The Rich Experience of 3D Technology

Jon Fisher, Technology Manager, Palio

There’s no denying it: 3D is the new black.

The technology has leapfrogged quickly from limited-release movies to general use in the cinema, on televisions and now on smartphones. And, the growth shows no signs of slowing. According to research firm In-Stat, total annual shipments of 3D mobile devices will surpass 148 million units in 2015.

With expanding 3D capacity in the consumer space, it’s natural for marketers – including health care marketers – to consider how best to leverage this technology’s capabilities. Emerging possibilities include:

Games for education. While Web-based games exist now, adding 3D technology to the mix greatly expands the depth and possibility of the experience. Games solve a wide range of training and learning challenges, and 3D technology enables users to experience – not just look at – things on the screen. Other technologies allow users to become part of the game experience, enabling them to see themselves on the screen. Imagine the patient using 3D technology to learn physical therapy modalities or gain greater knowledge about a complex procedure.

And the games aren’t just for patients. New 3D technologies provide medical professionals and students the opportunity to practice on 3D video patients using the same interactive techniques and decision-making processes they would use with real patients. The provider sees the patient’s chart, his or her physical presentation, and results from any recent tests. The provider can order tests and treatments, providing a level of interaction once available only via on-the-job training. And the 3D environment taps into the familiarity and ease-of-use of video games, making learning fun and engaging.

Visualization. 3D can unlock details otherwise bound in 2D, leading to better diagnostics, surgical training and even remote robotic surgery. Already, stereoscopic technologies enable minimally invasive methods for complex procedures, reducing healing time, increasing patient throughput, and improving procedure success rates while reducing investment and increasing productivity in medical applications.

Lakewood Ranch Medical Center’s Breast Health Center is one of the first health care providers in the country to offer the Selenia Dimensions 3D Digital Mammography System, which gives radiologists the tools needed to detect breast cancer earlier than with traditional 2D imaging in patients with dense breast tissue.

These visualization technologies go beyond diagnostics and can be used for marketing to patients as well. Indiana’s NorthShore Health Centers attracts maternity patients with 3D/4D ultrasounds that provide a clearer image of the unborn child than traditional ultrasounds.

While 3D may not yet be on every phone, TV or computer screen, it’s rapidly gaining ground and provides marketing, training and communications opportunities. Are your communications efforts ready to take advantage of them?

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.


Making the Most of Screen Multitasking

Quinn Tetterton, Executive Creative Producer, Palio

Discovery Channel’s Shark Week is the longest-running annual event in cable history. Since 1987, it’s been making people around the world gasp “WHOA” (and “EW”) as they learn more about these prehistoric predators. And just recently, it’s had more relevance than ever  to advertising agencies, especially pharmaceutical and healthcare marketing groups.

Every year, it gets bigger. This year, they partnered with the Red Cross (get the blood/shark tie-in?) to lend the event’s popularity to promoting blood donation. But it’s what they’ve done on the digital front this year that I found particularly interesting.

Shark Week Live is a web and app interaction that allows you to play games live as you watch the shows. They also released a Shark Week book app for the iPad, which shot straight to the top of the charts.

Sure, it’s all fun, and it’s great that it’s educational too, but what really caught my attention was the strategy behind Shark Week Live. You see, it’s a brilliant way to find a solution to multitasking.

Studies show that viewers – particularly younger ones – check multiple screens while they watch. The days of a viewer passively sitting through your program and giving it dedicated attention are on the wane, if not gone altogether. Today, we want to be getting information at all times, we’re used to switching, and we prefer to be interacting rather than just receiving.

What’s great about Shark Week Live is that it takes advantage of this as a benefit, instead of as a problem. Their attitude toward it was to accept that users are not going to give just one screen their undivided attention – and then instead of working around that, working with it.

You can play games, you can learn facts – you can essentially interact with Shark Week. So now as a viewer you’re getting the multi-screen, interactive experience that you’re looking for – but as Discovery, you’re getting viewers not just once but twice, or more!

Rather than accepting the loss of attention, they took it as a challenge. I haven’t seen the ratings or downloaded the numbers yet, but even unofficially, it’s easy to see that Shark Week Live had teeth.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

The Psychology of Sharing

Carl Turner, VP, Research Analytics Director, Palio

They say everything you need to know is learned in kindergarten. A common mantra heard in my childhood was “sharing is caring.” Whether that’s information or a prized possession, sharing demonstrates passion, caring or empathy for others. Sharing is deeply embedded in human nature and is evident in the digital information age.

Understanding why people share can help advertising agencies who are revolutionizing pharmaceutical and healthcare marketing design content that is most likely to be passed among as many of the appropriate people as possible.

While the desire to share hasn’t changed much over time, how information is imparted certainly has – especially with the explosion of social media. Today there is more content, a plethora of sources, a greater number of people communicating with more frequency and exchanging information more quickly than ever before.

The New York Times Customer Insight Group surveyed 2,500 medium/heavy online sharers to understand why people share and the motivational forces behind letting someone in on what you know. What they found: Sharing helps people do their jobs, process information more deeply, increases memory retention and creates a bond – a deeper connection – to the information. It also helps them feel valuable. According to the study, 94 percent of respondents carefully consider how the information they share will be useful to the recipient.

Sharing is also a way of defining yourself to others. Whether you’re updating your Facebook status with political rants or posting success baking meatloaf cupcakes, you’re giving the world details for your personal dossier. More than half the people in the survey (68 percent) said they share to give people a better sense of who they are and what they care about. They also share because it is a way to support causes or issues they care about.

Other key motivators are to stay connected, feel a sense of community, discuss similar interests and keep in touch with people they might not keep in touch with otherwise. Sixty-nine percent said they share information because it helps them feel involved in the world.

The study identified six sharing personality archetypes:

Altruists – These folks want to be helpful and appreciated for their usefulness. Think of the girlfriend who sends you links to WebMD after you mention going to get your thyroid tested.

Careerists – Do you participate in LinkedIn Groups? Forward interesting business articles to your colleagues? Spend hours researching and reporting on CRM systems? A careerist makes a job of sharing and being “in the know.”

Hipsters – If sharing is part of who you are – too cool/busy/mobile for email, but not too busy to frequently update your status, send out tweets and are already drinking the Google+ kool-aid, you’re probably a hipster.

Boomerangs – This type knows that you are what you post and invests in sharing edgy, provocative content. When their content doesn’t get re-shared, they know they missed their mark.

Connectors – Need a plumber or an engineer fluent in Japanese? Every network has someone who can connect you to the information or resources you require.

Selectives – They know their audience and only share information they deem relevant. If you want to engage a selective, help them understand the WIIFM.

It’s important to keep in mind that people want to share with other individuals – not just your brand. Being a facilitator that drives online conversations requires understanding the motivations of why people share, especially as consumer touch points have increased and taken advocacy to the next level.

People who share want to be relevant, helpful, considerate, informative, creative, cutting edge and popular. To help them, keep your messages simple, appeal to their sense of humor, and embrace a sense of urgency.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Social Media: A Structure-First Approach

By Michael Smith, Digital Strategist, Palio

Sure, you know you need consistent, effective social media for your organization – after all, it’s 2011, right? The value of online social interactions has been demonstrated across virtually every industry and customer segment.

But that begs a fundamental question that’s relevant whether you’re a startup or a multi-billion-dollar organization: How do you organize it?

Figuring out how to structure social media in your organization is the second-most important question you’ll face, right after “What do we want to accomplish?” That’s because organizations have existing processes and cultural biases, and your social media program has to exist within them in order to be successful.

What should you take into account? Consider the following:

Understand what others are doing. Social media blogger Jon Bell points to research that shows five distinct models, with a hub-and-spoke approach used by 41% of responding companies.

Understand the capabilities of your team. Your approach will be directly driven by the capabilities and bandwidth of the staff. Is everyone trained in social media or are those skills segmented in silos? And it goes beyond individual skills: Small companies benefit greatly from all employees promoting products, services and/or brands across their networks, but public companies or those in heavily regulated industries face severe risks and even legal liability in this same model.

Understand that consistency of plan starts with consistency of message. No matter your situation, content should be of one consistent voice across platforms – because that voice is the embodiment of the brand. A message that is inconsistent with what followers or customers of that client expect can be grating and off-putting, so that needs to be in place – and understandable to everyone involved with the social-media effort – from the outset.

Understand how to get others on the same page in language everyone can understand. For example, three plain-English goals that nearly any team member could understand for a social media campaign could be:
* Generate sales leads and conversions
* Get quality backlinks for SEO
* Increase brand mentions and brand awareness in social channels
The effectiveness of your social media marketing campaign should be measured against those three goals, using success beacons. Did our efforts generate leads and conversions? How many? Did we generate backlinks? How many? How strong? Were our messages spread by our targets’ social networks?

Social content should, ideally, lead to an interaction with the audience – a clicked link, a retweet, a response, a forward, a blog visit, a conversation, a sale. Composing content with forethought towards generating an interaction or engagement is social media 101; but planning ahead so your company can be fluid, consistent and true to its brand is also part of being “brilliant at the basics.”

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Using Social Data to Inform Brand Strategy

Catlin Renaud, Research Analyst, Palio

Marketers have long used consumer insight to guide decisions and strategy. Today, getting information about consumer attitudes, buying habits, preferences, trends and opinions is as easy as following a Tweet stream or collection of Facebook postings, right?

Not so fast. With the abundance of information available today it’s hard to distinguish critical data from noise. Before using social data to redefine your brand or offering, you need to take a step back and “look under the hood.”

Not everything that gets posted is accurate. Because of its immediacy, social media can become a platform for fleeting thoughts rather than well-thought out ideas. Someone writing that your new applicator is difficult to use may not follow up later with a positive post after they complete the learning curve. This makes this kind of data unreliable.

It’s easy to miss information. There’s so much activity on the social networks – in May, Twitter reached more than 4,000 Tweets per second at the beginning and end of President Obama’s speech – that you’re likely to miss critical information, even with rigorous monitoring. This makes your data incomplete.

Recognizing trends can be difficult because of skewed data and missing information. It also can be difficult because social media is still relatively new and companies are unsure of what to measure.

Listening in on customers via social media helps companies identify what people are saying about their products and services, but it’s important to validate the data before acting on it. By separating valid, actionable data from noise, companies can use this real-time feedback as the ultimate weapon in redefining their brand, products or services.

When thinking about social data and brand strategy, consider the following:

Size matters. The bigger your fan base, the more likely you’ll be able to raise awareness of your company or product and increase interactivity among consumers. Be sure to also look beyond size and at volume to identify frequent posters or tweeters. Encouraging either is likely to benefit your brand.

Follow your information. Want to know if your message resonates with your audience? Watch where it goes; is it being retweeted? Are bloggers linking back to your content? By understanding where your information is shared, you can further refine your messages and ensure you’re tapping into the interests of your buyers.

Don’t get hung up on time spent. Does it really matter how much time someone spends on your blog or Website? To a degree, yes, but that metric as a reflection of your popularity is flawed and hard to validate. How many times have you left a browser window open and walked away? Instead, monitor what people do when they interact with your brand. Look at activity and focus on where they came from, what they do when they arrive or why they came in the first place. This kind of feedback will tell you more about your target than your brand, which enables you to craft a strategy that aligns with their interests or requirements.

By listening to what people are saying, and validating what you hear, companies can get a better understanding of their buying audience and create a meaningful strategy that drives results.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Retaining Your Social Media Fan Base

Jeremy Lichtenberger, Senior Brand Planner, Palio

When Sally Field took the stage to accept her second Oscar award she exclaimed, “You like me. You really like me.”

The desire to be liked hasn’t changed over time, but how we express our approval has evolved. Liking is now an active expression of sharing, and we’re doing it through social media, whether that’s actually hitting the “like” icon on Facebook or retweeting a message on Twitter.

There has been a lot of focus on accumulating or generating likes, but social media is growing up. It’s time to move onto the next phase: deepening relationships and increasing engagement.

According to eMarketer:

Research has shown that people who voluntarily click the “like” button are apt to recommend the brand to friends and may also be more willing to purchase the brand. But at the same time, the simplicity of the “like” button means that there may be no actual engagement beyond the fleeting moment of the click.

Getting beyond likes is less about making impressions and more about generating expressions. As author and researcher Brian Solis says, it’s about loyalty, advocacy, and engagement. His advice:  Spend less time on superficial interactions and more time cultivating value.

To do that:

Understand what your customers want. Know their preferences, challenges and what they’re expecting. Then, deliver on it.

Go where they go. Remember that your Website or fan page is just a starting point. You need to interact with consumers outside your own house. That means participating in other communities to extend your reach.

Be responsive. Acknowledge positive feedback but also be proactive when negativity surfaces. Demonstrate that you value customer input in both words and actions.

Be authentic. People expect personality, whether that’s through brand messages or the ambassadors that carry the message. Stay away from scripted copy and humanize interactions as much as possible.

Foster ongoing interactions. Give people a reason to come back to your site, page or tweet stream. Whether that’s sharing content, asking for feedback, providing a coupon or creating an application or game, they need to know there’s something in it for them to continue the relationship.

If you want to keep people engaged, the focus should be on staying connected while serving as a resource to your target audience. Businesses want customer loyalty and customers want brands that deliver on (or exceed) their expectations.

If you want to retain your social media fan base and get customers to stick around longer, stop talking, start listening and focus on building great relationships.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Social Media’s Newest Phenomenon: Google+

Gillian Slattery, Interactive Producer, Palio

Everyone seems enamored with Google’s foray into social media, Google+, a social platform that enables users to segment followers and friends in circles and promises a richer social media experience. Unlike current online social models such as Facebook and Twitter, users can easily tailor messages for specific segments, resulting in greater control of their social networking participation. Google+ also incorporates video conference technology, enabling people to create “hangouts” using their webcam to chat with up to 10 members of their circles. And, it integrates a variety of online resources – RSS feeds, blogs, Google Reader, email, etc. – into a single interface.

Online enthusiasts and techno-geeks have embraced the new service in droves – Google+ has about 4.5 million users so far – and the service is still in beta. While I can respect that a beta version of anything needs to work through the kinks, I’m not yet sold on the value of this new platform.

Sure, people are snatching up invites as quickly as they’re made available, but that may be indicative of human nature’s need to access and try anything new. If it doesn’t deliver a better experience, users are going to stick with what they know. Tech writer Robert Scoble has praised Google+, yet he admits that it’s not likely to gain widespread adoption and doubts your mom will move from Facebook to Google+.

Several prominent technology pundits have professed their abandonment of other social platforms, but that may not be the smartest move for most people. Here’s why:

Your friends are not yet on it. Unless you work in or have friends with a deep love of technology, chances are they haven’t heard of this new service or they don’t see the reason to try it. Not everyone jumps to the next new shiny object. And, if your friends and colleagues aren’t on it, what’s the point? Even if they are, you may already be using LinkedIn for work, Facebook for friends and Twitter to blend the two. Do you really need another social network?

Control is subjective. Yes, you can control who you share content with, but you can’t edit the title and comments of videos and links that you post on Google+. On Facebook, you get much more control of how content is presented.

Video chat isn’t for everyone. If you work at home or “socialize” online in the evenings, you may not be camera-ready. Does your boss really need to see you in your bunny pajamas at two in the afternoon? While Google is pushing this as a revolutionary advantage, group chat is a bit reminiscent of 1992 and the option of adding a video component doesn’t make it more appealing.

Having everything in one place isn’t always a good idea. Sure, it’s convenient to have centralized access to all your information, but do you really want a single service knowing who you chat with, what you’re searching for and everything you deem sharable? Plus, in the event of a disaster, is it prudent to keep everything in one place?

You give up your right to ownership. Facebook has gotten a bad rap for using user-generated content, but if you’ve read Google+’s fine print, you know you’re selling your soul. Google owns the right to everything you post and has the ability to redistribute it as it sees fit. So, if you’re a budding photographer, you may not want to post your original images because once you do, they belong to Google, violating any copyright hold you may have on them (and thus limiting your ability to profit from content you share).

Maybe I don’t like Google+ because it’s the new kid or maybe because I’m not suffering from Facebook fatigue. While I’m dabbling around and still learning the nuances of Google+, I’m not yet ready to abandon the investment I’ve made in other social platforms.

Have you tried Google+? Will it be a category killer or go the way of Google Wave?

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.


The Power of Video

Marty Hardin, SVP, Director of Emerging Media and Technology, Palio

Do you buy into the theory that the Internet has altered our brains? Author Nicholas Carr argues that it’s put us in a constant state of disruption and I agree. Rather than devouring books in deep concentration, we’re now prone to mind wandering, checking email, visiting Facebook or Googling symptoms.

Even though it seems most of us are working with shortened attention spans, it doesn’t mean we’re less hungry to learn. Health care companies that tap into the power of video can present compelling content in a way that is engaging while requiring less time for people to absorb information. Video capabilities on smartphones, iPads or other portable devices also provide flexibility in how and when messages are delivered and can change patient, prospect or employee experiences and interactions in many ways:

Motivate action: Getting patients to take their medications as prescribed is a recognized problem. Short videos that demonstrate how to give an insulin shot or communicate the importance of taking medication on time, are easier to absorb than written instructions. Video reminders can provide a personalized, visual prompt to make sure patients are following physician instructions or remember what they learned in the doctor’s office.

Inform buying decisions: Direct-to-consumer pharmaceutical companies could use QR codes on their packaging to launch a video at the store shelf – when a patient is making a buying decision. Consumers can instantly get more information, watch a commercial or view a testimonial from another consumer.

Educate and entertain: An interactive video brochure can be more engaging than an email or printed piece. Messages can be communicated quickly and effectively and hold the viewer’s attention, enabling them to absorb the information. Marketers can also track and report viewing statistics to understand the effectiveness of their communications.

Prepare sales representatives: PowerPoint presentations pack a lot of information, but they typically require access to a computer and can be a time drain for busy representatives. Video presentations, on the other hand, can be accessed anywhere – at home, in the parking lot prior to an appointment, etc. – giving reps a quick way to review relevant information. If appropriate, they can also share the video with a prospect or send it as a link via email at an appointment’s conclusion. With video capabilities on their smartphone, they can create their own personalized video to follow up from a sales call, enabling another interaction with a physician at his or her convenience.

Video allows people to create compelling content that taps into the emotional center of the brain, making it easier for people to recall what they’ve learned. It’s an effective way to break through messaging clutter.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.


Getting Hyper at Palio

Rob Kempton, VP, Brand Planning Director, Palio

Palio just invested a sizable amount cash and time in their people. For 3 days they took us off site and introduced us to the team at Hyper Island – the extreme sports of social media schools (based in Sweden). 

What did we learn? Well my personal blog has the details. But in a nut shell, digital or “social media” is the present. It’s a shift in how we live our lives. So we all (as an agency, our clients, your nearest and dearest!) should be bold and dip our collective toes in the water, then learn to swim with the aim of finding some personal context.

I’d encourage you to follow @yellif and @markmedia who inspired our thinking throughout our 3 days. In addition, follow #himc for all the feeds linked to the Hyper Island master class (past and present). 

Here are my core lessons from the 3 days – which I’ll aim to advocate from now on!

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.

Using YouTube in Healthcare Marketing

Catlin Renaud, Research Analyst, Palio

Recently Pharmaceutical companies have started campaigns on social media, such as YouTube. This presentation is a point of view on what Pharma companies are doing on social media and some tips on making a campaign successful. In this presentation you will find an overview of the marketing basics followed by quantifiable data on YouTube user base and how Pharma companies are specifically using YouTube at the corporate level or brand level.

[slideshare id=8031786&doc=socialmediasurveyyoutubev3-110519152954-phpapp01]

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.

© 2011