With advances in live chat, online video and rich media technologies, b-to-b marketers are using banner ads in innovative ways to reach and engage their target audiences, says marketing expert Kate Maddox on btobonline.com
In November, as part of the launch of its Quad Core processor, Intel used a new online ad format that lets users conduct live chat sessions within a banner ad. The online campaign, called "Four Days of Dialogue," used a live group chat banner unit. During the campaign, Intel technology experts were available to answer questions from users.
"If you look at the business and IT community, they are going online and that is where they're getting information," said Sandra Lopez, integrated marketing communications manager at Intel. "The online environment is becoming more user-initiated," she added. "We do not want to speak to the IT community-we want to speak with them and engage them." Intel's live chat campaign was part of a broader initiative that included print and a Web site.
Teaser ad kept them on tenterhooksTo promote the "Four Days of Dialogue" campaign, which debuted at 4 pm ET on November 14, Intel ran a teaser ad on technology sites. "Our agency took a look at when these sites have an increase in traffic in the US, and that occurs at about 4 pm ET," Lopez said. "It also fit nicely with the overall campaign idea (promoting Quad Core, which means four processors)."
The teaser ad let users know that something big was going to be happening on November 14. The day of the launch, Intel ran an ad with a countdown to the live chat, then a banner with copy reading "Join chat now." Users could type questions into the banner, as well as see questions that other users were asking. Intel experts answered the inquiries, which ranged from questions about Intel processors to server technology.
"The idea of a chat is not unusual in the tech space," said a communications expert. "What is unusual is bringing the chat to the target audience." He said this was the first time the agency conducted a live group chat within a banner ad. One of the compelling reasons for doing so is that users are not sent off to another site, he said.
On-demand online video seriesOther b-to-b marketers are taking advantage of new online video technology within banner ads to reach business and technology decision-makers online.
In October, a media company launched an on-demand online video series. The online video programs play within standard Flash-based banner ads and run on technology sites. The programs are between six and seven minutes long and feature technology content that users can play on demand.
The ads contain several interactive features that allow marketers to reach their target audience. To view the complete video, users click on the ad and are taken to a short registration page within it. Lead generation comes through the registration form, and marketers can follow up with direct messaging. Once users are registered, they can play the video programs, using controls to pause, rewind or fast-forward.
The programs feature interviews with experts and profiles of companies that are making a difference with technology. They are not vendor-specific, although sponsors can run a short video clip prior to the start. Within each program is a Q&A section, allowing users to e-mail questions to the experts being interviewed. The experts will e-mail responses back to the users (not in a live chat format).
Has refrence to article by Kate Maddox on btobonline.com
Tuesday, November 4, 2008
Internal PR- Is it required?
As the companies grow, they are saddled with multiple challenges in communications. Marketing communication, reputation management communications, internal communications, change management communications and so on.
While substantial emphasis is laid on external communications, I believe there is a need for Internal PR for large companies.
Cross vertical brand selling, internal free blogging, could be a great excercise in internal employee engagement.
However I see a great resistance when it comes to internal blogging. Communicators, fear that a wrong message could float around.
Well, if the company doesnt encourage this, then its inviting employees to vent their heat out in other external forums.
I would like to invite a discussion on this subject. Is internal blogging (with moderation) the right way to curb employee grievances and inculcate a health internal branding?
While substantial emphasis is laid on external communications, I believe there is a need for Internal PR for large companies.
Cross vertical brand selling, internal free blogging, could be a great excercise in internal employee engagement.
However I see a great resistance when it comes to internal blogging. Communicators, fear that a wrong message could float around.
Well, if the company doesnt encourage this, then its inviting employees to vent their heat out in other external forums.
I would like to invite a discussion on this subject. Is internal blogging (with moderation) the right way to curb employee grievances and inculcate a health internal branding?
Electronic Health Records: Challenges of Implementation.
A patient with multiple health concerns likely has a slew of doctors--a primary-care physician to manage day-to-day issues, a cardiologist to monitor an arterial blockage, a rheumatologist to manage arthritis pain, and nephrologists to monitor creatinine.
The chances are that these physicians aren't in regular contact and that the patient's fragmented medical records are isolated in different databases and paper files.
That problem could be solved, by electronic health records. EHR allows data to be easily shared among physicians, pharmacies, and hospitals. Such systems help coordinate a patient's care, eliminating duplicate testing and conflicting prescriptions, and ultimately cutting costs.
However the adaptation of this has grossly failed except in isolated cases (Like in Denmark). Success rate in US too has been abysmally low with about 15% of Physicians adapting to EHR. On closer look, the adaptation has been mainly by large physician group who could negotiate a better deal from service providers.
The question is - "Despite of importance of EHR, why hasn't it taken off"?
Some possible reasons:
Absence of Compelling business case in terms of purchasing, upkeep, and decreased productivity.
Average primary-care physician doesn't have time to research different systems and learn how to use them: every minute they are not seeing patients, they are not getting paid!
There is no standard way to calculate cost savings; it is hard to measure returns.
Denmark has a commendable record of EHR adaptation. Physicians were given a choice of electronic health-record systems at reasonable cost and then provided extensive consulting services. They also established a pay differential, so that physicians who adopted EHRs were paid more.
Rand Corporation has yielded benefits from EHR. They have looked at Kaiser, Partners, and other large systems. They perform better on quality-of-care measures [such as whether patients with uncontrolled high cholesterol are prescribed statins!].
India has been leading on IT adaptation in multiple industry streams. Healthcare industry has been keeping up with the pace. Question here is- "What could be the ways that could make EHR adaptation a great success in India"?
The chances are that these physicians aren't in regular contact and that the patient's fragmented medical records are isolated in different databases and paper files.
That problem could be solved, by electronic health records. EHR allows data to be easily shared among physicians, pharmacies, and hospitals. Such systems help coordinate a patient's care, eliminating duplicate testing and conflicting prescriptions, and ultimately cutting costs.
However the adaptation of this has grossly failed except in isolated cases (Like in Denmark). Success rate in US too has been abysmally low with about 15% of Physicians adapting to EHR. On closer look, the adaptation has been mainly by large physician group who could negotiate a better deal from service providers.
The question is - "Despite of importance of EHR, why hasn't it taken off"?
Some possible reasons:
Absence of Compelling business case in terms of purchasing, upkeep, and decreased productivity.
Average primary-care physician doesn't have time to research different systems and learn how to use them: every minute they are not seeing patients, they are not getting paid!
There is no standard way to calculate cost savings; it is hard to measure returns.
Denmark has a commendable record of EHR adaptation. Physicians were given a choice of electronic health-record systems at reasonable cost and then provided extensive consulting services. They also established a pay differential, so that physicians who adopted EHRs were paid more.
Rand Corporation has yielded benefits from EHR. They have looked at Kaiser, Partners, and other large systems. They perform better on quality-of-care measures [such as whether patients with uncontrolled high cholesterol are prescribed statins!].
India has been leading on IT adaptation in multiple industry streams. Healthcare industry has been keeping up with the pace. Question here is- "What could be the ways that could make EHR adaptation a great success in India"?
Marketing Innovation in Hospital Industry
In continuation to earlier write up on "Hospital Genx", here the next part of that write up:
Adaptation of integrated web and mobile technology will bring users and hospitals close.
Heres an example:
Reaching out:
Offer freebies like utility widget for cell/computers.
Offer online scheduling feature
Consult at Home telemedicine or satellite centers.
Educate
Freebies: Its important that user is in touch with the hospital at the time of need. A smart widget (distributed by hospital) that can sit on a cell phone and can use an application to remind patient for his next scheduled meeting with the doctor, remind blood sugar test, allow submitting blood sugar reading on the application or send a text message, Continuously keep sending tips to an expecting mother, and so on.
This enables engagement with the user and in turn increases top of mind recall of the brand of hospital. For most of the relevant healthcare activity that requires reminder or guidance assistance, a smart hospital widget can an important role to serve at the time of need or initiate reminders to keep user involved in controlled basic self-healthcare.
Online scheduling: Many Hospitals have started offering this features on net. Take this through a widget to cell phone. A user should have convenience of searching doctor, looking at the schedules and book it for consultation using mobile or net payment gateway.....No need to ask friends and families to suggest a doctor!!
Consult at home: Why should a user have to travel through worsening traffic to hospital for a regular follow up (unless it demands)? With enhanced bandwidth and good video data compressors in market, why cant a user login on hospital portal and book available time slot for tele- follow up consulting. The user can use his web cam and broadband connection to interact. For those who don't have this facility at home can walk into member large pharmacy or health outlets (either owned by hospital (better) or partner member). These centers can have consulting rooms with the teleconsulting facilities. The user pays a premium for this service but saves time and major inconvenience/stress of handling traffic.
Educate: Education is great way to get closer. Most of patients who need advice, assistance in using medical device (example: nebuliser, glucometer, CAPD, ETC) can logon and watch demonstration video. The patient can also get video education on the specific disease. Education also increases patient compliance.
Adaptation of integrated web and mobile technology will bring users and hospitals close.
Heres an example:
Reaching out:
Offer freebies like utility widget for cell/computers.
Offer online scheduling feature
Consult at Home telemedicine or satellite centers.
Educate
Freebies: Its important that user is in touch with the hospital at the time of need. A smart widget (distributed by hospital) that can sit on a cell phone and can use an application to remind patient for his next scheduled meeting with the doctor, remind blood sugar test, allow submitting blood sugar reading on the application or send a text message, Continuously keep sending tips to an expecting mother, and so on.
This enables engagement with the user and in turn increases top of mind recall of the brand of hospital. For most of the relevant healthcare activity that requires reminder or guidance assistance, a smart hospital widget can an important role to serve at the time of need or initiate reminders to keep user involved in controlled basic self-healthcare.
Online scheduling: Many Hospitals have started offering this features on net. Take this through a widget to cell phone. A user should have convenience of searching doctor, looking at the schedules and book it for consultation using mobile or net payment gateway.....No need to ask friends and families to suggest a doctor!!
Consult at home: Why should a user have to travel through worsening traffic to hospital for a regular follow up (unless it demands)? With enhanced bandwidth and good video data compressors in market, why cant a user login on hospital portal and book available time slot for tele- follow up consulting. The user can use his web cam and broadband connection to interact. For those who don't have this facility at home can walk into member large pharmacy or health outlets (either owned by hospital (better) or partner member). These centers can have consulting rooms with the teleconsulting facilities. The user pays a premium for this service but saves time and major inconvenience/stress of handling traffic.
Educate: Education is great way to get closer. Most of patients who need advice, assistance in using medical device (example: nebuliser, glucometer, CAPD, ETC) can logon and watch demonstration video. The patient can also get video education on the specific disease. Education also increases patient compliance.
Hospital Marketing drawing board- A rework
We wish you never need us"
But if you do, then we are just a call away to serve you" -Leading Hospital in Hyderabad city. (India)
Why should a person look for a hospital?
Why cant Hospital reach out to individuals?
Is hospital only for emergencies and in time of medical ailments?
Why cant hospital "enable" individuals on their health needs?
The questions on most traditional style of hospital perception and promotions can go on.
I think one has to go beyond hospital as "hospital per se" . How can a hospital be with each individual and participate in their health practices and be accessible instantly?
Evolution happening in mobile and web 2.0/3.0 have been engaging most of the net users. Health is one of the key searches on web. Hospitals can capitalize on these opportunities to engage with the community.
I would like to invite ideas. In my next discussion board , I would share how mobile phones and web 2.0 can be used practically in engaging the community. This will also talk on how it can be integrated to pharmacy retail to provide complete solution to an individual.
Objective is to have "GO TO MARKET" approach to connect, educate, encourage, entertain and enable the individual to access hospital and its services most conveniently.
Some of the points or thoughts may sound outlandish, but this forum is meant to explore and evolve! Looking forward to out of box approach............
But if you do, then we are just a call away to serve you" -Leading Hospital in Hyderabad city. (India)
Why should a person look for a hospital?
Why cant Hospital reach out to individuals?
Is hospital only for emergencies and in time of medical ailments?
Why cant hospital "enable" individuals on their health needs?
The questions on most traditional style of hospital perception and promotions can go on.
I think one has to go beyond hospital as "hospital per se" . How can a hospital be with each individual and participate in their health practices and be accessible instantly?
Evolution happening in mobile and web 2.0/3.0 have been engaging most of the net users. Health is one of the key searches on web. Hospitals can capitalize on these opportunities to engage with the community.
I would like to invite ideas. In my next discussion board , I would share how mobile phones and web 2.0 can be used practically in engaging the community. This will also talk on how it can be integrated to pharmacy retail to provide complete solution to an individual.
Objective is to have "GO TO MARKET" approach to connect, educate, encourage, entertain and enable the individual to access hospital and its services most conveniently.
Some of the points or thoughts may sound outlandish, but this forum is meant to explore and evolve! Looking forward to out of box approach............
Cell Phones-Persuasive Marketing
In continuation to the write up on how cell phone could be used for monitoring and engaging diabetic patients. Heres NTT DoCoMo with a step ahead in technology in monitoring health.....
At this year's Wireless Japan Expo, Fujitsu and NTT DoCoMo debuted some new RakuRaku (easy easy) handsets made for aging users who are concerned about their health and want to keep both good records and good communication with health care professionals.
With the F884iES users can place their fingers over the camera lens, which can determine their heart rate simply by scanning minute movements. This information, along with that from the built-in pedometer, can be input into a personal "health diary".
Imagine - Once this device is connected to real time information bank, then what value will it offer to Insurance companies, Hospitals, doctors, and of course patients.
Check out: http://www.kilian-nakamura.com/blog-english/index.php/new-health-phones-from-fujitsu-and-ntt-docomo/
At this year's Wireless Japan Expo, Fujitsu and NTT DoCoMo debuted some new RakuRaku (easy easy) handsets made for aging users who are concerned about their health and want to keep both good records and good communication with health care professionals.
With the F884iES users can place their fingers over the camera lens, which can determine their heart rate simply by scanning minute movements. This information, along with that from the built-in pedometer, can be input into a personal "health diary".
Imagine - Once this device is connected to real time information bank, then what value will it offer to Insurance companies, Hospitals, doctors, and of course patients.
Check out: http://www.kilian-nakamura.com/blog-english/index.php/new-health-phones-from-fujitsu-and-ntt-docomo/
Sunday, August 10, 2008
Sci-Fi or Reality?
First lets teleport ourselves into the future...40 years from now....October 2048.
Heres this gentleman by name Vivek. His friends call him Viv. He just celebrated his 44th birthday with his family at his parents house in Bangalore City; India.
Life has been going pretty cool for him. It's been 10 years since he has visited a diagnostics lab for a regular health checkup. He doesn't intend to go to any lab in future too. He smiled at one of the recent market research report in the news daily that Diagnostic labs would do away from most of the diagnostics process that have been in practice for ages.
Viv is type 1 diabetic. He is on a bio-tech insulin shot which he takes once in a year. His insurance company has been studying "nano" generated reports and has recently offered massive discounts on his medical insurance premium.
Viv is health conscious guy and makes sure that his kids too comply with the best practices in personal healthcare. Five years back, he got them "nano" shots along with other vaccinations.
Last year something happened. While he was enjoying the National Games broadcast at his TV, he received a text message on his cell phone. Things were concerning! This message was from the company that infused "nano" into Viv's body about 10 years back. He had received his last month's blood profile report on email. Things were fine. Then why this text message to check mail immediately?!!
Viv rushed to his computer to check the mail. There was a mail from this company. It said:............
"Dear Vivek,
This mail is to inform you that we have been constantly reviewing your blood profile. On certain recent occasions, we had sent you m-prescriptions based on your changing blood profile. We understand that you had procured these medicines from our 24/7 medicine vending machine on 25th August 2048 at 11:36pm. Post medication, we have observed a good progress in your blood profile. However our recent analysis and arterial scan foresee a potential threat in one of your arteries (Click here for the observations.). Correction of this requires a systemic intervention. This is 1 hour procedure, which will ensure that we do not face this situation in this regard again. (To understand about the procedure, please click here to watch video.)
You are advised to visit your password protected medical profile website and schedule an appointment with our panel of cardiologists at an earliest.
Thanks and Best regards,
Your wellness Care Team - XYZ Nano Biosys Ltd."
Viv goes to his site and schedules an appointment with a cardiologist. Later he did go through the systemic interventional procedure, and was discharged from the hospital in 2 days time. Things have been well since then. A potential threat that was foreseen was eliminated before it could even create any symptoms."
Welcome to the world of integrated health management systems and Nano-Bio-Robots.
Imagine that there are thousands of nano-bio-robots infused into blood streams. These robots perform multi tasking like:
Micro Diagnosis
Cell Repair
Tissue Repair assistance
Blood Profile analysis and predictions
Assisting precision drug delivery
Forecasting medical threats and alerting patients/Doctors.
Pathogen detection and destroying their population in the body.
Preliminary data analysis.
General maintenance of human body system.
Daily reporting of biochemical profile of host Human Body
These Nano-Bio-Robots communicate with user cell phone and uses its network to transmit info to the company that manages information housing and processing center.
The reports and predictions are further analyzed at the remote knowledge application center (BPO style) employing general physicians. Any action of a nano bio robot can be altered remotely by general physician transmitting approved instructions through same communication channel.
While Nano Bio Robots conduct current tactical assignments for wellness of Vivek, the Remote Knowledge Application center works on strategy on ensuring smooth health of Vivek in future too.
Lets teleport ourselves to present-October 2008!
Well, I am not a good story teller, but what I want you to carry as a message is - evolving integrated systems that consistently work in your body to ensure you don't have to goto doctors or diagnostic centers any more.
If you are thinking that I am trying to create some kind of star-trek story, then I would suggest checking out these links.
Nano Bio Robots:
http://www.nanovip.com/Nanorobotics-for-Diabetes-Cavalcanti
http://www.azonano.com/Details.asp?ArticleID=2035
http://en.wikipedia.org/wiki/Nanorobotics
Medicine vending machines
http://www.springwise.com/life_hacks/vending_machine_for_prescripti/
The concept is certainly imaginary, but with evolving science in mobile phones, nano bio robots, and vending machines, the day is not far when applications would be built to integrate all these. Isn't all marketing strategies, medical and medico-technological innovations targeted at patient compliance and their convenience?
Heres this gentleman by name Vivek. His friends call him Viv. He just celebrated his 44th birthday with his family at his parents house in Bangalore City; India.
Life has been going pretty cool for him. It's been 10 years since he has visited a diagnostics lab for a regular health checkup. He doesn't intend to go to any lab in future too. He smiled at one of the recent market research report in the news daily that Diagnostic labs would do away from most of the diagnostics process that have been in practice for ages.
Viv is type 1 diabetic. He is on a bio-tech insulin shot which he takes once in a year. His insurance company has been studying "nano" generated reports and has recently offered massive discounts on his medical insurance premium.
Viv is health conscious guy and makes sure that his kids too comply with the best practices in personal healthcare. Five years back, he got them "nano" shots along with other vaccinations.
Last year something happened. While he was enjoying the National Games broadcast at his TV, he received a text message on his cell phone. Things were concerning! This message was from the company that infused "nano" into Viv's body about 10 years back. He had received his last month's blood profile report on email. Things were fine. Then why this text message to check mail immediately?!!
Viv rushed to his computer to check the mail. There was a mail from this company. It said:............
"Dear Vivek,
This mail is to inform you that we have been constantly reviewing your blood profile. On certain recent occasions, we had sent you m-prescriptions based on your changing blood profile. We understand that you had procured these medicines from our 24/7 medicine vending machine on 25th August 2048 at 11:36pm. Post medication, we have observed a good progress in your blood profile. However our recent analysis and arterial scan foresee a potential threat in one of your arteries (Click here for the observations.). Correction of this requires a systemic intervention. This is 1 hour procedure, which will ensure that we do not face this situation in this regard again. (To understand about the procedure, please click here to watch video.)
You are advised to visit your password protected medical profile website and schedule an appointment with our panel of cardiologists at an earliest.
Thanks and Best regards,
Your wellness Care Team - XYZ Nano Biosys Ltd."
Viv goes to his site and schedules an appointment with a cardiologist. Later he did go through the systemic interventional procedure, and was discharged from the hospital in 2 days time. Things have been well since then. A potential threat that was foreseen was eliminated before it could even create any symptoms."
Welcome to the world of integrated health management systems and Nano-Bio-Robots.
Imagine that there are thousands of nano-bio-robots infused into blood streams. These robots perform multi tasking like:
Micro Diagnosis
Cell Repair
Tissue Repair assistance
Blood Profile analysis and predictions
Assisting precision drug delivery
Forecasting medical threats and alerting patients/Doctors.
Pathogen detection and destroying their population in the body.
Preliminary data analysis.
General maintenance of human body system.
Daily reporting of biochemical profile of host Human Body
These Nano-Bio-Robots communicate with user cell phone and uses its network to transmit info to the company that manages information housing and processing center.
The reports and predictions are further analyzed at the remote knowledge application center (BPO style) employing general physicians. Any action of a nano bio robot can be altered remotely by general physician transmitting approved instructions through same communication channel.
While Nano Bio Robots conduct current tactical assignments for wellness of Vivek, the Remote Knowledge Application center works on strategy on ensuring smooth health of Vivek in future too.
Lets teleport ourselves to present-October 2008!
Well, I am not a good story teller, but what I want you to carry as a message is - evolving integrated systems that consistently work in your body to ensure you don't have to goto doctors or diagnostic centers any more.
If you are thinking that I am trying to create some kind of star-trek story, then I would suggest checking out these links.
Nano Bio Robots:
http://www.nanovip.com/Nanorobotics-for-Diabetes-Cavalcanti
http://www.azonano.com/Details.asp?ArticleID=2035
http://en.wikipedia.org/wiki/Nanorobotics
Medicine vending machines
http://www.springwise.com/life_hacks/vending_machine_for_prescripti/
The concept is certainly imaginary, but with evolving science in mobile phones, nano bio robots, and vending machines, the day is not far when applications would be built to integrate all these. Isn't all marketing strategies, medical and medico-technological innovations targeted at patient compliance and their convenience?
Subscribe to:
Posts (Atom)
View Amit Srivastava's profile