Reaching The Ubiquitously Connected Consumer: Charles Golvin

Reaching The Ubiquitously Connected Consumer: Charles Golvin

This is a nice overview from the Forrester Research Consumer Forum this past October. Overall, some good insights.

The little examples begin to pile up, but there can be no denial that technology has irreversibly changed how companies connect with their customers.

Strategically, if you head marketing in an Rx/Dx organization and you are not moving quickly to be all in on digital you have your head in the sand.

If 2009 was the year social media entered the conversation, and 2010 was the year that social media moved sideways with some successes; then 2011 is the year you either move in or get left behind.

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State of the Internet: The Times They Are a-Changin'.

State of the Internet: The Times They Are a-Changin'.

I think Bob Dylan said it best, "The times, They are a-Changin.

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The Art of Storytelling

The Art of Storytelling

I previously posted on the power AND art of storytelling and how the Web is medium that will enable fantastic powerful and compelling stories to be told. From a marketing perspective, the Internet has untold potential to reach and tell stories in an interactive medium.

One challenge is always how to get someone to come to your AND come back again. You have to create compelling content and provide some value to them to in cent them to come back. Well research indicates that people generally have no problem giving you their personal information (at least an email) but you do you have to provide them something compelling. Well, we're not too far off from the short story for disease states.

For example, take diabetes. It is a complex disease and it begs for multi-layers of information., much of it very nuanced. In the past, you'd create some content for the type I and have some advanced information for the type II. That could include diet, excise, testing, etc. Basically, everything someone would need to know about how to take care of themselves.

I think we're quickly moving into an arena where this information becomes a story. You would employ all of the components of a engaging story, but it's told in a very personal way with a story arc. It needs to be short, quick hitting and above all developed in a realistic compelling way.

Like a serial comic from the 1940s it would unfold over time--from initial diagnosis, the emotions, fears and reality of being diagnosed with diabetes to meeting with a diabetes nurse educator and learning how to use a bG meter. To facing the difficult prospect of behavior change, handling holidays and special moments in life all usually surrounded by food and new found fears all of it could be captured in emotional, impactful 2-3 minute video segments. Perhaps one per week along with accompanying interactive information to support compliance, testing, good health and released over time and integrated with a multi-channel marketing program it can create buzz, be viral, leverage multiple channels and platforms (i.e. brand web site, video, flash, social media, offline, email, etc). Ran together it weaves an interactive, compelling story together.

That's the new face of marketing. It is simply the best way to create a relationship over time with some one that will keep them engaged.
The Next 5,000 Days

The Next 5,000 Days

Interesting perspective from Kevin Kelly, former Executive Editor of Wired magazine. The "consumer" internet is approximately 5,000 days old and he poses the question and his thoughts about the next 5,000 days.

I graduated from Indiana University in 1995 and distinctly remember the "Information Super Highway" coming into consciousness--at least in a mainstream kind of way. Moving into technology publishing and then on to a few start-ups, I feel like I have been along the entire way, at least as much as you can not being located in Silicon Valley. Having committed my career, albeit within a large health care organization, to online marketing, Web development and interactive, I personally can not wait to see what the next 5,000 days brings us.

It will surely involve deeper penetration into our lives through devices, accessibility and utility. It will also continue its unimpeded march towards the center of the "marketing" universe. And it will continue its unyielding pace in leading the way in the ongoing fragmentation of all media.

Digital Trends for Rx/Dx Marketers in 2011

Digital Trends for Rx/Dx Marketers in 2011

Very nice overview of key trends for 2011.

 This much is clear:

  • Digital must be an active part of the mix. Social as a "channel" within digital must be a part of your planning.
  • Digital is driving fragmentation and as a result more complexity. This must be understood.
  • You must place your message where people spend their time and work harder to get your message seen.  That is online, not in magazines. 
  • Content is becoming increasingly important and it needs to be tailored by channel.You have to have a content plan in addition to your marketing plan.
  • If your site is not mobile device accessible, you are at a disadvantage. 
Great stuff from eMarketer, check it out.

Big Think!

Big Think!

I came across a site called bigthink custom built for me to spend a few hours. TV holds very little allure for me outside of sporting events so this is my form of entertainment. Strange, I know but I love big ideas, strategy and analysis. I should have gone to Washington D.C. after college so I could wrap my head around policy work.

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The Patient Uprising: Healthy Thinkers Unite!

The Patient Uprising: Healthy Thinkers Unite!

Last year I wrote a post called the Patient Uprising: A Revolution is Coming. In that post I put forth my thoughts on how social media and how the Health 2.0 movement was changing the game for pharma and diagnostics. Nothing that has happened over the last 12 months has changed my opinion of this Health 2.0 movement and in fact it’s exciting to see some of my predictions coming closer to reality. 

Below is the excerpt from what I wrote previously. And the train is not slowing down on the great ideas, crowd-sourcing and idea generation to move social media and connected health movement. Jonathon Richman, from Dose of Digital, initiated a GREAT idea on his blog this week called Healthy Thinkers. 
It really reinforces what I said in 2009 and how the collective can and will begin to have an impact. 

From A Patient Uprising: The Revolution is Coming

We will move more into the semantic web and this consumer led movement clears the way for collaborative groups to join together through enabling technologies to find, share and combine information. The notion of the wisdom of crowds and crowd sourcing are concepts that have yet to really take off in health care, but combine the idea of the semantic web and crowd sourcing and you have the beginnings of a grassroots-led populace as a driving force that can have an impact on managing health and more specifically a disease or condition.
From the follow-up, A Patient Uprising: A Confederacy Begins
I recently was privileged to participate in an event that brought bloggers, online community leaders and patient advocates together with leaders from a prominent association that has the mission to prevent and serve those living with a chronic disease. What I observed left me convinced more than ever that the patient uprising will not only occur but is already underway and accelerating pretty quickly.

The conversation flowed freely and the passion to lead and help fight for the cause was clearly evident by all parties in the room. The question that came to my mind, is not how bloggers, community leaders and patient advocates become more plugged into the status quo and play nicely in the proverbial sandbox, but how do you harness the power and passion this group of people brought together by a common disease to develop a confederacy that can really work together to make a profound difference? How could they develop a bottom up, grassroots, groundswell of change?
This is just the tip of the iceberg and reinforces some of the activities you can see across health care from app development, rich Internet applications, collaborative social media efforts and product development. 

A big hat tip to Jonathon for kicking off this worthy initiative and my hope is that it really generates creative and fruitful ideas for all. Support it if you can.

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Fighting Nature and Connected Health

Fighting Nature and Connected Health

A few weeks back I wrote a post that outlined why social media adoption has been slow in Rx/Dx companies. One of the primary reasons, I believe, is that behavior is very difficult to change. Essentially, people only change for two primary reasons:

1. Consequence
2. To identify

Both are really rooted in fear. There will be a negative consequence or to fit in (or be left out).

I find it interesting that this simple premise can be applied to any number of challenges we face. Whether it's driving social media or in the case of what I want to posit is connected health care.

There is an interesting article in Men's Health magazine this month about obesity, which I recommend. The article has some interesting insights into the mechanics behind why as a nation we're the fattest in the world. Essentially, the author puts forth the notion that until there is a negative consequence that people will not change their behavior because fat and sweet foods are too cheap, plentiful and satisfying.

He suggests a number of ways to elevate the consequence in order to modify behavior such as tax increases, greater personal responsibility and exercise.

That all sounds good, but what caught my attention was this passage as it relates to a city in Massachusetts who has set out to fight obesity and change the health of their city.

"Our goal is not to tell you what to eat," he says. "Our goal is not to tell you how to act. Our goal is to develop systems that give you the best choices, and make those choices easier for you." Despite the vast scale of the change, he says, the important thing is to make sure "every step you take, all your strategic attacks, are aligned to this overall goal," which he likes to sum up in a phrase: "Eat smart, play hard."

As it relates to connected health care, I've been active and involved for some time and have blogged about it extensively, and have outlined what I see as the big issues facing connected health care. First and foremost is that it is complex, there is little incentive for the end-user and systemic change takes a long time. If you truly want to see change, you have to persist, strategically attack and incentivize.

It makes me ask the question: What is being done to create opportunities and choices that make it easier? In a world where there is growing fragmentation and complexity it seems that all the effort is on developing products and solutions that will have a cost. When the lever that needs to be pulled is demand creation and the incentive to adopt on all fronts.

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