E-marketing knowledge & principles
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Experts Concerned Over Drug Firms' Sponsorship of Blogs, Online Forums

Experts Concerned Over Drug Firms' Sponsorship of Blogs, Online Forums | E-marketing knowledge & principles | Scoop.it
Some pharmaceutical companies pay bloggers and members of online communities to promote their products. Experts and advocacy groups are concerned that such practices could mislead patients who are looking for medical information and guidance online.
Dan Baxter's insight:

Reinforcing the need for complete transparency and robust ethics in all these kind of 'social' activities. I still maintain that in an active and busy community there will be those who will call out companies and bloggers giving it the hard sell. What does everyone else think?

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Pharma: from (e)detailing to physician and patient excellence, a new commercial approach

Pharma: from (e)detailing to physician and patient excellence, a new commercial approach | E-marketing knowledge & principles | Scoop.it

Pharma: from (e)detailing to physician and patient excellence, a new commercial approach.

 

The demand for a new commercial model in Pharma is striking. Lots of talk about social media, KAM, gaming, mobile and all kinds of excellences: customer, sales and marketing.

But what's the roadmap starting from the current situation of pharma's commercial business approach, to get to a new commercial relationship for the (local affiliates) of the pharmaceutical industry to its very customers?

I invite you to the scetch of this.

I made this outline on the basis of having gone that road and now look back on the (very) positive results.

Hold yourself to your seat: it might feel like a roller coaster! But doesn't just make that all the fun?

You may challenge me ;-) but thanks for your attention anyway!

 

Rob

 


Via rob halkes
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Tracking ads jump across gadgets

Tracking ads jump across gadgets | E-marketing knowledge & principles | Scoop.it
Adverts could soon be following people around the different gadgets they use, thanks to work by US start-up Drawbridge.
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Coca-Cola Takes Content Marketing to a New Level with the Content 2020 Project : Corporate Eye

Coca-Cola Takes Content Marketing to a New Level with the Content 2020 Project : Corporate Eye | E-marketing knowledge & principles | Scoop.it
Learn about Coca-Cola Company's new focus on content marketing in the U.K. with the Content 2020 Project.

Via Alex Butler
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How The Smartest Companies Leverage Visual Social Media - Forbes

How The Smartest Companies Leverage Visual Social Media - Forbes | E-marketing knowledge & principles | Scoop.it
VideoA picture is worth…. You know. But the newest research on social media suggests a picture is worth even more than a thousand words when it comes to strengthening your company’s brand.
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24 Must-Have Social Media Marketing Tools | Social Media Examiner

24 Must-Have Social Media Marketing Tools  | Social Media Examiner | E-marketing knowledge & principles | Scoop.it
Social Media Marketing Tools: Discover the tools social media pros are using today.
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Guerrilla Marketing: Using OSINT for Target Identification

Guerrilla Marketing: Using OSINT for Target Identification | E-marketing knowledge & principles | Scoop.it
Ok, so I know that's a super vague title for a blog post. If we are going to talk about Guerrilla Marketing and how to apply it to your business, we need to first talk about how to determine, find, and target ideal prospects.
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Social media measurement: are you looking in the wrong place?

Social media measurement: are you looking in the wrong place? | E-marketing knowledge & principles | Scoop.it
Last week we released the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing, looking in detail at the current state of social media measurement.
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Transform Your Website Into a Customer Attraction Force Field with Magnetic Content | SlideShare Blog

Transform Your Website Into a Customer Attraction Force Field with Magnetic Content | SlideShare Blog | E-marketing knowledge & principles | Scoop.it
Guest post by Barry Feldman Attention advertising professionals: You won’t be needed any longer. Get your resumes together and get out.
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How to build a digital relationship that lasts

How to build a digital relationship that lasts | E-marketing knowledge & principles | Scoop.it
Making new friends and building new relationships when you are an adult is not easy. Anyone who has ever moved house, city or job can testify to this. There are reams of advice columns in magazines about how to do it.
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How to fail the right way: seven tips

How to fail the right way: seven tips | E-marketing knowledge & principles | Scoop.it
The fact that more and more companies are coming to accept and embrace the f-word -- failure -- is arguably a good thing. After all, for many organizations, fear of failure has been an impediment to progress and innovation.
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Will digital natives encourage pharma to embrace digital? | pharmaphorum

Will digital natives encourage pharma to embrace digital? | pharmaphorum | E-marketing knowledge & principles | Scoop.it
This is an article about the future of digital marketing in pharma.
Via Lionel Reichardt / le Pharmageek
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10 Big Pharma smartphone apps - FierceBiotechIT

10 Big Pharma smartphone apps - FierceBiotechIT | E-marketing knowledge & principles | Scoop.it
By Alison Bryant and Daniel Bowman When it comes to the apps game, Big Pharma outfits are stepping up. Companies have added downloadable tools for both providers and patients. Apps range from...
Dan Baxter's insight:

This could also be part of the 'pharma rep v2' section as they have responsibility to demonstrate these apps and increase uptake by clinicians and patients to support product usage and ultimately improve patient outcomes.

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Dinesh Chindarkar's comment, December 19, 2012 1:29 AM
With changing times in India & smartphone spread, mHealth will soon get a lot better!
Dinesh Chindarkar's curator insight, December 19, 2012 1:30 AM

With changing times in India & smartphone spread, mHealth will soon get a lot better!

Rescooped by Dan Baxter from E-HEALTH - E-SANTE - PHARMAGEEK
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Social Media Monitoring Analysis | Pharma Commercial Services | Healthcare Analytics & Services | Solutions | IMS Health

Social Media Monitoring Analysis | Pharma Commercial Services | Healthcare Analytics & Services | Solutions | IMS Health | E-marketing knowledge & principles | Scoop.it
Due to our deep-rooted pharma commercial expertise, IMS Health offers clients unparalleled pharmaceutical business process outsourcing capabilities.

Via rob halkes, Lionel Reichardt / le Pharmageek
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Why an engaging narrative is essential to your content marketing strategy

Why an engaging narrative is essential to your content marketing strategy | E-marketing knowledge & principles | Scoop.it
An important part of content marketing is about telling stories that consumers can identify with on some level.
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Make your social media channels more effective in 4 steps

Make your social media channels more effective in 4 steps A large number of companies are thinking about their next steps in social media.
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Why TV Ads Are Out and Online Video Is the Future

Why TV Ads Are Out and Online Video Is the Future | E-marketing knowledge & principles | Scoop.it
TV has massive reach, but the online channel is now beginning to offer that same level of audience reach, but with arguably better engagement.
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How Coca-Cola uses co-creation to crowdsource new marketing ideas

How Coca-Cola uses co-creation to crowdsource new marketing ideas | E-marketing knowledge & principles | Scoop.it
When Coca-Cola’s ad agencies ran out of ideas for a marketing brief, the company decided to turn to an online community to crowdsource some ideas.

Via Alex Butler
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Social Media is more important for SEO now than ever before

Social Media is more important for SEO now than ever before | E-marketing knowledge & principles | Scoop.it
This conculsion is made on the findings and study by search and social analytics company Searchmetrics aimed at identifying the key factors that help web pages rank well in Google searches. The company analysed search results from Google for 10,000 popular keywords and 300,000 websites in order to pick out the issues that correlate⊃1; with a high Google ranking.

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Why good SEOs should look like they don't exist

Why good SEOs should look like they don't exist | E-marketing knowledge & principles | Scoop.it
We've seen a lot of changes in the SEO world over the last six months, with content marketing in particular becoming a hotter topic almost by the day.

 

But if you really think about what a good SEO campaign should look like, it's pretty obvious that link manipulation and over-optimisation is never what Google was looking for when reviewing quality in sites.

In fact, in the words of Google themselves; creating quality content is the single biggest thing you can do!

 

Don't chase the algorithm!


In many ways, for those who were doing SEO the right way, nothing has changed at all. They probably enjoyed Google's algorithm changes over the last six months the most. It's those who were chasing the algorithm and looking for quick win SEO tactics that lost out.

 

At a conference back in April, just after Google had rolled out the penguin update, I got asked by the CEO of a property company why his website had dropped for key terms such as "Florida real estate".

He told me how he went to all the leading search conferences and events, followed all of the advice and benefited from great rankings for years. So why has Google now decided to penalise him?

Having thought about what he said, my reply was that the answer was in the question! He's been taking advantage of all of the SEO tactics for a long time, benefiting from this knowledge of the Google algorithm in order to boost his own results into positions where they really shouldn't have been ranking.

 

I'm not saying there's anything wrong in that, and this time last year that would have looked like great SEO! He was getting some great results - all while his competitors were completely unaware of SEO and were missing out on great opportunities of generating organic traffic.

 

But now things have changed! Those clueless competitor brands who just went about their business unaware of SEO are now benefiting. All because they were doing things in a natural way. And now it means they don't have to do link cleanups, they haven't over-optimised their content - but they have focused on building their business and brand.

 

And if you look at the sites that are winning right now, they have one thing in common - they've been building brands and focusing on good PR and marketing, not short-term SEO wins.

So to be a good SEO, in many ways you need to look like you don't exist.
And by this, I don't mean you shouldn't do anything. As much as Google will want to be able to find the best content on the web, they have always needed SEOs to help make this content more accessible and easier to find and value.

 

Those that won out of the panda and penguin updates were often the sites who weren't concerned about SEO tactics, or even SEO at all. It's so important these days that you don't over-do it. That's just likely to cause more problems further down the line.

So I've listed a few tips on the type of things you should be focusing on instead.

 

1) Get your SEO basics and fundamentals in place


Ensure your title tags and headings are optimised around key phrases, meta descriptions are written for users and clickthrough rates in mind, internal linking is kept sensible etc...

 

This way you're still keeping SEO in mind but it's using natural language around those important keywords that are relevant to a specific page. It's not just trying to optimise for keywords in places where it might not fit.

 

Asos.com is a good example of this, you can tell SEO has been considered within the site content, but it's not at the expense of the user experience and journey.

 

2) Get your website architecture and URL right


Here you should focus on users and how they interact with your site and its navigation, there's no need to worry too much about keywords. Just make sure you are using sensible and natural language to describe your content.

 

So clean-up your URL structure and pay attention to Google Webmaster Tools, fixing any crawl errors you find, submit XML sitemaps etc. Basically everything that you would normally do in a technical SEO review, the goal is to make sure that you're making Google's job as easy as possible in order to find your best content. They're likely to reward you for that!

 

3) Focus on content, not links


By building great content and telling interesting stories about your brand online, the links will come. But this way it's far more natural and defensibile, because these links will have been added by choice and as a by-product of having great content with people talking about this online.

 

The best links you can get for your site are naturally acquired, so think more about the audience you are targeting and the people you want to link to you, as opposed to the sites that you want to get links from.

 

So analyse your content and focus on creating great content for your audience that can naturally generate social attention and links:

 

4) Consider user generated content


We all know Google loves unique content and UGC is generally ranking very well post-panda/penguin. This makes sense, it's naturally relevant content that is written around a specific topic - but it's not over-optimised and is unique. So think of ways you can incorporate that into your brands online strategy.

 

Sometimes it even makes for great content in it's own right!

 


Via Thibaud Guymard
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Built In Social Business Expectations

Built In Social Business Expectations | E-marketing knowledge & principles | Scoop.it
Social media is creating new customer expectations for every business, including first class service for every customer.
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Rescooped by Dan Baxter from E-HEALTH - E-SANTE - PHARMAGEEK
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How usability testing and call tracking can help your multichannel strategy - Econsultancy (blog)

How usability testing and call tracking can help your multichannel strategy - Econsultancy (blog) | E-marketing knowledge & principles | Scoop.it

Finally the area of UX is picking up in pharma too. good thing too, taken the backlog of existing sites. will only help the multi-channel cause. Econsultancy | How usability testing and call tracking can help your multichannel strategy. During a talk on multichannel optimisation at JUMP conference Belron's group e-business manager Craig Sullivan discussed...


Via Sven Awege, Lionel Reichardt / le Pharmageek
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Nice 101 guide into Gaming Dynamics and Mechanics.

Nice 101 guide into Gaming Dynamics and Mechanics. | E-marketing knowledge & principles | Scoop.it
Our social media infrastructure is designed to engage users in a meaningful way and harness their creative and collaborative energies for the creation...

Via Jonathan Gwillim
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