthesameinmarketing.Sowiththeactofobservingconsumers,changestheirbehavior.Thinkaboutthegroupofmomswhoaretalkingabouttheirwonderfulchildreninafocusgroup,andalmostnoneofthembuylotsofjunkfood.Andyet,McDonald'ssellshundredsofmillionsofburgerseveryyear.(Laughter.)Thinkabout,er,thepeoplewhoareaccompaniedshopsinsupermarkets,whostufftheirtrolleysfulloffreshfood,er,greenvegetablesandfruit,er,(but)don'tshoplikethatanyotherday.Soluckily,thescience—no,sorry—themarketingisgettingeasier.Luckily,er,withnowbetterpoint-of-saletracking,moredigital,er,mediaconsumption,youcanmeasuremorewhatconsumersactuallydo,ratherthanwhattheysaytheydo.Sothephysicsis,youcanneveraccuratelyandexactlymeasureaparticle,becausetheobservationchangesit.Themarketingis—themessageformarketingis—that,er,trytomeasurewhatconsumersactuallydo,ratherthanwhattheysaythey'lldooranticipatethey'lldo.UNIT3Interviewer:Itisatoughtimerightnowforanyonetofindajob.It’sparticularlyhardforsomecollegegrads.Alotofpeopleareatleastworriedaboutwhatthey’regonnadointermsoffindingajobwhentheygraduate.Solet’sbringinEricYaverbaum,heispresidentofCollegeClickTV.comhere,uh,withsometipsforus.Thanksforbeinghere,Eric.Eric:Thanksforhavingme.Interviewer:Talktousabout,peoplethatarejustabouttograduatefromcollegeormaybetheyrecentlygraduated.Theyaretryingtogetajob.Tipsforthem.Whatdotheypossiblyhavetoofferemployersthatotherpeoplemightnotrightnow?Eric:Well,youknow,one,it’sanewworld,andyougotthegenerationbornwithamouseintheirhand;it’sgraduating.Andalotofpeoplewhowantthatgenerationworkingforthem,that’sanincredibletalentsetthatnoteverybodyhas.Um,twoisgetrealexperience,Imeanifyougetwhileyouareincollege,justgreat.Ifyoucan’tgetajob,getaninternship.Thereisabigdifferencebetweenthosewhohaveinternshipsandthosewhohaveexperienceandthosewhodon’t.Icantellyouasanemploy