Influencers On Mobile 2009  2020 Predictions By Trendsspotting

Influencers On Mobile 2009 2020 Predictions By Trendsspotting

Part II: I have also stated that that when we emerge from this trough that mobile is THE space to be. Mobile computing will be widely adopted over the next 24-36 month window with devices becoming available that will rival the iPhone and be lower cost. Google Android with be the dominant platform as well although there will always be room for elegant design e.g. the iPhone.

~Jim, 12/08
Social Media Influencers Predictions 2009 By Trendsspotting

Social Media Influencers Predictions 2009 By Trendsspotting

I have been a fan of Trendspotting for awhile. It seems to have a pretty good European influence rather than a US first approach, which I appreciate. You'll note that there does seem to be a prevailing thought that social media is going to see a pullback, but as I have stated in the past that is just a natural consolidation, aggregation of the applications trying to live life as a company.
The Future of the Internet Part III

The Future of the Internet Part III

Pew Internet and American Life released their Future of the Internet report last week and while I haven't read it in full I do plan to start a fire and sit down with 148 pages of future Internet goodness.

My post yesterday seems to be a precursor to the research, but I wasn't tipped off to the report being available until this morning so you'll have to trust me that my prognostications are my own...

Here is a brief snippet:

A survey of experts shows they expect major tech
advances as the phone becomes a primary device for
online access, voice-recognition improves, and the
structure of the Internet itself improves. They disagree
about whether this will lead to more social tolerance,
more forgiving human relations, or better home lives.

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The Day is Darkest Before Dawn

The Day is Darkest Before Dawn

Call me a contrarian, but as we stare the worst economic times in many generations squarely in the eye, I am absolutely, 100%, clarity of mind, full of optimism for the future. Why you may ask?

Because I firmly believe we are living in the middle of a complete paradigm shift. Think resourcefulness, think Internet, think green, think breaking barriers, think mobile. If you are in business and more specifically, your business is finding people who like and will use your product/brand, service how can you not be excited about the opportunities?

As someone who loves a challenge, loves to buck status quo and prides himself on being positive and working hard--I am darn near giddy with excitement about what the future holds. Not to oversimplify things, but I will for brevity's sake, I think we're entering a small trough when the marketing paradigm is completely changing, when the current Web 2.0 "apps" that are currently serving as companies will die, or be swallowed up by bigger fish. When we come out of this trough, which will likely be as we enter into year 3 of the Obama Administration we will have the semantic Web, real connected health solutions, the beginnings of critical mass in mobile Web usage in the US and a new marketers paradise based on participatory brand marketing in the conversation.

I really believe we are on the cusp of real change and aggregation and innovation. So yes, my cup is half-full. There is absolutely nothing but green pastures in front of us.

How about you? What do you think?

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Implementing Social Media

Implementing Social Media

Good overview and sad but true. I don't think Web sites are fully dead, but they are on the way unless you have a plan in place to keep it fresh and a content distribution plan.
Implementing Social Media
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The newspaper Of The Future

The newspaper Of The Future

If you want to see the future of MS print media. This is it. I'd recommend Rx/Dx companies start thinking about mobile and joining the conversation soon; and I haven't drank any kool-aid today.

Newspaper Of The Future
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Brands Can Make Friends Too

Brands Can Make Friends Too

Nice overview at a high-level. I keep coming back to simplicity. When things get more difficult, keep it simple.
Good Social Media Primer

Good Social Media Primer

The WSJ has an excellent Social Media primer. If you are responsible for developing a social media plan in your company, check this out. It succinctly summarizes Social Media and the benefits along with the criteria.

Give consumers a reason to participate.

Consumers have to have some incentive to share their thoughts, opinions and experiences on a company Web site.

One lure is to make sure consumers can use the online community to network among themselves on topics of their own choosing. That way the site isn't all about the company, it's also about them. For instance, a toy company that created a community of hundreds of mothers to solicit their opinions and ideas on toys also enables them to write their own blogs on the site, a feature that many use to discuss family issues.

Peter & Maria Hoey

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iMedia Connection: 5 rules for successful digital out-of-home advertising

iMedia Connection: 5 rules for successful digital out-of-home advertising

"If Rx/Dx is dipping their toes in social media when will digital OOH hit? "
Digital OOH is an emerging marketing channel with audiences that are both desirable and captive. Here's how to harness opportunities on


"Good info about Widgets. While this is on the bleeding edge of interactive for brand marketing, it is a good primer of issues to consider. I think Widgets can be very useful if done well and monitored. "
While a widget program can be as simple as a Flash movie and a syndication engine, savvy marketers are finding that a more in-depth approach yields substantial rewards.
Why CMOs Snub Social Networks - iMedia Connection Blog

Why CMOs Snub Social Networks - iMedia Connection Blog

iMedia Connection Blog: Why CMOs Snub Social Networks
Brands on Facebook

Brands on Facebook

Check it out. I like Facebook as the more business friendly SN platform more than MySpace for Rx/Dx and health care.

Brightcove Video

Brightcove Video

Interesting, very interesting. Article over at MediaPost about Brightcove forming an alliance of creative, interactive and ad networks. This is is like those folks who need to paint a room and go to Lowe's and buy the whole paint kit shrink-wrapped that includes a roller, brush and pan all-in-one. Despite the fact that it contains a cheap paint brush it can get the job done.

This could very well prove to be effective for SMBs who need a solution. However, I think it is more of a response to stay in the race with YouTube and Hulu in the content game. If you want straight delivery go to Limelight Networks.

Have I said I love Hulu? Yes, I love Hulu.

Digital Doctors

Digital Doctors

I recommend that you read the entire article in OMMA, because there are a bunch of interesting nuggets of info. I found this to be very intriguing.

Medical SNS can get even more niche. is a social network just for orthopedic surgeons, launched in July 2008. Digital agency Greater Than One created the network for DePuy, a Johnson & Johnson company that makes surgical equipment and trains doctors to use it.

Do-surgery is barely branded, says Marc Michel of GTO. It doesn't have to be: It's open only to surgeons who have taken DePuy classes, about 95 percent of whom sign up. So far, surgeons from 30 countries have joined. "Despite the fact that surgical devices are something you want to touch, feel, use, they can discuss the cases, they can look at the surgical videos," Michel says. "This is built for them, by them, and it's something they can contribute to."
Depuy, who I've talked about in the past, has a low or non-branded site for their surgeons. Of course they do. If viewed in conjunction with their Coach K campaign it appears as if they have embraced the best of the Web for their provider and consumer marketing programs.
Coming Soon: Personalized Medicine

Coming Soon: Personalized Medicine

From Wired.

Very interesting opportunities when you think about the need to proactively work to be healthy versus the old model of becoming unhealthy as time goes on.

A biomedical company has created a system to embed tiny computers and sensors into drugs and link them to a cellphone or the Internet in a bid to make the monitoring of drug efficacy foolproof.

The technology allows for automatic collection of vital patient data that can be used to manage chronic diseases such as diabetes and high blood pressure. It can be particularly useful to closely track a patient's response to a particular dosage of medicine. The idea garnered the company on Thursday one of the 34 prestigious "technology pioneer" awards from the World Economic Forum.

“We are enabling intelligent medicine by adding sensors to existing therapies so it can be personalized to every individual on a cost-effective basis,” says George Savage, co-founder and chief medical officer of Proteus Biomedical.

3_pharmaceutical20systemThe networked pill product, branded Raisin, is still in clinical trials, but it shows how technology and medicine are being melded in ways that are likely to change how we take drugs. More broadly, they could be part of a suite of technologies that enable personalized medicine, the long-promoted ideal of tailoring drug treatments to an individual's physiological and genetic profile. Proteus executives have compared their system to the electronics that help mechanics diagnose problems in cars.

Proteus' product consists of two parts: an ingestible sensor chip and an external band-aid-like patch. The chips are just 1mm square and 200 microns thick and are attached to pills with a bio-compatible glue. When swallowed the chips send a signal to the patch. The patch has accelerometers and amplifiers to track heart rate, respiratory rate, temperature and body angle to determine if the patient is lying down or standing up.

That information is transmitted via Bluetooth to an online repository and can show how the body is responding to the drug, says Savage.

This would be a boon to chronic disease management and may very well become a requirement for those with a chronic disease such as diabetes or heart issues.

It would also be a component of proactive health management that I believe will begin to take a very strong hold in the coming years.

Remote Patient Monitoring in Tennesee

Remote Patient Monitoring in Tennesee

Via the Chattanooga Times Free Press BC/BS of Tennesee is rolling out a connected health plan for Medicare recipients beginning in January.

Enrollees in BlueCross’ private Medicare Advantage plan — an alternative to traditional Medicare — can enter their own personal health information, such as what medications they are taking, health conditions such as diabetes or hypertension, and medical procedure history, into the password-protected Web site, said Lisa Smith, manager of BlueCross’ online health record. They then receive articles, personalized reminders and outreach from their care managers that are relevant to them.
Interesting foray into connected health, but what the article doesn't mention is the fact that soon devices will be available for remote monitoring. Think, blood pressure monitors, blood glucose monitors, pulse oximeters, etc. This type of monitoring, remotely, is where health care is going. Increasingly you see article, companies and doctors embracing the fact that health care can be delivered, with great efficacy, remotely. Remote monitoring can also increase compliance, health and be done at a lower cost. Wow, sounds like the Holy Grail, doesn't it. Not to overpromise, but there is tremendous opportunity and with President-Elect Obama and consortiums such as the Continua Alliance I suspect/expect that that the next 4+ years will see a tremendous amount of change when it comes to health care delivery.
Social Media What's Next:  Feedback 3.0

Social Media What's Next: Feedback 3.0

Social Media is now obviously becoming a mainstay in marketing and marketers all over are trying to understand how to harness it for its own good. However, I'd like to posit that particularly for Rx/Dx organizations and for health care overall that the real shift has yet to come and that next The New, New Thing will be that the the companies joining the conversation will actually be the marketing that takes place.

Media as we know is becoming so fragmented that it is not a stretch to say that mainstream media as we know will no longer exist. That is to say that the idea of newspapers, magazines, etc continuing to print news and publish news that people subscribe to will be kaput in the next 5-7 years. Information delivery be nearly real-time and will be delivered via computers and mobile devices. Sites like Huffington Post an aggregator with with a blend of bloggers, "real" news from sources such as AP and other sources will replace (and are) newspapers. Magazines will deliver online to cut costs and long feature stories may be the only thing that survives to make it to print. I think it will take a few years to get beyond 2,000 in the online format, but that may be a personal bias, because I do like to sit down with a magazine.

So what does that mean for marketers in health care and Rx/Dx? There are a ton of companies our there where you can do monitoring, but that literally and figuratively is only half the story. The sooner you JOIN the conversation the better. Customer Service will not only be reactive (waiting for the phone to ring) but it will also be proactive joining in the conversation and also asserting or proactively putting their message where the people are. This could be in the form of addressing bad service, correcting a mistake or simply being a representative for the company where the conversations take place. The difficult thing is that with human psychology being what it is, if you're not in the conversation how much damage are you doing? Immeasurable. They don't have time worn quotes like "out of sight, out of mind" for no reason and it applies today as much as ever.
YouTube + Poor Oversight  = FDA Trouble

YouTube + Poor Oversight = FDA Trouble

Here is a cautionary tale for Rx/Dx companies thinking about social media.

The Boston-based Prescription Project said Wednesday that it has filed a petition asking the U.S. Food and Drug Administration to force North Chicago-based Abbott and two other medical-device makers to remove their YouTube spots.

The group says Abbott has four videos on YouTube that promote Xience, its new drug-coated heart stent that was launched in the United States in July. The videos “contain none of the federally mandated warnings or provisions required of medical-device advertisements,” the group said in a statement.

Now, I don't think this was malicious in any way or a way to "skirt" laws as stated in the article. Probably the easiest thing that you can do is post videos to YouTube. I can see the conversation now:

Marketing Manager A: We need to do some social media.

Marketing Manager B: Hey, we have all of the videos we produced for
the launch, we can post those to YouTube.

Marketing Manager A: Hey, great idea why don't we have the agency do it, I'm not sure how YouTube works.

Marketing Manager A to Director of Marketing: Yes, we have a social media campaign, you can go to YouTube....

I have well covered the issues with blogging for Rx/Dx companies from a legal and regulatory perspective and this is another example that social media is not a campaign. Let me repeat, social media is not a marketing campaign. It doesn't have a beginning and it doesn't have an end, it is a commitment. It requires a strategy, it requires resources to support and it can touch all phases of the business from market research to customer service. And as I have said, those that understand that will be much better off.

Health 2.0

Health 2.0

I was on vacation last week and am a bit behind on reading. I saw this article in the NYT from RWW.

I've discussed the potential of connected health and the sheer energy and excitement that surrounds the potential of harnessing technology and the Internet for better health. This article categorizes and compiles many of the companies that are pioneering new territory.

Connecting to Health Professionals

What we're all really wanting in health care web apps is the ability to connect with health systems and manage our health online. We're certainly not there yet - for example there's no way for me (in New Zealand) to connect online to my doctor or diabetes specialist, or to blood testing labs and chemists.

But there is progress being made, particularly in the US. In March at the Health 2.0 Conference, Bill Allman from noted some services that help consumers find, evaluate, and make an appointment with a doctor or health provider - e.g.,,,, and All of those services offer variations on the theme of enabling users to research local health resources, get reviews of them, and even book an appointment online.

Then there are apps such as MyMedLab - which enables consumers to order and pay for many routine lab tests online, then go to their local lab to get their blood drawn and have their results sent to them electronically.

There are also solutions for connecting consumers with professionals. For example Kryptiq is a provider of connectivity solutions for healthcare, for information sharing among healthcare professionals, their colleagues, and patients.

So connecting to healthcare professionals is happening, slowly but surely. How about medical diagnosis via the Internet then? Still a long way off, but companies such as IBM are experimenting in this arena.

Interesting, but I'd like to dig in and see metrics on adoption--of course the question on my mind is how do you monetize all of these services? What's the exit strategy? Like the portals of the dot-com days, advertising can't support everything and subscription services are tough to scale.

Any ideas?

Related visual accompaniment

Check the video from leading diabetes blogger and Health 2.0 advocate and expert Amy Tenderich of's good stuff.

I'm still waiting for Ortho companies to jump in....