Tag Archives: social media marketing

Posted in Mobile Video on February 25th, 2011 by Mark Hollander

Online Video Year in Review – comScore Report

Viewers, Engagement and Viewing Hours For Online Video Continues To Grow

Life Sciences marketers and advertisers will want to take note of comScore’s “2010 Year US Digital Year in Review” (simple registration required). Online video viewership, the rise of mobile media and the rise of online television sites like Hulu require medical marketing executives to rethink their FY2011-FY2012 budgets.

What You Need To Know: Sixty Second Version

An average of 179 Million Americans watched online video each month in 2010
Engagement levels also rose, read more…

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Posted in Social Media on January 11th, 2011 by Mark Hollander

Twitter Tool to Visualize Health Care Tweets

click to see full screen

Have you even been asked “what is twitter?” Twitter can be difficult to explain because it’s text driven and we humans like a good graphic. A twitter search will provide results by no meaning. Pharmaceutical executives who need meaningful answers in a hurry might want to check Health Tweeder / TwitterHub, a Twitter App that:

Answers the question “what is twitter” in just one slide
Translates Twitter Search into Twitter Answers
Runs in any browser like read more…

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Posted in Social Media on August 20th, 2010 by Mark Hollander

Are Facebook Fans Really Worthless to Digital Pharma?

are facebook fans worth nothing to digital pharma

That’s what Augie Ray, Forrester Research’s expert on social media marketing, suggested in his eponymous blog: that the value of a Facebook fan to a Brand is zero. While Ray acknowledges that he hears value estimates from reputable vendors ranging from $136.38 to $3.60 (Syncapse Media and AdWeek respectively) he advises us to start at $0.00. Why? Is this merely to provoke us or is he on to something?

Check Your Assumptions At The Door

It’s the underlying assumptions used in the read more…

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Posted in Social Media on August 16th, 2010 by Mark Hollander

Astonishing Shift In Social Media Landscape In Just 3 Years

Video is all about the power of imagery. So what happens when you apply visualization techniques to the social media landscape? In the beginning, you just have fun. That was what Randall Munroe, founder of XKCD did in 2007 when he illustrated the relative size of social media sites like MySpace, Friendster, Orkut and others.

Now, 3 Years later, Flowtown, a company that “helps businesses turn email contacts into engaged customers” has updated that map – with the same art direction read more…

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Posted in Social Media on May 23rd, 2009 by Mark Hollander

Social Media is mired in a massive hype cycle

just-signal logo

“Signal to Noise” refers to the ratio between the desired signal – music for example – to noise like static and hiss.  On your iPod, you want more signal and less noise.

And according Brian Roy, president and founder of Cosinity a firm creating communications applications Social Media is suffering from a lot of noise.

He suggests that some of this noise is attributable to the two groups who benefit: Marketers and the Monitors.

Marketers – looking for a more cost-effective way to read more…

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Posted in Social Media on February 24th, 2009 by Mark Hollander

Pharma and Facebook: Connect, Attract and Promote

Silja Chouquet over at whydot pharma is an advocate of pharmaceutical companies using social media to improve patient outcomes.  She’s written a great post highlighting 3 ways pharma is using Facebook to:

Connect current and ex- employees.
Attract talent, including  student, intern and training program groups
Promote disease awareness, including examples like:
McNeil Pediatrics’ ADHD Moms (which I blogged about earlier),
Novartis’ Zometa Marcia Strassman Takes Role as Patient Advocate, and
Merck’s Gardasil Take a Step Against Cervical Cancer (by way of a comment posted by read more…

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Posted in Social Media on February 23rd, 2009 by Mark Hollander

Health Care Marketing on YouTube – A Tale of Two Channels

As first reported by attorney Mark Senak of Eye on FDA, Pharma is jumping on the YouTube video bandwagon with mixed strategies and varying results. Abbott, GlaxoSmithKline, Johnson & Johnson and Sanofi Pasteur feature what could best be described as “corporate communications meets the kitchen sink.”   But it’s product promotion where things really get interesting.

Sixty Second Case Studies

Let’s take a quick look at two great uses of YouTube for pharmaceutical marketing:

Sanofi-Aventis’ “Go Insulin YouTube Channel” for Lantus
AstraZeneca’s “My Asthma Story YouTube Channel” for Symbicort read more…

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