Social: Make Sure You Are Fishing Where the Fish Are!

Social: Make Sure You Are Fishing Where the Fish Are!

Not a new analogy, but new visuals to accompany. I first heard this from Jeremiah Owyang, formerly of Forrester, currently at Altimeter.This seems like the easiest analogy to make...and I have. I have also gotten blank stares. Those must be from the folks that grew up in the city.





| www.jlefevere.com | www.thedigitalstrategist.com | If you liked this post consider adding a comment or subscribing to the feed for frequent updates.
Publish Post
Digitally focused CMOs

Digitally focused CMOs

This statement, dear readers, is the nut that needs to be cracked.


Building the right digital platform means delivering consistent customer experiences in any channel or on any device to ensure that customers are engaged with brands anywhere and at any time.
This is the pervasive customer experience.

Read the full post at CMO.com

If you are a digital strategist in any way, this is what you should be thinking about.




Image via: abstractdigitalartgallery.com

| www.jlefevere.com | www.thedigitalstrategist.com |If you liked this post consider adding a comment or subscribing to the feed for frequent updates.
Healthcare & Social Media: Great Info!

Healthcare & Social Media: Great Info!

There are some great things going in healthcare and social media. It's fun to have a ring side seat.




Check out Google's new Think Quarterly magazine. Beautiful and enriching. Can't wait to read it on my iPad.



Image via http://www.onlinemarketing-trends.com/

| www.jlefevere.com | www.thedigitalstrategist.com | If you liked this post consider adding a comment or subscribing to the feed for frequent updates.
Pharma Benefits From Online Exposure

Pharma Benefits From Online Exposure

Here is some nice analysis from the site MarketingCharts.com regarding brand awareness, conversion and favorability.


I agree that the brand web site plays a critical role in the digital ecosystem. However, what is not captured here is the fact that more and more time is being spent online at the expense of traditional media. Yet, there are a few trends that are incongruent with building brand web sites:

1. People are spending more time online, in health communities, social networks, and not necessarily on your brand web site.

2. Digital media spending lags significantly.

3. Google has approximately 1 trillion sites indexed that you are competing with. 

Marketers must begin to shift their efforts towards digital media. Like in traditional push and pull marketing efforts you have to push as much as you pull in digital as well. Right now there's not of both but I think the push is where the strategic move is; especially if you consider social to be critical to your efforts.

| www.jlefevere.com | www.thedigitalstrategist.com |If you liked this post consider adding a comment or subscribing to the feed for frequent updates.
Go, Cubs, Go

Go, Cubs, Go




| www.jlefevere.com | www.theinteractivemarketer.com |

If you liked this post consider adding a comment or subscribing to the feed at the for frequent updates.


W.I.N: What's Important Now

W.I.N: What's Important Now


 A little Notre Dame, a little Lou Holtz and a little motivation.


| www.jlefevere.com | www.theinteractivemarketer.com |

If you liked this post consider adding a comment or subscribing to the feed for frequent updates.


Domain Expertise + Work Ethic + Time = Success

Domain Expertise + Work Ethic + Time = Success

How do you become an expert and what does it take to be great?

It reminds me of Michael Jordan, who by any measure is the greatest basketball player in modern history, and whose work ethic and competitiveness is the stuff of legend. You can't teach want and work ethic.

Is Your HCP Experienced?

Is Your HCP Experienced?

I grew up in a time when birthday parties meant that your grandparents came over for dinner and you got to the pick the flavor of the cake. That passed for my birthday experience my entire childhood and you know what, I loved it. That was my experience. Today, birthday parties are elaborate affairs from bounce town parties to sweet shoppe outings. It's all about creating new experiences.

As a society we've evolved from an agrarian to an industrial-age goods based economy and finally moved to services and knowledge working. With no where to go after services the next level is to up the ante and create extra levels of service and experience in order to differentiate and create more profit margin for levels of service and to separate you from your competition. This can be seen easily from companies like Starbucks or Nordstrom.

The idea of "experience" has  developed a cottage consulting industry and there are many excellent resources out there to learn more. The book, The Experience Economy may have been one of the first to introduce the topic. Forrester Research offers some preeminent thought leadership:




 And of course there are many others that I enjoy reading and watching including Bruce Temkin and Mark Hurst, founder of Good Experience.

Mark is someone I have been reading for a few years, mostly, because I like his straight-forward perspective, insights and tools on good experience on all matters. He also has a great list of online games that has come in very handy when trying to occupy my 6 year-old daughter on a Saturday afternoon.

He recently wrote about his experience at the doctor that really struck me. I recommend that you read it in full here and watch the accompanying video.


Mark Hurst at Gel Health from Gel Conference on Vimeo.


The experience of going to the doctor has not changed substantially in over 30 years. My own experience is mixed at best. My doctor makes me come in to see him to for a prescription refill request. I've have been on the allergy medicine Allegra-D for many, many years. Nothing has changed that requires me to come in other than his need to bill my insurance for a visit.

What can be done to improve the overall experience? It seems doctor's could make small changes that would make a big difference:

1. Extend the time with the patient from a low of 7 minutes on average to a guaranteed 20.

2. Online appointment set-up and reminders

3. Pro-active follow-up. Call the patient a few days after a visit to see how they are doing.

4. Call backs for questions of all kinds the same day. I think people will take a call after 5 pm regarding their health.

5. Active email answering for basic questions.

6. Move to social media for patient contact

That's just a few simple ideas. The point being is that to grow business the general practitioner needs to sprint to a better service model and at least begin to compare to the service that I receive from my dentist, who has done a great job of moving to an experience and convenience approach and other service providers; or be left in the dust to disintermediation from big box retailer's minute clinics, nurse practitioners with prescribing rights and the Internet.

They can do this by embracing multiple communication channels and offering more time and better service.

| www.jlefevere.com | www.thedigitalstrategist.com | If you liked this post consider adding a comment or subscribing to the feed for frequent updates.
Why Consumer Driven Health Care Will Fail

Why Consumer Driven Health Care Will Fail

Via The Healthcare Blog, this recent post got my attention. The author hit the nail on the head. Just another form of cognitive dissonance but on a much more serious level. John Maynard Keynes once said “When the facts change, I change my opinion. What do you do, sir?” 


Sadly most people don’t subscribe to this logical practice. Instead, conformation bias and denial are the tools we use to manage and manipulate information to our liking.


If employers wish to help curb medical costs, then they will need to engage workers with programs like employee wellness, assisted decision making (either as second opinionsor patient-friendly informed consent), and access to medical experts, equivalent to personal financial advisors, who may be able to help workers make the right choices for their health.  Within the business community, there is some acknowledgment that access to these tools will be necessary to not only manage costs but keep employees healthy and productive.
Done correctly, consumer-driven health care can be what everyone hoped they would be, nudging healthy behaviors and slowing health care costs with workers selecting only cost-effective therapies.  If implemented poorly and organizations simply shift health care costs and financial responsibilities to workers like retirement planning decades ago, the nation will need to accept more than ever that increasingly more people get the medical care based simply on their ability to pay and not on medical necessity.

If you follow healthcare and the associated industries and trends I recommend adding The Health Blog to your regular reading list.

| www.jlefevere.com | www.thedigitalstrategist.com | If you liked this post consider adding a comment or subscribing to the feed for frequent updates.
Rx/Dx Social Media Case Study: Highly Recommended Viewing

Rx/Dx Social Media Case Study: Highly Recommended Viewing

Here is a great case study for Rx/Dx marketers. I highly recommend that you spend a few minutes to review this case regarding ADHD.

To highlight a few main points:

1. It's not about you, it's about them.
2. Be gracious
3. Provide value, and value. 

| www.jlefevere.com | www.thedigitalstrategist.com | If you liked this post consider adding a comment or subscribing to the feed for frequent updates.