Social media, a measurable part of marketing plans

March 10, 2010

Sure, you’ve read all the headlines: people are flocking to social media channels for personal and professional pursuits alike, and the lines between the two are often blurred. They’ve grown accustomed to easy, instant access to the people, products and information they care about. And marketers have clamored to figure out how to capitalize on this behavior.

It’s an especially tricky challenge for marketers in regulated industries like pharmaceuticals and medical devices, where it’s easy to think, “I can’t go there due to FDA rules and regulations,” or “I can’t manage adverse events and reporting on social nets.”

PARTNERS+simons Brand Director Ed Feather encourages us to move beyond what we think we can’t do, and instead focus on what we can: leveraging social channels as a measurable part of the overall marketing plan. Read his viewpoint in the latest issue of Medical Marketing & Media.


If a tree falls

March 2, 2010

If a “social media” strategy is launched and no one participates is it still “social” media?

We’ve seen a number of instances in which ambitious programs are launched that invite target audience activity — “Post your video,” for example – and the invitation is summarily declined. Zero interactivity. Nothing. These are not the efforts of fly-by-night agencies and cavalier clients. Quite the contrary.
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Do you know your number(s)?

February 26, 2010

There’s a smart ad campaign for a financial services company in the marketplace at the moment that asks, “Do you know your number?” Follow the trail and you arrive at a useful interactive tool that configures the kind of money you’ll need to save in order to retire.

I want to suggest that the retirement savings number is useless, because, well, we might all be dead before we can spend our retirement dough. There is another number, or set of numbers, we should all be much more concerned about. And maybe, if we pay attention, these numbers can help us live longer…if for anything so that we can spend our retirement money…what’s left of it.
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5 ways to boost booth marketing

February 26, 2010

It’s that time of year again. Hollywood has the Oscars. And chemists have Pittcon—the world’s annual premier Conference and Exposition on laboratory science.

While Pittcon may not be quite as sexy as the Academy Awards, it is considered by many to be the scientific event of the year. Which is why my inbox has been flooded with invitations to visit trade show booths. Which got me thinking….
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Take my wife please

February 17, 2010

You should take my wife with you on your next doctor’s visit.

I know, I know, you probably don’t know my wife, so this may be a little bit awkward particularly if you foresee yourself wearing a johhny as part of your visit. But trust me, you would benefit from her presence.

I say this because I recently read that The New England Journal of Medicine claims that half of patients admit to not understanding what their doctor told them during an office visit. That’s a pretty powerful statistic if you think about it.
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Social Media, Compliance, and What Matters Most

February 12, 2010

Just about every time I talk with a financial services marketer it comes up within the first few minutes of our conversation, the topic that seems to be on everyone’s mind, and sometimes even their plate – social media.

Marketers say they know that they should be doing something, and they want to do something, but what? What are other financial services firms doing? How’d they navigate compliance concerns? Who within the organization is responsible for managing social media? And, at the end of the day, is anything actually working in financial services?
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What can bloggers do for your brand?

February 8, 2010

In the realm of social media marketing, bloggers can be a powerful force for starting word of mouth buzz about your product or service. The challenge: how do you reach them and get the ball rolling?

Sending freebies or cash in return for a review or mention in a blog is a route many marketers have gone, though the practice has become quite controversial, and the FTC now wants to require bloggers to disclose when they’ve been paid or provided with free samples.

But Blogola (as the practice is known) isn’t the only way to reach bloggers and their readers. To illustrate how a marketer could potentially do this – and how they definitely shouldn’t – here’s an anecdote from my own blogging life:
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The workplace’s influence on health & wellness

February 3, 2010

Legislating Wellness
As our legislators decide what to do about health care reform (confession: I started this blog a few weeks ago when there was an end game in site for something passing…but life has changed as we know it in the last couple of weeks), Senators Tom Carper of Delaware (D) and John Ensign of Nevada (R) recently drafted an amendment to the Senate’s most recent version of the health care reform bill that would allow companies to offer workers insurance discounts for making healthy lifestyle choices.

Should that bill or any bill ever see the light of day, under the provision companies can offer an insurance discount to a healthy worker equal to no more than 30 percent of the total cost of that worker’s plan. The worker could qualify for the discount by meeting certain health milestones, like maintaining a certain BMI, reaching a cholesterol level or giving up smoking. The provision leaves it to the employer to decide how the 30 percent discount should be implemented. (Should be said that this is not entirely new. Current policies allow for discounts  of up to 20 percent for workers who take better care of themselves.)

Health advocacy organizations such as the American Heart Association, the American Diabetes Association, the American Cancer Society’s Cancer Action Network and many more organizations had urged lawmakers to do away with the amendment as the Senate and House health care bills were being merged. The groups argued tying financial incentives to a workers’ health status could increase insurance costs for unhealthy employees who may suffer from chronic conditions, perhaps pricing them out of the market and undermining the goal of health care reform.
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Find your med device audiences online

February 2, 2010

When developing a medical device marketing plan, a key part of the plan includes defining your audiences and deciding where to target them. Today, more and more audiences are online and embracing the web and interactive technology. Doctors and patients have been online for quite some time. But, the amount of activity focused on medical topics is constantly growing. Patients are more sophisticated in how they use the web to find information and communicate with each other and their health care professionals. Doctors and other HCPs are finding that the web and interactive devices actually make their practices work better.

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The new face of financial services advertising

January 29, 2010

In the “new normal” of financial services marketing transparency, trust and accountability are the most important attributes for financial services companies looking to gain the business of intermediaries and consumers. To drive home that point, a recent Financial Times survey among intermediaries showed that the #1 factor in mutual fund company selection is Trustworthy & Transparent, #2 Performance, and #3 Confidence in firms long term stability.

I thought it would be interesting to take a look at some of the advertising strategies and executions that marketers are using to successfully address these issues. They do vary in approaches but they’re all focused on achieving the same objective – convince consumers and intermediaries who were burned in the great recession to trust them again.
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