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Posts Tagged ‘pharma’

Dear pharma: Ad Age wants to know if you’re listening?

Monday, June 20th, 2011

Ad Ageand Infegy just tracked the top brands ad spending by category and their associated social media ranking.

Not shocking, pharma led the bottom 10 brands as seen below in stats from the Ad Age post.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Everyone from Chris Brogan to Jonathan Richman has been waxing on for years now about how message control in “marketing” a brand has shifted to the consumer . It’s not a 1 way street anymore. Irrespective of what you are marketing your brand as, your message may not resonate with your audience and quiet frankly may be redefined by them.

Scary thought, yes. But this isn’t new, this consumer led phonomena is here to stay. Take a card from the consumer world and bet on that success. If you are not addressing this as part of one of your strategic imperatives, you are missing the boat on the entire universe of PEOPLE deciding and influencing the worth of your brands, not the brand itself. (more…)

Curating content or a community? Or both?

Sunday, December 5th, 2010

In my field of work, healthcare marketing and digital advertising, I am constantly looking for like-minded individuals to share and bounce ideas off. When looking at healthcare marketing in particular, 1 area of focus for me, there are a lot of ways to go about connecting with like minded individuals: Twitter in particular has connected to me people I would never otherwise have access to via curated groups of individuals like those found on Pharmatweetical and Ignite Health’s tweet list which was established early in 2009—this community has since certainly grown since, and deserves its own community for discussion.

Healthy Thinkers

A new platform was announced this week from Jon Richman, one with great intentions called Healthy Thinkers—first and foremost – awesome effort at corralling the healthcare marketing community together on 1 platform for like-minded discussions.

A differentiated effort from other social sharing platforms that curate like-minded individuals through groups/topics conversation (LinkedIn/Facebook.)

While LinkedIn and Facebook are both great platforms for community conversation— I rarely use either for “conversing” at length, about my professional field of interest and healthcare, so in my opinion there isn’t another platform that currently exists for this effort.

If we take a look at the effort behind the idea I have collected the following positive assumptions:

  • Seems like it’s an open social sharing network, and forum for intellectual collaboration via interested parties as it relates to healthcare engagement, promotional efforts and the change in policy (ie: guidelines, healthcare reform) or whatever other topics interest you.
  • These topics will foster UGC and social interaction around sharing best practices and contributing to solution based efforts.

We have seen success in this approach to the UGC model many times over through the last few years—and it’s boded very successful.

It reminds me very much of Pepsi Refresh Refresh Everything grant submissions.

Also, most recently, IDEO’s recent resourcing community idea project called OPEN IDEO which basically does the same thing (but for many topics on “global good”)— Early in 2011 a group of global innovation leaders – known as the i20 – will meet for a global innovation summit. They are the principal drivers of national innovation strategies across thirty countries. OPEN IDEO allows users to influence their summit agenda but submitting their ideation and contributions will be used to help determine priorities and directions for the conference.

Each submitted agenda item shows the # of times it’s been viewed and if someone has applied an “applause” <like> to it.

This is also very similar to how SXSW panel picker content submissions are handled and voted on by interested parties as well.

Now, Path Of the Blue Eye is set up similarly in a social feel and is largely set up as resource center for sharing (content, documents, connections, etc) and does have a community built into it… but while valuable in its own right has less of a community generated content feel—more so an approach to content curation.

Path feels more like Facebook platform/interface with many levels but I don’t see a lot of UCG contribution on an open forum as intently defined by the approach of Healthy Thinkers. Nevertheless—great content and resource for us all looking to share amongst each other.

Healthy Differentiation

I’m all in for Healthy Thinkers- I think it’s a valiant effort by Jon and thank him for constantly raising the bar on bringing our community of bright thinkers together in one area.

As I’ve mentioned before here: There’s something to be said about a group of individuals who all have their own business objectives, teams, companies, brands, clients, products, healthcare practices and services, yet put that aside and embrace collaboration outside their everyday — a non-conformist approach to crowdsourcing, perhaps. Learning from each other about different approaches to “what good looks like”; contributing towards our own development for a route of success. It doesn’t get any better than that.

As long as this doesn’t turn into “I want to profess my greatest idea ever and hijack the site for better SEO for myself, but never contribute and build off other’s thinking” (which lets face it—it happens sometimes) then I think this will be a great endeavor to participate in. But as with any social sharing platform, the content is only as good as it’s user’s contributions.

So, it looks like we have some contributing to do.

I’m totally in and look forward to connecting, sharing and building with others.

#digpharm Follow-up: An Actionable Plan

Friday, October 22nd, 2010

Now that we’re back home—what to do what to do…?

Unlike my day 1 #digpharm recap of the 2 workshops I attended re: AZ Social Media Case Study and Going Mobile (which were easy to capture in under 1500 words) I will not attempt to recap the entire Digital Pharma East Conference that took place over the last week Oct 18- 21st in Philadelphia, PA.

If you’re really looking for  an in-depth play-by-play recap of each of the tracks—your best bet may be jumping on Twitter and searching the hashtag #digpharm. It will offer you a hierarchical /linear flow from Day 1- Day 4 with a plethora of POVs from various conference attendees.

#digpharm follow-up

I choose to focus on establishing an actionable follow-up plan, to be taken into consideration for all us marketing professionals out there. Follow-up is key to a successful real-world application of any learning experience, and time is of the essence. (more…)

#DigPharm Day 1- social media & mobile workshops

Monday, October 18th, 2010

The Digital Pharma East conference kicked off today with four pre-conference workshops. (Key word being “workshop” which translates into a “non-didactic” environment of open interaction.)

Depending on your personal learning objectives, pre-conference workshops can be a very worthwhile investment. Small groups, focused topic coverage for 3 hours.

Today I achieved success on that proof of concept.

Of the four ½ day workshops offered on Day 1 of Digital Pharma East Conference, I chose to attend these 2:

  • Social Media: How to do it- an AstraZeneca Case Study
  • Going Mobile: Innovation & Best Practices (more…)

Boehringer’s Drive4COPD

Thursday, September 16th, 2010

Boehringer developed Drive for COPD patient advocate program last year and just stepped up their awareness efforts via DRIVE4COPD.com

They are offering a new social ambassador community online promoting the importance of COPD screening.

Via joining a “Race Team” ambassador contest, patient advocates are encouraged to enroll other ambassadors to get screened for COPD. Every five screeners completed on the ambassador’s behalf, get one entry for a chance to win a trip to join their DRIVE4COPD Celebrity Race Team Member at a screening event on November 4, 2010 called “Race for the Millions Missing”.

(more…)

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