The name of the online meeting on nutrition for the elderly

"You can open a meal menu after learning" and "2024 Elderly Nutritional Food Supply Chain Docking Closed Session" for industry practitioners. Basically, they have overcome all the pitfalls of naming. In summary, they are all practical models that "see what the audience chooses".

Two years ago, I held the first science popularization meeting for C-end elderly users. I made a mistake when I first came up. I thought it was professional enough to be decent. I named it "Official Interpretation Meeting of Nutritional Intervention Guidelines for the Elderly in China (2023 Edition)". Guess what? Three days after the reservation link was sent out, the total number of reservations was only 217, of which only 12% were users over 60 years old, and the rest were all copied by industry peers. Later, I was so anxious that I had no choice but to temporarily change the name to "How to Eat Mom and Dad's Food - Stop Blindly Giving Protein Powder to the Elderly". At the same time, the cover picture was changed to a real shot of a bowl of multigrain rice and a plate of stir-fried shrimps. Less than 24 hours after the change was completed, make an appointment. The volume jumped to 879, and the proportion of users over 60 years old jumped to 68%. When the broadcast started, the comments were all "Is it a waste of money for my daughter to buy me protein powder every day?" and "Can I eat sweet potatoes if I have diabetes?" They are all targeted audiences.

Of course, not all meetings for the elderly have to be more down-to-earth. I talked to Director Li from the Clinical Nutrition Department of a tertiary hospital a while ago, and he had a completely different idea. His audience is all elderly chronic disease patients who have been treated in his department before, and they have a strong sense of trust in the hospital's professional endorsement. If he chooses a name that is too down-to-earth, the elderly will think that he is a liar selling health care products. The online science conference he just held last month was called "Standard Science Conference on Nutritional Conditioning for Elderly Hypertensive/Diabetes Patients". The registration conversion rate was higher than mine. When it started, the whole screen was filled with "Director Li, I saw a doctor last time with you." The trust level was high. The two of us communicate frequently now, and in summary, the core of C-side naming is to match the trust foundation of the audience. There is no right or wrong, and the most important thing is appropriateness.

If it is for professional learners such as grassroots medical care and elderly care workers, the logic of naming is different. Last year, I provided catering training for caregivers in more than 200 community nursing homes in Beijing. I initially wanted to come up with a nice IP name and named it "Silver Age Nutrition Guardian Program Public Welfare Training." One week after the notice was sent out, only 47 people signed up. Later, when I talked with the webmasters of the post station, I found out that the caregivers usually have a very full schedule, so they have to learn things that can be directly used when they have time to take classes. When you say "Guardian Plan", people have no idea what you are going to talk about. Later, I directly changed the name to "30 Practical Lectures on Nutritional Meal Preparation for the Elderly in Community: Preparing Meal Orders for the Elderly After Learning", and added "Including exclusive meal preparation plans for the elderly with nasal feeding, elderly with sarcopenia, and elderly with diabetes" in the introduction. The number of registrations reached 312 within 3 days of the change, and many practitioners from out-of-town elderly care institutions came to ask for review.

However, Mr. Zhang, who is engaged in vocational education in geriatric nursing, does not approve of my too "utilitarian" naming method. His audience is general practitioners and nurses in community hospitals. They have a certain professional foundation and come to learn in-depth content. The name of his series of online seminars is "Series of Dismantling Clinical Cases of Elderly Nutrition". The name does not mention any promise of "you can use it after learning it", but the people who sign up for each session are precision medical practitioners, and the course continuation rate can reach more than 70%, which is much more sticky than my courses for front-line caregivers.

If you are organizing industry-oriented matchmaking meetings or industry meetings, the core of naming is to directly convey value, and don’t make it false. In March this year, I held a supply chain matchmaking meeting on nutritional food for the elderly. It was originally called "2024 Elderly Nutrition Industry Exchange Meeting". When signing up, many manufacturers asked whether they would just go up and talk about a few PPTs and then break up. Is there any actual procurement and sales docking? Later, I directly changed the name to "2024 Elderly Nutritional Food Supply Chain Docking Closed Meeting: Limited to 100 people, directly connected with the purchase and sales leaders of 12 chain elderly care groups." Of the last 100 people who signed up, 42 were the leaders of food manufacturers, and the rest were all purchase and sales of elderly care institutions and online banking and electricity suppliers. On that day, there were 3 annual supply orders worth tens of millions, and the effect was better than expected. Of course, there are also those who take the high-end route. The industry conference held by the Chinese Nutrition Society last year was called the "China Silver Age Nutrition Industry Development Summit Forum." It had the latest policy interpretations and industry data release resources, and it attracted the heads of local governments and leading companies. The routes are different, but the logic is the same.

To put it bluntly, there is really no unified standard answer when it comes to naming online nutrition for the elderly. I have seen too many people struggle with whether they should be professional or down-to-earth, high-end or practical. In fact, as long as you think clearly first, "Who is this conference for, and why do they need to spend time to come?" If the name follows this idea, you will basically not make a big mistake. I was chatting with a friend who works in an elderly community. He said that every time before holding a science popularization meeting, he would send the three names he had thought of to his five elderly groups for voting. The one with the highest votes would be used. It has never failed. This stupid method is sometimes much better than the fancy names we come up with while sitting in the office.