Here a few of the nuggets that I took away from this week’s MedAdNews PharmaMed conference in Princeton, NJ. (Twitter stream available at #pharmamed hashtag or via coveritlive). The promise for this year’s conference -Connect. Communicate. Collaborate.-With a focus behind gaining insight into patient-centered communications, social networking and new technologies, and ROI optimization. (Can’t resist linking back to my 6 C’s for Better Consumer Engagement: Consumer-first Content, Conversation, Customization, Community, Confidence, and Consistent Commitment.)
Social Media Planning and Optimization
Two key presentations from fellow bloggers:
Jonathan Richman (Dose of Digital)–Just How Digitally Savvy Are Your Patients?
Steve Woodruff (Impactiviti)-Social Media: Where’s the Low Hanging Fruit?
A new marketing term to consider? Jonathan’s new tool (which will be ready in January) will help characterize and rate consumers and their social media habits by four areas: productivity (e.g., shopping, paying bills), entertainment (e.g., watching videos, itunes), navigation (e.g., preferred browser, search engine) and social (e.g., Facebook, Twitter, IM). This will provide a mechanism to help Marketers insure- that once objectives are set- that social media tactics match the person and their behavior-not their demographics. It will also encourage Marketers to think ‘forward’ to get ahead of competition: “What new social media tactics might appeal to this patient with their current social media characterization and use? What else might they be willing to try?” Continue reading