Digital Transformation Toolkit - Framework, Best Practices and TemplatesAurelien Domont, MBA
This Digital Transformation Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 3,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation Toolkit. It includes all the Frameworks, Tools & Templates required to successfully undertake the Digital Transformation of your organization.This Slideshare Powerpoint presentation is only a small preview of our Toolkit. You can download the entire Toolkit in Powerpoint and Excel at www.slidebooks.com
Accelerate Revenue with a Customer Data PlatformLattice Engines
This webinar covers two things:
1. Steve Casey of Forrester Research walks through what a CDP is and key use-cases
2. Steve Scotkin, Senior Director of Marketing Technology at Thomson Reuters gives an inside look at how a Customer Data Platform is enabling Thomson Reuters transform into a customer-centric company.
Enterprise Data Governance Framework With Change ManagementSlideTeam
“You can download this product from SlideTeam.net”
Presenting this set of slides with name Enterprise Data Governance Framework With Change Management. The topics discussed in these slides are Strategy, Organization, Management. This is a completely editable PowerPoint presentation and is available for immediate download. Download now and impress your audience. https://bit.ly/3b4VcEH
It is a fascinating, explosive time for enterprise analytics.
It is from the position of analytics leadership that the mission will be executed and company leadership will emerge. The data professional is absolutely sitting on the performance of the company in this information economy and has an obligation to demonstrate the possibilities and originate the architecture, data, and projects that will deliver analytics. After all, no matter what business you’re in, you’re in the business of analytics.
The coming years will be full of big changes in enterprise analytics and Data Architecture. William will kick off the fourth year of the Advanced Analytics series with a discussion of the trends winning organizations should build into their plans, expectations, vision, and awareness now.
New trends have moved marketing the cusp of a new golden age. To deliver on the promise, marketing needs to execute on the 5S approach: science, simplicity, substance, speed, and story. This presentation walks through what marketers and business leaders need to get right to execute all of them. This presentation is based on a public webinar given by McKinsey partners Jonathan Gordon and Jesko Perrey.
Find out more from our Marketing and Sales practice: http://www.mckinsey.com/client_service/marketing_and_sales
Digital Transformation Toolkit - Framework, Best Practices and TemplatesAurelien Domont, MBA
This Digital Transformation Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 3,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation Toolkit. It includes all the Frameworks, Tools & Templates required to successfully undertake the Digital Transformation of your organization.This Slideshare Powerpoint presentation is only a small preview of our Toolkit. You can download the entire Toolkit in Powerpoint and Excel at www.slidebooks.com
Accelerate Revenue with a Customer Data PlatformLattice Engines
This webinar covers two things:
1. Steve Casey of Forrester Research walks through what a CDP is and key use-cases
2. Steve Scotkin, Senior Director of Marketing Technology at Thomson Reuters gives an inside look at how a Customer Data Platform is enabling Thomson Reuters transform into a customer-centric company.
Enterprise Data Governance Framework With Change ManagementSlideTeam
“You can download this product from SlideTeam.net”
Presenting this set of slides with name Enterprise Data Governance Framework With Change Management. The topics discussed in these slides are Strategy, Organization, Management. This is a completely editable PowerPoint presentation and is available for immediate download. Download now and impress your audience. https://bit.ly/3b4VcEH
It is a fascinating, explosive time for enterprise analytics.
It is from the position of analytics leadership that the mission will be executed and company leadership will emerge. The data professional is absolutely sitting on the performance of the company in this information economy and has an obligation to demonstrate the possibilities and originate the architecture, data, and projects that will deliver analytics. After all, no matter what business you’re in, you’re in the business of analytics.
The coming years will be full of big changes in enterprise analytics and Data Architecture. William will kick off the fourth year of the Advanced Analytics series with a discussion of the trends winning organizations should build into their plans, expectations, vision, and awareness now.
New trends have moved marketing the cusp of a new golden age. To deliver on the promise, marketing needs to execute on the 5S approach: science, simplicity, substance, speed, and story. This presentation walks through what marketers and business leaders need to get right to execute all of them. This presentation is based on a public webinar given by McKinsey partners Jonathan Gordon and Jesko Perrey.
Find out more from our Marketing and Sales practice: http://www.mckinsey.com/client_service/marketing_and_sales
Unleashing Competitiveness on the Cloud Continuum | Accentureaccenture
Accenture reports how the cloud continuum creates a seamless technology & capability foundation that meets business needs now and in the future. Read more.
Market Sizing Question With Answer
A market sizing example to help you prepare for your case interviews at McKinsey, the Boston Consulting Group or Bain & Company
MAPS2018 Keynote address on EY report: Life Sciences 4.0 – Securing value thr...EY
Summary: This keynote address presented by Pamela Spence, EY Global Life Sciences Leader (pspence2@uk.ey.com) at MAPS 2018 – the annual meeting for Medical Affairs Professional Society – discusses our latest life sciences report and the industry demands for a customer-focused, data driven approach to health care. We describe the accelerating pace of change as technological advances and the escalating expectations of payers, physicians and patient consumers are combining to disrupt the life sciences business model. Data and algorithms that maximize health outcomes based on individual needs and preferences are becoming the ultimate health care consumable. To create value now and in a future that we call Life Sciences 4.0, life sciences companies must build – or participate in – interoperable information systems that collect, combine and share data. For more on our report, Progressions 2018 – Life Sciences 4.0, please go to www.ey.com/progressions
Accenture: Commercial analytics insights CPG Companies 27-7-12 Brian Crotty
A fully integrated analytics operating model can help consumer packaged goods (CPG) companies focus commercial analytics resources on high-value processes to grow market share and sustain profit margins.
Market and economic uncertainty is making it difficult for CPG companies to achieve sustainable growth. Value-driven consumers are more demanding than ever before, and retailers are increasingly pushing private labels and looking for ways to control the consumer relationship. Additionally, “big data” has left many marketing and sales organizations with an information overload, yielding little insight into how to win consumer loyalty. This uncertain environment requires CPG companies to make faster, better-informed commercial decisions and take concrete action to improve market performance.
In this point of view, Accenture outlines an approach that can help CPG companies improve their commercial analytics capability to generate significant value.
June 27, 2012
AI Data Acquisition and Governance: Considerations for SuccessDatabricks
data pipeline, governance, and for growth and updating models regularly needs to be part of the AI strategy from the outset.
This session will cover:
Defining AI governance: What this means and how definitions of subjects like ethics and effectiveness can differ between organizations.
Data governance: Companies must rely on an AI governance program to ensure only high-quality, unbiased and consistent data are used in training.
AI is a growing necessity for enterprises / businesses; it provides an avenue for scaling quickly and efficiently.
Best practices / implementation: how to implement AI that meets the requirements of the organization’s defined sets of governances.
Planning the data pipeline and growing/updating the models: AI is not static in the real world; models must be frequently updated to maintain relevance and accuracy.
3 key takeaways or attendee benefits of the session:
Understand how to assess your organization’s need for AI; how to identify the opportune areas for transforming processes, interactions, scaling, cost.
How to start the implementation process. Defining data and AI governance and how to build the training data pipeline within that framework.
Best practices for maintaining AI; how to use data to evaluate models and continuously iterate on them to reflect the real world.
Digital Europe: Pushing the frontier, capturing the benefitsMcKinsey & Company
What is the speed at which digital is and will change our world?
How is Europe performing in digital compared to the United States? Where is the progress? And where is the paralysis?
What some of the challenges and risks of digital – its potential to divide business and society – between the highly digitized: the “have-mores,” and the “haves:” those who are not able or willing to adapt fast enough.
And what is our share our vision with you for how Europe needs to capture the huge digital prize. What can start-ups, companies, public authorities – everyone in this room – do, to make it happen?
The value of digitally influenced spending in emerging markets will approach $4 trillion by 2022, amounting to about 50% of all retail spending in Asia, Latin America, and Africa. But the dynamics will vary widely between markets, requiring B2C companies to “de-average” their offerings in order to succeed.
Slides: Data Monetization — Demonstrating Quantifiable Financial Benefits fro...DATAVERSITY
Data monetization is a cross-functional discipline that draws from best practices in Enterprise Data Management (EDM), technology, legal engineering, and finance to leverage data to increase revenues, reduce costs, and manage risk. EDM programs have generally found it extremely difficult to get senior management buy-in the absence of regulatory pressures or the fear of a data breach. Data monetization is an approach to drive quantifiable business benefits from data and information. This bottom-line driven approach is key to generating business adoption with stakeholders.
This session will review the key aspects of data monetization:
• Introduction to Data Monetization
• Identify Stakeholders
• Build Inventory of Use Cases
• Develop Business Cases
• Execute Initiatives
• Realize Business Benefits
• Legal Engineering and Regulatory Compliance
• Data Marketplace
The numbers tell the story: 84% of C-suite executives believe they must leverage artificial intelligence (AI) to achieve their growth objectives, yet 76% report they struggle with how to scale. With the stakes higher than ever, what can we learn from companies that are successfully scaling AI, achieving nearly 3X the return on investments and an average 32% premium on key financial valuation metrics?
To answer that question, Accenture conducted a landmark global study involving 1,500 C-suite executives from organizations across 16 industries. The aim: Help companies progress on their AI journey, from one-off AI experimentation to gaining a robust organization-wide capability that acts as a source of competitive agility and growth.
Read the full report:
http://www.accenture.com/AI-Built-to-Scale-Slideshare
Big Data and advanced analytics are critical topics for executives today. But many still aren't sure how to turn that promise into value. This presentation provides an overview of 16 examples and use cases that lay out the different ways companies have approached the issue and found value: everything from pricing flexibility to customer preference management to credit risk analysis to fraud protection and discount targeting. For the latest on Big Data & Advanced Analytics: http://mckinseyonmarketingandsales.com/topics/big-data
Key Elements of a Successful Data Governance ProgramDATAVERSITY
At its core, Data Governance (DG) is all about managing data with guidance. This immediately provokes the question: Would you tolerate any of your assets to be managed without guidance? (In all likelihood, your organization has been managing data without adequate guidance and this accounts for its current, less-than-optimal state.) This program provides a practical guide to implementing DG or recharging your existing program. It provides an understanding of what Data Governance functions are required and how they fit with other Data Management disciplines. Understanding these aspects is a prerequisite to eliminate the ambiguity that often surrounds initial discussions and implement effective Data Governance/Stewardship programs that manage data in support of organizational strategy. Delegates will understand why Data Governance can be tricky for organizations due to data’s confounding characteristics. This webinar will focus on four key DG elements:
- Keeping DG practically focused
- DG must exist at the same level as HR
- Gradually add ingredients (practicing and getting better)
- Data Governance in action: storytelling
Our latest biopharma-partnering survey highlights the qualities that sell-side companies are looking for in a licensing partner and ranks the industry’s top-tier partners.
View our infographic for highlights from the survey: http://on.bcg.com/14BlGJ8.
How Pharma Can Fully Digitize Interactions with Healthcare ProfessionalsCognizant
By building end-to-end IT ecosystems and understanding
preferred communications channels, pharmaceuticals
companies can create more engaging and fruitful digital
relationships with healthcare professionals.
Unleashing Competitiveness on the Cloud Continuum | Accentureaccenture
Accenture reports how the cloud continuum creates a seamless technology & capability foundation that meets business needs now and in the future. Read more.
Market Sizing Question With Answer
A market sizing example to help you prepare for your case interviews at McKinsey, the Boston Consulting Group or Bain & Company
MAPS2018 Keynote address on EY report: Life Sciences 4.0 – Securing value thr...EY
Summary: This keynote address presented by Pamela Spence, EY Global Life Sciences Leader (pspence2@uk.ey.com) at MAPS 2018 – the annual meeting for Medical Affairs Professional Society – discusses our latest life sciences report and the industry demands for a customer-focused, data driven approach to health care. We describe the accelerating pace of change as technological advances and the escalating expectations of payers, physicians and patient consumers are combining to disrupt the life sciences business model. Data and algorithms that maximize health outcomes based on individual needs and preferences are becoming the ultimate health care consumable. To create value now and in a future that we call Life Sciences 4.0, life sciences companies must build – or participate in – interoperable information systems that collect, combine and share data. For more on our report, Progressions 2018 – Life Sciences 4.0, please go to www.ey.com/progressions
Accenture: Commercial analytics insights CPG Companies 27-7-12 Brian Crotty
A fully integrated analytics operating model can help consumer packaged goods (CPG) companies focus commercial analytics resources on high-value processes to grow market share and sustain profit margins.
Market and economic uncertainty is making it difficult for CPG companies to achieve sustainable growth. Value-driven consumers are more demanding than ever before, and retailers are increasingly pushing private labels and looking for ways to control the consumer relationship. Additionally, “big data” has left many marketing and sales organizations with an information overload, yielding little insight into how to win consumer loyalty. This uncertain environment requires CPG companies to make faster, better-informed commercial decisions and take concrete action to improve market performance.
In this point of view, Accenture outlines an approach that can help CPG companies improve their commercial analytics capability to generate significant value.
June 27, 2012
AI Data Acquisition and Governance: Considerations for SuccessDatabricks
data pipeline, governance, and for growth and updating models regularly needs to be part of the AI strategy from the outset.
This session will cover:
Defining AI governance: What this means and how definitions of subjects like ethics and effectiveness can differ between organizations.
Data governance: Companies must rely on an AI governance program to ensure only high-quality, unbiased and consistent data are used in training.
AI is a growing necessity for enterprises / businesses; it provides an avenue for scaling quickly and efficiently.
Best practices / implementation: how to implement AI that meets the requirements of the organization’s defined sets of governances.
Planning the data pipeline and growing/updating the models: AI is not static in the real world; models must be frequently updated to maintain relevance and accuracy.
3 key takeaways or attendee benefits of the session:
Understand how to assess your organization’s need for AI; how to identify the opportune areas for transforming processes, interactions, scaling, cost.
How to start the implementation process. Defining data and AI governance and how to build the training data pipeline within that framework.
Best practices for maintaining AI; how to use data to evaluate models and continuously iterate on them to reflect the real world.
Digital Europe: Pushing the frontier, capturing the benefitsMcKinsey & Company
What is the speed at which digital is and will change our world?
How is Europe performing in digital compared to the United States? Where is the progress? And where is the paralysis?
What some of the challenges and risks of digital – its potential to divide business and society – between the highly digitized: the “have-mores,” and the “haves:” those who are not able or willing to adapt fast enough.
And what is our share our vision with you for how Europe needs to capture the huge digital prize. What can start-ups, companies, public authorities – everyone in this room – do, to make it happen?
The value of digitally influenced spending in emerging markets will approach $4 trillion by 2022, amounting to about 50% of all retail spending in Asia, Latin America, and Africa. But the dynamics will vary widely between markets, requiring B2C companies to “de-average” their offerings in order to succeed.
Slides: Data Monetization — Demonstrating Quantifiable Financial Benefits fro...DATAVERSITY
Data monetization is a cross-functional discipline that draws from best practices in Enterprise Data Management (EDM), technology, legal engineering, and finance to leverage data to increase revenues, reduce costs, and manage risk. EDM programs have generally found it extremely difficult to get senior management buy-in the absence of regulatory pressures or the fear of a data breach. Data monetization is an approach to drive quantifiable business benefits from data and information. This bottom-line driven approach is key to generating business adoption with stakeholders.
This session will review the key aspects of data monetization:
• Introduction to Data Monetization
• Identify Stakeholders
• Build Inventory of Use Cases
• Develop Business Cases
• Execute Initiatives
• Realize Business Benefits
• Legal Engineering and Regulatory Compliance
• Data Marketplace
The numbers tell the story: 84% of C-suite executives believe they must leverage artificial intelligence (AI) to achieve their growth objectives, yet 76% report they struggle with how to scale. With the stakes higher than ever, what can we learn from companies that are successfully scaling AI, achieving nearly 3X the return on investments and an average 32% premium on key financial valuation metrics?
To answer that question, Accenture conducted a landmark global study involving 1,500 C-suite executives from organizations across 16 industries. The aim: Help companies progress on their AI journey, from one-off AI experimentation to gaining a robust organization-wide capability that acts as a source of competitive agility and growth.
Read the full report:
http://www.accenture.com/AI-Built-to-Scale-Slideshare
Big Data and advanced analytics are critical topics for executives today. But many still aren't sure how to turn that promise into value. This presentation provides an overview of 16 examples and use cases that lay out the different ways companies have approached the issue and found value: everything from pricing flexibility to customer preference management to credit risk analysis to fraud protection and discount targeting. For the latest on Big Data & Advanced Analytics: http://mckinseyonmarketingandsales.com/topics/big-data
Key Elements of a Successful Data Governance ProgramDATAVERSITY
At its core, Data Governance (DG) is all about managing data with guidance. This immediately provokes the question: Would you tolerate any of your assets to be managed without guidance? (In all likelihood, your organization has been managing data without adequate guidance and this accounts for its current, less-than-optimal state.) This program provides a practical guide to implementing DG or recharging your existing program. It provides an understanding of what Data Governance functions are required and how they fit with other Data Management disciplines. Understanding these aspects is a prerequisite to eliminate the ambiguity that often surrounds initial discussions and implement effective Data Governance/Stewardship programs that manage data in support of organizational strategy. Delegates will understand why Data Governance can be tricky for organizations due to data’s confounding characteristics. This webinar will focus on four key DG elements:
- Keeping DG practically focused
- DG must exist at the same level as HR
- Gradually add ingredients (practicing and getting better)
- Data Governance in action: storytelling
Our latest biopharma-partnering survey highlights the qualities that sell-side companies are looking for in a licensing partner and ranks the industry’s top-tier partners.
View our infographic for highlights from the survey: http://on.bcg.com/14BlGJ8.
How Pharma Can Fully Digitize Interactions with Healthcare ProfessionalsCognizant
By building end-to-end IT ecosystems and understanding
preferred communications channels, pharmaceuticals
companies can create more engaging and fruitful digital
relationships with healthcare professionals.
Case Study: How To Choose the Right Platform To Meet Your Business Objectives
Engaging healthcare professionals in a virtual peer-to-peer environment presents many challenges, from user participation to obtaining the desired insights. Hear some best practices for multi-channel engagement and how it can foster efficient collaboration while accommodating the busy lifestyles of HCPs.
Presented by: Peter Gannon, Senior Vice President, Business Development and Partnerships, Within3 & Kenn Louis, Senior Product Designer, Within3
www.bdionline.com
Better Health Outcomes Start with Engagement Marketing Intelligent Demand
Although obesity is a top health issue—affecting 1 in 3 Americans—there are still many barriers preventing healthcare professionals from discussing weight with their patients. Watch this on-demand webinar to learn how Jenny Craig targeted and engaged healthcare professionals using Marketo and Intelligent Demand to build a reputation as a trusted resource in weight management.
Customer Experience (CX) in Physician and HCP EngagementMarketResearch.com
Customer Experience Management: What are the essential ingredients for delivering a successful CX programme?
All in it together? There is a tendency for pharma to think in silos - how can this be challenged to deliver coherent company-wide customer communications?
Same goal, different needs: How can pharma meet the differing content and communication preferences of physicians and other healthcare professionals?
Something different: How will high levels of customer satisfaction differentiate your product in a crowded market place and encourage wider use?
Getting it wrong: Why do so many digital initiatives fail to engage physicians and HCPs?
Wider support: How can stakeholders work with pharma to create a mutually beneficial customer experience?
With a variety of communication channels and various stakeholders involved - how to cross channels and unite parties? Is content still the king?
In our presentation, we collected top trends on how communication channels are used and what benefits they bring to patients and payers, as well how to cross channels and close the loop.
Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager).
Contact: gina.bowes@gmail.com
Sources & images sourced where possible.
Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support. Learn how to develop a strong, integrated campaign that will help you justify your marketing budget - or get a budget - to your organization's executive leadership.
Data driven culture in startups (2013 report)Geckoboard
Results of a global survey of 368 startups carried out by Geckoboard and Econsultancy into startup organisations use data to drive their business and establish a culture.
Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strateg...Eric Brody
Presentation from Eric Brody, President of NJ-based branding and marketing firm Trajectory – Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy from the IQPC Strategic Social Media For Healthcare Conference in NYC.
Case Study: Successfully Collaborating with Healthcare Professionals through Online Community Programs: A Case Study Approach
Presented by: Peter Gannon, Regional Vice President, Within3
Fostering collaboration and engagement is everyone's goal in HCP communications. Enabling technologies that accomplish these goals in a regulated environment can be challenging given perceived constraints from legal, regulatory, medical, and compliance. Peter will introduce some successful cases on how the implementation of private secure HCP networks have enabled greater HCP collaboration, increased the quality of HCP relationships, realized cost savings, and were implemented in accordance with company risk mitigation policies.
www.bdionline.com
You cannot rely on intuition and experience alone to make critical marketing investments. Data can help us optimize our marketing efforts, predict results, justify spend and validate our impact and influence on revenue. But to do that, you need to have the right data.
This webinar discusses how to capture the metrics you need and use them to make decisions that will deliver significant performance gains.
Covered in this presentation:
1. Key metrics every B2B marketer must focus on
2. A framework for setting up a solid data foundation
3. The difference between data and insights
4. When and how to act on data-driven insights
Building Effective Social Media Strategies - Customer Experience event, Enige...3seven9
What do you do once you have your social strategy in place? How do you make it effective and how do you measure your progress and the customer experience you have delivered?
David Wood heads up New Business at Design and Marketing agency 3seven9. This presentation took place at a Customer Experience event, hosted by Enigen CRM on 24/04/13. It covers the all-important topic of how to create an effective social media strategy that gives you ROI, the problems that you may face along the way and how content marketing is becoming a game changer.
3seven9 are a design and marketing agency. We have been creating innovative web solutions and interactive marketing campaigns since 1995. We work across multi-sectors, in B2B and B2C markets and we're proud of what we do. Meeting your business needs is not good enough. We want to do so in a manner that pushes creative boundaries and explores new technology, getting underneath the needs of your customer to make your presence work not only for you, but also for them.
When you come to us with a challenge, we will work with you to uncover which combination of our services will integrate to meet your business needs and project expectations. Each project is afforded the same strategic approach, swift delivery but with highly flexible deliverables.
Specialties
Website design, Web applications, Integrated social strategy, SEO, PPC, Email marketing, Responsive sites, Social segmentation reports, Brand design, Content platforms, Integrated marketing, Multichannel marketing, Print collateral, Brand design, Content marketing
Foredragsholder er Bo Sannung, Head of Center of Excellence, Customer Intellegence i SAS Institute: Marketing Treatment Strategy handler om hvordan man gir hver enkelt kundesegment spesifikke tilbud for å optimalisere kundeverdien.
Hvordan individualisere håndteringen av kunder og samtidig optimalisere kundeverdien? Gjennom eksempler vil du få innsikt i Marketing Treatment Strategies - både den analytiske delen med kundeinnsikt, segmentering og prediksjon, men også hvordan omsette innsikten i praksis. Under innlegget vil du få praktiske råd og verktøy. I tillegg vil Sannung også dele trender og tendenser fra DMA 2012 konferansen.
http://www.dma12.org
Bo Sannung er Nordisk direktør for Customer Intelligence i SAS Institute. Bo Sannung har bakgrunn fra byråbransjen og store nordiske selskaper innenfor salg, marked, CRM og analyse. Sannung underviser også på Copenhagen Business School og CRM Akademiet.
A keynote talk by Dave Chaffey at Technology for Marketing and Advertising 2012 in London. Explains 7 Steps for creating an integrated social media strategy based around the Smart Insights
The demands on a marketing organization
are rapidly changing.
The digital marketing era of today is complex and dynamic. There are
many channels that require investment and continuous attention. With
frictionless communication, trends happen faster and are shorter lived.
Without continuous attention, your digital presence decays rapidly.
Browsing through corporate websites, it is clear few companies have
adapted to effectively manage their digital marketing operations. Branding
and messaging are inconsistent, mobile device support is non-existent,
and aborted initiatives, such as corporate blogs and social pages, linger
as embarrassing reminders of poor follow-through. The problem is that
most organizations still see digital marketing as a series of projects: a web
redesign, setting up a blog, publishing a whitepaper. They can mobilize
resources to complete these projects, but cannot sustain the level of
effort necessary to keep a program going. And without that effort, these
marketing assets become liabilities.
If you want success in digital marketing, your
organization needs to operate like a publisher
by identifying high value audiences and
operationalizing processes to serve them.
This means delivering the right content in the right format and getting
irrelevant/outdated content out of the way. Known as marketing
operations, there is a field whose purpose is to keep content initiatives
performing after launch. Marketing operations encompasses a wide
array of skills and activities that stand in between the development of a
content asset and its consumption by an audience. This includes postproduction
for target channels, tagging for targeting, search engine
optimization, localization, instrumentation for analytics and performance
measurement.
Our previous whitepaper, Three First Steps for Operationalizing your
Content Marketing Strategy, introduced the concept of marketing
operations and recommended some preparatory steps to building a team.
This whitepaper will outline the details of how a marketing operations
group works.
Research shows that marketers are finding new ways to use webinars to drive customer engagement at numerous phases of the buyer’s journey. Webinars present myriad opportunities for marketers to change and interact in experimental ways. You just have to think beyond the traditional uses and find new ways to use webinars to build and engage audiences to ultimately drive marketing success.
Presented by Bob Barker, VP of Corporate Marketing and Digital Engagement, Alterian
Alterian’s 7th Annual Survey Results Webinar discovered just how ready marketers are to really engage their customers.
The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer.
Bob Barker presented the survey findings including exclusive insight into the methods and investments that marketers are currently exploring and implementing.
The Future of Social: Rebel Cocktail 3ª ediciónGood Rebels
¿Siguen siendo relevantes las redes sociales o están perdiendo protagonismo ante las nuevas aplicaciones sociales? ¿Cómo esta evolucionando el Influencer Marketing más allá de los fans y seguidores? ¿Serán los chatbots los nuevos gestores de tu comunidad?
Highlights from the Cannes Lions Health creative shortlist and conference talks. Best case studies, stories and examples from pharmaceutical and healthcare marketing in 2016.
Trendwatchers from around the world came together to identify the big shifts critical to pharmaceutical brands and healthcare marketers.
What's inside: 2016 will be the year an old debate reignites and simple digital tools fuel an incredible new era of clinical study. The patient journey will be rerouted and the tug of war at the point of care will get much more intense. Caregiving will approach a cliff, healthcare teams will get bigger, and patients will come to the exam room with new expectations. The science of motivation will face a crossroads and you’ll probably lose you Fitbit.
Our first report–Digital Trends–is typically our biggest report of the year, read by tens of thousands across healthcare and marketing. It's fueled by clues, examples and big ideas collected by more than 70 trend watchers from around the world.
What's inside? 2016 is the year that we'll start living in the digital moment, embracing our own custom algorithms, and may even be bringing a robot home. Our smartphones will become more delightful. Even the easiest interfaces will start to disappear entirely. Oh, and Frogger? We think he's coming back.
Exclusive sneak peek for the attendees of Digital Pharma East 2016.
Every year, GSW and inVentiv Health convene trendspotters from across North America and Europe to identify the big shifts that are changing digital expectations. Their popular annual trends report is consistently read by tens of thousands of people throughout our industry.
This October, attendees at Digital Pharma East got the first peek at next year's predictions and learned how they can help brands more effectively connect with healthcare professionals and consumers.
So, what should you expect? Here's a hint: 2016 is the year that we'll start living in the digital moment, embracing our own custom algorithms, and maybe even bringing a robot home. Our smartphones will become more delightful and even the easiest interfaces will start to disappear entirely. Oh, and Frogger? We think he's coming back.
Our fifth annual series of trends reports includes insights into the big shifts that are changing marketing, healthcare, digital experience, and consumer expectations. In this report, you’ll find the top eight consumer trends, each with clues into new possibilities and examples of brands that got there first.
What’s trending in 2015 for wearables, virtual reality, consumer technology adoption? Find out (and more!) in GSW’s third report of their 4-part annual trends series: Digital Trends. With a unique perspective on behavioral trends at the cross section of digital + health, the report outlines the top eight trends expected to change the landscape in 2015.
2015 Health Trends: New challenges for a changing industry
In the second of their 4-part annual trend report series, GSW takes a closer look at healthcare. From evolutions in doctor-patient relationships to strategies in benefit design to the changing mind-set of physicians, a new landscape takes shape.
Cannes Lions is the world's biggest celebration of creativity in communications. For 60 years it’s been home to the biggest ideas changing how brands interact with customers. This year, it turned its attention to health. 800 people from 50 countries gathered to share, judge and celebrate the life-changing creativity of the world’s best healthcare agencies. Inside, you’ll find a quick-scan summary of the conference’s content, including short stories, memorable quotes, great creative, and even a few share-worthy tweets.
Ideas from MediaPost's Marketing for Health ConferenceGSW
This week, we had the opportunity to attend MediaPost’s first annual Marketing Health conference. Thirty-eight speakers – including our own Ritesh Patel and Leigh Householder – from the top agencies and brands in our industry took to the stage to talk about big shifts in digital possibilities and fast-changing consumer expectations. Inside, you’ll find a quick-scan summary of the conference’s content, including short stories, big data points, memorable quotes and even a few share-worthy charts.
Over the last few years, terms like patient-centric marketing and adding value beyond the pill have become immensely popular in the board rooms of leading pharma innovators. These concepts aren't just about the tools we provide; they're about a fundamental shift pharmaceutical marketers are trying to effect. One that moves us from primarily pre-Rx marketing (education, awareness, relationship building) to largely post-Rx engagement (support, adherence, clinical management). That means completely rethinking what a marketing solution looks like – from what we can say to what we can do; from what people can read to what they can use.
Although Pinterest does not list a category for health or health care, there are plenty of users with pinboards and pins attributed to health care. Overall, there are a surprising number of pins associated to a large number of disease states.
iQ kicked off 2012 by participating in the world's largest electronics show, CES. After 4 days of scouting new and exciting technology, iQ's Ben Harben and Jude Divierte gathered their insights and photos and compiled them into an informative and visually-stunning presentation.
Best Practices for Immediate Response TechniquesGSW
An intermediate level perspective on best practices for using immediate response tools like QR codes and near field communication and a sneak peek into what's next.
ICANN has announced a new program that allows established corporations and organization own their own top level domain for their brand, category or community. Inside, iQ highlights what the implications are for healthcare and pharma marketers.
The FICO Medication Adherence Score is a predictive analytics tool developed by the same organization responsible for FICO credit scores. The adherence score forecast an individual’s likelihood of taking his or her prescription medication as directed.
The prostate is an exocrine gland of the male mammalian reproductive system
It is a walnut-sized gland that forms part of the male reproductive system and is located in front of the rectum and just below the urinary bladder
Function is to store and secrete a clear, slightly alkaline fluid that constitutes 10-30% of the volume of the seminal fluid that along with the spermatozoa, constitutes semen
A healthy human prostate measures (4cm-vertical, by 3cm-horizontal, 2cm ant-post ).
It surrounds the urethra just below the urinary bladder. It has anterior, median, posterior and two lateral lobes
It’s work is regulated by androgens which are responsible for male sex characteristics
Generalised disease of the prostate due to hormonal derangement which leads to non malignant enlargement of the gland (increase in the number of epithelial cells and stromal tissue)to cause compression of the urethra leading to symptoms (LUTS
Pulmonary Thromboembolism - etilogy, types, medical- Surgical and nursing man...VarunMahajani
Disruption of blood supply to lung alveoli due to blockage of one or more pulmonary blood vessels is called as Pulmonary thromboembolism. In this presentation we will discuss its causes, types and its management in depth.
Title: Sense of Taste
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the structure and function of taste buds.
Describe the relationship between the taste threshold and taste index of common substances.
Explain the chemical basis and signal transduction of taste perception for each type of primary taste sensation.
Recognize different abnormalities of taste perception and their causes.
Key Topics:
Significance of Taste Sensation:
Differentiation between pleasant and harmful food
Influence on behavior
Selection of food based on metabolic needs
Receptors of Taste:
Taste buds on the tongue
Influence of sense of smell, texture of food, and pain stimulation (e.g., by pepper)
Primary and Secondary Taste Sensations:
Primary taste sensations: Sweet, Sour, Salty, Bitter, Umami
Chemical basis and signal transduction mechanisms for each taste
Taste Threshold and Index:
Taste threshold values for Sweet (sucrose), Salty (NaCl), Sour (HCl), and Bitter (Quinine)
Taste index relationship: Inversely proportional to taste threshold
Taste Blindness:
Inability to taste certain substances, particularly thiourea compounds
Example: Phenylthiocarbamide
Structure and Function of Taste Buds:
Composition: Epithelial cells, Sustentacular/Supporting cells, Taste cells, Basal cells
Features: Taste pores, Taste hairs/microvilli, and Taste nerve fibers
Location of Taste Buds:
Found in papillae of the tongue (Fungiform, Circumvallate, Foliate)
Also present on the palate, tonsillar pillars, epiglottis, and proximal esophagus
Mechanism of Taste Stimulation:
Interaction of taste substances with receptors on microvilli
Signal transduction pathways for Umami, Sweet, Bitter, Sour, and Salty tastes
Taste Sensitivity and Adaptation:
Decrease in sensitivity with age
Rapid adaptation of taste sensation
Role of Saliva in Taste:
Dissolution of tastants to reach receptors
Washing away the stimulus
Taste Preferences and Aversions:
Mechanisms behind taste preference and aversion
Influence of receptors and neural pathways
Impact of Sensory Nerve Damage:
Degeneration of taste buds if the sensory nerve fiber is cut
Abnormalities of Taste Detection:
Conditions: Ageusia, Hypogeusia, Dysgeusia (parageusia)
Causes: Nerve damage, neurological disorders, infections, poor oral hygiene, adverse drug effects, deficiencies, aging, tobacco use, altered neurotransmitter levels
Neurotransmitters and Taste Threshold:
Effects of serotonin (5-HT) and norepinephrine (NE) on taste sensitivity
Supertasters:
25% of the population with heightened sensitivity to taste, especially bitterness
Increased number of fungiform papillae
New Directions in Targeted Therapeutic Approaches for Older Adults With Mantl...i3 Health
i3 Health is pleased to make the speaker slides from this activity available for use as a non-accredited self-study or teaching resource.
This slide deck presented by Dr. Kami Maddocks, Professor-Clinical in the Division of Hematology and
Associate Division Director for Ambulatory Operations
The Ohio State University Comprehensive Cancer Center, will provide insight into new directions in targeted therapeutic approaches for older adults with mantle cell lymphoma.
STATEMENT OF NEED
Mantle cell lymphoma (MCL) is a rare, aggressive B-cell non-Hodgkin lymphoma (NHL) accounting for 5% to 7% of all lymphomas. Its prognosis ranges from indolent disease that does not require treatment for years to very aggressive disease, which is associated with poor survival (Silkenstedt et al, 2021). Typically, MCL is diagnosed at advanced stage and in older patients who cannot tolerate intensive therapy (NCCN, 2022). Although recent advances have slightly increased remission rates, recurrence and relapse remain very common, leading to a median overall survival between 3 and 6 years (LLS, 2021). Though there are several effective options, progress is still needed towards establishing an accepted frontline approach for MCL (Castellino et al, 2022). Treatment selection and management of MCL are complicated by the heterogeneity of prognosis, advanced age and comorbidities of patients, and lack of an established standard approach for treatment, making it vital that clinicians be familiar with the latest research and advances in this area. In this activity chaired by Michael Wang, MD, Professor in the Department of Lymphoma & Myeloma at MD Anderson Cancer Center, expert faculty will discuss prognostic factors informing treatment, the promising results of recent trials in new therapeutic approaches, and the implications of treatment resistance in therapeutic selection for MCL.
Target Audience
Hematology/oncology fellows, attending faculty, and other health care professionals involved in the treatment of patients with mantle cell lymphoma (MCL).
Learning Objectives
1.) Identify clinical and biological prognostic factors that can guide treatment decision making for older adults with MCL
2.) Evaluate emerging data on targeted therapeutic approaches for treatment-naive and relapsed/refractory MCL and their applicability to older adults
3.) Assess mechanisms of resistance to targeted therapies for MCL and their implications for treatment selection
Recomendações da OMS sobre cuidados maternos e neonatais para uma experiência pós-natal positiva.
Em consonância com os ODS – Objetivos do Desenvolvimento Sustentável e a Estratégia Global para a Saúde das Mulheres, Crianças e Adolescentes, e aplicando uma abordagem baseada nos direitos humanos, os esforços de cuidados pós-natais devem expandir-se para além da cobertura e da simples sobrevivência, de modo a incluir cuidados de qualidade.
Estas diretrizes visam melhorar a qualidade dos cuidados pós-natais essenciais e de rotina prestados às mulheres e aos recém-nascidos, com o objetivo final de melhorar a saúde e o bem-estar materno e neonatal.
Uma “experiência pós-natal positiva” é um resultado importante para todas as mulheres que dão à luz e para os seus recém-nascidos, estabelecendo as bases para a melhoria da saúde e do bem-estar a curto e longo prazo. Uma experiência pós-natal positiva é definida como aquela em que as mulheres, pessoas que gestam, os recém-nascidos, os casais, os pais, os cuidadores e as famílias recebem informação consistente, garantia e apoio de profissionais de saúde motivados; e onde um sistema de saúde flexível e com recursos reconheça as necessidades das mulheres e dos bebês e respeite o seu contexto cultural.
Estas diretrizes consolidadas apresentam algumas recomendações novas e já bem fundamentadas sobre cuidados pós-natais de rotina para mulheres e neonatos que recebem cuidados no pós-parto em unidades de saúde ou na comunidade, independentemente dos recursos disponíveis.
É fornecido um conjunto abrangente de recomendações para cuidados durante o período puerperal, com ênfase nos cuidados essenciais que todas as mulheres e recém-nascidos devem receber, e com a devida atenção à qualidade dos cuidados; isto é, a entrega e a experiência do cuidado recebido. Estas diretrizes atualizam e ampliam as recomendações da OMS de 2014 sobre cuidados pós-natais da mãe e do recém-nascido e complementam as atuais diretrizes da OMS sobre a gestão de complicações pós-natais.
O estabelecimento da amamentação e o manejo das principais intercorrências é contemplada.
Recomendamos muito.
Vamos discutir essas recomendações no nosso curso de pós-graduação em Aleitamento no Instituto Ciclos.
Esta publicação só está disponível em inglês até o momento.
Prof. Marcus Renato de Carvalho
www.agostodourado.com
micro teaching on communication m.sc nursing.pdfAnurag Sharma
Microteaching is a unique model of practice teaching. It is a viable instrument for the. desired change in the teaching behavior or the behavior potential which, in specified types of real. classroom situations, tends to facilitate the achievement of specified types of objectives.
Knee anatomy and clinical tests 2024.pdfvimalpl1234
This includes all relevant anatomy and clinical tests compiled from standard textbooks, Campbell,netter etc..It is comprehensive and best suited for orthopaedicians and orthopaedic residents.
ARTIFICIAL INTELLIGENCE IN HEALTHCARE.pdfAnujkumaranit
Artificial intelligence (AI) refers to the simulation of human intelligence processes by machines, especially computer systems. It encompasses tasks such as learning, reasoning, problem-solving, perception, and language understanding. AI technologies are revolutionizing various fields, from healthcare to finance, by enabling machines to perform tasks that typically require human intelligence.
- Video recording of this lecture in English language: https://youtu.be/lK81BzxMqdo
- Video recording of this lecture in Arabic language: https://youtu.be/Ve4P0COk9OI
- Link to download the book free: https://nephrotube.blogspot.com/p/nephrotube-nephrology-books.html
- Link to NephroTube website: www.NephroTube.com
- Link to NephroTube social media accounts: https://nephrotube.blogspot.com/p/join-nephrotube-on-social-media.html
Title: Sense of Smell
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the primary categories of smells and the concept of odor blindness.
Explain the structure and location of the olfactory membrane and mucosa, including the types and roles of cells involved in olfaction.
Describe the pathway and mechanisms of olfactory signal transmission from the olfactory receptors to the brain.
Illustrate the biochemical cascade triggered by odorant binding to olfactory receptors, including the role of G-proteins and second messengers in generating an action potential.
Identify different types of olfactory disorders such as anosmia, hyposmia, hyperosmia, and dysosmia, including their potential causes.
Key Topics:
Olfactory Genes:
3% of the human genome accounts for olfactory genes.
400 genes for odorant receptors.
Olfactory Membrane:
Located in the superior part of the nasal cavity.
Medially: Folds downward along the superior septum.
Laterally: Folds over the superior turbinate and upper surface of the middle turbinate.
Total surface area: 5-10 square centimeters.
Olfactory Mucosa:
Olfactory Cells: Bipolar nerve cells derived from the CNS (100 million), with 4-25 olfactory cilia per cell.
Sustentacular Cells: Produce mucus and maintain ionic and molecular environment.
Basal Cells: Replace worn-out olfactory cells with an average lifespan of 1-2 months.
Bowman’s Gland: Secretes mucus.
Stimulation of Olfactory Cells:
Odorant dissolves in mucus and attaches to receptors on olfactory cilia.
Involves a cascade effect through G-proteins and second messengers, leading to depolarization and action potential generation in the olfactory nerve.
Quality of a Good Odorant:
Small (3-20 Carbon atoms), volatile, water-soluble, and lipid-soluble.
Facilitated by odorant-binding proteins in mucus.
Membrane Potential and Action Potential:
Resting membrane potential: -55mV.
Action potential frequency in the olfactory nerve increases with odorant strength.
Adaptation Towards the Sense of Smell:
Rapid adaptation within the first second, with further slow adaptation.
Psychological adaptation greater than receptor adaptation, involving feedback inhibition from the central nervous system.
Primary Sensations of Smell:
Camphoraceous, Musky, Floral, Pepperminty, Ethereal, Pungent, Putrid.
Odor Detection Threshold:
Examples: Hydrogen sulfide (0.0005 ppm), Methyl-mercaptan (0.002 ppm).
Some toxic substances are odorless at lethal concentrations.
Characteristics of Smell:
Odor blindness for single substances due to lack of appropriate receptor protein.
Behavioral and emotional influences of smell.
Transmission of Olfactory Signals:
From olfactory cells to glomeruli in the olfactory bulb, involving lateral inhibition.
Primitive, less old, and new olfactory systems with different path
Report Back from SGO 2024: What’s the Latest in Cervical Cancer?bkling
Are you curious about what’s new in cervical cancer research or unsure what the findings mean? Join Dr. Emily Ko, a gynecologic oncologist at Penn Medicine, to learn about the latest updates from the Society of Gynecologic Oncology (SGO) 2024 Annual Meeting on Women’s Cancer. Dr. Ko will discuss what the research presented at the conference means for you and answer your questions about the new developments.
TEST BANK for Operations Management, 14th Edition by William J. Stevenson, Ve...kevinkariuki227
TEST BANK for Operations Management, 14th Edition by William J. Stevenson, Verified Chapters 1 - 19, Complete Newest Version.pdf
TEST BANK for Operations Management, 14th Edition by William J. Stevenson, Verified Chapters 1 - 19, Complete Newest Version.pdf
Tom Selleck Health: A Comprehensive Look at the Iconic Actor’s Wellness Journeygreendigital
Tom Selleck, an enduring figure in Hollywood. has captivated audiences for decades with his rugged charm, iconic moustache. and memorable roles in television and film. From his breakout role as Thomas Magnum in Magnum P.I. to his current portrayal of Frank Reagan in Blue Bloods. Selleck's career has spanned over 50 years. But beyond his professional achievements. fans have often been curious about Tom Selleck Health. especially as he has aged in the public eye.
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Introduction
Many have been interested in Tom Selleck health. not only because of his enduring presence on screen but also because of the challenges. and lifestyle choices he has faced and made over the years. This article delves into the various aspects of Tom Selleck health. exploring his fitness regimen, diet, mental health. and the challenges he has encountered as he ages. We'll look at how he maintains his well-being. the health issues he has faced, and his approach to ageing .
Early Life and Career
Childhood and Athletic Beginnings
Tom Selleck was born on January 29, 1945, in Detroit, Michigan, and grew up in Sherman Oaks, California. From an early age, he was involved in sports, particularly basketball. which played a significant role in his physical development. His athletic pursuits continued into college. where he attended the University of Southern California (USC) on a basketball scholarship. This early involvement in sports laid a strong foundation for his physical health and disciplined lifestyle.
Transition to Acting
Selleck's transition from an athlete to an actor came with its physical demands. His first significant role in "Magnum P.I." required him to perform various stunts and maintain a fit appearance. This role, which he played from 1980 to 1988. necessitated a rigorous fitness routine to meet the show's demands. setting the stage for his long-term commitment to health and wellness.
Fitness Regimen
Workout Routine
Tom Selleck health and fitness regimen has evolved. adapting to his changing roles and age. During his "Magnum, P.I." days. Selleck's workouts were intense and focused on building and maintaining muscle mass. His routine included weightlifting, cardiovascular exercises. and specific training for the stunts he performed on the show.
Selleck adjusted his fitness routine as he aged to suit his body's needs. Today, his workouts focus on maintaining flexibility, strength, and cardiovascular health. He incorporates low-impact exercises such as swimming, walking, and light weightlifting. This balanced approach helps him stay fit without putting undue strain on his joints and muscles.
Importance of Flexibility and Mobility
In recent years, Selleck has emphasized the importance of flexibility and mobility in his fitness regimen. Understanding the natural decline in muscle mass and joint flexibility with age. he includes stretching and yoga in his routine. These practices help prevent injuries, improve posture, and maintain mobilit
Tom Selleck Health: A Comprehensive Look at the Iconic Actor’s Wellness Journey
Digital Pharma East: HCP Experience Mapping
1. HCP Experience Mapping:
Documenting the Road to Marketing Success
Presented by
Ryan DeShazer
SVP, Digital Experience
GSW Worldwide
T: @ryandeshazer
Li: LinkedIn.com/in/ryandeshazer
E: ryan.deshazer@gsw-w.com
MediaPost Search Insider
“Subject to Search” Q2, 2013
2. What Is Experience, Really?
According to Merriam-Webster…
Experience - “something personally encountered,
undergone, or lived through”
3. Today
Your ask
What are we talking about?
1. What would be your pre-launch plan for BG-12?
According to the conference program…
2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
there is a more appropriate patient type?
3. How would you position BG-12 against our competition? What do you see as being the
1. Creating content in the context of the patient/physician experience
limitations of the current “no compromises” position?
2. Addressing the complexity of a digitally integrated marketing
4. What do you think the most optimal patient experience would look like on BG-12 (i.e.
ecosystem
adherence programs, nurse services, financial services, etc…)? What are the some of the
challenges and opportunities?
5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think
would be appropriate?
4. Today
Your ask
What I really want to talk about…
1. What would be your pre-launch plan for BG-12?
2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
there is a more appropriate patient type?
1. Insights
3. How would you position BG-12 against our competition? What do you see as being the
2. Ecosystem
limitations of the current “no compromises” position?
4. What do you think the most optimal patient experience would look like on BG-12 (i.e.
3. Understanding
adherence programs, nurse services, financial services, etc…)? What are the some of the
challenges and opportunities?
5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think
would be appropriate?
6. Connecting w/ HCPs is Challenging
Professional Journals Digital & Mobile
Conventions Social & Peers
Paid Search Sales Force
7. How HCPs Consume Digital Information*
*“Screen to Script: The Doctor’s Digital Path to Treatment” – Google/Manhattan Research, June 2012
8. The Importance of Digital Touch Points
• 99% of clinicians use the internet to
support their practices
• Physicians spend twice as much time
using online resources compared to
print
• More doctors start with a search engine
than any other online resource or
website
– 84% use search engines daily for
professional purposes
• 87% of physicians use a smartphone or
tablet device in their practices
• Physicians watch online video an
average of 3 hours per week for
professional purposes
10. Building Brand Experiences
Brand actions andinteractions
choreographed to enable
meaningful human
connections with immediate
and lasting impact
11. Show of Hands…
Your ask
1. What would be your pre-launch plan for BG-12?
2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
there is a more appropriate patient type?
3. How would you position BG-12 against our competition? What do you see as being the
limitations of the current “no compromises” position?
4. What do you think the most optimal patient experience would look like on BG-12 (i.e.
adherence programs, nurse services, financial services, etc…)? What are the some of the
challenges and opportunities?
5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think
would be appropriate?
13. Demystifying KPIs
Your ask
Before we can deploy effective communications, we need clear business objectives
aligned to intelligentyour pre-launch plan for BG-12?
1. What would be KPIs
2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
• Most misapplied component of digital marketing
there is a more appropriate patient type?
• Far more sophisticated than impressions, clicks, retweets,
3. How would you position BG-12 against our competition? What do you see as being the
mentions, etc.
limitations of the current “no compromises” position?
• Mash-up of two or more important metrics that provide
4. What do you think the most optimal patient experience would look like on BG-12 (i.e.
contextual relevancy to data
adherence programs, nurse services, financial services, etc…)? What are the some of the
• challenges and opportunities?
Successful KPIs provide immediate insight into the performance
5. Whatanyyour thoughts on DTC atprogram BG-12? What level of engagement do you think
of are communications launch for
would be appropriate?
You have to know where you’re going before you know what to pack
15. Content Marketing via Channel Activation
Your ask
1. HCPs can be a difficult group to find and connect with
2. It’s important to identify specific HCP audiences, and
discern the unique information consumption patterns
demonstrated by each
3. It’s equally important to understand the role each audience
type plays across the care continuum
4. Prioritizing HCP audiences then sets the stage for
meaningful ecosystem development
KEY – “digital experience mapping” IS content marketing
16. Patient Journey
Chronic Condition
ONSET OF SYMPTOMS SPECIALIST DIAGNOSIS ONGOING TREATMENT
Patient visits PCP Patient sees specialist Patient lives with condition
Preliminary diagnosis made Specialist diagnoses patient Ongoing treatment as part of
augmented lifestyle
Specialist referral Treats patient
PCP often responsible for aided
Discharges patient with ongoing care
treatment plan
17. Ecosystem – Integrated, Non-Linear Experience
Mobile
Point of
Care eDetailing
PharmaCo
Web site
Online Pubs experience
Social
Web Video Media
Sales force
18. The Virtuous Cycle of Content Marketing
Create and promote
5 1 optimized content and
assets 5 1
4 2 1 KOL
4 2
3
3
Traffic and community
Content is
help research; develop
noticed, shared, and
and further grow social 5 2 voted on;
networks for content
PharmaCo awareness grows
and SEO
5 1
5 1
4 2
KOL
4 2 4 3 3
3 Increased links &
social exposure
grow search and Increased exposure
referral traffic attracts more
subscribers, fans, friend
s, followers, and links
19. Cultivate KOLs through Google Authorship
• Patent #7765209 filed September 13,
2005
• Google beginning to assess the authority
of individual authors rather than simply
organizations/domains
• Authorship markup will allows brands to
identify and cultivate KOLs as original
content is attributed to emerging thought
leaders
• KOLs will, over time, help shape the
online dialog. This is power that brands
can harness to influence HCP
perceptions.
21. Why Do We Care About Data?
Your ask
Because our customers are telling us their secrets
• Definitive source of customer
intelligence
• Fluid, peer-to-peer exchanges
across social media allow for voice
of customer insights
− They ARE happening MLR team!
• With smart KPIs intact, data
analytics delivers real-time insight
into the dynamics of the
marketplace
22. The Big Deal Over Big Data
“Datarati are companies that have the edge in consumer
data insight…Data is ubiquitous and cheap, analytical
ability is scarce… The sexiest job in the next ten years will
be statistician.”
Hal Varian
Chief Economist, Google
24. Multi-Channel Compounds Complexity
Your ask
• Range of digital touches can lead to
1. What would be your pre-launch plan for BG-12?
brand engagement
2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
• there is a more appropriate patient type? is
Identifying most crucial touches
hard work!
3. How would you position BG-12 against our competition? What do you see as being the
• limitations of the currentattribution
Start with linear “no compromises” position?
• What do time, investigate different experience would look like on BG-12 (i.e.
4. Over you think the most optimal patient
adherence programs, nurse services, financial services, etc…)? What are the some of the
models and apply common-sense
challenges and opportunities?
logic
5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think
would be appropriate?
25. Robust Intelligence for Pharma
Your ask
• Out-of-the-box web analytics only
serves up table stakes data for BG-12?
1. What would be your pre-launch plan
2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
there is a more appropriate patient type?
• Focus instead on two types of data
analyses: you position BG-12 against our competition? What do you see as being the
3. How would
limitations of the current “no compromises” position?
1. What do you think the most optimal patient experience would look like on BG-12 (i.e.
4. Event-based analytics (EBA)
2. adherence programs, nurse services, financial services, etc…)? What are the some of the
Cohort analysis
challenges and opportunities?
5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think
would be appropriate?
26. Event-Based Analytics (EBA)
• Events are key website interactions
(downloads, video views, newsletter
registrations)
• Event focus helps eliminate a majority
of clickstream data clutter
• Events can be prioritized, and
assigned unique values relative to
organizational goals
• Funnel visualizations demonstrate
key touch points that lead to event
outcomes
27. EBA: Micro- & Macro-Conversions
• Confirm relationship
• Assign a value to those behaviors
Option 1 – Gut instinct
Option 2 – Statistical Analysis
Regression Statistics
Multiple R 0.235157717
R Square 0.055299152
Adjusted R Square 0.036405135
Standard Error 2.47206886
Observations 52
ANOVA
df SS MS F Significance F
Regression 1 17.88608532 17.88608532 2.926807575 9.3%
Residual 50 305.5562224 6.111124447
Total 51 323.4423077
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 2.527505404 1.300149212 1.944011796 0.057531803 -0.08392109 5.138931898 -0.08392109 5.138931898
INTERNAL SEARCH 0.01896799
Action 0.01108726 1.710791505 0.093318059 -0.003301426 0.041237407 -0.003301426 0.041237407
28. Cohort Analysis
• Cohort analysis groups like visitors
for comparative purposes
• Cohorts are flexible and
customizable, enabling meaningful
analysis
• Understanding key interactions by
cohort will help healthcare
marketers better understand the
patient journey across multiple
digital properties
29. SECRET SAUCE BONUS: Serious HCP Insights
Your ask
• HCP-specific insights
− Confirmed reach
− Site interactions
− Critical content
− Search keywords = HCP vocabulary
• Firmographic segmentation
− Unique web experiences by HCP type
30. Rapid Iteration Required
Your ask
• HCP behaviors are constantly evolving
• Our content and channel selections must
evolve just as quickly
• Over time, today’s “Understanding”
becomes tomorrow’s “Insight”
• The “Three Screen” future
31. The Emerging Best-in-Class
Your ask
Pharma’s next-gen marketing innovators will…
• Introduce content that has proven to be popular (topic and type)
• Build enablement tools to quickly secure MLR approvals on new
content
• Build up online profiles of KOLs, leveraging Google AuthorRank
− Companies are now legitimately only as good as their people
• Rapidly iterate!
32. THANK YOU!!
Ryan DeShazer
SVP, Digital Experience
GSW Worldwide
T: @ryandeshazer
Li: LinkedIn.com/in/ryandeshazer
E: ryan.deshazer@gsw-w.com
MediaPost Search Insider
“Subject to Search” Q2, 2013