Calling Dr. iPhone

Calling Dr. iPhone


Good post over at WSJ Health Blog about the iPhone and uses for the health sector.

Everybody wants a piece of health IT, and everybody wants a piece of the iPhone.

So perhaps it’s inevitable that software companies are rushing to create health-related iPhone applications for doctors and patients.

This is all well and good, but it may be a few years before there is widespread adoption. Dr's aren't known for their business savvy but I do know that if it's between the hours of 9-5 that they don't do much that doesn't pay them.


Google Ad Planner

Google Ad Planner

Google released a new tool, Ad Planner and if you haven't signed up yet, check it out. The information is almost lethal in terms of competitive intelligence.

There is a nice write up from eMarketer

Then if you're not overwhelmed with reams of data, go check out Google Trends.

99 Years of Wisdom

99 Years of Wisdom

My 99-year-old grandma who to put it in perspective was born about the same time as the Model T and is still doing quite well for her advanced age often laments about the economy, jobs etc. even when the market is up. Well, I think there is finally something to her worrying.

Bloomberg reported this bit of news.

U.S. stocks tumbled, sending the Dow Jones Industrial Average to its worst June since the Great Depression, as record oil prices, credit-market writedowns and a slowing economy threatened to extend a year long profit slump.


My grandmother knows sacrifice and putting others ahead of yourself and when she speaks about the depression it gives you the impression that things were bad--really bad. It is hard to fathom that this is the worst June since the depression. That does not give me a warm feeling for the rest as year--especially since we're in an election year. I don't see the market turning up until the end of Q1 2009 at best.

Maybe I should have listened to her and learned a trade such as plumbing to fall back on--you always need a plumber...


Video Distribution

Video Distribution

Came across this marketing site via Web-Strategist.com. Good tips on video distribution as well. Tubemogul.com

Given the tons of videos that are online now, how does a marketer get video distributed? Enter Tubemogul, a free service that provides some one a place to upload video and track it. I spoke to Mark Rotblat, VP of Sales and Marketing for Tubemogul, and learned how anyone who wants to get an audience with a super distribution strategy can get viewers with this free service. It is really easy to use it and lots of marketers are raving about the capabilities.
Ortho Going DTC

Ortho Going DTC

I've talked about some of the challenges orthopedic companies have with their marketing and the need to change their marketing model away from the previous "physician contracts" where they paid top doctor's fees to "consult" and into direct-to-consumer efforts. Here is a list of their current paid consultants. While I do believe that some consulting and product development input is provided, I think the transition into DTC will be long and difficult for an organization not adept at change or marketing to the consumer.

If you do a search on "Gender Knee" on Google Zimmer's supposed breakthrough DTC campaign you get a top placement sponsored ad from....DePuy. A little interactive savvy wouldn't hurt.

I also heard on my local radio in Indianapolis an ad from Smith & Nephew, which perked my ears up because you don't necessarily hear medical device ads on the radio, but it makes good sense. I believe it as on local News Talk Radio, which definitely skews older.

There is tons of research from Manhattan Research and many, many others outlining the growth and importance of targeting physicians online. If I was a Zimmer, DePuy, or Smith & Nephew I would recommend diving headlong into a integrated marketing campaign and focus on establishing brand awareness and start filling the database and the proverbial marketing funnel with information seekers and start to develop a relationship. Utilize email and start the drip campaign The first mover will have an advantage because the water isn't muddy yet with multiple competing messages like you find in diabetes or erectile dysfunction for example.
Spreading Peanut Butter

Spreading Peanut Butter


I posted earlier about the so-called Peanut Butter Manifesto written by an Yahoo exec a in 2006. I thought it was interesting and could be applicable to many businesses that have lost their way to a certain degree.
Well, the Yahoo exec in question Brad Garlinghouse is now pounding the pavement. Via MediaPost here is the info.

TechCrunch had a list of all the execs that have left...
I Have Seen the Future

I Have Seen the Future

For health care organizations I can't point to a better example of utilizing the online channel, the power of video and social media to target and engage an audience.

In partnership with YouTube, the University of California, San Francisco (UCSF) launched Memory and Aging, an online video channel that teaches viewers about neurodegenerative brain diseases ("dementia").


This is the type of marketing and online marketing that health care organizations will be running to leverage the online channel. Web site. Check. You Tube. Check. Widget. Check. FaceBook. Check. Targeted Audience. Check.

Awareness. Check Mate

As discussed here seniors are online and are active, smart marketers will know how to target and reach them.



Project Management

Project Management

I had the good fortune of being a technical editor of a book that recently published called, Project Management Communications Bible ISBN: 978-0470137406.

This is a great reference and resource that follows the Project Management Book of Knowledge (PMBOK) best practices, which means you're getting accurate, easy to understand and proven methodologies. Besides being able to attest to the fact that it is technically accurate, the book is very comprehensive and provides a true toolkit for anybody who has been a assigned a project big or small and needs to establish a methodology, process and communication protocol for a project.

Having lead a large enterprise implementation of a content management system, 20+ individual new Web site developments spanning North America and EMEA, and countless other projects large and small--I highly recommend this book.

If you would like to purchase the book, please help a guy out and buy it via my Amazon store...click the picture to go there...right now!
Perspective

Perspective

I think 'perspective' is interesting because each person thoughts, beliefs, views and values are formed by the accumulation of their experiences.

This is an interesting perspective from TED and artist Chris Jordan.


DTC Update

DTC Update

Interesting update on Pharma DTC.

The companies will start following the American Medical Association's guidelines about using actors to portray doctors, and at least one marketer, J&J, said it will not use doctors in ads to discuss the benefits of a drug.

Previously discussed here it appears to me to be a proactive move by companies but they still keep the majority of control. All in all, it sends a bigger signal than it will have an impact on companies marketing plans. Just a slight calendar shift in how they roll out a new drug.

This may actually work in their favor and create better rapport with their KOLs and HCPs--I am sure it will be spun that way.


Google Health

Google Health

It was announced that Google Health was able to procure their first customer--Massachusetts Blue Cross Blue Shield.

What is interesting in the report via the Boston Globe is this quote:

We’ll be interested to see how that goes. Doctors’ willingness to invest their time and technological savvy may limit the extent to which patients will have access to this other information.


As discussed, there are few as bullish as I am about technology, but it will take a while before medical records fully go online. It'll happen, but it'll take a while...
Shocking and Sad

Shocking and Sad

My afternoon turned morose after my wife called and told me Tim Russert died. As a news and political junkie, I rarely missed a Meet The Press every Sunday. His work as a journalist and political commentator is unparalleled. A sad day indeed.


Incorporating Social Media into the Enterprise....

Incorporating Social Media into the Enterprise....

Some believe Social Media is a fad or only related to blogging. However, social media is and will continue to completely change marketing.

Here are some commonly asked questions about how to bring it forward in organizations. I would say most health care organizations are either in the "what is it" or "why does it matter" stage. Not fully realizing that the game has changed and still spending a boatload of money testing print ads...

I like this graphic.

Simplicity is Difficult

Simplicity is Difficult

Much of marketing is making the complex simple. Whether you're developing a new strategy, campaign or launching a product find the simple truth and leverage it to the hilt. I am continually reminded--particularly as it relates to interactive--that complexity and chaos reigns companies no longer control the message.

Breaking things down to their simplest form and finding the essential truth drives successful execution and ultimately resonates the most with your customer.
Reach and Distribution

Reach and Distribution

Interesting post from a search perspective.

For mobile and social media, this means that advertisers will need to break up and distribute valuable Web site functionality, videos, community content, and more in a way that represents brands and products effectively and achieves strategic intent (engagement, click-throughs, conversion, etc.).

That is the difficulty and what I would call a hub and spoke model. Marketers have to be able to provide an experience through multiple platforms and be adept at delivering in each to effectively reach consumers. That is not easy and increasingly complex.

It's also why I believe that the next gen VP's of Marketing will be those who come from a Web and online marketing background. If you can't put together a strategy that crosses multiple platforms you're going to be at a disadvantage....


Blogging

Blogging

Interesting piece of research from eMarketer about the demographics for bloggers. A little surprising to me in that the numbers skew higher than I would have thought intuitively, but since I am squarely in the Gen X demo and have a blog I guess it's not so much of a reach.


There is an interesting point about word of mouth. I haven't seen a wide spread adoption of health care organizations reaching out and embracing bloggers POV, but they should. As the saying goes, "keep your friends close and your enemies closer."

Organizations regardless of the industry should develop a strategy whether it's being proactive, passive or blind ignorance. And at a bare minimum monitor blogs to see what they are saying about you.

Google + Analytics + TV + WOW

Google + Analytics + TV + WOW


Per Clickz, Google through its analytics is going to help advertisers measure the impact of TV.

While it remains to be seen, but since Google is attached to it, I am going to guess that it will happen. For big pharma and medical device organizations, this could be a huge leap forward in being able to quantify TOTAL marketing effectiveness. With such an emphasis on an integrated approach the piece missing was a real tie between TV and Web. You could make a few educated guesses through unique URLs, etc. but that presumes that all TV viewers use the unique and not the main site. So you never get a 100% accurate picture.

The new system generates automatic reports that tell marketers when their TV ads ran, the number of impressions delivered, the cost they paid and the CPM. Those reports are integrated with other metrics already covered by Google Analytics, such as Web Site traffic, which allows marketers to see if their TV ads are impacting activity on their sites.

What I'd like to know is how many companies are using Google Analytics? Many organizations use big analytics packages from WebTrends or Omniture and not Google Analytics. I have been a user of Google Analytics for over 3 years and find it to be a very powerful and free tool and it definitely will be interesting to see how Google promotes this and leverages it through their health care vertical.

I haven't gotten a call yet from my Account Manager....


Life of Reilly

Life of Reilly

If you are a regular reader of Deadspin or other sports blogs, like I am then you are tuned into the fact that they can be eviscerating in their assessment of personalities in the sports world. Rick Reilly, an author and columnist hasn't escaped the criticism when he recently moved from Sports Illustrated to ESPN; but he turned this in as his first piece, which I really liked.
Funny

Funny

From Jeremiah at web-strategist.com. Good stuff.
Off The Grid

Off The Grid

Is it just me but the term "off the grid" seems to be popping up everywhere from Into the Wild to blogs. It means not being tied to any utilities and leaving a small imprint on the planet. Or it can be used in other context as in not available via email, phone, etc, which is where I have found myself recently and why posting has been hit or miss.

Here is an image from Google Trends courtesy of Paul Kedrosky's Infectious Greed blog.


Lemonade

Lemonade

Talk about making lemonade when handed lemons I loved this bit of ingenious marketing and ultimately service.
Marketing + Measurement = Smart

Marketing + Measurement = Smart

I've been away since real work has gotten in the the way of my fun work. Be back soon. In the meantime time check out this article from Media Post about marketing's move to the online because it is quantifiable. If you're not making this argument as you fight for budget in your own organization--you should start....