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Connecting (VIDEO) - UX design and usability

The 18 minute "Connecting" documentary is an exploration of the future of Interaction Design and User Experience from some of the industry's thought leaders. As…
Dan Baxter's insight:

As customers/consumers become increasingly inundated by their daily burden of messages and data the concept of UX will become even more important than it is already. Your marketing messages/data/content/channels have to be well designed, easy to interact with and also well integrated. 

 

Could this level of attention to UX help pharma to finally nail multichannel????? Just a thought.

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How Facebook's Graph Search Will Dethrone Google Search | DigitalNext: A Blog on Emerging Media and Technology - Advertising Age

How Facebook's Graph Search Will Dethrone Google Search | DigitalNext: A Blog on Emerging Media and Technology - Advertising Age | E-marketing knowledge & principles | Scoop.it
facebook graph search has the potential to completely revolutionize search, and create a strong competitor to google.
Dan Baxter's insight:

Interesting that FB will be eating away at one side of google's search business regarding social and location based activity whilst Amazon will be eating away at another major part, product search.

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Phone detection of Parkinson’s approaches 99 percent accuracy | mobihealthnews

Phone detection of Parkinson’s approaches 99 percent accuracy | mobihealthnews | E-marketing knowledge & principles | Scoop.it
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Amazing stuff.

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How is mobile changing the way Pharma operates?

How is mobile changing the way Pharma operates? | E-marketing knowledge & principles | Scoop.it
At last year’s Mobile Pharma World event, we asked Sameer Mistry, Medical Affairs Lead Immunology, Janssen, how he thinks mobile is changing the way Pharma [...]
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How simple psychology can help increase brand engagement

How simple psychology can help increase brand engagement | E-marketing knowledge & principles | Scoop.it
Regularly engaging content is the holy grail of any social media page. However, most strategies tend to focus on posting content relevant to them without really considering what it ...
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European adoption of physician-only social networks growing - PMLiVE

European adoption of physician-only social networks growing - PMLiVE | E-marketing knowledge & principles | Scoop.it
Dan Baxter's insight:

Going into more detail about the types of features and services doctors would like to see on these platforms, access to pharma websites came top (mentioned by 43 per cent of doctors who use the networks), followed by reaching a SALES REP via email (42 per cent) and watching self-guided online promotional programmes (42 per cent).

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Creation Pinpoint. Social media monitoring tool for studying healthcare professional conversations.

Creation Pinpoint (http://creationpinpoint.com) is the world's only social media monitoring tool dedicated to studying conversations taking place between healthcare professionals.

It is used by pharmaceutical brand managers to
• Find doctors talking about specific therapy areas or products via Twitter, blogs and forums
• Discover who they are influencing and how
• Inform their marketing and rep activity

Creation Pinpoint lets you
• Track doctors' social media conversations about your therapy area or brand
• Receive email alerts when healthcare professionals mention your therapy area or brand
•Review historic trends

 


Via Dinesh Chindarkar, Sven Awege
Dan Baxter's insight:

Interesting to see how this differs from other social media listening tools and how they keep tabs of who is 'influential' in health circles

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Sven Awege's curator insight, January 16, 2013 1:18 AM

These types of tools will have great traction over time, once the Pharma maketers have a bit of time to actually think!

 

Have to point out though that the solution mentioned above is not the only one. Another great solution, which seems goes quite a bit further, is Medikly (www.medikly.com).

 

Rollout of these types of solutions will be faster in the US, Japan (& possibly BRIC countries) than in Europe due to the complexity of Privacy across the zone. Pricing will also need to be adjusted for smaller fragmented markets (a price ticket that works for the US might not work from France! - you see, size does matter after all ;-)

Marie Ennis-O'Connor's comment, January 16, 2013 2:54 AM
There are also many free and freemium tools to pinpoint and #monitor hcsm conversations on Twitter
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The Best of Festive 500 2012 | Rapha

The Best of Festive 500 2012 | Rapha | E-marketing knowledge & principles | Scoop.it
The Rapha website houses the finest cycling clothing and accessories in the world. An online emporium of performance roadwear, accessories, publications and events, all celebrating the glory and suffering of road riding.
Dan Baxter's insight:

Cycling brand, Rapha's marketing has a name for being a little pretentious. But I have seen few better examples of content co-creation and collaboration with customers than this. Based around the 'Festive500' (500km challenge between 24th Dec and 31st of December. Utterly brilliant 

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Mobile health insights for pharma from both sides of the pond | pharmaphorum

Mobile health insights for pharma from both sides of the pond | pharmaphorum | E-marketing knowledge & principles | Scoop.it
This is an article about mobile health trends in the US and Europe.
Dan Baxter's insight:

Reps are still a trusted channel to help launch your #mhealth apps

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The funnel is dead. The new consumer decision journey

The funnel is dead. The new consumer decision journey | E-marketing knowledge & principles | Scoop.it
Here is a graphic I use all the time to describe the consumer decision journey (CDJ). I like to say that the funnel is dead, because it’s outdated. Today’s consumer takes a much more (RT @fluffylinks: The funnel is dead.

Via Gilles Jourquin
Dan Baxter's insight:

Goodbye to the funnel!

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Lionel Reichardt / le Pharmageek's curator insight, January 8, 2013 7:17 AM

Goodbye to the funnel!

James Aird's curator insight, May 24, 2013 2:55 AM

Definitely of releveance in pharma as consumer (patient) power grows. Is your sales team capable of creating advocates rather than just spending time convincing people that they need your services (drugs)?

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Social Customer Service: Why You Must Offer it Right Now

Social Customer Service: Why You Must Offer it Right Now | E-marketing knowledge & principles | Scoop.it
Social customer service is one of the most important domains of social business. Read why and discover how to succeed with social customer service.
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European docs trail U.S. docs for smartphone ownership - FierceMobileHealthcare

European docs trail U.S. docs for smartphone ownership - FierceMobileHealthcare | E-marketing knowledge & principles | Scoop.it
Research comparing the use of mobile devices by healthcare professionals in Europe and the U.S. finds that European doctors continue to lag behind their American counterparts when it comes to smartphone ownership.
Dan Baxter's insight:

European mobile device ownership amongst Drs lagging behind US

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The Importance of Timing in Blogging,E-mail Marketing and Social Media [5 Infographics] | Design Inspiration

The Importance of Timing in Blogging,E-mail Marketing and Social Media [5 Infographics] | Design Inspiration | E-marketing knowledge & principles | Scoop.it
I don't know if you care the importance of timing in blogging(promoting your posts) or marketing your products via e-mail but most social media professionals (The Importance of Timing in Blogging,E-mail Marketing and Social Media [5 Infographics] ...

Via Rami Kantari, Margareth Baulard, Gilles Raillard, Lionel Reichardt / le Pharmageek
Dan Baxter's insight:

A bit US-centric but 5 great infographics on the crucial importance (and complexity) of time on your social media marketing activity

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Infographic: The Intricate Anatomy Of UX Design

Infographic: The Intricate Anatomy Of UX Design | E-marketing knowledge & principles | Scoop.it
We toss around the term “user experience” (UX) a lot, mostly as a shorthand for something like “where industrial design meets interface design.” But to be perfectly honest, that tendency does this branch of design very little justice.The...
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The Art of Marketing - Smart Insights Digital Marketing Advice

The Art of Marketing - Smart Insights Digital Marketing Advice | E-marketing knowledge & principles | Scoop.it
The urgent need for risk-taking and creativity in marketing I recently attended Seth Godin's presentation around his new book, the The Icarus Deceptio. Marketing topic(s):Brand development. Advice by Danyl Bosomworth.
Dan Baxter's insight:

Love this. Fail better, fail faster, learn more quickly.

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Kamal Sunker's comment, September 23, 2013 6:31 PM
According to the week 6 lecture, globalization and the development of IT demand three core competencies:
Creativity
Communication
Collaboration

This article outlines creativity and the need for creative risk taking in marketing.
It draws comparison to Icarus, the man who flew too close to the sun, resulting in his wax feathers melting and causing him to go plummeting to his death. However the article also outlines the fact that there is a part of the myth, where Icarus was warned about getting too close to the sea, flying too low. The author of this article claims that there aren’t enough people prepared to fly higher and that marketers rend to settle for too little, far too often.

The author continues to state that we have created a culture where we are constantly reminded about the dangers of standing up, standing out and making a ruckus. I wholeheartedly agree with this statement. If part of globalisation is creativity, then we need the creative risk takers, the Picassos, the Dalis, the Worhols.

The author reminds us that we all have the potential to be artists, and marketing in itself is an art form. He reminds us that we have to leave our comfort zones and fly closer to the sun. This requires us to take bigger risks and create new things. Creative risk taking is in my opinion one of the most important things in integrated marketing and communication and I would love to see this happen more in the marketplace.
Emma Nightingale's comment, September 25, 2013 4:41 PM
This is yet another interesting article scooped by Kamal. The article really intrigued me, saying marketing is a form of art in itself, and imagination and creativity are skills of 'our time'. Being able to accept failure, as the article states, is very liberating. many of us today do not take the risk, if failure is a possibility. The same applies to marketers, if they didnt take the risks, new and creative marketing campaigns would never reach the public, and quite frankly the world would remain at a constant. I highly enjoyed reading this article, very informative, opened my eyes.
kendall irvine's comment, September 25, 2013 5:24 PM
I agree wit Emmas insight on the point that not enough of us take risks when we are working today. Risks enable us to learn from mistakes and especially in the marketing industry provides anyone with a great opportunity to develop better ideas and be more creative for next time. Through kamals chosen article, it states that 'marketing is about people not just data, channels and tatics.' People are such an integral part of marketing because they are the ones who the information is being givn too.
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Global Social Media Trends in 2013 | Social Media Today

Global Social Media Trends in 2013 | Social Media Today | E-marketing knowledge & principles | Scoop.it
Social media use soared by 20 per cent around the world in 2012, according to Emarketer, as millions more users got online. At the same time, the global social media map appears to be becoming more homogenous.
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Pharma's digital health strategy: four options

Pharma's digital health strategy: four options | E-marketing knowledge & principles | Scoop.it

David Shaywitz writes:

 

As pharma companies confront the digital health wave and contemplate their digital health strategy, I see four high-level options:

 

1. Opportunistic adjacency: Leverage healthcare knowledge and regulatory expertise to develop technology in a related but distinct area, ultimately anticipating it evolves into a discrete business unit, analogous to animal health (e.g. Lilly’s Elanco), generics (Novartis subsidiary Sandoz), nutrition, and consumer health.

 

2. Follow with interest: Determine that digital health, while promising, is still in its earliest days.  Just as some pharmas may be relieved they resisted investing in the first round of stem cell technologies, for instance, they might be similarly inclined to adopt a watchful waiting posture, and give the field some time to settle out.  Functional areas could utilize specific digital health solutions when they evolve to the point they are available from vendors, similar to the way other solutions are utilized by the industry.

 3. Elevate: Set up a dedicated “digital health” division envisioned not as a standalone business unit, but tightly integrated and explicitly intended to support the main pharma business, similar to the way many companies have dedicated “biomarker” divisions, for example.  This group could be responsible for monitoring external developments and internalizing and operationalizing the most promising technologies.

4. Planned obsolescence: My personal choice, this approach would set up a dedicated “digital health” group, as in 3, but with the stated mission of catalyzing technology adoption, and with the explicit expectation that it would wind down within a set time (say five years).  If successful, awareness of the relevant digital health opportunities and expertise in their appropriate utilization would by that point be located in the individual functional areas.

 


Via Andrew Spong
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Andrew Spong's curator insight, January 24, 2013 11:52 PM

In my opinion, 4 is the only viable alternative.

 

However, rather than effectively innoculating the business against innovation by hiving it off in the way David describes in order to reintroduce it in a nominal 'five years' (the classical 'long grass' time frame; imagine asking this question in 2008 when most of the digital health technologies we now use didn't exist), I'd favour seeding innovation across all business units simultaneously by supporting the intrapreneurs within each team who've shown aptitude.

 

Some will thrive, some will fail; however, digital health evolution will be supported across the entire enterprise in some capacity which will prove to be of greater utility than merely supporting an 'innovation showcase' at the margins of the business.

 

The former strategy attempts to side-step the major obstacle here (implementing and integrating changes that will have a real impact); the latter strategy confronts it head-on.

 

Pharma has to get better at failing faster, and learning from its experiences in order to inform its next experiments.

 

It's the science of digital health.

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Content Marketing: A Game of Skill #Infographic

Content Marketing: A Game of Skill #Infographic | E-marketing knowledge & principles | Scoop.it
After youve written a major piece of content, do you know how to market it effectively? Its vital that you do.
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The most simple explanation ive ever seen of how content marketing works..... Now just to right that white paper............

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7 Social Media Trends for Consumers: New Research

7 Social Media Trends for Consumers: New Research | E-marketing knowledge & principles | Scoop.it
Are you wondering what the changing social trends are for consumers? If so, look no further. In Nielsen and McKinsey's Social Media Report, consumers were
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Fascinating points about the rise in social listening amongst consumers to advise buying decisions. Only to increase as search within social platforms gets better?

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5 Cool Content Marketing Infographics You Shouldn't Miss | Jeffbullas's Blog

5 Cool Content Marketing Infographics You Shouldn't Miss | Jeffbullas's Blog | E-marketing knowledge & principles | Scoop.it
Most companies have been brought up on a diet of pushing ads in front of people to sell their stuff. On a social web it is about engaging through content first.
Dan Baxter's insight:

Great examples of content marketing and the effect of device usage on online behaviours.

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The rise of video in 2013

The rise of video in 2013 | E-marketing knowledge & principles | Scoop.it
As companies further embrace the need for content, video is becoming a bigger part of editorial calendars and content teams.
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Rich media content increasingly expected from customers, still surprised that not much attention was paid to interactive video content.....

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10 Things You Should Not Ignore In Your Digital Marketing Strategy | Jeffbullas's Blog

10 Things You Should Not Ignore In Your Digital Marketing Strategy | Jeffbullas's Blog | E-marketing knowledge & principles | Scoop.it
Marketing is moving from analog to digital and many well established companies have not woken up to this and are still persisting with what was the "tried and true" but is now becoming the expensive and ineffective.

Via Os Ishmael
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Os Ishmael's curator insight, January 1, 2013 11:57 PM

One article for traditional marketers to read.

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Demystifying social media - McKinsey Quarterly - Marketing & Sales - Digital Marketing

Demystifying social media - McKinsey Quarterly - Marketing & Sales - Digital Marketing | E-marketing knowledge & principles | Scoop.it
As the marketing power of social media grows, it no longer makes sense to treat it as an experiment. Here’s how senior leaders can harness social media to shape consumer decision
making in predictable ways.

Via Gilles Jourquin
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Great example of social media crisis management (#seriouslyMcdonalds) and customer collaboration.

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100 Amazing Social Media Statistics, Facts And Figures 2012 – infographic

100 Amazing Social Media Statistics, Facts And Figures 2012 – infographic | E-marketing knowledge & principles | Scoop.it
100 Amazing Social Media Statistics, Facts And Figures 2012 Did you know that there are
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Is Your Business Ready for Tumblr? | Social Media Today

Image Tumblr’s rise has been colossal. In four years, it’s grown from just over a million monthly visitors to more than 53 million. And that’s just in the U.S. Globally, Tumblr receives 148 million monthly visitors in the key 18-35 demographic.
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