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#WheresDon?

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The fabulous Hope for Romanian Strays guest blogger Don has vanished!  Can you find help him?  He decided to take a Face-cation (a vacation from Facebook) but we now need him back to help with the charity birthday celebrations!  We need your help to keep an eye out for him and share your photos of Don if you “spot” him – perhaps during your own vacation somewhere – being sure to include #WheresDon and the Hope for Romanian Strays logo in your photo too (#wheresdon).

H2SThis fun little campaign actually has a more serious side to it – we want to raise awareness of the Hope for Romanian Strays brand as the first part of an awareness campaign for our charity.  Hope for Romanian Strays is a small, volunteer run, charity that rescues stray dogs in Romania.  The campaign will be rolled out in a couple of stages, with #WheresDon as the first stage.  This will be just one of the many initiatives we are launching for our 4th birthday, and was in fact inspired but a few complaints from some very active offline supporters who believe very strongly that the use of gamification and humour are totally inappropriate in the serious world of animal rescue.  The fact that many large charity use these techniques successfully appears to be invalid.  They do the most amazing work offline I might add and whilst they do not respect the work I do online I certainly respect the work they do offline.

So do you want to help us find Don and get him back in time to help with our birthday celebrations?  I hope so!  All you have to do is use a tool such as Pizap to photoshop Don  into one of your own photos, such as a holiday snap, also add our logo (very important!) and the text #WheresDon. Once you are happy please share away tagging or mentioning the charity.  If you like you can also use other relevant hashtags like #animalrescue etc.

Or perhaps if you “can’t find Don” you would prefer to photoshop in one of your own Romanian rescues?  That’s fine too as long you include our logo and #WheresDon in the photo!

So please get busy and join the hunt for Don!  Let’s see if we can find him and raise some awareness for Hope for Romanian Strays and at the same show that there is room for other ways of raising awareness and funds and that gamification and humour can in fact have a positive impact for a charity.  Of course if you would rather just donate money to the charity instead that’s great too – the charity paypal is hopeforstrays.paypal@gmail.com!  Just mention #WheresDon when you do so we know that this worked 🙂

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The hopes and disappointments and hopes of the Surface Book

Last week I posted about my need to purchase a new laptop and my excitement about the release of the new Microsoft Surface Pro 4 and Surface Book.  I am now travelling weekly and really need to invest in a more portable shiny new laptop or tablet/laptop mix and having done my research I decided that I absolutely have to have the new Surface Book.  It ticks all of my boxes in that it is a powerful laptop, is far more portable than my current 18″ big boy, runs Windows (my current tablet doesn’t that well), and can work as a tablet with the keyboard providing the extra battery life and oomph to give you a full day’s work (like my current tablet) – and of course it looks shiny.  OMG I want this shiny toy!!!  I had heard of the announcement and whilst I really need a new laptop immediately I waited until October 6th as knew Microsoft would make an announcement and there it was – my new desire.  Whilst the Surface Pro 4 also looks great it doesn’t quite hit the Book in my opinion.  I was so very excited!

You can then imagine my displeasure when the next couple of days there was still no mention of a release date for Europe.  To me this seems very odd – in today’s global age why would you only announce for the US and not the ROW?  Then my displeasure turned to horror as I found out that Microsoft probably won’t be releasing in Europe until sometime next year – with the vague mention of somewhere between January and March (which to me suggests it will probably be more likely to be March).  OMG NOOOOO!!!  How could this be?!  How could a global company not be selling in Europe?!  How could Microsoft get my hopes, and other laptop seekers like @Ubermarketer, so excited and then dash our hopes so cruelly?! Like myself @Ubermarketer needs a laptop now – not sometime next year!  Microsoft is making us have to make the painful choice of either waiting 6 months or going with another brand – when we know our desired new shiny toy is already out there but just out of our reach.

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Microsoft1Naturally I turned to Twitter to vent my pain and anger. I tweeted @microsofthelps to beg for help.  I really need that new Surface Book laptop could they please help me?  Pretty please?  They responded pretty promptly with a lovely tweet asking how they could help.  When I told them they forwarded my tweet to @SurfaceSupport who responded with what looked like suspiciously like an automated response sending me to the US online shop.  I responded that I was not in the US (as already mentioned in my previous tweets with @Microsofthelps) – could they help?  They then responded asking me where I was in Europe – I replied in Switzerland and the UK (I am British but live in Switzerland) and that I would travel anywhere in Europe to get my hands on the Surface Book – that is how much I want one!!  Now of course I realise that that may not be ideal as I want a UK (or at least a US) keyboard not a German, French, or other language one.

So now I wait.  Anxiously.  Checking my twitter every 30 minutes.  Hoping.  Praying.  Will they have a solution for me?  Will they be able to help me in my desperate plight to get my hands on a Surface Book this year?  My heart is beating with anticipation and nervousness.  What will they reply?  What this space to find out …..

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Engaging with KOL & KOI online – wake up pharma!

Despite my grumbles of not having had time to post much to this blog I have managed to find time to write three blog posts for the ZS Associates blog The Active Ingredient. The subject of this triad of posts engaging with KOL and KOI online, starting with why it is important, how to engage online with KOL and with KOI. I actually wrote about this over a year ago and to date it is probably the blog post I have shared the most with pharma clients and teams.

It is a subject area I am passionate about and as you can read in the posts it has potentially a huge value for pharma companies. The relationships of today are increasingly happening online as well as offline and the sheer volume of content on the internet is making it harder to find relevant information. Content shared by KOI is more likely to be found, in part because of their networks, but also because people are more likely to read something shared by a KOI rather than by a pharma company. Building those online relationships today is therefore aligned with current trends but also helps companies make the most of those increasingly tight budgets by expanding the reach of their content.

I was already looking at this over three years ago, and given this potential value I really thought that pharma was going to start doing more in terms of engaging online with KOI and KOL. However to date very few are doing this, with exceptions like Roche Diagnostics & diabetes bloggers and some of the early steps being taken by Boehringer Ingelheim.

Screenshot from Little Bird tool

Screenshot from Little Bird tool

Whilst a few years ago it would have taken a great deal more manual effort to identify these KOI today there are some great tools out there to do this. I actually spoke this afternoon to Little Bird who took me through their tool. I loved it! It does exactly what one needs to identify the KOI and has some great ways of looking at the data and provides actionable insights. Of course it is just a tool and the key to any tool is how you use it. When looking at this particular area the key thing is to focus on the relationship part. Once you have identified the KOI you need to develop a clear plan of who exactly you will build a relationship with, why and how. This is something that cannot be automated and is not something that should be left to your agencies! Just as in the offline world to build the relationship you actually have to present, the same is true online. How can you build a relationship through a 3rd party, or even worse through a barrage of automated tweets?! And do you really want your agency to own these strategic relationships?

Whilst in the pass the tools were a barrier to building online relationships, today I believe the key barrier for pharma companies is the lack of internal knowledge and process to deal with this new relationship model. This however should not be a barrier anymore. Equipped with the insights and looking at how relationships work offline companies can start to put in place the expertise and process required to build these relationships. Perhaps the main question is not how can they do this but why on earth are they not started doing this already?

Network visualisation from Little Bird tool

Network visualisation from Little Bird tool

 

Screenshot from Little Bird tool

Screenshot from Little Bird tool

 

Why digital? Because everyone loves a rainbow!

A few years ago it was totally normal to have to convince people that digital was a valid, and important, channel.  That fact is now a given – and yet there are still people who need to be convinced.  One issue is that traditional marketing is a safe option and it has worked in the past.  During this tough economic times people are more wary of trying something “new” (even if strictly speaking digital is no longer new) and this is why they need convincing that they should shift some of their budget from their “safe” traditional channels to this “new” and “dangerous” channel.

The trouble is that this traditional way of splitting budgets no longer matches users needs and behaviours.  How come some pharmaceutical companies are spending less than 5% of marketing and sales budgets on digital when physicians, for example, would like to receive over 60% of their product information online?  This seems like a huge disconnect with reality and customer needs and cannot be sustainable.

HCP information preference

HCP information preference

It also seems rather ludicrous given clear direction from customers, physicians as well as patients, that they want more information and resources digitally, that we still need to stand up and argue the need for more digital to be included in the marketing and communications mix.  We should no longer need to be trying to persuade senior managers on the need for digital – rather we should be working with them to look at how best to integrate on- and off-line resources and how to get a more balanced marketing mix.

There will always be a need off-line materials but they should work in harmony with online elements and all marketing and communication elements should be integrated and optimise each other.  There is no battle between digital and traditional – one is not better than the other on its own.  Rather they tell a far more powerful story when combined in an integrated and strategic way based around customer, and organisation, needs.  Just like a the colours of the rainbow are truly impactful when joined together in a smooth combination, communications should be joined together to provide an impactful and memorable experience for the end audience.

Right now the pharmaceutical audience is just getting a huge sway of reds and oranges but there are hardly any blues coming through which is not impactful at all.  We need to stop defending why we even need digital, and and stop fighting to get more digital budget, but instead we need to start working on getting the mix and colour combination as perfect as a rainbow.

Rainbow in Sri Lanka

Rainbow in Sri Lanka