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How can Pharma succeed on YouTube?

Published by Sarah Holt on July 30, 2012.

A recent article in Eye on FDA points out that more consumers are turning to YouTube for news and real time reporting. The article sites recent research by Pew Research Center Project for Excellence in Journalism on the importance of YouTube and its growing importance in news media.

So what implications could this have for Pharma marketing–a traditionally slow-to- adopt group that is especially wary of “new” media? Can Pharma dip its toes into the world of YouTube in the hopes of exposing helpful information to more people? Mark Senak at Eye on FDA agrees that it won’t be easy, and that reporting healthcare news in real time is no simple task. But he makes a few suggestions–such as in-depth interviews at important conferences or insight videos that highlight some key topics or trends in the marketplace.

Having worked in the broadcast news business, I have a few suggestions for Pharma as it attempts to trek into the real time world of video reporting.

  • Attention span is a limited commodity: Viewers don’t have the attention span they used to. This is something we already know–but it is even more important in the world of social video. Short and sweet wins the game if you’re attempting to get a message across to viewers, especially viewers on YouTube–who have thumbnails of “cats falling off of things” videos all around your video. They are just one click away from tuning away from your content–so you better make it quick and to the point.
  • Think like a live TV news reporter: In the news industry–you don’t have a choice–your story has to be a minute and thirty seconds or it will get cut off. Video producers for Pharma need to work by the same guidelines. Just because you can make a 20-minute video, doesn’t mean you should.
  • Spice it up: Ever notice that on the news, the reporter is only on camera by him/herself for a few seconds before the camera changes to something else? Keep that in mind when creating a video. Make sure to shoot b-roll or have interesting graphics. If b-roll or graphics aren’t an option–make sure your subject is expressive, using hand gestures, voice inflection or facial expressions that show he/she is really involved in what is being said. A good trick for this is having the subject talk to you and not the camera–sometimes that little lens can be very intimidating.

And most importantly:

  • Think about your audience: Whom are you trying to reach with this video? Remember–if you’re hoping to use Youtube as a news outlet you have to make sure it doesn’t sound like an advertisement. Instead, make sure you are providing real and relevant content. Consumers are media savvy–and they know when they are being pitched. Before you do a video just for the sake of doing a video, make sure it’s something that will be relevant and useful for your audience. 

I think that with the right tools and the right mindset, Pharma can navigate the tricky waters of social video and create content that is beneficial for both their audience and themselves.

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5 Health Innovations to Keep Your Eye On

Published by Innovative Ideas on May 15, 2012.

Written by Tyler Durbin

Shazam App for Your Heartbeat

shazamLast week, we heard from the most progressive thinkers in the mobile health industry at the HIMSS mHealth Symposium in Copenhagen, Denmark. Amongst the many assessments and predictions was one really intriguing idea: a Shazam App for heart sounds. This app would allow smartphone users to record the sound of their own heartbeat, upload it to an analytics engine and receive diagnosis.

Question: Do you think that a heart health-related brand could whitelabel or sponsor this type of app to provide to their physicians and patients as an added value around their core offering?

World of Warcraft Boosts Spatial Ability and Focus in Older Adults

Healthcare Innovation

New research is showing that certain types of video games, like World of Warcraft, boosts the cognitive functioning of older adults. The study found that the multi-tasking and extensive use of cognitive skills (ie planning strategies and tracking other players) boost cognitive performance. To view the study, visit Computers in Human Behavior.

Question: If studies like this found that different types of gaming can improve the health or performance of humans, should agencies like GSW start developing videogame development capabilities? Sounds fun, right?

Squag: Social Media for Teens and Tweens with Autism

Squag, a curated space for kids with Autism to share ideas about themselves and communicate with the parents, is hoping to facilitate the opportunity for organic relationships; driven by kids and support by parents. Squag is designed to be an alternative to traditional therapy for children with Autism.

Question: Online communities are becoming more popular and more effective for supporting people with an array of conditions; what online communities do you find intriguing? Can you share with us?

Symcat Diagnoses Your Health Sypmtoms Like a Doctor Would

symcat“Every day, people search on Google for health information. Many of these searches relate to symptoms they or their loved ones may be experiencing,” explains Chief Health Strategist Roni Zeiger, MD. Symcat, developed by two lab partners at John Hopkins School of Medicine, is looking to create a better way to check symptoms and receive diagnosis without visiting a physician’s office.

Question: With tools like Symcat, what opportunities exist for our brands to make connections with people searching for specific symptoms online?

Ford Cars and Trucks Now a Vehicle for Healthcare

Ford’s mission of making the driving experience as enriching as possible is entering a new frontier. “A driver doesn’t stop being diabetic once he get behind the wheel of a car,” says David Melcher, the lead developer integrating WeelDoc and Medtronic to Ford vehicles.  “In fact, it probably more important to know about the driver in those particular cases. Not only for the safety of the driver, but for other as well.” By utilizing a Bluetooth enabled MedTronic Glucose Monitor, the WellDoc Application and Sync, your car acts as a personal butler insuring you’ve made proper health consideration before getting behind the wheel.

Question: What capabilities do you think patients would find beneficial for managing their health in their car?

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To Generate or Evaluate… good question

Published by Leah McDougald on February 6, 2012.

How lucky are we as professionals to be witnessing the evolution away from the old mentality of lobbing an idea or brand over the fence—and into a shared process of emotionally driven brand experiences?

Well, that depends… has the process evolved enough to allow you to exercise this strategy? Maybe not, but it will.

The idea of generative research has been around for a long time. Long enough for doctors to have a say in how the design of a surgical stapler should be optimized to avoid fatigue. Long enough for pilots to express the need for information hierarchy in the cockpit. Certainly long enough for the average “consumer” to learn that when a brand hasn’t engaged them in the thinking process from the get go the result can be disastrous … publicly (see the Motrin Mom Babywearing Ad ).

Evaluative research can’t go away, in fact quite the opposite. Asking someone “Did we hit the mark you helped us to identify?” is a powerful question and far more streamlined than “So… did we hit the mark? No? How about now? How about this one? Still no?! Ughhhh!”

If that sums up your experience listening to focus groups or message testing scenarios then you are not alone. Don’t beat yourself up. The marketing world is catching up to what product designers have known for decades. Why guess at what your users want? Ask them.

But don’t just ask, give them tools to express themselves in a way that is engaging. Participatory design research methodologies are one way to do just that. Participatory design research is loosely defined as a way to help you design WITH, not FOR, the end user.

Engaging an end user in a conversation that is grounded in their emotions can result in functional implementation. How? By providing stimulus to elicitt response including metaphorical imagery, physical, and sensorial objects such as fur, bells, a laundry dryer sheet, or anything that may be relevant to the experience you are trying to understand.

Take the dryer sheet for a minute.

Breathe in deeply for me… do you smell it?

Somewhere in your brain you do, and along with that comes a memory.

Is it of the dryer line that your grandmother used for her linens? Or of your first-born’s baby blanket?  Or like a warm summer night and fresh cut grass? Whatever comes to mind, if captured correctly can lead to an emotion, a story.

What is a brand? It’s a story. So, how will yours resonate like the dryer sheet? What emotions do your messages have to bring to life to make a lasting impression?

That is generative research.

For the last two years, I have been lucky enough to be a guest lecturer at the Austin Center for Design (www.ac4d.com) on the topic of Participatory design research. This is an innovative educational institution dedicated to transforming society through design and design education.

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Non-physician prescribers–the new marketing frontier

Published by Brenda Rizzo on January 9, 2012.

We seem to forget about this very influential group of prescribers who make independent decisions based on their assessment about how to treat a condition. Across all 50 states nurse practitioners (NP) and physician’s assistants (PA) are able to prescribe. Each state has their own specific rules that can limit or expand those roles, but they are all able to prescribe. So now that you have considered this audience, how do they want to be marketed to?

That depends on their specific specialty. An NP who works in long term care may be more focused on reimbursement channels and routes of administration, given the population they serve. NP’s who work in family practice may be looking for educational support for a busy and varied practice. NP’s who work in women’s health may be looking for assessment tools as they manage health concerns of women in transition to menopause. We don’t know until we have asked.

Here at GSW we have assembled a group of NPs and PAs to consult with a variety of specializations that we can contact to get their opinion. Sometimes it can be as easy as a phone call, or we can survey them as a whole. We can even get them together on a chat room online or do a focus group. This has become a very valuable tool. We have found insight into the way they practice, how they make prescribing decisions and how they would like to get information on new drugs. We have asked them to suggest tools that would be helpful to their practice and evaluate tools along the way as we develop them. We had nurses involved in advising us about an online educational tool that has been valued by several of our clients, and adapted for their use.

Our panel includes NPs and PAs from all across the country with areas of specialization from neonates to geriatrics, from inpatient settings to outpatient clinics, from doctor’s offices to operating rooms. It is a temptation to guess what they need or want from a pharmaceutical company, but when we ask them we are often surprised at what they really value. This has helped us to stay focused on creating value added materials/benefits that help them to serve their patients as well as see the value of what we are trying to sell.

Some overall themes that I have observed in working with NPs and PAs are:
 • They are very passionate about the patients they serve. It is not enough to put a patient on birth control; they also have to talk with her about how to avoid sexually transmitted diseases. It is not enough to put someone on an anti-hypertensive, they also educate on how to change their lifestyle to improve their blood pressure. It is not enough to treat their acne; they want to know how their breakouts are affecting their self-esteem. They tend to consider the whole patient, not just the disease state they are treating.
• Affordability is a big issue. If the benefits of the drug outweigh the additional expense then they will help the patients to understand this. But if their perception is that there is an alternative that is more affordable then they probably will not consider the more expensive option. Giving a patient a more expensive drug that they can’t fill, due to the cost, when there is an alternative that is generic does not fit well with their point of view.
• Patient Education is an aspect of patient care that they “own.” Tools to help them be more effective are an added value to their practice. They don’t mind if it has a brand name on it or is specifically about a particular product as long as it is not trying to tear down or bring a bad light to competing products/points of view. They do not expect all educational tools and support to be unbranded.
• They value being viewed as experts in their area of specialization. Anything that can promote acknowledgement of that expertise is desired. Train the trainer, speaking engagements, certifications, or awards are valued. They feel a lack of recognition in general and when they obtain recognition it elevates their visibility in their community.

Finally each area of specialization utilizes NPs and PAs in a very unique way. You don’t gain insight in asking a NP that works with adults what a NP in pediatrics would need. Asking a PA that works in palliative care would not know what a PA in the operating room needs. So seek out insight from NPs or PAs that actually work in the area where you are interested in influencing.

NPs and PAs are organized; they belong to professional groups, both locally and regionally. Many participate in online chat rooms, or visit educational websites. But ask them, “where do you get your information?” Then you know what they want or need and where they will look for it.
Have you created any programs for non-physician prescribers? How did you develop it? Any insights from your programs that you would be willing to share? This is a rich area that needs to be explored for effective communication.

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Slideshare highlights iQ’s 2012 predictions

Published by Leigh Householder on January 5, 2012.

Our crazy-talented innovation team here at GSW (iQ) spends a lot of time looking ahead at the technology and trends that will change our industry. Their work includes analyzing specific categories, emerging technologies, best-in-practice strategies and publishing monthly perspectives that our core teams leverage when creating their next great campaign.

Back in November, iQ collected all our best content and insight and started to formulate what 2012 will look like for the healthcare marketing world.

The result was a presentation highlighting the first moves that healthcare is making to embrace the latest trends and the changes that iQ sees ahead. We were honored when Slideshare recognized the presentation as a Top 12 for 2012 presentation and recently highlighted it on their own blog.

2012 Digital Trends For Healthcare Marketing

We look forward to see if our predictions are correct–to keep up with all the latest in digital healthcare marketing check out www.whatsyourdigitaliq.com.

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A chef shows the way forward for the healthcare industry

Published by Peter Comber on August 31, 2011.

A year ago I saw the 2010 winner of the TED Prize, Jamie Oliver’s award speech and was impressed. I came across it again a couple of weeks ago and was inspired.

The TED Prize is awarded annually to an exceptional individual who receives $100,000 and, much more important, “One Wish to Change the World.”

Jamie’s wish; “I wish for your help to create a strong, sustainable movement to educate every child about food, inspire families to cook again and empower people everywhere to fight obesity.”

Watch the video, if you’ve already seen the video watch it again. While you listen to this passionate call to action, imagine that it isn’t coming from a British chef but from a healthcare company.

In a world where consumers increasingly demand more than just lip service to the idea of “social responsibility” and where payers are looking for “value”, any company that considers itself a health provider should be looking at providing complete solutions and brands that can stand for and make a meaningful change.

If healthcare companies don’t rise to the challenge and exploit the opportunity someone else will, maybe even a chef.

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Introducing UP:ROOT

Published by Dawn Marinacci on August 25, 2011.

Earlier this week we launched a new insights magazine called UP:ROOT, a collection of articles offering our perspectives on the trends that are changing healthcare marketing. We hope you’ll take a read and gain valuable insight and knowledge about how we can better engage with brands and customers. The content was written by some of our most talented strategists, creative directors, planners, project managers, digital and social media experts. Oh, and our president. How’s that for a diverse set of thought leaders? We’d love to hear what you think are some of the upcoming trends in our industry, so let us know some of your thoughts by commenting on this post or by visiting us on Facebook at GSW_Worldwide.

Click on the picture to read UP:ROOT

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Social media strategy–do you have one?

Published by Bob Nasal on August 8, 2011.

Social media strategy—definitely a hot topic. Does your company have one? Do you know what it is-and can you explain what it is and how it influences decisions?

Being an editor, I don’t often get exposed to discussions of strategy—but I know that having a strategy  is crucial at many levels of our operations. Without one, how do we know where we’re headed—or where we should head? How do we decide which path to take in the social media world? When our clients’ interests are at stake, we need to be smart. Following baseball legend Yogi Berra’s advice won’t cut it in our fast-moving business. Yogi famously said, “When you come to a fork in the road, take it.” Well, that always works when it doesn’t really matter which fork you take. But if companies are going to survive and thrive in the world of social media, the fork does matter and will be influenced by the strategy.

In a current journal article,* the authors identify four primary strategies that companies are using in the social media arena. They arrived at their results by analyzing strategies and operations at more than 1100 companies and by interviewing initiative-leading executives. They conclude that the type of strategy chosen depends heavily on two factors: the company’s ability to tolerate uncertain outcomes and the level of the results desired. Their four types are described below.

  1. Predictive Practitioner. Confines social media use to a specific area within the company and minimizes cross-functional contacts. This works better if the company wants to avoid uncertainty and wants to get results it can measure with established tools. Example: Clorox created a website to enhance its virtual R&D activities. The site facilitates brainstorming with customers and suppliers.
  2. Creative Experimenter. Embraces uncertainty using small-scale tests to find ways to improve defined functions and practices. Projects are positioned as experiments, with the overriding objective being to learn. There is interaction with employees and customers on Twitter, Facebook, or other platforms. Example: The IT service company, EMC, created an internal test platform to help its 40,000 global employees network and connect on projects. Goal was to reduce the use of outside contractors by locating and applying internal company expertise. EMC estimates that this effort has saved more than $40 million to date.
  3. Social Media Champion. Has a central group and executive leaders dedicated to coordinating and managing social media projects across multiple functions and levels. They also may utilize external influencers. Results and learnings are widely shared within the organization. Example: Ford used this approach in its 2009 campaign to reintroduce its Fiesta model to the US. It lent 100 of the cars for 6 months to carefully selected drivers who then used social media to describe their experiences. The results? 60,000 posts, millions of clicks, and more than 4 million YouTube views—which in turn generated 50,000 sales leads, 35,000 test drives, and a 37% awareness rate among Millennials. The cost? About $5 million, a fraction of what a traditional campaign would have cost to produce these results.
  4. Social Media Transformer. Often involves large-scale interactions that include internal employees as well as external stakeholders such as customers and business partners. Social media technologies are tightly integrated into the business and are used across functions. Centralized groups study ways that social media can inform business strategy and culture. Example: Last year, Cisco launched “a social business platform designed to facilitate internal and external collaboration and decentralize decision making. It functions much as a Facebook ‘wall’” and includes a real-time news feed with broad coverage.

This article provides more information on the characteristics of each of these types and how they operate within the organizations. It also comments on putting social media strategy into practice. One of the more intriguing elements is a small section on pitfalls that can cause stumbles when companies jump into the social media world without a cohesive strategy. There could be some learnings here for us—possible new approaches to using social media that we may want to consider, along with practices to avoid.

But maybe the most important takeaway is the need to take a very thoughtful and focused approach at the appropriate managerial levels to developing, evolving, and managing social media strategies. The authors are not big fans of haphazard, scattershot approaches.

*Wilson HJ, Guinan PJ, Parise S, and Weinberg BD. What’s Your Social Media Strategy? Harvard Business Review. July-August, 2011.

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Global trends in digital healthcare marketing

Published by Leigh Householder on April 18, 2011.

I recently had the opportunity to collaborate with colleagues in Tokyo and Freiburg to talk about the trends that are changing digital marketing in each of our really unique regions. The leading tactics to engage HCPs and patients all hinge on the key tenets of relevance and personalization, but beyond that there are deep differences in what our clients are asking for around the world. For all the details, check out our article in MedAdNews:

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Why the Biggest Loser?

Published by Brenda Rizzo on February 22, 2011.

I love Biggest Loser. I watch it faithfully every season. My husband wonders why. Is it because of the game playing, or tips on eating or the tips on exercise? Do I watch it faithfully because I love the hostess (can’t even remember her name right now, so clearly that isn’t it)? Do I like the game playing and the strategy? Do I like the advertising, of products useful to healthy living? Is it because weight loss has become a national movement, in the midst of record levels of obesity?

The Dr. and his evaluation are fascinating to me, especially when they have the follow up visit after they have lost the weight and allot of their medical issues have disappeared. You see hope return in their faces. Is that why I like the show? The scenery and locations are beautiful. I travel in that area for business so I like see the locations. I like the different challenges they come up with. But it always seems that one of the players each season wins all of the challenges. That doesn’t seem fair.

And what about those outfits? Why do they make the men take their shirts off to get weighed when they are at their heaviest? And then when they start to lose a significant amount of weight they leave their shirts on? And those sports bras that the women have to weigh in? What is up with that? It clearly isn’t the outfits that compel me to watch.

I do love the make overs, watching people blossom into beautiful and trendy looks, when all they ever considered themselves was fat and frumpy. I do love the amazement in their families’ faces when they see them for the first time.

But the real reason I love Biggest Loser is for the sheer fact that it works. I have struggled with weight my whole life and I just love to see someone have success with weight loss. For the most part – the past contestants have kept it off. Who else has statistics like that? I just love to see someone overcome the life of obesity and all that it entails.

I wonder how they pay the bills while they are off work for 3 months while they are on the show. I wonder how their families survive with them being gone for 3 months. But once I set those concerns aside I marvel in the accomplishments and celebrate with them each and every season. No matter how little or great their success is, they have had success and each pound off is a victory. Now if I could just stop eating, get off the couch, and work out while I am watching it, I too may realize the success.

Categories: Healthcare marketing innovations

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