Friday, November 02, 2012
Monday, October 01, 2012
Written by Fabio Gratton, Chief Experience Officer (CXO) of Ignite Health.
Creating an unforgettable experience today requires both a big idea and the seamless delivery of that idea across numerous customer-chosen channels. These "channels" are, in many respects, the modern day "network" – much the way marketers used to look at television or radio as channels that had to carry a brand's message to the masses. But unlike those mass media vehicles, today's networks are at once both real and virtual, wired and wireless, people- and software-powered, fueled as much by the money spent to secure the "media" as by the dreams inspired by the ideas they carry.
This new landscape is both wonderful and frightening – requiring today's strategists to be able to perform, think, and mobilize like Lennon, Newton, and King all at once. If done well, brands can be set to buzz through these virtual wires -- wires built on the backbone of, and electrified by, the very people they are trying to engage. It's within this context that today's communications agency operates; therefore, to be successful it must be able to not only give birth to big ideas, but also know how to insert them at the right time on the right network – one that is supercharged with the right people capable of electrifying the brand, without electrocuting it.
Posted by Fabio Gratton at 10:23 AM
Monday, September 10, 2012
HEALTHRAGEOUS HOSTING WALKING COMPETITION TO RAISE AWARENESS FOR EXERCISE TO IMPROVE LIFE WITH DIABETES WHILE SUPPORTING JOSLIN DIABETES CENTER HIGH HOPES FUND
Walking competition taking place during Joslin's Diabetes Innovation 2012
Healthrageous, Inc., is a digital health engagement and management company that supports individual journeys to prevent and self-manage chronic health conditions via the web and a mobile app. It achieves superior engagement through its proprietary platform that incorporates personalized goal setting, health journey maps with gaming dynamics, timely biometric feedback and interactive digital coaching. The digital coach leverages multiple tools such as inspirational messages, recognition and incentives, challenges, social networking, trackers and reminders, and interactive educational content. Healthrageous is headquartered in Boston, MA, and its investors include North Bridge Venture Partners (Boston, MA/San Mateo, CA), Egan Managed Capital (Boston, MA) and Long River Ventures (Amherst, MA). For more information, go to www.healthrageous.com.
Posted by Fabio Gratton at 3:17 PM
Thursday, July 26, 2012
Read more here: http://www.sacbee.com/2012/07/25/4658737/federal-regulators-expected-to.html#storylink=cpy
Posted by Fabio Gratton at 6:37 PM
Wednesday, July 25, 2012
Monday, July 23, 2012
- PsoriasisSpeaks (Abbott)
- Our Hemophila Community (Pfizer)
- Medtronic Diabetes (Medtronic)
- Leverage its Advocates program and extend the connection beyond phone and email into Social
- Respect the fact that people may be embarrassed to share with their social circles about such conditions – there is a need to allow privacy settings and emotional support or education.
Comparing to the prior, Abbott's Our Hemophilia Community is a much more tightly-managed space -- no comments are allowed at all. The platform is mainly used to broadcast contents from Pfizer’s product brand sites (BeneFix & Xyntha) and its affiliated Hemophilia Village, which we thought was quite interesting as it may give precedent to other brands for connecting unbranded social to branded.
- Feature story videos or resource links on timeline with thumbnails for higher engagement
- Experiment with consumer-centric approach of content strategy, instead of information on the higher priority list for business.
The fan base is strongly united and regularly shouts out support to cheer the each other up. Community management is relatively open with rules clearly labeled on its top tabs. Similarly to PsoriasisSpeaks, feedback appears to be timely and personal. With such a good social etiquette, it's no surprise to see 36,771 "likes" and high engagement rates. While we love the content, our recommendations are related to the ecosystem structure and User Experience (UX):
- Integrate its branded YouTube channel with its Facebook Page under the “Video” tab
- Provide more navigation guidance within the "Patient stories" section, especially for new
Posted by Fabio Gratton at 3:58 PM
Thursday, July 19, 2012
This past year WorldOne successfully launched a new division, WorldOne Interactive, focused on leveraging emerging technologies and progressive social applications to connect and engage healthcare professionals globally. With the acquisition of Sermo and its leading discussion and crowdsourcing platform for physicians, WorldOne considerably expands its interactive and digital engagement capabilities. WorldOne already boasts a global network of 1.7 million healthcare professionals, including over 1 million verified physicians across 80 countries; adding Sermo’s membership will further increase reach, allow for unprecedented client list match rates, expand research opportunities, and serve as a catalyst for increased physician discussion, insights and collaboration.
“Sermo fits in perfectly with our strategy to extend our digital footprint across healthcare market research and enhance our growing portfolio of innovative engagement solutions,” said Peter Kirk, CEO of WorldOne. “Sermo has proven that sustaining an active, engaged community can result in higher interest in and response to market research as well as new promotional opportunities. Combining Sermo’s technology and social media expertise with WorldOne’s global scale enables us to rapidly accelerate our growth while offering the most enriching, collaborative online environment for physicians anywhere in the world.”
“As Sermo grew the most vibrant online physician community in the U.S. and, more recently, provided clients more robust research and promotion opportunities, clients asked for global reach and more key specialists,” said Tim Davenport, CEO of Sermo. “WorldOne adds both of these overnight, while Sermo greatly augments WorldOne’s online and interactive business.”
Through the Sermo acquisition, WorldOne assembles the largest global community of physicians online.
WorldOne is the largest healthcare data collection company in the world serving the market research industry for over a decade. Headquartered in New York with 16 regional offices across North America, South America, Europe and Asia-Pacific, WorldOne offers clients online and offline access to medical professionals in over 80 countries through a range of differentiated products and services. WorldOne’s global network includes over 1.7 million fully verified healthcare professionals, who in 2011 completed nearly half a million online surveys, answering over 20 million questions.
Sermo is the largest online physician community in the United States, with more than 130,000 physicians spanning 68 specialties. All Sermo members are verified and credentialed physicians who collaborate on cases and exchange observations to improve patient care, discuss drugs and devices and share information on new therapies and innovations. Sermo also provides a way to target and engage physicians by providing access to its community for clients that need fast, actionable insights into treatments, medications and devices.
VP, Marketing and Community
Posted by Fabio Gratton at 10:55 AM