Applying the marketing mix (5 ps) to bionanotechnology.

This chapter, based on concepts developed for my book, NanoInnovation (Tomczyk, Nanoinnovation: What Every Manager Needs to Know, 2011), is one of the first attempts to evaluate nanotechnology in the context of the "marketing mix" - a conceptual challenge given that nanotechnology is not one product or even a set of products, but rather a technology that is incorporated in an expanding list exceeding a 1,000 products - encompassing materials, structures, processes, and devices. My purpose is to use this context to identify some of the critical issues and factors that will influence development of "nanotechnology markets" at this very early stage in the evolution of nanotechnology, and more specifically, bionanotechnology. As technological innovations continue to promote the market growth for nanotechnology, especially in the field of medicine and healthcare, sensemaking frameworks are needed to help decision makers keep pace with these evolving markets. One of the best frameworks is the "marketing mix" which has been used for decades to identify the controllable factors that decision makers can influence through marketing strategies. With so many game-changing innovations poised to move from nanotech research to commercialization, marketing issues are becoming increasingly important to decision makers in science/academia, business/venture development, and government/policymaking.

Motivating people to learn cardiopulmonary resuscitation and use of automated external defibrillators.

The purpose of this study was to test the effect of a motivational message on the intention of laypersons to learn cardiopulmonary resuscitation (CPR) and automated external defibrillator (AED) use. A pretest-posttest, double-blind, randomized design was used with 220 community-dwelling adults. Participants were randomly assigned to the treatment group reading the CPR and AED pamphlet emphasizing learning CPR and AED use to save someone they love and the 3-minute window for response time; or to the comparison group reading the identical pamphlet without the 2 motivational statements. Intention to learn CPR and AED use and to look for AEDs in public areas was measured before and after reading the respective pamphlet. No significant difference emerged between the groups for the number of participants planning to learn CPR and AED use. A significant number of participants in both groups increased intention to learn CPR and AED use. Significantly more treatment participants than comparison participants planned to routinely look for AEDs in public areas after reading the pamphlet, however. Teaching critical facts such as the low survival rate for out-of-hospital cardiac arrest might encourage laypersons to learn CPR and AED use. Routinely teaching family members of people at risk for a cardiac arrest about the short window of time in which CPR and AED use must begin and encouraging them to learn about CPR and AEDs to save someone they love may encourage family members to identify the location of AEDs in public places.