Chelsea Patton cpatton

A glimpse ahead

We’re always curious about what the future holds.

One innovation company providing a glimpse at what the next decade will bring is Microsoft. In the ever evolving world of communication this video takes a look at the future of technology in healthcare as we know it.

Microsoft explores how the technology of tomorrow may improve healthcare by providing both doctors and patients with the information they need for more effective, personalized care.

With things like augmented reality becoming a reality, it seems that Microsoft’s projection of 2019 may be here before we know it.

Not only is Microsoft’s health concept interesting for pharma, but their perception of the future world of retail is worth considering as well. Watch as Microsoft demonstrates a visit to the store in the future where integrated handheld devices and store systems provide a more personalized, streamlined shopping experience.


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Chelsea Patton | April 30th, 2010 | 0 Comments

It’s a digital world…but is print really dead?

We’ve all heard the rumor: print is dead. Or at least dying out.

With developments like Google reader, the ipad’s ebook reader and the Nook e-reader, it seems more likely than ever.

Forbes recently reported that online advertisements will increase by 10% in 2010, making it the first year in history that advertisers spend more on digital, than print. The findings came from a study by Outsell, reporting that companies will spend $119.6 billion on digital and online strategies, and only $111.5 billion on print items.

What do these numbers show? A burial for print media as we know it?

As print heads to the wayside, advertisers are realizing what digital media provides beyond print; the ability to reach consumers in more of a timely, relevant, personal and cost-effective manner. And most importantly, it’s measurable.

But is there still room for print? Many still say yes with claims that print media drives consumers to search online in the first place. So, is there a happy combination that provides marketers with the best solution?

Digital and print as compliments?

According to a study, consumers who receive both email and direct mail generally contribute more revenue per household. The study claims that the integration of  email and direct mail marketing bring benefits on both sides of the ROI equation: revenue and costs.

As we continue in this age of change, it will be interesting to watch how the roles of digital and print shift within the marketing mix.

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Chelsea Patton | April 14th, 2010 | 0 Comments

What we’re reading: Social crisis plans and rep access tools

Two members of our digital innovation team are published elsewhere on the web today (with can’t-miss content, of course)

Read Damon Caiazza’s pointers on how sales reps can be a better partner to HCPs (and get better access doing it) on Pixels and Pills:

And Leigh Householder’s take on why every pharma brand should invest in a social media crisis plan at MedAdNews:

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Chelsea Patton | March 25th, 2010 | 0 Comments

How will “tweeple” react to advertisements?

Did you experience an empty feeling during your last Twitter session? Thinking that compared to other media, there’s just something missing?

Well don’t fret because that emptiness will soon be filled. With advertisements, says Anamitra Banerji, head of product management and monetization at Twitter.

We all know about the recent “buzz” surrounding social media. But how do advertisements fit into the social sphere? Should you simply place your ad for consumers to see (think Facebook banner ads)? Or have consumers become so saturated with advertisements that you need to take a new approach and let them find their own ways to connect with you? Facebook recently nixed banner ads and now encourages its users to become a “fan” of their favorite brands.

Media Post reports that Twitter will be the next social network to join the “age of advertising” by launching an official advertising platform later this month. Banerji said the platform is currently in the “test phase,” and stated, “people are constantly talking and engaging with brands, sharing their feedback. What if brands start to participate?”

So how will tweeple respond? Will the infusion of advertisements on the social network drive away its users? Or will the ad platform attract sweeple (sweet twitter people) with its capability to target them as consumers?

The responses are split thus far. Some Twitter users claim they will discontinue their use of Twitter, while others feel the platform will provide easier ways to communicate with brands and allow them to tell brands exactly what the want. Unlike banner ads, Twitter ads will be mixed in your Twitter stream, which means, for the time being, the twitterer might actually notice them.

So what does this mean for pharma?

If come springtime I’m tweeting about my running nose and watery eyes, will an advertisement for Allegra pop up in my Twitter stream? Is that approaching the line of Big Brother or is it just target marketing?

Will pharma companies brave the twitosphere’s new advertising realm? Will that backfire, or change pharma marketing as we know it?

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Chelsea Patton | March 5th, 2010 | 0 Comments

Video games: New route to consumers?

Kids can now check their glucose while playing their favorite video games

In an effort to move “beyond traditional methods” of reaching patients, Bayer has recently partnered with Nintendo Co. to provide a new device for kids to check their blood glucose levels in a game-like setting. The idea behind the partnership is to use the Nintendo DS gaming system as an innovative avenue to reach its customers.

Inspired by the parent of a diabetic child, the product provides a way to encourage children with diabetes to build regular monitoring habits through kids’ favorite playful medium, video games.

Also recently, Johnson & Johnson has partnered with Apple to create an iPhone app that allows patients to upload and share their glucometer data. Such partnerships demonstrate how pharma companies are becoming a part of commercialization innovations and overall market strategies.

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Chelsea Patton | February 18th, 2010 | 0 Comments

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