All summer, I’ve been watching a nearby farm’s crop of sunflowers grow and reach for the sun…In taking some pictures this weekend, I couldn’t help but notice all the bees busy pollinating these sunflowers. Interesting, it is estimated that one third of the human food supply depends on insect pollination, most of which is accomplished by bees, especially the domesticated European honey bee. (Wikipedia) How does this relate to Pharma and Social Media Networks?
Bees may be solitary or may live in various types of communities. The most advanced of these are eusocial colonies found among the honey bees, bumblebees, and stingless bees.
Eusociality (Greekeu: “good/real” + “social”) is a term used for the highest level of social organization in a hierarchical classification.
Reproductive division of labor (with or without sterile castes)
Cooperative care of young
So where do we humans fit in? How social are we really? Is Social Media a close cousin of Eusociality?
Soup metric…is the number of people in your social network that you know would bring you
soup if they knew you were sick and/or get your back in any other real friend way – to help you feel better OR help your career.
In her blog, Tara Hunt writes: “There is a misconception that there is some sort of delineation between your close-knit friends and those who are in your business network. I believe this is the result of extending the concept of bonded and bridged social ties that was first distinguished by Robert Putnum and more recently extended and discussed in business concepts by people like Ronald Burt. Though I see value in both building close (bonded) ties with people while extending the reach of your network and expanding your loose (bridged) ties, I am perplexed by the notion of dismissing the power of those connections closest to you. Continue reading →
Yesterday, Pfizer announced a FREE Medicines Program for newly unemployed Americans. The new program will help eligible unemployed Americans and their families who have lost their health insurance maintain access to their Pfizer medicines for free for up to 12 months or until they become re-insured (which ever is first).
More than 70 Pfizer primary care medicines will be available through the program, including such chronic medications as Lipitor, Celebrex and Lyrica, but not some of the costly specialty drugs for diseases such as cancer. A key requirement is that a person must have been prescribed and taking a Pfizer medicine for at least 3 months prior to becoming unemployed and enrolling in the program.
The inspiration for the new program, called MAINTAIN (Medicines Assistance for Those who Are in Need), was generated by Pfizer employees who were witnessing friends, family and neighbors struggle to make ends meet after losing their jobs. “We thought there must be some way we could help recently unemployed people who are taking Pfizer medicines to continue treatment during theses challenging economic times,” said Dr. Jorge Puente, Pfizer’s regional president of Worldwide Pharmaceuticals, a leading champion of the initiative. Continue reading →
Every once in a while, it’s good to take a step back…
The Ted Tribe Talk: “Tribes are what matter now” just went live. In 17 minutes, Seth Godin bring to life his story: the Internet has ended mass marketing and revived a human social unit from the distant past: tribes. Founded on shared ideas and values, tribes give ordinary people the power to lead and make big change… Everyone and anyone should step up–find something worth changing and start a movement by asking the tribe to spread the idea…
Seth speaks to the evolution in marketing from factory, to mass market and “push” advertising, to the growth of the internet and the idea of tribes as a way to lead and connect people and ideas. He believes that tribes are what people want now–tribes can create movements that can help change the world– not because of force, power or money– but because people want to connect especially to something worth changing. Seth makes the point that its not about the numbers, but creating a movement among the people that care–the true believers–and as little as a thousand believers is enough.
“In response to marketers’ changing needs, brand monitoring vendors are evolving to offer a more strategic and comprehensive platform.” Forrester defines “listening platforms” as those that deliver insights to shape marketing strategy rather than simply tracking metrics.
“A technology and analytics infrastructure that mines a wide variety of traditional, online, and social sources to extract and deliver insights that shape a firm’s marketing strategy.”
Evaluating vendors across 62 criteria, Forrester found Nielsen BuzzMetrics and TNS Cymfony to be the two early leaders due to their strong balance of data collection, analytics and consulting services. Continue reading →
Not much is feeling light and carefree these days – it’s a time of record job loss and fear, with no specter of an upturn on the horizon.
All the more reason to lighten up where we can…
If DTC communications are part of your marketing mix or influencing web and other relationship creative, consider the following…
I was recently reminded by my hubby that the Great Depression ushered in many new art forms such as screw ball comedy, musicals etc. A recent quote by Gerald Celente in the 2009 Trendspotting Report suggests the same:
“During the Great Depression, arts and entertainment flourished. When times are down, people want to lift their spirits, adding that Americans have been working more and playing less. …while angry music will be part of the new tunes, there will be a reincarnation of upbeat and swinging sounds. There will also be more dance halls…They’re going to want to go out and play and laugh it up and dance like they did during the Great Depression.” Gerald Celente, Founder and Director The Trends Research Institute (courtesy of Trendsspotting: Influencers on Consumer Trends 2009 Predictions) Continue reading →
It’s fundamental to the force of American enterprise
And it will drive DTC ROI
So much is shifting in our world. What’s happening with consumers today is very different than it was a year ago, or even 6 months ago. The mindset changes run deep – going all the way to peoples’ views of happiness and what constitutes a meaningful life.
It’s not money that determines our happiness, but some combination of these three attributes: 1) autonomy and the ability “to do our own thing”, 2) maintaining connectedness with others and 3) enjoying exercising competence and learning.
How we experience ourselves is a common denominator.
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
Brands that enable people to get what they want win the day. As Healthcare Marketers, we may be able to provide some of these intangibles… Continue reading →
It’s official: In December, the National Bureau of Economic Research declared what most Americans already knew: the US economy has been in recession since December 2007. 2008 was a year of enormous change; we’re just beginning to see the effects.
The greatest mistakes we can make – and it will be tempting – is to assume that it’s over or that our brands will somehow be immune. Marketers are challenged to keep these 5 critical imperatives front and center:
1. Identifying new ways to drive ROI. Ensuring that less can do more is an exercise in elegance.
‘An elegant solution is one in which the optimal outcome is achieved with the minimum expenditure of effort and expense. ‘ – Mathew May,The Elegant Solution.
Elegant solutions will be ever so critical as budgets get the squeeze, requiring razor sharp focus and prioritization.