[UPDATE: The Audience Architecture workshop has been moved to Wednesday, November 11 at 1:45 PST. Please note the change!]

Your audience is ready to tell you everything you need to know. Are you ready to listen?

Bob Pearson, President, W2O Group

Those of you who are familiar with the MDigitalLife Health Ecosystem know that today there’s no reason for anyone – organizations or individuals – to be haphazard about the way they construct their online audience.

This week, I’m honored to be leading a workshop at one of the preeminent health innovation conferences in the world – Singularity University‘s Exponential Medicine Conference (#XMed) – in San Diego, California.

That workshop, entitled “Audience architecture in the digital age: Building your strategic social media audience purposefully in the online health ecosystem” will be held on Wednesday, November 11 at 1:45 PM PST. For attendees of that workshop, I’ve made a special promise. All who attend will receive a personalized digital footprint map showing how they’re connected to the broader health ecosystem – and we’ll walk through how to go from there to their IDEAL AUDIENCE. Side note: All Exponential Medicine Faculty and Participants can create a sample by mapping their followers in the MDigitalLife Online Health Ecosystem Demo tool – j.mp/mdlxmed.

As an example, let’s assume that all of the participants in the conference share a common interest in health innovation. We can learn a LOT by looking at the people and organizations that are most commonly followed by Exponential Medicine Faculty (presenters) and participants. Because the MDigitalLife team has mapped detailed digital footprints for XMed faculty and participants, I can tell you that the handles they follow most are VERY telling … and anyone who wants to play seriously in the health innovation space would do well to start following these folks as well.

The people and organizations most-followed by XMed participants (above) don’t contain many surprises. But it gets a little more interesting to look at which physicians they follow most:

Physicians followed most by XMed Participants

It’s also interesting to look at the media outlets that XMed participants favor … a person’s reading habits can tell you a lot about them! The top media outlets followed by XMed participants is as follows:

  1. TechCrunch (@TechCrunch)
  3. New York Times Health (@NYTHealth)
  4. The Economist (@TheEconomist)
  5. Harvard Biz Review (@HarvardBiz)
  6. Harvard Health (@HarvardHealth)
  7. NPR Health News (@NPRHealth)
  8. WSJ Health News (@WSJhealth)
  9. Fast Company (@FastCompany)
  10. Mashable (@mashable)
  11. Forbes (@Forbes)
  12. The New York Times (@nytimes)
  13. Singularity Hub (@singularityhub)
  14. techreview (@techreview)

Imagine how useful that information could be if you were able to use it for targeted media buys! More to come on this exciting subject, but the 3 things I’ll leave you with:

FIRST, be sure to attend my workshop tomorrow if you’d like to learn how to architect the RIGHT online audience for you and your business.

SECOND, be sure to check out the visualization demo of the MDigitalLife Health Ecosystem mapping tool at j.mp/mdlxmed

FINALLY, don’t forget to follow the twitter feed (#XMed) and Livestream (ExponentialMedicine/Live) for the Exponential Medicine conference; it’s going to be a remarkable few days!