In the middle of 2024, we must know how to differentiate between bad marketing and negative marketing.
At Searching Marketing, we understand bad marketing from 3 complementary angles:
- A bad marketing strategy
- Bad processes and incorrect use of marketing tools
- Poor implementation of digital marketing
And negative marketing, from just one angle:
- Causes and consequences of a bad marketing strategy
The latter is giving a lot to talk about following episode 11 of season 4 of "The Root of Diseases and How to Stop Them":
In order not to lose the thread of this controversial talk, we will give you a brief introduction of what was discussed in said episode and the earthquake it has caused on social networks, causing bad marketing for both Dr Khora and the Mexican actress, Aislinn Derbez.
Let us begin!
1- Influencers + Podcasts: Greater negative marketing than positive
For some time now, the term "whitexican" has been heavily used, directly related to white-skinned people who give their opinions based on their privilege or from an immense lack of empathy, context and social awareness.
In this sense, many influencers have found their target audience through podcasts.
Whether we find influencers talking about:
- Psychology without being psychologists
- Medicine without being doctors
- Class consciousness without being proletariat
The universe of possibilities is infinite.
However, no one can doubt that the impact of these podcasts is a guarantee of success, but also of the good and bad use of marketing.
Most of these spaces seek controversy, often ill-intentioned, but in other cases, really What is shared is not filtered.
What is the good and bad of digital marketing? We will see it below.
2- Negative Marketing: Alternative Medicine
From this context, Aislinn Derbez and Dr Nirdosh Kohra had a session on their podcast where they addressed conventional and alternative medicine and the beliefs behind the health that we know.
Very rigorous, but complete, the summary of the podcast foundered on the following:
- The body has the ability to heal itself and many diseases are healing processes.
- Conventional medicine often treats the symptoms but does not address the root of the problem.
- The importance of understanding the connection between body, mind, emotions and energy in the process of illness and healing was discussed.
- There was a strong questioning of the traditional paradigm of health and illness, based on ancient theories such as germ and soil theories.
- The importance of working with deep-rooted beliefs and managing emotional stress to prevent and treat diseases comprehensively was emphasized.
These points, addressed over the course of an hour, have caused a barrage of criticism, both for the doctor and for the young actress.
Although it has always been known that the body is a whole, expressing these types of opinions will cause a response. And many times, these responses are accompanied by negative marketing.
The easy thing is to discredit what they shared in the podcast, however, there is an entire documentation of:
- Scopes
- Benefits
- Aids
What alternative medicine is capable of offering.
But this did not stop there, this episode put Dr Nirdosh Kohra in the spotlight since his testimony was not well received by the medical community, which caused him a bad image and negative marketing.
3- Mr Doctor vs Aislinn Derbez: Bad marketing wherever you see it
Comments from:
- «Anyone has a podcast and doesn't even care about the type of information it provides, it is urgent that they regulate this type of content that only seeks to perpetuate ideas that harm the population» – @ProfeTalamantes
- «Weeeeey what's up with the whitexicans, they don't even know what
» – @MonterrealS
» – @MonterrealSUntil:
- "Why doesn't this man cure the alopecia he suffers from by thinking?" » – @rosacastillo6707
For you, do these criticisms force us to ask if marketing is good or bad?
However, the epicenter of the controversy moved to another influencer with a platform of almost half a million followers on Instagram, Mr Doctor.
Mr Doctor was kind enough to do a broader analysis, based on Dr Nirdosh Kohra's research, his experience, background and present.
Likewise, he did a phrase-by-phrase breakdown, practically, of what was shared by both the doctor and the actress.
Mr Doctor's tone is always sarcastic, but grandiloquent when he has to get from point A to point F and back again.
Her greatest criticism comes from the evidence and subsequent messages received by the actress, where she criticizes her lack of vision to exploit her platform and leave envy aside.
Although the consequences of bad marketing were already present since the podcast came to light, the fact that Aislinn Derbez got hooked on Mr Doctor gave more weight to the medical influencer.
We cannot ignore that the video seeks to exhibit and ridicule "charlatans", having generated a great deal of negative marketing towards Aislinn and Nirdosh.
At Searching Marketing, we recognize that each of those involved are discovering their path, however, giving opinions on medical issues from a holistic perspective cannot be viewed lightly.
4- Cases of poor marketing management: The Magic of Chaos
The root of the problem is the ease with which ideas can be expressed in audiovisual production formats.
Contrary to X, where there are community notes to deny and unmask misleading notes, on podcast-type platforms, it is practically an open letter.
The Mexican actress not only continues to deal with the negative marketing of her opinions and the support shown to Dr Kohra, but also for having become involved in an exercise where Mr Doctor shows evidence of what was said, what was omitted and leaves her with a very bad marketing image. to both participants.
At Searching Marketing, we do not have any power to urge you to decide on any of the main actors in this melodrama, but we can invite you to investigate your options well, just as you do when you are going to choose your digital marketing agency. , it is even more important that they know which health professionals they can and should contact.
The fact that this continues to give us something to talk about when everything has been going on since January, tells us about the impact that giving an opinion on issues that are of general interest can have, in a country where the health system will not be in the short, medium and most likely long-term, with the opportunity to offer a more comprehensive approach that takes into account the entire person, beyond a condition at first glance.
What do you think, Search Engines?
We are still awaiting this outcome, which surely has not left the medical community and all of us who enjoy listening to our favorite podcasters indifferent.
What are yours? We are happy to read them and remember that if you are looking for Marketing, we help you find it!
