newage marketing and communication

B2B marketers take advantage of new technology

2008-11-04T05:12:00.001-08:00

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

Internal PR- Is it required?

2008-11-04T05:12:00.000-08:00

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?

Electronic Health Records: Challenges of Implementation.

2008-11-04T05:11:00.000-08:00

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"?

Marketing Innovation in Hospital Industry

2008-11-04T05:09:00.000-08:00

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.

Hospital Marketing drawing board- A rework

2008-11-04T05:07:00.001-08:00

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............

Cell Phones-Persuasive Marketing

2008-11-04T05:02:00.000-08:00

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/

Sci-Fi or Reality?

2008-08-10T20:47:00.000-07:00

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?

Blogs more trusted than TV, email ads

2008-06-10T06:00:00.000-07:00

Blogs are becoming a force to be reckoned with as a means of advertising products. Reuters reports that an Ipsos MORI poll finds the Internet journals are a more trusted source of information than TV advertising or e-mail marketing.

The survey found a direct link between blogs, or user-generated content, and people's intentions to buy goods or services. Any company that fails to come up to standard should beware. The blog is replacing word of mouth for endorsing or condemning a product or service.

About a third of those Europeans questioned said they had been put off making a purchase after reading negative comments on the Internet from customers or other web-users, while 52% said they had been persuaded to buy after a positive review on a blog.

Get it right, and blogs could be a boost to companies and even save on their advertising and marketing budgets. Blogs are a more trusted source of information (24%) than television advertising (17%) and email marketing (14%), the survey commissioned by Hotwire, a technology public relations consultancy, said. But they still lag behind newspapers (30%).

Gareth Deere, head of technology research at Ipsos MORI, said: “We all trust people’s opinion in the real world. Now we’ve proven the same link online, and it’s having a major impact on people's buying behavior. Word of mouth is no longer restricted to close friends and family, it can have the same level of influence upon millions of people across the world.”

m-Pulsive marketing: A new generation of emotions metrics and marketing

2008-06-10T05:55:00.000-07:00

http://www.watblog.com/2007/12/10/m-pulsive-marketing-a-new-generation-of-emotions-metrics-and-marketing/

Web and web 2.0 have revolutionized the way advertising and marketing has been conducted in past. Unlike conventional media, the digital media has been evolving every day. Search engine marketing has brought in the science of guiding the person on search engine to desired page by strategic e-advertising, and site optimization.Its no more about great designer sites. Its about the behavioral analytics that is applied to develop, and layout the site. Its about influencing the thought process of visitor to move on the site as desired. We have web analytics- a new science of measuring your marketing ROI, and as Avinash Kaushik (author of “Web analytics-An Hour a day”) mentions in his book, its already undergoing metamorphosis!One key area that’s evident is incapability of web to measure emotions, interest levels of the visitor.

Coming back to the book An hour a Day, Avinash does mention valid points on challenges in identifying reasons for action on page views, and exits. There is no way to analyse these reasons. Worst is how do you capture the prospect when he/she is at the peak of interest or is on impulsive mode for enquiring or buying the product.

Mobile phone and the evolving image scan search and voice recognition will bring about seismic shift. Marketing just on time (when the emotional impulse is at its peak.)Both image scan search beta versions and voice recognition search (beta) are already in public domains (riya.com, google voice search).

The camera cellphone user when gets impressed with a product (lets take a passing by latest model of a car), all he has to do is take multiple snapshot or a video clip. The cell phone transmits the info to the server, where the software application does image mapping and pulls out a sponsored section showing the model of interest. The server streams the video clip of the model with details and shows nearest dealer. At the same time, a text message is flashed to nearest dealer. A courtesy call from dealer inviting the interested prospect to visit show room for a demo at the time when the interest level of the prospect is high, makes it potentially possible for a prospect to visit the show room.

It should be observed here that the info is streamed when the interest level is very high. {The way to identify the interest level is the action of pulling out a camera phone and taking snap shots. (Wikipedia definition of IMPULSIVE: Actuated by impulse or by transient feelings) Its an induced reaction and not auto-action} Its realtime advertising and connecting to source of potential sale (in this case car show room).

One may not appreciate the idea of some one calling on phone for sales pitch. However the inhibition is lower when the impulse level is high (That’s neural science). The courtesy call to invite the prospect to experience the product can potentially increase the chances of sale or increase the commitment.

Real time advertising/ Impulse based advertising also increases the brand recall value.

Metric Modelling of Delta waves of Shockwave-Potential Key to Next Premium Slot internet advertising

2008-06-10T05:48:00.000-07:00

http://www.watblog.com/2007/12/22/metric-model-of-delta-waves-of-shockwave-potential-key-to-next-premium-slot-internet-advertising/
Companies rush to block premium slots on web media to ensure high brand visibility. They go ahead with deploying advanced multimedia tools, to attract, and engage the users.
Is the investment working optimally? Answer is “no”.You can measure it on web media you are advertising. How do these web media help optimize the investment that their clients have done in buying premium slots. If these web media could optimize this, they could also increase their revenue by adding premium to this service.What if the web user population on target site (where an investor has placed a great advertisement on prime space of home page) is not on home page for certain period. What if the traffic has moved to different page of the site for various reason. Shouldn’t the prime slot advertisement playing on home page be showing up at that page at that time? What if high traffic is spilt into 2 specific pages.
shouldn’t the premium slot be showing there at those 2 specific sites?How will internet know that the traffic is going to increase at select section of the website/portal in next 5-30 seconds or may be 30 minutes?

We could apply logic of measuring delta waves piling up ahead of shockwave. (http://en.wikipedia.org/wiki/Shock_wave) and concepts of aerodynamics created by Ludwig Prandtl.Across a shock there is always an extremely rapid rise in pressure, temperature and density of the flow. At the tip of progressing wave, the pressure induces a thin layer of piling waves. Observation: The phenomenon of piling waves or delta waves is created before the actual shock-wave moves in.

This phenomenon applies to behavior of human beings too. There is always a strong impulse creator, which leads to strong polarization of human behavior in similar pattern, resulting in mass formation. The effect stays and then tapers away. The induced impulse initiates the clusters of shockwave progression points.Lets apply this to Portals, and websites. If we study the browser behavior, we would realize that there is always a set of patterns. An interesting study on browsing behavior is published in http://www.andrew.cmu.edu/user/alm3/presentations/choicesymposium2001/bucklin.pdfOne key pattern relates to the model of shock-wave and its delta waves.

When ever a traffic volume moves to a specific page, it creates a short delta. This delta is a quick precursor to the larger traffic and like shock wave it would be temporary.If we can standardize the metrics for this delta, then it can be used as an indicator of identifying which page will have traffic shockwave. Once this is known, a custom application could create copies of premium advertisements (at home page) and post it at the pages about to experience shock-wave effect.

The delta metrics info could be used in various strategic marketing too. If the health page is about to experience shockwave, the server could push sponsored premium advertisement of a sponsored healthcare product. As the shockwave tapers, the advertisement could be pulled out.

This also allows the advertiser to optimize his investment in online advertising.
The advertiser could opt for advertisement floater option (where prime advertisement stays at fixed slot, and creates copies and floats it across the pages experiencing delta waves effect, or advertising only at the time zone when the shockwave is experienced.This model could get evolved and applied to ad-servers for we and mobile. This way, a complete advertising management engine can be developed that pushes advertisements based on the parameters set for the level of delta wave of shockwave.- Like in my earlier article on m-pulsive marketing, this could again support another form of “realtime advertising”.

Last Mile Marketing and Advertising:CASE-Pen Drive for Malls

2008-05-10T00:12:00.000-07:00

http://www.watblog.com/2008/02/16/last-mile-marketing-and-advertising-case-pendrive-for-malls/

Customization to individuals is where the marketing and advertising is heading to. This also is an extension to my earlier article on real time advertising using cell phones. The companies are willing to track down to last mile. Communication is being developed for most likely prospects. With series of activities happening online, how does a mall or shopping hypermarkets with offline and online shopping model join this? How do they drive the customer to them again and again? How do they create custom communication targeted to specific client to ensure loyalty and customer delight? I am sure there are multiple ways. Heres one…….

I have seen couple of malls who give loyalty cards. These cards are small cards that can be clubbed into the car key chain. Its often used for acquiring loyalty points during transaction. The card does not play any role other than at point of transaction.

How about these malls offering an intelligent micro USB memory pen drive instead of card? This idea can have positive impact for first mover!

Let me get to the point….Metrics, and ROI has taken a very prominent stage in advertising and marketing. Its this reason that we are seeing a tremendous growth in online advertising and marketing.

Lets take a scenario. A mall gives out micro USB memory device instead of magnetic cards. A small portion of the memory is locked and this portion is used for a software application. This application pushes the brand of Mall each time one plugs the drive into the computer for his personal use (Storing important data). The brand stays for 2-3 seconds and then fades away, for the user to access rest of the memory.

The application enables special discounts while shopping online. This means if you plug in the USB drive while accessing the shopping site of the mall, then the USB drive communicates to the site and the pages that show up are exclusive discounts, and promotions.

The application monitors your shopping pattern and each time you plug in, it communicates to the website and pulls out relevant shopping pages based on your browsing behavior on this site.

What if you are not browsing the desired shopping site? If the drive is hooked in, and if the computer is connected to internet, then the drive would continue to communicate with the desired site and update its record on latest offerings. This means that every time you plug in your pen drive on to your computer, it would show up promotional brand and also a quick glimpse of new offerings and discounts. This can potentially drive the user to desired site through impulsion. Impulse visits drive potential sales.

When you go shopping in the same mall, the discount or loyalty points can be offered by plugging the pendrive to the reader at transaction point. The pendrive can have additional feature of Bluetooth. This pendrive can be paired with readers at transaction point. If the pen drive has a blue tooth and is paired to computer of the owner, then the application could still communicate to the site (if the computer is connected to internet).

Key advantages:
USER:
1.Gets a utility tool (memory) with
value adds that drives the user to
keep it.
2. Gets exclusive offers
3. Does quick and effective
shopping as the application pulls
out pages where the user does
shopping more often.
4. Updates discounts

MALL:
1.Tracks shopping behavior.
2.Track “spend power” and
preferred shopping areas.
3.Customize offers to a single person
or small group of persons based on
their likings- Last mile marketing
and advertising- Even run a preferred
language last mile advertising.
4.Reach customer even when he/she is
not the site.
5.Gets Reports and also track important
clients.

Blogging for branding.

2007-12-06T17:52:00.000-08:00

Ref: http://www.thehindubusinessline.com/catalyst/2006/02/23/stories/2006022300100100.htm
This Blog covers about my company-eDesigntree (Now part of ID8LABS). It represents early days experimentation of blogs back in Feb. 2006.

Some companies have realised how blogs can make or break a brand and they have tried to reach out to online groups through corporate blogs. "Skillful blogging can boost your company's credibility and help it connect with customers," says Preeti Desai, President, Internet and Mobile Association of India (IAMAI).

PR agency Good Relations has designed blogs for clients in the HR, knowledge management and manufacturing sectors. "A growing number of brand strategists see blogs as a primary source of consumer feedback, research and communication," says its MD, Meenakshi Sachdev Varma.

Customers too can interact directly with the company and get an immediate response to their feedback through blogs. "Instead of spamming with so-called product news and consumer updates, companies and executives can use blogs as a platform to talk informally to customers, vendors and employers," says MSN's Rajnish.

Analysts believe a company can also establish itself as a "thought leader" in its sector by sharing insights on products and services through corporate blogs. Inspired by the `Participation Age' motto, Sun Microsystems' Chief Operating Officer, Jonathan Schwartz, was one of the first Fortune 500 executives to begin a public blog, in June 2004.

Schwartz's blog currently gets 400,00 hits a month. In addition, over 1,000 other Sun employees have jumped on to the blogging bandwagon without eulogising their company or belittling their competitors. As K. P. Unnikrishnan, Marketing Director, Sun Microsystems India, puts it, "In the Participation Age, the right way to tell people about how great your company is to get the people who are making your company great to tell how they are doing it."

Ganesh Ramamoorthy, Head of netmarking at Netscribes, says corporate blogs can make employees feel more involved in the company's projects and marketing initiatives. "More interaction has led to better awareness for the employees across various project teams, leading to the creation of stronger brand image - the thought process being that employees are the most important brand ambassadors for a company."

Google, Macromedia, HP, Microsoft, IBM and Harley Davidson have roped in employees to contribute to their corporate blogs in a big way. In the Indian blogosphere, Sun's employees frequently discuss technology-related issues with Java user groups. (Java was developed by the IT major, which is also promoting open source software.)

Over 20 such groups have been formed in the country. Sun factors in the market inputs from the user groups to ensure that its products meet the software industry's expectations.

eDesignTree, a digital services company providing Web-based marketing solutions, has unveiled its corporate blog "digicopter." Its promoter, Amit Srivastava, likens the blog to "a digital marketing helicopter" which can popularise the company among browsers. eDesignTree's clients in the US and India will also be sharing their feedback on the blog.

To make Digicopter more interactive, RSS feed (a format for syndicating Web content) has been incorporated to share the latest entries' headlines and attached multimedia files. The promoters will keep tabs on the response to their blog. Says Srivastava, "If there isn't a well planned strategy behind any blog and it is left unmonitored, it has the potential of either not going anywhere or just getting bad publicity."

Blogs are useful for measuring the response to online ads and site traffic, points out IAMAI's Preeti Desai. The return on investment can be monitored effectively too. Companies conduct surveys to gauge how blogs are influencing consumers' perception about their brands. Blogs can help increase the search rankings of products as they are linked to search engines. In addition, they can be incorporated into guerrilla and viral marketing campaigns.

Meanwhile, product reviews and corporate branding have proliferated in the Indian cyberspace due to higher Internet penetration (IAMAI estimates that there are currently 38.5 million Internet uses in the country).

Though corporate blogging is still nascent, battles of wits are bound to intensify, as more reviewers and executives virtually lock horns across blogspots.

360 Degree Approach to Brand interaction between Doctor, pharma company, sales rep and patient

2007-10-17T12:43:00.001-07:00

In this very competitive environment, promoting pharma products through conventional techniques have become an uphill task. Its this reason that companies have started going beyond the conventional methods by involving the customer & consumers, encouraging communities, approach target audience through internet and recently mobile phone.

There are two major components in the prescription base business ecosystem.
Component 1: Doctor
Component 2: Patient

Engaging each component has lead to evolution of unique strategies and tactics. It is this endeavor that has attracted newer technologies converging to enable valued engagement of pharma companies, doctors and patients.

Here is a demo of how a doctor is engaged by providing him service valued in his practice. It also shows how a patient is engaged by persuasion and then drive him to target community website (web2.0 model). (Community website could be managed by pharma company for conducting video training or education for patient, or provide helpful tools.)

In this video file, you would see that engagement is triggered by serving “just on time” at the time of need.

The need in Case of doctor is usually to do with his practice. The need for patient is getting well!

(for larger screen) http://www.youtube.com/watch?v=OgG4tKzNdvY

embedded video (lower resolution)

Mobile Phone getting medical device!!

2007-10-04T09:11:00.000-07:00

Reuters reports that NTT DoCoMo has come out with a "Fitness Phone" that "can measure your pulse or the amount of steps you've taken in a day, dispenses heath advice after you've punched in statistics such as gender, age and weight.

And you can also exhale into the phone and it will tell you whether its time to reach for the breath mints."

Their target audience? According to Kentaro Endo, spokesman for NTT DoCoMo. "Our primary target groups would be fat-fighting middle-aged businessmen and young women on diets."

Well while this is a great device, but hey, database of clients using these phones can lead to a great marketing media for companies promoting diabetese management, hypertension management, dietary products services offered on this these phones. Not only will it be a great marketing media, but also a great brand builder. Features like health search engine services can be promoted and this in turn could promote search engine marketing for health products.

How about cell phone connecting to 3 refferd emergency numbers as it detects medical emergency medical signals!!!!

This will be a great measurement tool, and also a great tool for pharma products refill sales on this device.(Though this part can run on rest of the cell phones also.

Mobile marketing in diabetes management

2007-09-08T23:10:00.000-07:00

Web 2.0 has successfully built communities. It has also helped online marketing experts, identify, and offer services /products to right audience. With marketing getting more ROI centric, it becomes important that products/services are offered/persuaded at just right time to right audience again and again rather than just right audience (in case of web 2.0).

In pharmaceutical industry, one of the biggest challenges for marketing to lifestyle disease patients is compliance. Heres a visual example of how I used mobile technology to bring in patient and company interaction. The case shown below is for patients using glucometers. Objective was to increase compliance for usage of glucometer at regular interval. With 90% success observed in compliance adherence, I worked on creating diabetic community on mobile phone. The community now competes for compliance with the help of small game that sits on mobile phone. The game shows up scores pulled out of mobile phones of connected community.This leads to motivation of players. The community is directed to wap/.mobi sites or regular community sites on web, when they log onto web. This enables 360 degree capture of clients. Net result was excellent compliance, increased sale of glucometer strips, and of course a happy Physician. The Physician has been able to appreciate the initiative taken by pharma company.