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.
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).
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
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
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 I like to say that the funnel is dead, because it’s outdated.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.
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
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] ...
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...
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.
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.
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.
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.
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.
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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