Marketing connecté - Stratégies d'influence autour des médias sociaux
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Marketing connecté - Stratégies d'influence autour des médias sociaux
Strategies pour le marketing connecté, l'engagement et la visibilité
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Facebook : Les cadeaux à portée de timeline : Gifts are about to completely transform Facebook

Facebook : Les cadeaux à portée de timeline : Gifts are about to completely transform Facebook | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

oday Facebook has announced something more important than you may realize: Facebook Gifts, and it’s happening just as we predicted.

Facebook’s $80 million+ post-IPO acquisition of Karma was enough to raise questions as to what would happen next, considering that Facebook made it clear that this was not merely a talent acquisition. Now, the future of Facebook may change.

Long-term users will remember that Facebook has tried to launch gifts in the past, but only with essentially worthless, digital goods. Today’s move is an entirely different animal, however, as the company is stepping foot into new territory by way of its Karma acquisition, with hundreds of physical goods already for sale. Facebook is now taking advantage of the growing popularity of social commerce trends (which it essentially caused), with a centralized gifting platform that lets the social giant gather countless addresses, credit card details and relationship data, all while further roping in 3rd party brands and skimming a little off the top.

 

 

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Pharma companies interested in web site that uses financial stickK ...

Pharma companies interested in web site that uses financial stickK ... | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

As pharmaceutical companies try to figure out new ways to improve adherence, some are researching the feasibility of developing innovative incentives with a behavioral economics firm, Stickk.


Via Gilles Jourquin
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Roche : Une statégie gagnante pour la gestion des brevets

Roche : Une statégie gagnante pour la gestion des brevets | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

Switzerland's Roche Holding AG ROG.VX +1.42% may have struck upon a strategy to deal with a problem that is making life difficult for other big pharmaceutical companies in Europe: the loss of patent protection.

Enlarge Image

The industry is contending with a host of challenges, including lagging research-and-development productivity and deep price cuts in key markets and pending or ongoing patent expirations, which can significantly hurt sales as cheaper copycat products are released.

 

 

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Les médias sociaux pour recruter de nouveaux patients - Use Social Networking Sites to Attracts New Patients

Les médias sociaux pour recruter de nouveaux patients - Use Social Networking Sites to Attracts New Patients | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

Social networking sites are more than just a way for your teenagers to “Facebook” each other. Today, social networking sites have become very powerful tools for doctors to add to their arsenal of medical marketing vehicles. If used strategically and professionally, social networking sites can help physicians and doctors in all practice areas make valuable connections.

Initially, social networking sites were designed to provide their users (typically friends and family) with a platform to communicate and keep in touch with one another. Now, social networking is used by everyone from major corporations to mom and pop shops. In this capacity, social networking is used to help establish relationships with current and prospective clients. Social networking is essentially relationship marketing.  This means your focus should be on using social networking to attract patients to your medical practice by building relationships with them online.

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Associations agree on text and data mining - Research Information

Associations agree on text and data mining - Research Information | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

A new agreement promises to help pharmaceutical companies to pursue research using text and datamining. The agreement was reached between P-D-R, an association of 21 pharmaceutical companies, the Association of Learned and Professional Society Publishers (ALPSP), and the International Association of Scientific, Technical and Medical Publishers. 'P-D-R is proud to have renewed the trusted partnership among our organisations and again to have provided the platform for a fruitful collaboration between our diverse industries,' said Henning P. Nielsen, president of the P-D-R. 'With this agreement we have reached a milestone in fulfilling the needs for data and text mining, and our hope is that this agreement will serve as a catalyst for the full and effective utilisation of the existing solutions as well as the development of new and innovative technologies in both our dynamic sectors.'

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L'importance des bonnes pratiques : Ben Goldacre publishes “Bad pharma” about industry data issues

L'importance des bonnes pratiques : Ben Goldacre publishes “Bad pharma” about industry data issues | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

If you haven’t heard about the British columnist, author of Bad Science and self-called “nerd evangelist” that is Ben Goldacre, then you’ve clearly been living under a rock.

This time, Ben’s back with a new book on the alleged ongoing problems around data transparency within the pharmaceutical industry, and why these problems are not being fixed. He also comments on how drug companies hide data about medication risks that affect children.

Ben describes how he was “misled” into prescribing the antidepressant, reboxetine, to his patients based on insufficient data, because even though research found the drug ineffective, it was still approved in the UK. And although Europe and US have similar drug laws, one tiny loophole means that the US FDA requires all clinical trials data to be registered with the government, whereas in Europe, the manufacturer simply did not have to publish its negative data and the drug was approved.

 

 

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Picture marketing : la nouvelle tendance marketing imposée par les médias sociaux ?

Picture marketing : la nouvelle tendance marketing imposée par les médias sociaux ? | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it
Avec le nouveau profil twitter , la timeline de Facebook , l'acquisition de Instagram pour un milliard de dollars , et la croissance rapide de Pinterest qui devient le troisième réseau le plus populaire, il convient de dire que les images sont la...

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Le rebranding appliqué au modèle hôpital : A CEO’s take on healthcare rebranding | Healthy Conversations

Le rebranding appliqué au modèle hôpital : A CEO’s take on healthcare rebranding | Healthy Conversations | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

Un article qui mérite une lecture attentive. et qui contient le lien vers l'article original de Thomas Kleinhanzi.

 

It’s not often that a health system CEO shares his perspectives about rebranding.

So I’m glad that Thomas Kleinhanzi, President and CEO, Frederick Regional Health System wrote this wonderful article that appeared on Becker’s Hospital Review website – Rebranding as More Than Marketing: Frederick Regional’s Journey to Excellence. He writes about his recent rebranding of his health system. And it’s a wonderful testament to the value that a true strategic re-branding should deliver both inside and outside of the organization.

 

 

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Online health information seekers more likely to visit Wikipedia than health magazine websites or Facebook

Online health information seekers more likely to visit Wikipedia than health magazine websites or Facebook | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

US consumers seeking health information online are more likely to visit Wikipedia than health magazine websites or Facebook, connect through a PC rather than a mobile device, and be swayed by word of mouth over direct-to-consumer advertising, according to results from a new national consumer survey conducted by Makovsky Health and Kelton.


The research investigates consumers’ overall engagement with online healthcare information, and reveals specific consumer preferences for online publishing sources, channels and even devices, and finds that consumers rate government agencies such as the Centers for Disease Control and Prevention or the Food and Drug Administration and advocacy organizations among the most credible.


“Whether they want guidance for an informed conversation with their doctor, or the support of a larger community coping with the same illness, consumers seek trusted sources for health information,” says Gil Bashe, executive vice president and Practice director, Makovsky Health. “These new survey results enhance our understanding of how and with whom consumers connect online, and help ensure that credible, useful information is readily accessible to the patients who need it.”

 

People are still most likely to use a personal computer (90 percent)—and not a smartphone (7 percent) or tablet (4 percent)—to search for health information online. And PC-reliant consumers are more likely than smartphone/tablet-reliant consumers to visit a pharma website after receiving a diagnosis from their doctor (52 percent vs. 31 percent), although smartphone/tablet users are far more likely than PC users (43 percent vs. 24 percent) to visit a pharma website after they experience a few symptoms.


Via Andrew Spong, Philippe Marchal
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A Marketer's Guide to Nailing the Timing & Frequency of Social Media Updates

A Marketer's Guide to Nailing the Timing & Frequency of Social Media Updates | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

Here's the thing: Social media timing matters.

In 2011, HubSpot's Dan Zarrella conducted extensive research on the topic of social media timing. He examined a database of more than 100,000 accounts to determine what timing and frequency resulted in the greatest outcomes for social shares. While this research can serve as a general guideline, marketers should also conduct their own research to see what is most effective for their particular audience. Let's walk through a few of the guidelines from HubSpot's research and then some tips on how to test and customize each lesson for your company's specific social strategy.

 

 

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Top Santé - Application officielle disponible | Android-France

Top Santé - Application officielle disponible | Android-France | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

Le magazine Top Santé a publié son application officiel sur le Google Play et ce pour la plus grande joie des filles.


Via Pharmacomptoir / Corinne Thuderoz
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Learning Through Digital Media » How I Used Wikis to Get My Students to Do Their Readings

Learning Through Digital Media » How I Used Wikis to Get My Students to Do Their Readings | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

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Purpose Driven Tribes: Gaining Control & Influence in the Marketplace

Purpose Driven Tribes: Gaining Control & Influence in the Marketplace | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

This piece was brought to my attention by my wonderful friend and colleague, Jennifer Sertl. It was written in April of 2011 by Jay Deragon who is always articulates the present and the future in a way that hopefully expands your awareness which we all need in today's marketplace.

 

Here are some of the highlights:

 

**People are gathering in "tribes" to connect, collaborate, discover and influence change.

 

**Social technology provides people the ability to aggregate around everything and anywhere.

 

**The market sees this and attempts to aggregate self serving tribes but the people have a different purpose & their own tribe

 

**The aggregation of tribes has become the pursuit of the market. Pulling groups and custom networks has become a common practice of the markets managing these tribes with a purpose different than simply gatering of the trade.

 

The evolving dynamics of tribal aggregation are the dynamics that will change the way markets interact with tribes

 

1. Tribes control the message with growing influence over markets

 

2. Tribes have a purpose. Help them fulfill their purpose and just maybe you'll become part of that tribe

 

3. Companies will have to learn that they are not the "connection" to the tribes, internal and external hold the keys to tribal influence

 

4> Tribes do need management, they need tools to accomplish their objectives and will always be self managed

 

5. Tribal leaers are more interested in serving tribe members than themselves.

 

Here is a great takeaway:

 

Seth Godin writes: "Tribe management is a whole different way of looking at it.

 

**It starts with permission, the understanding that the real asset isn't an amorphous brand but is in fact the privilege of delivering anticipated relevant messages to people who want to get them

 

Selected by: Jan Gordon covering "Curation, Social Business & Beyond"

 

 

 

 


Via janlgordon
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Beth Kanter's curator insight, December 11, 2012 10:52 AM

Another way to think about the "network mindset" and network weaving as per point 4.

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Pharma : Au delà du marketing multicanal, l'innovation comme facteur de valorisation de la marque | eyeforpharma

Pharma : Au delà du marketing multicanal, l'innovation comme facteur de valorisation de la marque  | eyeforpharma | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

Multichannel marketing is one of the hottest topics in pharma marketing now...

A recent LinkedIn poll from pharma digital guru Len Starnes (ex Bayer) asked ‘Will pharma marketing become de facto multichannel marketing in the future?’.  Over 200 voted with an overwhelming number of respondents sharing the opinion that it will happen ‘within five years’.

I’m in absolute agreement that multichannel marketing is fundamental to any successful marketing strategy, but I’d like to pose a slightly different question: where do you think multichannel puts your business on the brand loyalty scale in the long term?

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35 experts weigh-in: How we create influence on Facebook

35 experts weigh-in: How we create influence on Facebook | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

How do you become powerful on the Internet -- a place that rejects rules, bosses and structure? 35 experts provide their answers.


Via Gilles Jourquin, Lionel Reichardt / le Pharmageek
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Nouveaux paradigmes du marketing pharma : Healthcare Marketing for the Digital Age ?

Nouveaux paradigmes du marketing pharma : Healthcare Marketing for the Digital Age ? | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

Derrière l'empathie, l'objectif du retour sur investissement?

 

Sur cette page de digitas Health, un pdf en accès libre de cette agence de marketing américaine qui résume les grandes lignes du nouveau crédo en matière de marketing pharmaceutique centré sur les patients. Ce pdf s'adresse aux clients de Digitas Health, et est donc conçu - tout comme d'ailleurs l'ensemble des éléments présents sur le site - pour convaincre les entreprises du médicament de recourir aux services de l'agence.

 

Sans forcément chercher à diaboliser ce nouveau paradigme, il devient urgent d'en comprendre les bénéfices, mais aussi les limites et les risques pour les patients et pour la collectivité. Il convient donc de se poser les bonnes questions. 

 

Les patients expriment de fortes attentes en termes d'information médicale, et de mise en relation avec d'autres personnes souffrant des mêmes pathologies que les leurs. C'est sans conteste un aspect positif, et probablement une avancée que cette appropriation de sa santé par le patient lui même grâce aux nouveaux outils des TICs.

 

- Doit-on pour autant tout autoriser au prétexte de cette demande?

 

Non. Les patients sont aussi comme le montre la lecture du PDF de Digitas devenus la pièce maîtresse d'un nouveau marketing, qui pour être plus empathique n'en reste pas moins pour autant du marketing. Et la consommation de santé, n'est pas une consommation anodine, pour le patient d'une part et pour la collectivité par ailleurs.

 

Il va donc forcément falloir réguler et contrôler davantage à un moment ou à un autre. La question c'est jusqu'où, et comment?

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La réponse de l'industrie de la publicité au Microsoft Do Not Track plans

La réponse de l'industrie de la publicité au Microsoft Do Not Track plans | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

It's not a surprise that Microsoft's plan to effectively make enabling Do Not Track (DNT) an opt-out decision instead of an opt-in decision when setting up Internet Explorer 10 is not going over well with players in the digital advertising industry.

Online ads are a multi-billion dollar industry and while most would agree that changes resulting from consumer privacy concerns are inevitable, Microsoft's approach to Do Not Track goes further than it should.

Now, the Digital Advertising Alliance (DAA), a group that counts the largest media and marketing associations in the United States as members, is speaking out. In an Adweek op-ed, DAA managing director Lou Mastria calls DNT "a poor policy for the long-term health of the ad-supported Internet" and argues that Microsoft's plans do exactly the opposite of what Microsoft intends.

 

 

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L'importance du seo dans le mix marketing : Rich Snippets seo et médias sociaux

L'importance du seo dans le mix marketing : Rich Snippets seo et médias sociaux | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

Comment améliorer le référencement, la visibilité d’un contenu à l’aide de rich snippets ? Dans cet article, je rappellerai  ce que sont les rich snippets et comment  améliorer leurs contenus.  Le grand Google y attache de l’importance puisqu’il vient de refondre son  interface pour les rich snippets. Cet  outil permet de scanner une page web afin d’en extraire le balisage provenant de ces micro-formatage. En fait, il s’agit d’une refonte de l’ancien outil avec des fonctionnalités supplémentaires quant à l’identification de chaque balise trouvé sur la page. Vous pouvez également vous servir de Google webmaster tool  qui lui agrège sur l’ensemble du site, toutes les pages avec des données structurées puis vous renvoie  ensuite pour identification sur le premier outil. J’avais déjà abordé brièvement le thème des rich snippets lors de l’ évoquation de la sémantique dans les moteurs de recherche.

 

 

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Is big data the next digital disruptor in pharma marketing? | pharmaphorum

Is big data the next digital disruptor in pharma marketing? | pharmaphorum | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

John Wes Green provides a summary of big data and highlights how big data is the latest digital disruptor to shape pharmaceutical marketing.

Big data represents a tipping point in the evolution of pharmaceutical marketing, more specifically a disruptor that has the capacity to accelerate a competitive advantage or uncover a flawed infrastructure that negates the impact of existing capabilities, essential grinding progress to a halt.

Pharmaceutical companies are emerging from product-centric siloed marketing environments to data driven customer-centric environments. Advancing the level of maturity and sophistication of Patient Relationship Marketing and Physician MCM approaches in pharma is not only dependent on enhancing the current state of big data capabilities but establishing an infrastructure flexible enough to accommodate the unforeseen future need.

 

 

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Piqure de rappel sur le concept d'empowered patient : EHR infographics

Piqure de rappel sur le concept d'empowered patient : EHR infographics | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

Une infographie basée sur des données certes datées, mais qui résume bien quelques fondamentaux du fameux concept "d'empowered patient"

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Facebook Now Knows What You’re Buying at Drug Stores | PHIprivacy.net

In an attempt to give advertisers more information about the effectiveness of ads, Facebook has partnered with Datalogix, a company that “can track whether people who see ads on the social networking site end up buying those products in stores,” as The Financial Times‘s Emily Steel and April Dembosky explain. Advertisers have complained that Facebook doesn’t give them any way to see if ads lead to buying. This new partnership is their response, as it connects real-life buying with ads seen on the site. Specifically, the service links up the 70 million households worth of purchasing information that Datalogix has with these buyers’ Facebook profiles. Using that, they can compare the ads you see with the stuff you buy and tell advertisers whether their ads are working. Up until now, the social network has been limited to only tracking your Internet life (on and off Facebook.com) with its ubiquitous “like” buttons, but as promised, the future of Facebook is more focused on data, including tracking our offline habits.

 

 

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Who Do You Trust When it Comes to Healthcare Information?

Who Do You Trust When it Comes to Healthcare Information? | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it
You've probably done a Google search for that weird spot that cropped up out of nowhere or the pain in your leg that won't go away.

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Storytelling with Hospital Infographics + Une illustration supplémentaire de l'utilisation de Pinterest dans sa stratégie de communication

Storytelling with Hospital Infographics + Une illustration supplémentaire de l'utilisation de Pinterest dans sa stratégie de communication | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

Une illustration supplémentaire de l'utilisation de Pinterest dans sa stratégie de communication :

Here are a few hospital and hospital-related infographics I thought I’d share with you via my blog. After all, infographics are all the rage! As you’ll see below, more hospitals are jumping on the infographic bandwagon and learning to do storytelling using this highly visual platform. If you click on the images, you can view them in a larger format. Enjoy.

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Quelle stratégie autour des médias dits visuels? Photos and Videos as Social Currency Online

Quelle stratégie autour des médias dits visuels? 46% of internet users post original photos & videos online; 41% curate photos & videos they find elsewhere on the web and post on image-sharing sites. Women are more likely than men to use Pinterest; Instagram & Tumblr attract equal shares of both.

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Analyser sa présence sur le web et les réseaux sociaux | jps.ch

Analyser sa présence sur le web et les réseaux sociaux | jps.ch | Marketing connecté - Stratégies d'influence autour des médias sociaux | Scoop.it

Votre entreprise est présente sur le web et sur les réseaux sociaux. Pour cela vous avez défini une stratégie à moyen terme, ainsi que des actions de e-marketing ponctuelles et embauché un community manager pour dynamiser votre présence en ligne. Vous vous êtes fixé des objectifs, mesurables et défini dans le temps, pour mener à bien votre stratégie. Et alors ? Les objectifs sont-ils atteints ?

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