Oct3

Are Infographics Right for Qualitative Insights?

BI-BlogInfographics are not doing qualitative research any favors.

Good infographics clarify and condense complex information into more easily understandable and digestible visuals—an absolute plus in a culture that wants to utilize big data, but has a short attention span. It’s little wonder why they have become so popular, and why our clients are now asking for them.

Here’s an example of a good infographic by John Nelson, in which each line represents the path and intensity of a tornado tracked in the last 56 years by the National Oceanographic and Atmospheric Administration (NOAA).

Tornado Tracks Infographic2

The data is accurate and current, the story is compelling, and the design is appealing and clear.

However, infographics are not appropriate for all types of information. Some are being made to represent material which would be better suited for a simple list or chart. Others are being made to represent qualitative insights, like the one below:

The Gender Divide Infographic2

[Source: Motivation Factor and the Boston Research Group, 2012]

It seems a little weak. But why?

Rather than focusing on “black and white” data, qualitative research wades through the complexities, observing and accounting for the “gray” areas that quantitative research cannot address, such as the “whys” of human behavior. That is not to say that the insights are more complex—in fact, despite rigorous research methods based on the theories of social science, good qualitative insights seem simple, like something you have known all along but never realized.

Qualitative insights are supported by evidence that often consists of quotes, photos, videos, and notes. For example, in an ethnographic study with spinal cord injury patients, we found that patients are often in denial about their loss of function. We demonstrated this through quotes from patients saying they have accepted it, juxtaposed with photos showing patients doing things that indicated otherwise, such as refusing to build a ramp to their front door.

Despite the fact that research insights are stronger when shown with their supporting evidence, qualitative data is not easily condensed into a format appropriate for an infographic, and unfortunately is often excluded, as in the infographic above.

When qualitative insights are stripped of their rich supporting evidence, they lose a lot of their nuance and context—often bringing the validity of the insights into question. This is the last thing that qualitative research needs, since there is already a cultural bias that quantitative data is more reliable.

So, should qualitative research jump onto the infographics bandwagon? Probably not.

That’s not to say that qualitative research can’t learn something from infographics. Most people are visual learners, and too often qualitative research reports are text-heavy—our clients get bogged down trying to take it all in. We need to lighten it up, show more and tell less—craft a story from our findings that draws them in and rely on carefully chosen examples to fill in the nuances and context, rather than more text. We also need to pay attention to the aesthetics—good insights are easily lost in ugly or confusing formatting.

If we do these things, then we may just get to a point where clients do not feel the need to ask for infographics, because the research will not only be accurate and current, as it has always been, but it will be compelling, appealing, and clear, as well.

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Sep15

Responsive Web Design in Pharma

CREATIVE MOBILE BLOG PHOTO2Data is showing that we are using smartphones more and more for everyday items—searches, purchasing consumer products, travel, weather, and World Cup updates, just to name a few.

We also see smartphone users searching on prescription drugs. Healthcare professionals (HCPs) are using mobile more in their practices, yet the branded drug websites are not optimized for viewing on their phones. We see this as a missed opportunity to provide the information need to the device being used.

 

In the pharma space, we are seeing an uptick with websites moving to a responsive design methodology with consumers—but not with HCPs. We need to understand how HCPs are using their device in the office. By thinking mobile first, we can better serve their needs. Focusing on the user experience with information architecture and content strategy, we can provide the right information to the user, spanning across multiple devices.

 

This would be extremely helpful for our HCPs. If I need to look up a dosing chart for a specific drug while in the exam room, I should be able to use my mobile device to view and interact with the chart. Later, when moving to the desktop, I should have the same content and experience.


RWDP

The chart to the left is a good example to see how content can be organized from the desktop to smartphone. Take note of the design grid and how it responds to device screen sizes.

 

A good example in the pharma space is Forum Pharmaceuticals (forumpharma.com). Simple, easy to navigate, and the experience stays with you through the multiple devices. This makes for a happier end user.

 

 

 

 

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Sep11

Are Apple’s new offerings really ready for healthcare?

RPBLOGApple fans were waiting with bated breath for this week. And in usual Apple style, the company did not disappoint the vast numbers of people who eagerly sat through a staged presentation of the new products Apple will be foisting upon us in the next six months.

The new iPhone 6 is a sleeker, stylish phone with a bigger screen, a plethora of new groundbreaking apps such as Apple Pay, and powerful technology that could make the phone even more personal than it is now.

And as if that were not enough, Apple provided a double-whammy by showcasing the new Apple Watch, a truly innovative and stylish mini device that will change the simple task of telling the time.

With these two new devices, Apple also began to stake a claim in the health and wellness arena.

Let’s take the phone. It comes bearing the next generation of Apple’s powerful M chip—the M8. This chip enables Apple to turn the iPhone into a fitness tracker. The next generation motion coprocessor and sensor will know whether you’re riding a bike, running, or speed walking. It will also be able to estimate distance as well as how far you’ve gone. Finally, it will track elevation, thanks to its very own barometer, which will pick out your relative elevation by measuring air pressure.

All of this data will be collected by the new HealthKit app with powerful and intuitive dashboards and displays to help the owners of the device to begin tracking and analyzing all manner of activities.

The Apple Watch enters a largely unregulated personal health tracker business, taking on Fitbit, Jawbone, and other wearable devices. This is a powerful device. It is a pedometer, a heart-rate monitor, and it comes with a robust array of fitness tracking features, including “rings” to track your movement.

The Move ring will track your normal amount of activity, such as walking. The Exercise ring will track all manner of exercise routines, and the Stand ring will measure how long you stand or sit during the day.

But the watch also becomes your personal coach and will give you customized reminders to reach fitness goals. It will have its own Workout app, which will measure calories, time spent working up a sweat, and a variety of other activities. Finally, it will also gently nag or encourage you toward doing things more slowly than you planned. All of this will be shared with the HealthKit app.

Apple plans to offer a sports version of the watch, which comes with an alloy case that’s 60 percent stronger than the regular version.

The Apple Watch looks like it will become a serious contender in the fitness tracking market, but the steep pricing may make other fitness trackers more appealing to people.

From a regulatory perspective, the Apple Watch, while not being deemed a medical device by the Food and Drug Administration (FDA), will be watched closely. The personal health data collected by individuals for their own use is outside the federal laws controlling the use of patient information.

This collection of data opens up a debate on privacy, and as this is health-related data, there will be extra scrutiny on how this data is collected and used, and more importantly, who has access to it.

However, the Feds are closely watching this fast-growing market. The FDA has already issued a list of mobile applications it is watching closely. The list includes software used by individuals to track and log personal data on exercise, food consumption and sleep patterns, and to make suggestions about health and wellness.

The major issue for privacy advocates will be how this personal data is used by the device makers and developers of apps. How marketing uses this data for profiling and targeting will become a place for regulators to identify safeguards.

Apple is also doing its bit and has made it clear to developers of health apps that it wants to protect privacy. This comes on the heels of the broadly covered celebrity hacking debacle that occurred a few weeks ago, opening up a debate about the collection and backup of data from mobile devices that synchronize with the cloud.

Last week, Apple updated its guidelines for health app developers, stating that apps working with HealthKit may not use the personal data gathered for advertising or data-mining uses other than for helping manage an individual’s health and fitness, or for medical research.

The guidelines also say that app developers cannot share data with third parties without the user’s consent.

It will be interesting to see how the FDA, as well as privacy bodies in the more stringent and regulated environments in Europe, deal with the brave new world that Apple is forging for us.

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Sep3

Print is Dead.

PrintDeadImageI have spent a better part of my career dedicated to print production, and I hear this phrase all of the time.

I love print, and on the rare occasion that I receive a piece that was traditionally printed, I want to feel the surface textures, smell the fresh ink, and I want to appreciate the craftsmanship that went into producing it.

It saddens me that my daughter will never experience the joy and anticipation of turning the pages of the Sears Christmas Wishbook, that she has no idea what the Yellow Pages are, and that we do not refer to the Encyclopedia Britannica to help finish her homework.

However, she does get to make an Amazon wish list, find things much more quickly with Google, and can always refer to Wikipedia to help finish her homework.

I wonder, am I alone when I say I occasionally miss receiving a greeting card in the mail? Will social media be the only way we send well-wishes in the future? With the current cost of a greeting card averaging $3, I would venture to say yes.

Recently, Restoration Hardware took a risk and shipped 13 different “source books” to their customers. Was this a throwback-attempt at marketing? Comments flew on social media on whether or not their print efforts were appreciated by the consumer.

Nevertheless, as much time as we spend on our computers, phones and tablets, think about how much paper you still see in your day. Granted it has been reduced, but we still rely on it.

A great package design or a cool sign display in a store can always catch your eye in a way digital cannot. Print can also be used as a tool to drive consumers to their computers or mobile devices for more information, or to make a purchase.

In a business meeting it’s nice to have something to touch, flip through or take away. These printed materials are physical reminders and serve as visual cues, while also acting as a gateway into the digital world.

On the flip side, the world of print has not been killed by digital, but enhanced by it. In the past we used to manufacture print jobs with special attention to color, paper texture and intensity. Now, because most print pieces have such a short shelf life, and we have such short delivery times, we rely on the swiftness and cost-effectiveness of digital printing. The quality of digital printing has grown substantially over the years, and any average person would be hard-pressed to tell the difference between a traditional and a digital printed piece.

So, even though I have dedicated much of my career to print, I am not worried. Because just like me, print is not dead…it is evolving.

 

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Jul30

Numbers Don’t Lie—But They Could Be Trying to Tell You More

data tabletAn advantage of analytics that is often extolled or capitalized on is the sleek, easily consumed result at the end of miles and miles of data. It is an alluring power, to be sure, and the ability to see past the noise to extract core performance metrics is certainly foundational. Practically, however, these extractions may lull one into seemingly natural simplifications of data in order to provide neat, packaged numbers.

Analytics is not merely a mass of raw data; it is the underlying story being told by the data and it is the story that is meaningful. In essence, context imbues the easy and commonplace metrics we use and rely on with impact and meaning. Merely looking at just one aspect of performance can even be detrimental, as it blinds us from other motivating factors.

In fact, in an increasingly digital HCP world where 98% of physicians use the Internet for professional purposes [1], the task of understanding and connecting with this audience has grown more and more complex.

Specifically, with regard to digital web analytics, some of the primary and day-to-day concerns revolve around site performance and content engagement. What many of these issues generally boil down to are fairly straightforward answers—number of site visits and interest in specific site content.

Volume of site traffic is, independently, a rather inert number that can be incredibly misleading. High numbers one month followed by a much lower volume the next would assert that website performance has declined in terms of site traffic—but placing these numbers in context of another metric could change the view entirely. Looking at visits in light of bounce rates could inform us that a far smaller percentage of visits bounced in the latter month. Time on site might stay the same from month to month, but if page views per visit decrease, then more time is being spent consuming content on each individual page (on average), delivering an entirely different message once a corollary metric is introduced. The goal, after all, is to deliver the right message to the right audience, at the right time. A larger audience might not necessarily be the right audience, and so the quality of a site visit or a digital imprint is affected by and affects a multitude of other elements.

The benefits of exploring the connection between metrics are the models that emerge from the analysis, which in turn allow us to make more surprising and valuable insights. A top-line glance may miss or overlook these connections in its urgency to survey surface-level movements or trends; breaking down site referrals by traffic drivers might display which sources of site visits are the most prominent, but aligning these sources with other factors could reveal that certain segments are more likely to convert (download materials, sign up for accounts, order samples, etc.) and thus lead to immediately effective and actionable conversations.

At any point in a venture where data is generated, or can be generated, analytics can explain, evaluate, and optimize. No one part of it should be taken in isolation from the others, and this is no less relevant to the practice of analytics itself.

It is imperative that analytics never be stripped down to mere metrics, but live and thrive in a much larger framework.

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Jul16

“It’s not a tumor!” Cyberchondria and the Diagnoses That Spawn From It

2287994It’s 7 am; I’ve just awoken. My eyes are adjusting and I’m sprawled in my bed. My mind is not coordinated enough to move my body. Man, I am exhausted, I think. How is it only Thursday? My head kinda hurts. Good God I have to pee. I could probably snooze for like fifteen more minutes, if I shower quickly. Seriously, my head hurts. Right in my left temple. I must have slept wrong. I don’t remember hitting my head or anything. I sit up abruptly. Oh Lord now I’m dizzy. I’m dizzy and I have a sharp pain in my temple. Holy crap what if it’s a tumor, or an aneurism. When I did those brain cancer interviews last year they all said they woke up with headaches. This is that exact same situation. Where’s my iPhone? How do you spell meningioma, two “n”s? No, one “n.” Thanks Google. Okay WebMD…signs and symptoms…yup, here it is. Headache: check. Dizziness: check. Weakness in arms and legs: now that you mention it, I can barely hold this phone it feels so heavy. Blurred vision: that one’s probably next. Yup. It’s definitely a meningioma. I should call my dad. Just tell him I love him.

But just as Arnold said, it’s not a tumor. And while that example might be a tad exaggerated, I’ve certainly had this type of half-awake, neurotic, cyberchondria once or twice in my life. Though the above situation was more likely caused by one too many glasses of wine and a refusal to admit to a hangover.

Nevertheless, the concept of self-diagnosis is an ever-growing phenomenon in this digital age. According to a survey conducted by The Pew Research Center, over 35% of Americans in 2012 had gone online to diagnose themselves, and more than a third never confirmed that diagnosis with a doctor. What’s worse: some 30% of self-diagnosed women have admitted to purchasing and consuming medication for their supposed illness, without a consultation. That’s the part that shocks me. Sure, I might convince myself I have a pet-dander allergy, but that does not mean I trust my diagnostic abilities enough to assault my leg up with an EpiPen.

But it does happen. And those working in the healthcare industry appear to be the worst culprits—after all, we live and breathe this stuff; it shouldn’t be hard to tell if we have chronic migraines, or insomnia, or endocarditis, right? Our increased level of knowledge mixed with a splash of arrogance is just enough to convince us that there is little a PCP’s gonna tell us that we don’t already know.

And while the hyperbolic, often terminal, self-diagnoses are more my style, physicians say they are more concerned with the prevalence of under-diagnosis among systematic Googlers—as we all know, convincing oneself that a rash is just a rash, or numbness is just an innocent side effect can have irreparable effects.

Now, I’m a huge proponent of self-education and using today’s technology to our advantage—in fact, I think it sparks productive dialogue when information is brought into the doctor’s office—but as cliché as it sounds, I cannot emphasize enough the need for a professional diagnostic assessment. Trust me; the $15 copay is worth it.

Think of it this way: your doctor is your agency of record, but for some reason, you’ve decided to do your own brand website, aka diagnosis. We all know from AOR experience that your doctor is going to take one look at that diagnosis and say, “Damn, this is a mess; I wish they’d just paid me to do it.”

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Jul9

Is Print Dead?

4144823A lot has changed in print production since I entered advertising in 1987. Back in the day, printing was a form of art. A good printer was worth his or her weight in gold.

But how times have changed! Especially within the last four to five years. Art has taken a back seat, and it is down to price and speed. So what is a print buyer to do in this day and age? Is print going the way of the dinosaurs?

As I think about it, reviewing the latest research and trend reports, I have mixed feelings. I am a print person, I need it in my hand, but that doesn’t stop me from appreciating the digital world. It simply amazes me how far we have come since I started in this business. Google, YouTube, Pinterest, etc. You can find anything you need within seconds. How cool is that?

But hear this! Print is not dead and still has an important place. Just as radio did not bring the death of newspaper, and television did not bring the death of radio, online media will not kill off print media. A wise marketing plan must include a combination of both digital and print. Target your audience, apply segmentation, and adapt the resource allocation based on how your stakeholders prefer to receive their information. And of course, overlayed with analytics!

Print continues to have undeniable advantages over online advertising. It is narrowly targetable, highly personal, and credible to consumers. People trust the printed page. Audience specificity is guaranteed when trying to reach your customers.

In addition, print is tactile, a comfort food for the brain. Consumers are more engaged reading print, unlike websites, which are often skimmed in as little as 15 seconds. Studies have shown that people read digital screen text slower than printed paper and read less of it.

Technology is playing a vital role as well in print. Through the Ogilvy Innovation Lab and emerging technology, unique advances in printing—such as embedding video, QR codes and even adding smell into print—have not only made this channel more interactive, but more engaging as well.

Print is also relatively long-lived while being a solid vehicle for establishing brand identity. Print advertising will continue to be a viable component for an effective multichannel campaign. Understand your customers and how they want to receive information on your product by using the right vehicles:  real-time analytics will help inform your mix of online, print, collateral and event marketing to ensure your campaign is a winner.

So don’t ignore print. It still plays an important role in your brand’s promotional campaign. I just can’t help wondering how the next decade will affect the advertising world….

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Jun26

Brain Candy: Byte-sized Creative Inspiration for Digital Minds—1st Edition

GKblogWhat I love about being an advertising creative is the eternal search for creative stimulus. Always on the search for something that turns your mind on, makes you “think different” and gets you excited to show your co-workers like it was a grade school show-and-tell.

But it’s this stimulus, or this search for stimulus, that really does inspire truly innovative ways to reach our fellow persons with a memorable experience. Sometimes it’s a cool social media tie-in, or maybe a super-sneaky hidden camera capture. Either way, it makes an impression on us and becomes a reference point for the next creative idea, the next killer pitch tactic.

I imagine everyone has his or her favorite sites to mine Internet gold. If you have a site like that, stop hoarding the good stuff and write the next Brain Candy post. Or maybe you just like calling people out for being “two-thousand and late” like an art director I know here at Ogilvy (who will go unnamed for now).

So for now, I’ve collected a few of my favorite inspirations over the last few months to share with you. I hope you find them as inspiring, hilarious and introspective as I did.

Before we dive in, have you seen the site This Advertising Life? No? Really? Then you have to go now… This should be daily viewing for all agency types.

OK, so here are some vids from across the interwebs that I think are pretty cool. Some of them actually lend themselves well as crossovers into the pharma world. But if you can’t sell-in selfies and Snapchat for the latest patient consumer pitch, at least you have some neat stuff to show before your weekly status meeting.

Every now and again you see something and think, “That is genius.” And you just sit at your computer in total awe of your self-contempt for not thinking of it first. Then you think about what must have been going on in that room for someone to have come up with it. Pure Genius.

 

How do you get a paper poster to turn into a musical instrument? I watched this video three times and I’m still amazed.

 

I guess you really can’t beat selfies, beer and Twitter. You have to love the Danes, and they definitely love their Carlsberg. Happy hour will never be the same.

 

This one has been making the rounds lately at the Chocolate Factory—a really impressive way to use augmented reality. We actually worked this into a pitch recently, and this is totally something you can build into a convention experience…minus the alien invasion, I would imagine.

 

I don’t mean to encourage duplicitous behavior, but you have to admit this is pretty funny. On the other hand, this is proof of concept for a CRM or patient reminder app. This app can pulse out reminder messages to patients to take their meds (adherence), get well soon (post surgical), have a good day (depression), or even send out appointment reminders.

 

I always loved reading about twin studies from clinical psych class. There’s something really cool about having such a perfect control for a study design. But multiples kind of freak me out in person though. Anyway, you should listen to your mother and not chew gum in mixed company, here’s why.

 

So you want to have a goof on that dude who’s using waaaaaaay too many hashtags? Here you go, courtesy of Axe. I encourage you all to try this, on yourself!

 

Now let’s close on a high note…if you’re somehow one of the 2 million people who have not seen this ad, just do it.

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Jun4

The Future of Journalism

reporter with camWatching the BBC news the other night, my partner Ben turned to me and asked, “What’s wrong with that reporter’s eyes? It looks like he’s checking himself out in a mirror somewhere.” He was right, the reporter was checking himself out, but it wasn’t in a mirror – he was looking at himself in the viewfinder of his video camera. Much like Tom Daly in his famous ‘coming out’ video – this journalist was recording himself, making the rookie mistake of not locking eyes on the lens, but rather admiring himself.

Video journalism, where the TV news reporter has no crew and does everything themselves, is not new. In fact a decade ago, it was touted as a great way to break into the industry as a rookie reporter. Usually video journalists worked for small television stations or were covering stories in remote parts of the world – on their own. Few people wanted to do it, so video journalism was reserved for stories which didn’t warrant standard quality pictures or audio – I mean you can forgive the shaky or out of focus pictures when the story is coming from war-torn Bosnia!

In this instance, however, the story was coming from the relative safety of East London. Why then, with Broadcasting House virtually in shouting distance, is the Capital’s premier news service using video journalists? The fact is, video journalism has become mainstream and is virtually compulsory on metropolitan newscasts and 24 hour news channels. As public relations practitioners, we’re acutely aware of shrinking newsrooms and cuts to editorial staff across the news media – and healthcare media are no exception. The rise of video journalism is one way on-the-spot reporting has survived in a budget conscious media environment. In fact, some online medical media outlets have actually grown their video news in recent years.

So, in a post ‘information superhighway’ world (remember that chestnut?) where to for journalism? The truth is, news tastes are driven by the audience and as an audience, we’re increasingly less willing to wait for carefully gathered, edited and produced news.  Journalism today is a constant tug-of-war between getting it right and getting it right now – and it’s hard to foresee this trend changing.

Immediacy is increasingly trumping quality as a battle for the ever illusive scope wages on. Journalists are fighting bloggers, gossip merchants and even Joe Public to break a story. The only trouble is, professional journalists have the onus of at least trying to get the facts right.

So not only must a journalist get the story out first, she must also be seen as an authority on the matter and be the most prolific reporter. How else would she have any cred on Twitter? When success as a journalist can equally be measured in Twitter followers as the quality of their work – journalism today requires balancing one’s online clout with actually producing quality news copy. So worried is the BBC about the focus moving toward the former, it issued guidelines in 2012 warning journalists not to break a story on Twitter before informing their newsroom colleagues.

As PR’s, we’re increasingly aware of evolving our output to service the needs of the busy multi-platform journitator. After some tweetable nuggets? Every press release will contain some. Need an on-the-spot TV studio for a quick video interview? We’ve got one waiting for you. Want to write your story two weeks in advance for an autofile while you’re trekking in the Himalayas? No problem, we’ll sort you out with an embargoed brief and interview.

It’s hard to say how journalism will evolve over the next decade, but it’s clear the pressure for immediacy is about as high as it could possibly get. With this immediacy comes a power shift from the outlet to the story teller themselves. For the time being at least, this opens up a broad opportunity for PR’s to offer tailored content across multiple platforms – albeit to a shrinking number of journalists.

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May14

Social Media for Pharma?

stethoscope social mediaHave you been looking for a way for your brand to engage in social media? Are you unsure of what the draft FDA guidance on social media means? Looking for some tips to help get you started? If so, you’re in the right place.

Social media has been an integral part of the digital marketer’s toolbox for several years. It is especially useful for driving brand awareness and generating site traffic. Unfortunately, due to the tightly regulated nature of the pharmaceutical industry, many have been reluctant to implement social media campaigns. Brand marketers have avoided them due to a lack of clear guidance from the FDA, and medical/regulatory review teams have refused to approve social campaigns due to the fear of receiving a dreaded FDA letter.

With the release of draft guidelines by the FDA in January, our industry has been provided with long-awaited parameters. Final guidelines have yet to be issued, but this is a step in the right direction. Slowly, pharmaceutical marketers are dipping their toes in the water. Here is a quick overview of the FDA’s guidance:

  • Brands are responsible for monitoring the content they publish. Content that is repurposed, posted, or used in an inappropriate way is not the responsibility of the pharmaceutical company (as long as the individual repurposing the content is not employed by the pharmaceutical company).
  • Pharmaceutical companies are not responsible for content published by associations and other partners that it provides with financial support (eg, unrestricted educational grants). Content and assets provided are the responsibility of the pharmaceutical company and must still go through typical FDA sampling.
  • Pharmaceutical companies and their representatives must clearly identify their association with brands when participating in conversations.
  • Fair balance is still in full effect. As with any other promotional medium, claims must be counterbalanced with the risks of the drug.
  • FDA submissions of interactions do not have to be submitted in real-time. Conversations that take place can be sampled after the fact to keep brands in compliance.

You can access the full document here.

Feeling more comfortable with the guidelines? Are you ready to deploy a social media campaign? Here are some tips to get you started:

  • Start with a strategy. As obvious as this seems, people are so anxious to implement a social media campaign, they dive in headfirst. Ensure you identify the goal of your campaign so you can measure the results of your efforts.
  • Engage in conversations with your audience. People use social media to connect with people, rarely with brands. Talk to them about topics that matter to them and are appropriately linked to your brand (eg, an antidepressant sponsoring a support forum providing tips to patients and caregivers on ways to remain positive and the importance of adherence).

According to a 2012 channel preferences research report published by ExactTarget, Facebook and Twitter rank at the bottom (4% and 1%, respectively) of channels participants want used for promotional messaging. This accentuates the importance of finding a healthy balance between brand promotion and human interaction. You can access the research here.

  • Messages must be relevant and fresh. They must take into account the context, location and intention of your audience. Not every opportunity that arises to share your marketing message should be taken. Selectivity is part of the secret to success.
  • Be flexible. The future is unpredictable. For brands to thrive in social media, they must be ready to act in the blink of an eye. Editorial calendars should not be set in stone.
  • Listen closely to the feedback of your audience and take action. The most insignificant of posts can take on a life of its own, leaving marketers scrambling to control the fallout.
  • Always have a social media crisis plan in place. Sitting idly by and not taking action is tantamount to brand suicide. Does anyone remember #mcdstories, #askJPM or #myNYPD? If not, hop on Twitter and search for the aforementioned hashtags. All are examples of hashtags that turned into “bashtags” and left their respective marketing agencies scratching their heads and scrambling to minimize the damage.

Although the pharmaceutical industry is heavily regulated, social media is an opportunity to connect with your audience and should not be overlooked. With the draft FDA guidelines in hand and a sound strategy, you can now connect with consumers through social media.

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