Four Key Trends We’ll Cover at Our Upcoming NewCo Event: An Interview with W2O President, Bob Pearson

Posted by: in Analytics, Content, Employee Interviews, executive insights, Insights, Social Media Insights & Trends, Thought Leadership, W2O Group on May 21, 2015

We are excited to be participating in the NewCo tour and welcome folks into our offices to share a deeper look into who we are, what we practice and our philosophy. Bob will be sharing insights on trends within the digital marketing industry and how we fit into the ever-changing landscape. Below are some high level takeaways which he will discuss in more detail at the event.

Aaron: When building a website, we regularly hear how important “responsive design” or a “multi-device friendly approach to design” is. What is your view on how clients should approach “responsive design or responsive experience” for their owned content and web properties?

Bob: Most content today is consumed by mobile phone. This will only increase in importance, so our first impression matters more than ever. As a result, we are shifting from responsive design, which is old school, to responsive experience. We need to provide the right content the first time to the customer visiting our site, based on what we know about them pre-visit.

Aaron: You’ve talked a lot recently about the fact that “influencer relationship management is more important than traditional CRM to shape markets”….can you expand on that a bit more?

Bob: You could have two million customers in a CRM database, but does this matter? What we are finding is that understanding who drives your audience (the 1% and the 9% of the 1,9,90 model) is the key to influencer relationship management. Volume isn’t the answer to gain the right reach. Precision of who you reach leads to the right volume/penetration of the market. A very simple and profound change in how we market is happening.

Aaron: The last trend emphasizes how one of our new processes – the creation of deeper audience insights through something we call audience architecture. Can you explain that a bit?

Bob: Audience architecture relates to how we identify and then listen to the right audience to understand what content we share, what keywords we use and what time of day we share content by channel. If we are tracking the right audience online, they will teach us what to do. The clues to success are right in front of us.

Aaron: Can you share an example of how audience architecture works?

Bob: Let’s say you want to find health conscious customers who are millennials, live in 15 specific cities and like to have an occasional burger. We can build a profile that leads to a panel of representative people online matching this group. We then watch what they do and say and can develop a highly targeted strategy. Basically, we’re starting to evolve how media planning and engagement occur.

Thanks for your time Bob. We look forward to hearing about these four insights and more at the upcoming event on Friday, May 29th 12:30-1:30.

 

By: Aaron Strout

Aaron leads the technology practice at W2O Group and is a regular contributor to Marketing Land. In his spare time, he podcasts, speaks, Twitters and BBQs. He also loves his Instagram.

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Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.

GSK harnesses social media data to improve drug safety, healthcare

Posted by: in Analytics, Digital Health, Facebook, Healthcare Insights, MDigitalLife, Social Commerce, Social Media Insights & Trends on May 20, 2015

Eric_Smith_photo Guest post by: Eric Smith, Pharm.D., Director, Safety Evaluation and Risk Management, GlaxoSmithKline

Currently, post-marketing drug safety surveillance relies on data from spontaneous adverse event reports, published literature and observational databases, such as medical records and insurance claims. Unfortunately, these data sources have limitations, including significant under-reporting (some estimate that less than 10 percent of adverse events are reported), lack of geographically diverse data (most data come from the United States and Europe) and time lag (most commercial data sources lag 9-12 months). Safety stakeholders are always looking for additional information that can complement existing data sources, with social being a rich medium whose potential we have only just begun to utilize.

It took 38 years for radio, 13 years for television, 4 years for the internet, and only 1.5 years for Facebook to reach 50 million users. As you can tell, social media is an evolving communication channel that is shaping how people communicate across the world. A recent study found that 3-4 percent of adult internet users have posted on social media channels about their experience with healthcare service providers or treatments in the previous 12 months.

Can monitoring these posts — or, employing social listening in healthcare — contribute to post-marketing safety surveillance? Can it be done in an efficient manner? If so, what are the potential benefits and risks, and what governance is needed to ensure regulatory compliance and protect patient privacy?

I look forward answering these questions and engaging with attendees at the Social Media Data Workshop at Health Datapalooza on June 3, 2015, in Washington, D.C.! Please see here to register and below/here for more information.

Be sure to follow @GSK, @W2OGroup and #HCSMdata on Twitter to learn more! Full speaker and session line up is below.

Social Media Data Workshop at Health Datapalooza
June 3, 2015  * 3:00pm – 5:00pm
Washington, D.C. * Marriott Wardman Park

Featured topics and presenters include:

  • Project CRaWL: How Social Listening is Improving Healthcare Product Safety at GSK
    • Eric Smith, Pharm.D., Director, Safety Evaluation and Risk Management, GlaxoSmithKline
  • How the Centers for Disease Control (CDC) is Using Social Data to Improve Public Health
    • Jay H. Dempsey, M.Ed., Senior Health Communication Specialist, Centers for Disease Control and Prevention
  • How IBM Watson is Utilizing Social Media Data to Innovate Healthcare
    • Kathleen McGroddy Goetz, Ph.D., Vice President, Partnerships & Solutions, IBM Watson Health
  • Learning from Physician Social Engagement: MDigitalLife’s Social Oncology Project
    • Greg Matthews, Managing Director of MDigitalLife, W2O Group
  • How Merck and Boston Children’s Hospital Characterized Sleep Issues Using Twitter
    • Jared Hawkins, PhD, Research Associate, Boston Children’s Hospital & Harvard Medical School
  • Innovations in Social Media Application at Mayo Clinic
    • Lee Aase, Director, Mayo Clinic Social Innovation Center
  • Use of Social Media to Identify Foodborne Illness
    • Jay Bhatt, D.O., Chief Health Officer, Illinois Hospital Association
  • How Social Sentiment Analytics Reflect Hospital Quality
    • Garry Choy, MD MBA, Assistant Chief Medical Information Officer for Advanced Technologies, Massachusetts General Physicians Organization, Massachusetts General Hospital; Co-founder, CredSimple
  • Measuring Patient-Perceived Quality of Care in U.S. Hospitals Using Twitter
    • Jared Hawkins, PhD, Research Associate, Boston Children’s Hospital & Harvard Medical School

Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.

Social media data driving healthcare innovation at Health Datapalooza 2015

Posted by: in Analytics, Communication, Digital Health, Healthcare Insights, Healthcare Technology, Innovation, MDigitalLife, Social Media Insights & Trends on May 19, 2015

W2O Group and the Health Data Consortium convene industry innovators at the Social Media Data Workshop (#HCSMdata) on June 3, 2015, in Washington, D.C., at Health Datapalooza

W2O HCSMdata LogoDid you know that it was a physician, not a reporter, who broke the story about the Measles outbreak at Disneyland via Twitter earlier this year? There’s no denying it: Social media is playing an increasingly integral part in the healthcare space. Whether in the realm of public health, patient engagement, population health, healthcare quality or care delivery, the benefits of the smart, strategic use of social media – and the rich data it creates – are only increasing, and the time for stakeholders across the continuum to engage is now.

Taking place on June 3, 2015, at Health Datapalooza in Washington, D.C., this first-of-its-kind workshop will feature nine unique case studies presented by some of the industry’s forefront thought leaders and trailblazing organizations, each showcasing how social media data is driving healthcare innovation and providing unmatched opportunities for education and healthcare improvement. From a series of informative, hard-hitting presentations, to collaborative group discussions, attendees will learn how organizations are applying social data in innovative ways across the healthcare landscape directly from those who are already reaping the benefits.

Social Media Data Workshop at Health Datapalooza
3:00-5:00 * June 3, 2015
Washington, DC * Marriott Wardman Park

Featured topics and presenters include:

  • Project CRaWL: How Social Listening is Improving Healthcare Product Safety at GSK
    • Eric Smith, Pharm.D., Director, Safety Evaluation and Risk Management, GlaxoSmithKline
  • How the Centers for Disease Control (CDC) is Using Social Data to Improve Public Health
    • Jay H. Dempsey, M.Ed., Senior Health Communication Specialist, Centers for Disease Control and Prevention
  • How IBM Watson is Utilizing Social Media Data to Innovate Healthcare
    • Kathleen McGroddy Goetz, Ph.D., Vice President, Partnerships & Solutions, IBM Watson Health
  • Learning from Physician Social Engagement: MDigitalLife’s Social Oncology Project
    • Greg Matthews, Managing Director of MDigitalLife, W2O Group
  • How Merck and Boston Children’s Hospital Characterized Sleep Issues Using Twitter
    • Jared Hawkins, PhD, Research Associate, Boston Children’s Hospital & Harvard Medical School
  • Innovations in Social Media Application at Mayo Clinic
    • Lee Aase, Director, Mayo Clinic Social Innovation Center
  • Use of Social Media to Identify Foodborne Illness
    • Jay Bhatt, D.O., Chief Health Officer, Illinois Hospital Association
  • How Social Sentiment Analytics Reflect Hospital Quality
    • Garry Choy, MD MBA, Assistant Chief Medical Information Officer for Advanced Technologies, Massachusetts General Physicians Organization, Massachusetts General Hospital; Co-founder, CredSimple
  • Measuring Patient-Perceived Quality of Care in U.S. Hospitals Using Twitter
    • Jared Hawkins, PhD, Research Associate, Boston Children’s Hospital & Harvard Medical School

For more information or to register for the event, please see here, and be sure to follow @W2OGroup and #HCSMdata on Twitter for more information and real-time event coverage!

Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.

What’s new in diabetes research?

Posted by: in Global Healthcare, Healthcare Insights, Healthcare Technology, Innovation, Insights, W2O EMEA, W2O Group on May 19, 2015

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Novel treatments, continuous innovation of healthcare technologies and a virtual limitless food and drink supply in the Western World have improved quality of life for many and resulted in an increase of life expectancy over the few past decades. However, just as we thought we solved the riddle of living longer and healthier, we have started experiencing the repercussions of unlimited food and increased convenience.

People are living longer, but not necessarily healthier. Our modern lifestyles of sedentary abundance are now challenging our health in new ways. Chronic diseases such as diabetes and obesity have seen an exponential increase and reached pandemic numbers.

At first glance, and a recommendation told to every type 2 diabetes patient many times during their treatment journey, it may seem as simple as a change in lifestyle could resolve the diabetes threat.  However, as billions of dollars in lifestyle education materials and programs show, it isn’t as simple as an extra walk around the block with the dog or a few less forkfuls of chocolate cake.

This week a new study published in Nature Medicine shows the results of one such research effort. I am one of the lead authors on the study which opens the path to potential new pharmacological strategies for the treatment of diabetes.

What are the findings?

The new study takes a closer look at the cells that produce insulin in the pancreas. Firstly, we aimed to identify novel drug-able markers that differ between diabetic and non-diabetic cells. Secondly, we tested whether there are additional mechanisms that contribute to the death of these cells, which ultimately leads to a lack of insulin, a hallmark of diabetes.

The results of our study identify a specific marker, known as the miR-200 family.  This marker is found in increased amounts in the insulin-producing cells in diabetes patients. We show this increase of miR-200 is functionally important and causally linked to pancreatic cell death. In fact, artificially increased levels of miR-200 induce pancreatic cell death, thus lowering the number of cells available to produce insulin and leading to the development of diabetes.

We have also found, in addition to the potential pharmacological relevance, reducing the amount of miR-200 can improve diabetes. This is due to the protective effect of miR-200 reduction, shifting the balance between cell survival and cell death in the favour of cell survival. As a consequence, the number of insulin-producing cells is increased and the body can better control blood sugar levels.

This means that if we can create a drug to block the miR-200 pathway in the insulin producing cells, then we may be able to slow or reverse the impact of diabetes (along with those often touted lifestyle changes).

What’s next?

Innovation of diabetes treatments has been slow over the past years compared to other disease areas. Studies like this one are of critical importance and may lead the way towards new drug targets. It remains to be seen whether all of them fulfil their promise, but it is an important step in the right direction.

Ultimately we will be only be able to cure diabetes if we combine the power of communication and science, thereby educating on a healthy lifestyle as well as providing state of the art treatment options.

 

Reference:

Belgardt B-F*, Ahmed K*, Spranger M* et al. The microRNA-200 family regulates pancreatic beta cell survival in type 2 diabetes. Nature Medicine, advanced online publication, 18. Mai 2015. DOI: 10.1038/nm.3862

 

Diabetes, both type 1 & type 2, is characterised by elevated blood sugar levels and a failure of the body to control these. In the case of type 1 diabetes, this is due to a lack of the hormone insulin; whereas, in type 2 diabetes, the body has become resistant to the effects of insulin. At the centre of blood sugar regulation is one critical hormone, insulin, which is produced in the pancreas and upon food intake is secreted into the blood stream instructing the tissues and organs such as muscle, fat and liver to remove the sugar from the blood stream. If this process is impaired, a metabolic imbalance results, which, when uncontrolled, leads to co-morbidities such as kidney and nerve damage, eye disease as well as cardiovascular disease.

 

Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.

How Brands Are Using Analytics to Deliver More Innovative Content Experiences

Posted by: in Analytics, Communication Strategy, Content, Corporate and Strategy, Customer Experience, Innovation, Insights, Marketing Insights, Media & Engagement, Social Media Insights & Trends, W2O Group on May 13, 2015

For most of us, the idea of “big data” is either terrifying, utterly overwhelming, or both. What does big data even mean? How are we supposed to make sense of infinite amounts of information? Once we’ve made some sense of it all, how can we make cents from it all? Stop. Take a deep breath. Let go and let analytics.

Here at W2O, we have an extraordinarily talented analytics team working hard to answer the big questions. We’ve built an industry-leading team for a few very important reasons. We believe a creative brief is not enough. We believe building content strategies on foundations of analytical data is a more intelligent approach. We believe the evolution of digital data provides us an opportunity to develop programs that identify the right audience, understand their interest areas, and reach them with the right content, at the right time, in the right channel. Do you know what else? Big brands believe as well. In fact, the smartest brands are stepping their content marketing up a notch by finding needles in giant haystacks of data because they’re asking the right questions and making sense of the data first.

Analytics Information

 

At W2O’s event with Sprinklr on Monday in Santa Clara, executives from major companies in Silicon Valley will discuss how they’re using analytics to deliver more innovative content experiences to their current and potential customers. The panelists will explain their greatest challenges in reaching their audience with content that matters and what they’re doing to overcome these challenges with the power of data.

If you’d like to attend the event, register here. See below for our esteemed list of panelists – we hope you’ll join the discussion.

Greg Eden – Vice President, Brand & Communications, Autodesk

Judy Yee – Executive Vice President of Marketing, Crystal Geyser Water Company

Stacey Wu – Vice President, Marketing Operations, Analytics and Automation, Avaya

Niki Hall – Vice President of Marketing, Polycom

Jack Richard – Director of Marketing, Customer Experience & Storytelling, Hewlett Packard

Michael Brito – Head of Social Strategy, WCG, a W2O Company

 

By: Matthew Heinrichs

Matthew is a Social Media & Content Manager at WCG, a W2O Group company. He advises multiple account teams on social media strategy with an emphasis on paid social media and content syndication programs in the Consumer, Technology, and Healthcare industries.

Find me on: Twitter
Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.