Monday, October 08, 2007

Washington Post: Real Hope in a Virtual World -- Online Identities Leave Limitations Behind

Real Hope in a Virtual World:
Online Identities Leave Limitations Behind

Washington Post Staff Writer
Saturday, October 6, 2007; Page A01
 
 
After suffering a devastating stroke four years ago, Susan Brown was left in a wheelchair with little hope of walking again. Today, the 57-year-old Richmond woman has regained use of her legs and has begun to reclaim her life, thanks in part to encouragement she says she gets from an online "virtual world" where she can walk, run and even dance.

Roberto Salvatierra, long imprisoned in his home by his terror over going outdoors, has started venturing outside more after gaining confidence by first tentatively exploring the three-dimensional, interactive world on the Internet.

John Dawley III, who has a form of autism that makes it hard to read social cues, learned how to talk with people more easily by using his computer-generated alter ego to practice with other cyber-personas.

Brown, Salvatierra and Dawley are just a few examples of an increasing number of sick, disabled and troubled people who say virtual worlds are helping them fight their diseases, live with their disabilities and sometimes even begin to recover. Researchers say they are only starting to appreciate the impact of this phenomenon.

"We're at a major technical and social transition with this technology. It has very recently started to become a very big deal, and we haven't by any means digested what the implications are," said William Sims Bainbridge, a social scientist at the National Science Foundation.

In addition to helping individual patients, virtual worlds are being used for a host of other health-related purposes. Medical schools are using them to train doctors. Health departments are using them to test first responders. Researchers are using them to gain insights into how epidemics spread. Health groups are using them to educate the public and raise money.

These increasingly sophisticated online worlds enable people to create rich virtual lives through "avatars" -- identities they can tailor to their desires: Old people become young. Infirm people become vibrant. Paralyzed people become agile.

They walk, run, and even fly and "teleport" around vast realms offering shopping malls, bars, homes, parks and myriad other settings with trees swaying in the wind, fog rolling in and an occasional deer prancing past. They schmooze, flirt and comfort one another using lifelike shrugs, slouches, nods and other gestures while they type instant messages or talk directly through headsets.

Because the full-color, multifaceted nature of the experience offers so much more "emotional bandwidth" than traditional Web sites, e-mail lists and discussion groups, users say the experience can feel astonishingly real. Participants develop close relationships and share intimate details even while, paradoxically, remaining anonymous. Some say they open up in ways they never would in face-to-face encounters in real support groups, therapy sessions, or even with family and close friends in their true lives.

"You're in this imaginary world. People don't know much about who you really are. In that anonymity, in that almost dreamlike state, people express things about themselves they may not otherwise," said John Suler, who studies the psychology of the Internet at Rider University in New Jersey, noting the experience can be especially useful for people with disabilities and those in remote areas where support groups or therapists are far away.

While the emergence of these worlds has generated controversy over the gender-bending, sexually outrageous, profiteering and even violent virtual behavior of some participants, their usefulness for meeting health needs has just begun to draw attention.

"There is a fundamental irony here," said Thomas H. Murray of the Hastings Center, a medical ethics think tank in Garrison, N.Y. "Avatars tend to be young, beautiful, and never age or get sick. But at the same time they can serve as an important way to share information about health."

Murray and others, however, worry that participants may neglect potentially more helpful real-life relationships, or have unrealistic expectations about what virtual worlds can do. Users and health-care providers may be rushing ahead, they say, without validating the usefulness of these worlds or identifying the dangers.

"We've seen the power of the Internet and what it can do," said Albert "Skip" Rizzo, a University of Southern California psychologist who treats traumatized Iraq war veterans with virtual reality. "But as we all know there can also be negative consequences. We really need to step back and think, 'What are the practical and ethical things we can do in the area of health, and what can't we do?' "

The emotional punch of virtual worlds make them fertile breeding grounds for false, misleading and possibly dangerous information. Sick, lonely and psychologically fragile people are particularly vulnerable.

"You have the same risks as elsewhere on the Internet," Murray said. "A lot of the information is garbage. There is always the possibility fraudsters will try to gain people's confidence to peddle phony cures or otherwise do things that are not in people's interests."

Still, an increasing number of major health organizations are trying to take advantage of virtual worlds for public health education, patient support and fundraising.

The Centers for Disease Control and Prevention tested a small "office" in the popular virtual world Second Life "staffed" by Hygeia Philo, an avatar named after the Greek goddess of health, and is now planning a bigger, permanent presence. The American Cancer Society has an elaborate "island" offering virtual lectures by avatar doctors, support group meetings and other activities, such as an annual fundraising marathons that last year raised more than $115,000 in real money. The March of Dimes is building a virtual neonatal intensive-care unit to warn about the dangers of preterm births. The National Library of Medicine is helping fund HealthInfo Island, where users can get reliable medical information.

Meanwhile, scientists are beginning to study virtual worlds for insights into real-life health problems. Two teams analyzed a virtual epidemic of "corrupted blood" that devastated the World of Warfare online game for clues to how people might react during a real pandemic. Another examined a pox that infects avatars in a children's virtual world called Whyville, which the CDC is using to learn better ways to boost pediatric flu vaccination rates in the real world.

Medical schools and health departments have also started using virtual worlds. A University of California psychiatrist developed a virtual psych ward echoing with disembodied voices to help caregivers better understand schizophrenia. Stanford University doctors built virtual operating and emergency rooms to train young doctors. Britain's National Health Service constructed an entire virtual hospital.

So much is happening in virtual worlds that researchers at Harvard Medical School are planning to explore the possibilities at a seminar later this month, and the National Defense University in Washington is hosting a conference next month about ways that federal agencies, including the CDC and the National Institutes of Health, can use the phenomenon.

Individual practitioners, meanwhile, are discovering virtual worlds on their own. After meeting other health-care professionals in Second Life, which with 9 million members is among the largest, Lawrence Whitehurst, a family doctor in Culpeper, Va., founded the Second Life Medical Association.

"I don't diagnose, and I don't treat. What I try to do is provide medical advice and support for people undergoing real-world medical problems," Whitehurst said.

Some therapists, however, have started using virtual worlds to treat patients for a host of problems, in both their real and virtual lives.

"It doesn't work for everybody, but it works for a large majority of patients," said Brenda Wiederhold of the Virtual Reality Medical Center in San Diego, who uses the virtual world DigitalSpace to help patients overcome fear of public speaking and severe shyness.

While Wiederhold said she treats only patients she has counseled in her office first, others are offering therapy to patients they have never met or know little about.

"My clients' problems range from domestic love tangles to complex and difficult real life situations," Elena Mangan, who counsels patients anonymously in Second Life from Britain, wrote in an e-mail.

Such anonymous counseling disturbs many therapists. Internet therapy denies counselors vital clues from subtle body language, affect and tone of voice, they say. And anonymity can carry risks.

"How do you ensure the patient's safety?" said Richard Bedrosian, a clinical psychologist at the University of Massachusetts Medical School. "Suppose they say, 'I'm going to shoot my girlfriend or kill myself.' How do you protect that person? How do you intervene?"

But the biggest users of virtual worlds for health purposes so far appear to be individual patients. Dozens of support groups have formed by and for those with cancer, paralysis, strokes, depression, cerebral palsy, cystic fibrosis, autism and other ailments.

Susan Brown, the stroke victim, said encouragement from other survivors in Dreams, one of several protected areas in Second Life for people with disabilities, and the experience of seeing herself walking again, aided her recovery.

"It helped me visualize," Brown said through her avatar, Marie Hightower, during an interview in a virtual field near a virtual home she built in Dreams, as virtual butterflies flitted past. "I stumbled here just like I stumbled in RL [real life]," she typed.

Salvatierra, the agoraphobic, Dawley, the patient with Asperger syndrome, and others tell similar stories.

"It's kind of like getting your life back again, but even better in some ways," said Kathie Olson, 53, who uses a wheelchair, lives alone and rarely leaves her home near Salt Lake City. In Second Life, she roams about as Kat Klata, a curvy young brunette who runs the Dragon Inn nightclub. "I've met so many people. I can walk. I can dance. I can even fly. Without this I'd just be staring at four walls. Mentally it's helped me so much."

For Stephanie Koslow, 48, of Poughkeepsie, N.Y., her virtual life is helping sustain her as she fights advanced breast cancer.

"It's not real, but it's real in a way," said Koslow, whose avatar is a pink fox named Artistic Fimicoloud. "I might spend an afternoon trying on silly wings and laughing with friends. And laughter heals."

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HealthCentral's breast cancer network highlights voices of community

HealthCentral's breast cancer network highlights voices of community

In honor of Breast Cancer Awareness Month, The HealthCentral Network's www.MyBreastCancerNetwork.com has launched a special feature highlighting and celebrating the voices of its community members. The feature will promote the perspectives and experiences of the people who constitute HealthCentral.com's breast cancer site, as well as promote awareness for the disease. Features of the site include a weekly comic strip based on the life of Keri Haberstroh, who died of breast cancer, and is narrated by the e-mails that she sent to family and friends during her treatment. The site also includes a section called Chemo Style, which is a photo gallery where patients share experiences and express their "chemo style," whether it be wearing head scarves, wigs, or being bald and proud. 
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Wednesday, October 03, 2007

comScore Announces New Interactive Search Intelligence Service

comScore Announces New Interactive Search Intelligence Service

PR Newswire via NewsEdge Corporation :

RESTON, Va., Oct. 1 /PRNewswire-FirstCall/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today announced the launch of comScore Marketer, a new interactive search intelligence service that enables search marketers and Web site operators to benchmark their performance versus competitors and optimize the ROI from their search marketing efforts.

"comScore Marketer is a new service that gives marketers a powerful and comprehensive set of tools to assess their online marketing performance," said Dan Lackner, senior vice president of comScore. "The granular information on both searchers and search terms available through this service empowers users with actionable search marketing intelligence."

    comScore Marketer provides search marketers the tools to:      -- Create more efficient and cost-effective campaigns using paid and        organic search terms.      -- Identify high performing search terms at a site and category level.      -- Analyze searchers and the use of search terms by demographic segment.      -- Discover high-potential consumer segments and pinpoint the optimal        search sites and search terms to reach them.      -- Find out who is competing on search terms to identify prime affiliate        marketing partners.      -- Maximize the ROI of search and online marketing investments.  

comScore Marketer Highlights Paid versus Organic Search Referrals

One of the key benefits of comScore Marketer is the ability to perform competitive analysis of a market based on organic and paid click-thrus. The analysis below depicts the top click-thru destinations for people searching using the terms "credit card" or "credit cards."

    Click-Thru Report for Search Terms "Credit Card" or "Credit Cards"     June 2007     Source: comScore Marketer                                  Share of Total                       Organic                                  Click-Thrus                     (Algorithmic)                                       for       Paid Percentage  Percentage of     Click-Thru Destination Site  Search Terms   of Total Clicks   Total Clicks      Total Click-Thrus                  6.8 MM            1.6 MM         5.2 MM     Total (%)                        100.0              23.7           76.3     CreditCards.com                   10.6              67.0           33.0     JP Morgan Chase Property           8.1              22.7           77.3     HSBC                               6.1              38.1           61.9     Capital One                        4.1              49.4           50.6     Citigroup                          3.1              11.6           88.4     Bank of America                    3.1               7.4           92.6     Bankrate.com Sites                 2.8              10.5           89.5     American Express                   2.3              42.4           57.6  

The results reveal that CreditCards.com is the top click-thru destination for the aforementioned search terms, accounting for 10.6 percent of all click-thrus, followed by JP Morgan Chase Property (8.1 percent) and HSBC (6.1 percent). That CreditCards.com is the top destination is a function of its heavy paid search advertising strategy, as two-thirds (67.0 percent) of clicks to the site result from paid clicks. Meanwhile, JP Morgan Chase Property and HSBC each generated at least 6 percent of total click-thrus on the search terms, but with a significantly lower share of clicks resulting from paid search (22.7 percent and 38.1 percent, respectively). In other words, these sites are relatively more effective than CreditCards.com at generating "credit card"-related clicks via organic search results.

"CreditCards.com is clearly being more aggressive than its competition on the paid search front," continued Mr. Lackner. "Ultimately, that strategy might pay off, as long as the site is receiving an incrementally higher return on its paid search dollars. In order to optimize the return on their online marketing investment, companies must understand how they're performing relative to their competition."

For more information on the comScore Marketer, please call 866-276-6972 or visit: http://www.comscore.com/marketer/info_req

About comScore

comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the digital world. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore analysts apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by more than 700 clients, including global leaders such as AOL, Microsoft, Yahoo!, BBC, Carat, Cyworld, Deutsche Bank, France Telecom, Best Buy, The Newspaper Association of America, Financial Times, ESPN, Fox Sports, Nestle, Starcom, Universal McCann, the United States Postal Service, Verizon, ViaMichelin, Merck and Expedia. For more information, please visit http://www.comscore.com

SOURCE comScore, Inc.

CONTACT: Andrew Lipsman of comScore, Inc., +1-312-775-6510, press@comscore.com

<<PR Newswire -- 10/02/07>>

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Thomson Healthcare Launches Enhanced Asthma Control Resource

Thomson Healthcare Launches Enhanced Asthma Control Resource

PR Newswire via NewsEdge Corporation :

SEATTLE, Sept. 27 /PRNewswire-FirstCall/ -- Thomson Healthcare's (NYSE: TOC; TSX: TOC) NexProfiler Treatment Options Tool for Asthma has been enhanced to incorporate the step therapy approach to medication use and asthma control recommended by the National Asthma Education and Prevention Program.

"More than 22 million people are living with asthma in the U.S. today," said Dr. John Morgan, Thomson Healthcare's respiratory specialist. "Asthma- related prescription drugs represent the single largest medical expenditure - $6.2 billion annually. With the step therapy, we can help patients play a more active role in their care and, in turn, control some of the costs."

"Through the NexProfiler tool, asthma sufferers can respond to an easy-to- follow questionnaire that asks about current symptoms and medications. The tool will generate a patient treatment report that reflects the status of their asthma control. With this report, they can talk with their doctors and take steps toward achieving optimal control of their condition," Morgan said.

Prior to the introduction of step therapy, providers developed a treatment plan based on the severity of patients' asthma symptoms. Under the new guidelines, providers assess the level of control patients have over their asthma symptoms and add or subtract medications as needed to obtain complete control, which is assessed at repeat physician or clinic visits every three to six months to adjust treatment as symptoms change over time.

To meet this substantial change in treatment guidelines, Dr. Morgan revised the Thomson Healthcare NexProfiler Treatment Options Tool for Asthma to match the stepwise approach to asthma control. The revised tool helps NexCura's 30,000 asthma tool users gain greater understanding of their current level of asthma control and explains the treatment options relevant to them that they can discuss with their doctors to improve that control. To learn more about the NexProfiler asthma solution visit www.nexcura.com.

About Thomson Healthcare

Thomson Healthcare (www.thomsonhealthcare.com) is the leading provider of decision support solutions that help organizations across the healthcare industry improve clinical and business performance. Clinicians, hospitals, employers, health plans, employers, government agencies, and pharmaceutical companies use Thomson Healthcare products and services to manage the cost and improve the quality of healthcare. The Thomson Corporation provides value- added information, software tools and applications to professionals in the fields of healthcare, law, tax, accounting, scientific research, and financial services. The Corporation's common shares are listed on the New York and Toronto stock exchanges (NYSE: TOC; TSX: TOC).

SOURCE Thomson Healthcare

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Connected Consumers Love Web 2.0, But Not On Mobile

Connected Consumers Love Web 2.0, But Not On Mobile
by Tameka Kee, Wednesday, Oct 3, 2007 6:00 AM ET
FINDINGS FROM A NEW AVENUE A|Razorfish study confirm that brands and advertisers aiming to reach "connected consumers" need to focus on targeting their niche with easily distributed, customizable, socially charged content--but not necessarily on their mobile phones.

This July, the creative division of Microsoft's aQuantive polled nearly 500 "connected consumers"--or online users over age 20 who had broadband access, visited socially oriented sites like MySpace or YouTube, and spent at least $200 online in the last calendar year.

The agency broke down the users into four age groups, ensured that they were geographically and economically diverse, and then asked them roughly 30 situational questions with the goal of understanding how they really used the tools and features of Web 2.0.

"One of our clients kept using the phrase 'Web 2.0' compliant--and we wanted to define what that meant," said Garrick Schmitt, editor of the report and vice president for user experience, Avenue A|Razorfish. "We do a lot of work on a site-by-site, case-by-case basis, but this is the first study we've done to see how consumers use these things in aggregate."

Not surprisingly, online video scored high, as an overwhelming majority of respondents (95%) had watched a video online within the past three months. Connected consumers watched both TV shows (72%) and movie trailers (85%) online--with some 36% saying that they watched a trailer online before going to the theater "most" or "all of the time." And nearly half (49%) of respondents added to the online video pool by uploading clips or movies.

The study also found that connected consumers were regular bloggers and blog readers. Some 70% of respondents read blogs on a regular basis, with weekly and daily readers (32% and 29%, respectively), as the top frequencies. Nearly half (46%) of all respondents read four or more blogs regularly, while 41% actually wrote or posted frequently to blogs.

Connected consumers also relied on peer influence for online shopping purposes--with some 55% saying that they relied on user reviews "the most" when it came to purchase decisions. In contrast, just over 20% said the same about expert reviews or product comparison charts.

Personalized recommendations also drove online sales, with 62% of users purchasing a product that a company like Amazon.com suggested based on past purchases. Some 72% of respondents found these recommendations helpful--and two-thirds said that they were not concerned about privacy when it came to receiving them.

Customization of content and interface is key, as some 60% of connected consumers choose to personalize their start pages with "specific content feeds, scheduled updates or other features," and 56% subscribe to an RSS feed with some regularity. More than a third (35%) of consumers used Google as their start page, with about a quarter (24%) choosing to start at Yahoo, and 10% using either AOL or MSN.

Mobile multimedia usage was the one area that lacked strong penetration--even with connected consumers--as the majority (64%) said they never used their mobile phone to "check weather, news or sports headlines." Similarly, 76% never used mobile to watch video, 68% said the same for listening to music, and 58% had never used their phone to check email. Some 53% of connected consumers, however, had used their phones to take photos and then share them on the Web.

Tameka Kee can be reached at tameka@mediapost.com

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Wednesday, September 26, 2007

Web 2.0: A Minefield Marketers Must Cross

Web 2.0: A Minefield Marketers Must Cross

by Karl Greenberg, Wednesday, Sep 26, 2007 6:00 AM ET

Source:
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=68
096&Nid=34724&p=212886

EXECUTIVES, ATTORNEYS AND CEOS AGREE that so-called Web 2.0 is a
minefield for companies--but a minefield companies must cross whether
they want to or not.

What panelists at the National Advertising Review Council's NAD Annual
Conference argued--in one form or another--is that although the Web is
protean, the law isn't. And that if one follows the letter of the law,
which might be called "truth in blogging," there's a decent chance one
will also avoid blowing up one's brand.

Mark Serrianne, CEO of brand consultancy Northlich, was one of four
speakers at the NAD annual conference Tuesday, as part of Advertising
Week in New York. He said the broader issue was the lack of companies'
ability to control information, and the temptation companies have to try
nonetheless.

He set the stage with a couple of personal anecdotes: first, the day he
walked into his office and found that his secretary--with whom he shared
an interest in politics--had learned, online, not only that he'd given
money to a certain candidate, but how much, to the dollar, through a
link on Huffington Post.

The other enlightening moment was at a local gas station, where he saw
several teens talking--not to each other, but into different digital
devices. "I don't want to belabor the obvious, but we have been talking
about the news media, because we have to navigate regulation and
self-regulation with that backdrop," he said, recalling how easy it was
to be a PR guy for the Army in Saigon during the Vietnam War, at least
as far as controlling certain elements of the news.

"Fast forward: now we have real-time feedback and absolutely no room for
error. Consider the current demonstrations in Burma," he said. "The
media was banned from covering the event, but it was all over the TV,
because of people taking photos and videos and putting them on the Web.

"Today, the appetite is never-ending. The appetite for programming is
huge. And the news is being shaped in real-time. Not just delivered, but
shaped. So in that environment, think recalls, Vioxx, product tampering.
Think about the challenging situation toy manufacturing must have now
getting ready for Christmas.

"We live in a constant state of catch-up. Newsrooms are called
information centers, and viewers and readers are experts; journalists
have their own blogs; they want information to come back. And," he went
on, "the term 'credibility' has changed. Trustworthiness is now the
inclusion of multiple viewpoints."

Thus, he added, the advent of terms like "crowd sourcing" and of groups
like the Word of Mouth Marketing Association. "We have an emergence of
all sorts of new, non-paid activities that we, as regulators, must
understand--like street theatre, buzz marketing, and influencer
marketing."

Karl Greenberg can be reached at karl@mediapost.com

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Branded and Video Advertising Key to Future: eMarketer's Ramsey

Branded and Video Advertising Key to Future: eMarketer's Ramsey

by Gavin O'Malley, Tuesday, Sep 25, 2007 6:00 AM ET

Source:
http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArti
cle&art_aid=67996&art_type=13

AS THE ONLY GROWTH MARKET in the world of media and marketing, online ad
spending will expand 28.6% this year, according to eMarketer CEO Geoff
Ramsey. Next year, digital ad spending will increase 32%--amounting to
nearly $28.8 billion, Ramsey said in his opening remarks at OMMA New
York on Monday morning. The future? Branded and video advertising, said
Ramsey, assuring that branding dollars are fast on their way to matching
the budgets spent on search.

"With video, you can do a heck of a lot better job of storytelling," he
said.

Now big business, Web videos are watched by 72% of Web users--or 135
million people--every month. Ad spending around them is set to hit $775
million this year, and $1.3 billion by next year.

With YouTube in tow, Google is poised to lead the burgeoning video
market, and grab the bulk of ad dollars flowing into the medium,
according to Ramsey.

What are the greatest challenges facing online marketers today? Audience
fragmentation; ad clutter; consumers' eroding trust in marketers; and
something Ramsey likes to call "trend-itis"--or the propensity for
marketers to blindly follow trends without implementing proper checks
and balances.

Ramsey spent a good portion of the morning knocking various research
firms and the industry at large. TNS Media Intelligence, he noted with
disbelief, has yet to factor search into its online ad spending numbers.


As things stand, 76% of marketers say ad agencies don't provide them
with sufficient data on ROI. Most marketers, said Ramsey, express a
"vague undercurrent of discontent with their agencies."

Additionally, nearly a fifth of consumers (18%) report that they dislike
all forms of advertising, while only 6% currently believe the claims
made by marketers.

Gavin O'Malley can be reached at gavin@mediapost.com

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Widgets Craze In Full View

Widgets Craze In Full View

by Tameka Kee, Wednesday, Sep 26, 2007 6:00 AM ET

Source:
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=68
105&Nid=34724&p=212886

AT OMMA'S WIDGET SESSION TRACK on Tuesday, executives from RockYou and
Slide.com, two companies at the forefront of the widget craze, said
their portable applications netted 90 million and 134 million unique
monthly page views respectively (and Slide didn't even count Facebook
users).

But when asked how many of those viewers had actually loaded the widget
onto their page, the numbers dropped to about 15-20 million for RockYou,
and 30 million for Slide--roughly one out of five for both companies.
This distinction between page views and actual user engagement with
widgets (and ultimately, the brands associated with them) was a focal
point of the panel's discussion.

According to panel moderator Seth Goldstein, CEO of the Facebook ad
network SocialMedia, the widget "users-to-viewers" ratio was an
important takeaway for all marketers in attendance. "The big numbers you
hear are people that are passively encountering the widget," said
Goldstein. "And any time a company can throw out [stats] in the millions
and billions, that's a sign of where dollars are going to go. But it's
the level of engagement for marketers that's the question mark."

Goldstein also tasked the panelists with spelling out the difference
between portable applications and widgets, as the terms are often used
simultaneously--adding "confusion to the hype" surrounding a medium with
clear, but slightly misunderstood, potential.

According to Sonya Chawla, senior director of ad sales at Slide.com,
"We're open to every platform. Some people call them widgets, Google
calls them Gadgets--but we call them TV boxes internally because it's
like letting users take a little TV and put it on their own profile
pages."

"A widget is a simplified app," said Maurice Boissiere, vice president
of client services of the widget development and management firm,
Clearspring Technologies. "They can have dynamic functionality, like the
ability to make content fresh and relevant, but not the two-way
communication of a deep application that's fully integrated into a
social graph like Facebook. But I think both terms will stay around."

The panelists agreed that publishers or advertisers planning to use
widgets need to make sure they have enough quality content to feed them
with and an actual strategy for promoting them--because widgets don't
just go viral by chance. "Viral growth is engineered," said Goldstein.

"You can't just build a widget, put it somewhere and they come," said
Boissiere. "The initial burst comes from seeding a widget inline with
content. Users are going to NBC.com for content around 'The
Office'--they're not going to go to Facebook first to get that content."


According to the panelists, the recent wave of publisher and advertiser
interest in widgets was arguably tied to Facebook's decision to open its
platform to developers. "With an app on Facebook, you as an advertiser
can build a multipage experience that goes beyond just a widget," said
Ro Choy, head of business development, RockYou. "You can create a
microsite in a user profile."

Choy added that the widget's success also depends on building real
functionality into the application. "You have to create an experience--a
reason for users to invite their friends to that application," said
Choy. "The engagement of the social network user is tied to the
platform, so if it sits directly on the page, it's easier for a user to
invite their friends and engage with it."

Chawla added that applications and widgets are the way to go for
advertisers targeting social networkers, as brands like Cover Girl and
content partners like MGA Entertainment and CNN have already run
successful widget campaigns. "People are so engaged in the social
network, if you require them to leave to monetize them, you'll never
win," said Goldstein. "It's selling against what they want to do. You
build an app where they stay, and you use it for branding, direct
response or to get some data."

Tameka Kee can be reached at tameka@mediapost.com

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PeopleJam Launches New Video and Social Networking Site at DEMOfall for People Who Want a Great Life

PeopleJam Launches New Video and Social Networking Site at DEMOfall for
People Who Want a Great Life

PR Newswire via NewsEdge Corporation :

SAN DIEGO, Sept. 24 /PRNewswire/ -- DEMOfall 07 (Station #49) --
PeopleJam today announced the beta launch of its new video and social
networking site designed for individuals in pursuit of a great life.
Unveiled at the DEMOfall 07 conference, PeopleJam
(http://www.peoplejam.com) brings together the most compelling
characteristics of the Internet and video to create a new type of online
community for the 60 million Americans interested in "purposeful living"
and personal development. The company on stage presentation will take
place on Tuesday, September 25 at 3:44 PM PDT.

"PeopleJam fills a void in the online media market by targeting an
audience looking for advice, information and meaningful personal
connections that will help them get the most of out of life between
college graduation and retirement," said PeopleJam CEO and Co-Founder
Matt Edelman. "Integrating today's three most significant online trends
-- video, social networking and blogging -- into a single user
experience for this passionate user segment, PeopleJam takes the notion
of an interactive online community to a deeper level."

Chris Shipley, executive producer of the DEMO conferences, added,
"PeopleJam was selected as one of the 70 companies launching new
products at DEMOfall 07 because of its fresh take on social networking
and online content. The demographic being targeted by PeopleJam has been
underserved online, and the experienced executive team, impressive
content partnerships, and unique integration of Web 2.0 functionality
with online video programming make PeopleJam attractive to the range of
people who use DEMO to identify new opportunities."

PeopleJam is a vertical social media site that presents a package of
integrated tools and technology designed specifically to deliver a
superior user experience for people with common values, interests and
life ambitions:

-- Structured Blogging: Members can use customized blogging tools to
write
posts in a format that is easy for other members to find and
useful for
them to read and respond to. At launch, blogging modules
include:
-- Stories: members can share specific life experiences and
lessons
learned.
-- Goals: members can create life goals and solicit feedback
from the
community.
-- Advice: members can share advice in areas where they have
personal
expertise or pertinent knowledge.
-- Personalization: Members who find a particular blogger inspiring
or
helpful can add his or her content to their My Favorite Members
list
with a single click, resulting in a personalized feed of
contributions
from the community that enables deep levels of content sharing
between
members with common interests.
-- Volunteer Members: Dozens of professional life coaches serve as
moderators within the site, and also are available to help
members make
progress towards their life goals.
-- Video and Audio: PeopleJam has produced and aggregated the
largest
offering of inspirational video and audio on the Web. Designed
to
stimulate audience interaction, the products feature top-selling
authors, motivational speakers, psychologists, fitness trainers,
healthy chefs, stylists and other experts. Formats include
interviews,
original reality series and user-generated content. Created with
the
democratization of the Web in mind, video can be shared, embedded
and
will be syndicated to other sites, blogs, mobile phones,
video-on-
demand services and elsewhere.

"The leading Web 2.0 companies have seen success offering a generic
functionality -- YouTube allows users to post video clips and Blogger
facilitates text entries, regardless of subject matter -- but a new
trend has emerged," said PeopleJam President and Co-Founder Robert
Tercek. "PeopleJam is part of a new generation of online destination,
presenting an optimized package of Web 2.0 features tailored to suit a
specific vertical market segment."

Leading into its launch, PeopleJam signed a number of strategic
partnerships that have helped the company bring over 150 experts aboard
as members:

-- Let's Dance Media, Inc.'s "LiveLoud" life improvement brand will
have a
dedicated space on PeopleJam, including experts such as Let's
Dance
Co-Founder Judson Laipply, creator of "Evolution of Dance" -- the
most-watched video in YouTube history.
-- PeopleJam will distribute short form video and audio from
Nightingale-
Conant Corporation's life-improvement experts such as Tony
Robbins,
Brian Tracy, Dale Carnegie, Dr. Wayne Dyer, Deepak Chopra and
others.
-- Stream4Media, a new digital entertainment company, is creating
over 500
episodes of programming exclusively for PeopleJam members and
distribution partners. It will feature online wine expert Gary
Vaynerchuk, Top Chef star Andrea Beaman, clips from Harvard
Health
Publications and more.

The PeopleJam founders have over three decades of combined experience in
traditional and new media. Edelman was previously senior vice president
of publishing for Hands-On Mobile and senior vice president of Marvel
Studios, while Tercek has served in executive management at digital
technology start- ups PacketVideo and Hands-On Mobile, and has also been
senior vice president of digital media at Sony Pictures Entertainment
and creative director for MTV.

About DEMO

Produced by Network World Events and Executive Forums, the semi-annual
DEMO conferences focus on emerging technologies and new products, which
are hand-selected from across the spectrum of the technology
marketplace. The DEMO conferences have earned their reputation for
consistently identifying tomorrow's cutting-edge technologies, and have
served as launch pad events for companies such as Palm, E*Trade,
Handspring, and U.S. Robotics, helping them to secure venture funding,
establish critical business relationships, and influence early adopters.
Each DEMO conference features approximately 70 new companies, products
and technologies. For more information, visit http://www.demo.com.

About PeopleJam

PeopleJam (http://www.peoplejam.com), based in Los Angeles, was founded
by media executives Matt Edelman and Robert Tercek to tap the power of
the Internet to link individuals who share an interest in human
achievement, personal bests and achieving a great life. PeopleJam is
more than a social networking site. It is the next-generation social
media experience and the first online community of its kind to offer an
integrated suite of software features for personal development,
including collaborative content creation tools, communications features
and digital video. At PeopleJam, which is targeted to adults ages 25 to
50, visitors experience shared personal growth and innovative ways to
get real results in their lives with the help of like- minded
individuals who bond through discovery of shared values.

PeopleJam social media content categories include PeopleLive (health and
fitness), PeopleLove (relationships), PeopleEarn (finance and careers),
PeopleBelieve (inspiration and spirituality) and PeoplePlay (creativity
and fun). Depending on their personal needs, each PeopleJam visitor can
access social networking and interactive features to create a personal
profile, set goals, blog about challenges they are currently facing,
comment on someone else's stories, view and upload videos and read
articles. Visitors also can start a dialogue with one of PeopleJam's
resident experts who consistently provide content for the site and are
available for questions and intensive one-on-one life coaching sessions
that help guide users through the issues that are the most impactful in
their lives.

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TNS Research Explores Consumers' Experience with Online Video

TNS Research Explores Consumers' Experience with Online Video; Confirms
Trajectory for Continued Growth in Viewership and Ad Opportunities

Business Wire via NewsEdge Corporation :

About Advertisers; Nearly Two-Thirds of Users Say They've Taken Action
After Seeing a Video Ad Business Editors/Advertising Editors/Technology
Editors NEW YORK--(BUSINESS WIRE)--Sept. 24, 2007--A comprehensive
survey by TNS, a world leader in market insight and information,
confirms that online video has become a compelling medium both for broad
viewer audiences as well as relevant advertiser messages.

In a relatively short period of time, the online video platform has
become mainstream media, with the research confirming that reach across
the medium is broad and rapidly growing. Fully 75% of respondents
reported watching more video online than they did a year ago, and half
(52%) expected to watch more online video over the next year. Users
cited convenience, control, and access to unique content as some of the
medium's benefits.

The study, sponsored by AOL and Google, also found widespread acceptance
among consumers for online video ads. Nearly two-thirds (63%) said they
prefer having video sites include ads in order to keep the content free.


"This study confirms that consumers accept video advertising in exchange
for a free viewing experience, which is good news for advertisers," said
David Klein, Vice President of TNS. "As with advertising across all
media, if the video advertising is relevant, it can contribute to and
enhance an engaging media experience, not impair it."

The combination of viewer control and the ability to easily share
content combine to create a uniquely engaging media experience.
Eighty-four percent say they watch online videos when it is convenient,
and 57% say that online video provides a lot of control over content.
Both responses describe the active posture associated with viewing
online video. Additionally, 54% say they often view videos sent to them
by friends and family, while 47% say they enjoy sharing online videos
themselves.

"The online video viewing experience puts the viewer in the driver's
seat, allowing the user to decide not only what they see and when, but
also enabling them to easily share content with others with the click of
a mouse," added Klein. "For marketers, targeting and segmentation can
play a critical role in ensuring video advertisements are equally
engaging as the content consumers are viewing. This gives marketers the
opportunity to build compelling and viral brand experiences."

While marketers often employ TV advertising for awareness and brand
association goals, the research found that the immediacy and
interactivity of the video medium makes it easy for consumers to learn
about a brand/company and take subsequent action- a complementary
strategy to TV. Results show that more than three-quarters (78%) agreed
that online video ads provide as good as -- if not more -- of an
opportunity to learn about an advertiser than TV. And nearly two-thirds
(64%) said that they have taken some action after seeing an online video
ad, including going to a company's website (44% of respondents),
searching for more information about a product or service (33%), going
to a bricks & mortar store to look at a product (22%), or talking to
friends/family about the product (21%).

The research also found that brands can benefit simply from having an
online video presence; in other words, for online video advertisers, the
medium itself can be a valuable part of the message. Forty-one percent
of respondents stated that after they see a brand featured in an online
video ad, they are more likely to think of that brand as having a strong
presence on the Internet. This suggests that the employment of video
advertising can play a unique and critical role in representing a brand
as digitally-focused and digitally-accessible.

Moreover, nearly one in three say they think of brands featured in
online video as "innovative" (32%), "creative" (32%), and "fun" (30%).

"These statistics have a compelling message for marketers: just by
leveraging the online video medium for communicating a message, your
company's brand benefits," notes Klein from TNS.

Methodology

The AOL/Google Online Video Survey was conducted from July 9 to July 15,
2007 by independent research company TNS. The results are based on
online survey responses from 2,394 online video viewers between 18 and
54 years old, using TNS 6th Dimension Panel.

About TNS

TNS is a global market insight and information group. Our strategic goal
is to be recognized as the global leader in delivering value-added
information and insights that help our clients to make more effective
decisions. As industry thought leaders, our people deliver innovative
thinking and excellent service to global organizations and local clients
worldwide. We work in partnership with our clients, meeting their needs
for high-quality information, analysis and foresight across our network
of over 70 countries.

We are the world's foremost provider of custom research and analysis,
combining in-depth industry sector understanding with world-class
expertise in the areas of new product development, segmentation and
positioning research, brand and advertising research and stakeholder
management. We are a major supplier of consumer panel, media
intelligence and internet, TV and radio audience measurement services.
Learn more at www.tns-us.com .

About AOL

AOL(R) is a global Web services company that operates some of the most
popular Web destinations, offers a comprehensive suite of free software
and services, runs one of the largest Internet access businesses in the
U.S., and provides a full set of advertising solutions. A majority-owned
subsidiary of Time Warner Inc., AOL LLC is based in Dulles, Virginia.
AOL and its subsidiaries also have operations in Europe, Canada and
Asia. Learn more at AOL.com.

CONTACT: AOL Cindy Harvey, 206-219-5646 Mobile: 703-405-2389
cindy.harvey@corp.aol.com or Lisa Gibby, 703-265-1800
lisa.gibby@corp.aol.com

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comScore Announces Breakthrough Service for Measurement of Online Advertising

comScore Announces Breakthrough Service for Measurement of Online Advertising

PR Newswire via NewsEdge Corporation :

RESTON, Va., Sept. 24 /PRNewswire-FirstCall/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today announced the introduction of comScore Ad Metrix Publisher, a new service that provides critical insight into the online advertising landscape by reporting where display ads are actually viewed across the Internet and the characteristics of the people who are exposed to them. Ad Metrix Publisher captures all types of display advertising, including static and rich media/interactive ads, for the U.S. market.

"comScore Ad Metrix Publisher, the inaugural service from our Ad Metrix product suite, is the first online advertising measurement service to accurately account for the number of ads displayed and tie those views to actual Web users," said Alistair Sutcliffe, vice president of comScore Advertising Solutions. "Understanding the reach, frequency and audience composition for an online advertising plan is vital information for any media planner. Ad Metrix provides the tools for optimizing the placement of online ad dollars, thereby fulfilling the promise of the Internet to deliver greater media accountability."

comScore Ad Metrix Publisher reports on:
-- Ad impressions and reach for sites with display advertising
-- Who is reached with these impressions via reach/frequency and GRP
reporting for individual sites
-- How impression and share trends change over time

comScore Study Shows Differences in Ad Views by Demographic Across Competitive Sports Sites

To illustrate the impact of understanding who's viewing online ads, comScore utilized the Ad Metrix Publisher service to analyze the share of display ads viewed by various demographics across three competitive sports sites: ESPN, Fox Sports on MSN, and Yahoo! Sports. The results of the study revealed several notable differences among the sites.

Competitive Display Ad Demographic Analysis for Selected Sports Sites
June 2007
Total U.S. - Home/Work/University Locations
Source: comScore Ad Metrix Publisher

Demographics Percent Composition of Display Ads
ESPN FOX Sports Yahoo!
on MSN Sports
Total Audience 100.0 100.0 100.0
Gender
All Males 65.3 65.8 63.2
All Females 34.7 34.2 36.8
Age
Persons: 12-17 5.5 5.2 6.3
Persons: 18-24 14.5 8.6 14.3
Persons: 25-34 19.4 16.3 22.2
Persons: 35-44 28.6 26.6 20.2
Persons: 45-54 19.4 27.2 19.5
Persons: 55-64 6.3 9.0 10.3
Persons: 65+ 3.3 3.5 4.2
Household Income
Under $25K 8.1 6.4 8.6
$25,000 - $39,999 5.9 8.0 10.4
$40,000 - $59,999 19.8 31.7 25.1
$60,000 - $74,999 11.2 10.7 9.8
$75,000 - $99,999 20.4 16.4 15.5
$100,000 or more 34.7 26.8 30.7

While the three sites had similar ratios of males to females viewing display ads on the sites, they exhibited different skews by age and household income. Display ads on ESPN reached the highest share of people age 35-44 (28.6 percent) and households with an income of at least $100,000 (34.7 percent). Display ads on Fox Sports on MSN skewed heavily towards people age 45 and older (39.7 percent) and households earning between $40,000-$59,999 (31.7 percent). Meanwhile, Yahoo! Sports fared the best at capturing the 18-34 year old demographic, with 36.5 percent of its ads reaching people in that age group.

Demographic Drilldown: 18-34 Year Olds
June 2007
Total U.S. - Home/Work/University Locations
Source: comScore Ad Metrix Publisher

18-34 Year Olds ESPN FOX Sports Yahoo! Total
on MSN Sports
Share (%) of Display Ad Views 24.8 21.7 53.5 100.0
Ad Exposed Reach (%) 9.6 8.7 9.8 -
Number of Ad Views Delivered 47 46 100 -
Per Person

A deeper dive into the 18-34 year old demographic revealed that Yahoo! Sports delivered the most ads to this demographic, capturing the highest share among the three sites (53.5 percent). Although advertising for all three sites reached a similar percentage of viewers within this segment, Yahoo Sports delivered about twice as many ad views.

"Media planners want to feel confident that they're reaching their target market when they spend their online ad dollars, and Ad Metrix Publisher enables them to do so," continued Mr. Sutcliffe. "For example, a credit card company that wants to run a campaign targeted to a younger audience on a major sports site can look at this information and make much more precise decisions around the reach and frequency of that campaign, and ultimately the ROI. The availability of detailed ad data by demographic for competitive sites ensures that online ad placement can be optimized."

For more information on the comScore Ad Metrix Publisher, please visit: http://www.comscore.com/contact

About comScore

comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the digital world. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore analysts apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by more than 700 clients, including global leaders such as AOL, Microsoft, Yahoo!, BBC, Carat, Cyworld, Deutsche Bank, France Telecom, Best Buy, The Newspaper Association of America, Financial Times, ESPN, Fox Sports, Nestlé, Starcom, Universal McCann, the United States Postal Service, Verizon, ViaMichelin, Merck and Expedia. For more information, please visit http://www.comscore.com

SOURCE comScore, Inc.

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Tuesday, September 25, 2007

More than half of boomers access pharma sites for health info

More than half of boomers access pharma sites for health info

Fifty-six percent of baby boomers and 35% of "matures" (people born before 1946) consult pharmaceutical Web sites when they are looking for health information. Yet sites about diseases or symptoms grab a bigger chunk of the audience: 70% of baby boomers and 41% of matures. That's according to a survey of 30,000 of these consumers by Focalyst, a joint venture between AARP Services and The Kantar Group. When it comes to what resource they think is most valuable, both boomers and matures cite their physician. Yet boomers are more likely to place high value on Web sites as information sources. According to the survey, 42% of boomers say that Web sites about diseases are among the most valuable sources, and 31% cite pharmaceutical Web sites. Both groups also are more inclined to visit pharma sites before government Web sites or publications or blogs/podcasts.

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Google AdWords Introduces Google Gadget Ads, a New Interactive Ad Format

Google AdWords Introduces Google Gadget Ads, a New Interactive Ad Format

Business Wire via NewsEdge Corporation :

Communicate With Users Online Advertising Editors/Internet Writers MULTIMEDIA AVAILABLE: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=5496458 MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--Sept. 19, 2007--Google Inc. (NASDAQ:GOOG) today announced the introduction of Google Gadget Ads(TM), a new interactive ad format that is currently in an expanded beta with a select group of AdWords(TM) advertisers worldwide. Gadget ads - non-traditional ad units with interactive, rich media capabilities - not only enable advertisers to target audiences in a flexible and timely manner via regular updates within the ad unit, but also allow users to engage with ad content in a way static ads haven't facilitated in the past.

Gadget ads can incorporate real-time data feeds, images, video and much more in a single creative unit and can be developed using Flash, HTML or a combination of both. Designed to act more like content than a typical ad, they run on the Google(TM) content network, competing alongside text, image and video ads for placement. They support both cost-per-click and cost-per-impression pricing models, and offer a variety of contextual, site, geographic and demographic targeting options to ensure the ads reach relevant users with precision and scale. Gadget ads are also built on an open platform, allowing anybody from individual advertisers to agencies to set up and run ads on the Google content network, the world's largest global online ad network. Plus, gadget ads will not command any serving or hosting costs.

Feedback from preliminary beta participants, including brand advertisers such as Pepsi-Cola North America's Sierra Mist, Intel, Honda, Six Flags and Paramount Vantage, has been overwhelmingly positive. Advertisers are enthusiastic about this fresh marketing solution that empowers them to interact with targeted users through rich, dynamic and engaging content.

"We're always looking for new ways to engage with our consumers," said John Vail, director, interactive marketing, Pepsi-Cola North America. "Google Gadget Ads allowed us to reach the right audience at the right time, with an interactive message that brought our light-hearted Sierra Mist campaign, 'Squeeze More out of Summer,' to life."

"New and cutting-edge advertising opportunities are always of interest to Intel," said Stephanie Dillard, global marketing manager at Intel. "Google Gadget Ads provided a unique and efficient means to further promote our Centrino Duo campaign. Our goal was to enhance visibility and engagement with the consumer while taking in key learnings of Google's evolutionary advertising offerings. We look forward to utilizing the interactive gadget ad format with our new 'Chips' campaign that shifts focus back on the processor."

"The introduction of this new advertising format provides advertisers and agencies worldwide with an imaginative, dynamic way to interact with consumers," said Susan Wojcicki, Google's vice president of product management. "Google Gadget Ads are built on an open platform that enables distribution across the Google content network and can be shared on iGoogle and other personalized web pages."

In addition, users can build active communities with gadget ads by sharing them with each other and placing them on nearly any webpage, including personalized iGoogle pages. These portability and sharing capabilities simultaneously generate additional free traffic and help foster a sense of community between advertisers and users. Detailed interaction reports allow marketers to track dozens of actions within the creative unit and optimize toward their goals. To learn more about Google Gadget Ads, visit http://www.google.com/adwords/gadgetads.

About Google Inc.

Google's innovative search technologies connect millions of people around the world with information every day. Founded in 1998 by Stanford Ph.D. students Larry Page and Sergey Brin, Google today is a top web property in all major global markets. Google's targeted advertising program provides businesses of all sizes with measurable results, while enhancing the overall web experience for users. Google is headquartered in Silicon Valley with offices throughout the Americas, Europe and Asia. For more information, visit www.google.com.

Google, Google Gadget Ads, and AdWords are trademarks of Google Inc. in the United States and/or other countries. All other company and product names may be trademarks of respective companies with which they are associated. MULTIMEDIA AVAILABLE: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=5496458



CONTACT: Google Diana Adair, 650-253-1347 dianaa@google.com Deanna Yick, 650-253-6499 dyick@google.com

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Study author points to pharma to take advantage of boomer texting

Study author points to pharma to take advantage of boomer texting

Text messaging is shaping up to be a good way for pharma to reach baby boomers, findings from online marketing research firm InsightExpress suggest. Eighty percent of younger baby boomers (aged 45–54) and 79% of older baby boomers (aged 55–64) use mobile phones. Although they are outpaced by younger generations, 16% of younger boomers and 10% of older boomers send or receive text messages every day. Joy Liuzzo, director of mobile research at InsightExpress, cited pharma as one industry that could really take advantage of the boomer texting trend. She told MediaPost that a pharma text message program could allow users to create an online account for reminders about when to take their medicine.

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Eli Lilly and Co. to launch marketing campaign for diabetes drug

Eli Lilly and Co. to launch marketing campaign for diabetes drug

Indianapolis Star, The (KRT) via NewsEdge Corporation :

Sep. 19--First there was Cialis and the bathtub.

Then there was Cymbalta and the depressed woman on the couch who couldn't face the world.

Both drugs became blockbusters for Eli Lilly and Co., with help from a blizzard of memorable television and print ads, costing tens of millions of dollars.

Now get ready for Byetta.

This week, Lilly is launching its latest direct-to-consumer campaign in an effort to make Byetta a household word, following in the footsteps of Cialis, a sexual-dysfunction drug, and Cymbalta, an antidepressant.

Byetta is a drug for diabetics who do not yet need insulin injections. It will be featured in commercials during such shows as "60 Minutes," "CSI" and "Dancing with the Stars," as well as in prominent ads in Time, People and diabetes consumer publications.

Time magazine has Byetta ads in this week's issue. The TV commercials will begin Monday.

It's part of a wider push by the Indianapolis drug maker to regain its place in a competitive diabetes drug market it once dominated.

Diabetes, which affects about 20 million Americans, is the fifth-leading cause of death in the nation. But only a fraction of diabetics can take Byetta, which is for patients who do not yet need insulin injections. Still, Lilly said it sees a huge untapped market among the 8 million Americans who could use the product but don't.

Compared with some other Lilly campaigns, the kickoff spot for Byetta is gentle and low-key. There are no suggestive scenes, stark imagery or haunting music. The proposed 60-second spot features everyday people talking about their blood sugar, appetites and weight issues. They rave about Byetta's ability to help them manage their disease quickly.

"It helped me, starting Day One," says a middle-aged woman, sitting on her porch.

"Me, too, day after day," says a guy to another man as they sit in a car.

The simple message is designed to resonate with diabetics, who often spend hours a day trying to keep their blood sugar on an even keel.

"It's a full-time job for diabetics," said Paula Garrett, Lilly's director of consumer marketing. "They're thinking about all the things they can do and can't do, just trying to keep their blood sugar in control. People who have taken Byetta love the fact that it allows them to stay in control."

The drug has also found favor with diabetics for its weight-loss benefits.

Many diabetics who have gained weight on other medications say Byetta helped them shed pounds. The drug was so popular that Lilly had trouble meeting demand for a few months last year.

Lilly said it has no plans to market the drug as a weight-loss product for people with normal blood sugar.

"But any weight loss is a benefit to patients, because most current diabetes therapies have weight gain associated with them," said Dr. John Holcombe, a Lilly diabetes-care physician.

Lilly co-developed Byetta with San Diego-based Amylin Pharmaceuticals. The companies split revenues and profits.

Byetta demand remains brisk, with sales growing for at least the past six quarters. Sales last year, Byetta's first full year on the market, were $430.2 million.

But recently, the growth has slowed from three-digit percentage gains to two-digit percentage gains, and the market is becoming crowded with competing products.

Now, Lilly's goal is to create a louder buzz for a drug that has already been prescribed 3 million times to 600,000 patients since its launch two years ago.

Some analysts expect competition to get tougher, as other long-acting diabetes drugs appeal more to patients who hate the thought of injecting themselves twice a day, as Byetta requires.

Lilly doesn't have a long-acting diabetes drug, although several competitors do. The company is trying to develop a once-weekly formulation of Byetta.

"To go to the next level, Lilly needs a longer-acting version of Byetta," said Les Funtleyder, a drug analyst at Miller Tabak & Co. in New York. "One of the major pushbacks on this drug is the frequency of dosing."

Some other analysts agree.

"If you have a needle-phobic person that says, 'Now I can do it once a week, rather than twice a day,' you can get them to move to something that's injectable," said Leah Hartman, an analyst at CRT Capital Group in Stamford, Conn. "And that's a much bigger circle of patients likely willing to try it."

The diabetes market is extremely competitive and in flux. Earlier this summer, the Food and Drug Administration issued a safety alert on Avandia, an oral diabetes drug made by GlaxoSmithKline, after some clinical trials showed a "potentially significant increase" in the risk of heart attack and heart-related deaths in patients. Sales plummeted temporarily.

"Because of what happened with Avandia, I think Lilly senses an opportunity to pick up market share," said David Kliff, publisher of Diabetic Investor, a Chicago newsletter for investors in diabetes companies.

Some diabetes advocates say they are pleased that Lilly will be pushing the drug harder. Most diabetics are treated not by specialists but by primary care doctors, who are under time pressures and appreciate when patients research diabetes care on their own, said Kelly L. Close, principal of the San Francisco diabetes and obesity consulting firm Close Concerns.

"Companies like Lilly and Amylin are seeing that and are going directly to the diabetes patient to educate them directly," she said.

The FDA has approved Byetta for use in combination with oral diabetes drugs, not as a stand-alone treatment. Byetta stimulates the pancreas to produce insulin when blood sugar is high. The active ingredient is a synthetic version of a protein produced in the saliva of the Gila monster, a lizard of Mexico and the southwestern United States.

The advertising campaign is a dramatic turnaround for Lilly's diabetes group. Five years ago, the company cut its diabetes sales force dramatically, following a cash crunch after losing patent protection on its leading drug, the antidepressant Prozac. It saw its market share for insulin drop sharply.

But in the past two years, Lilly has pushed to rebuild its diabetes-care franchise, launching three new insulin pens, including one with a memory function of past doses. It donated $10 million to Riley Hospital for Children to help expand its diabetes facilities.

And it launched Byetta, which has won raves from patients and diabetes educators for its ability to control blood sugar quickly.

Lilly declined to say how much it is spending on the campaign, other than to acknowledge it will be on a scale similar to recent direct-to-consumer marketing campaigns for Cymbalta and Cialis.

According to Nielsen Monitor-Plus, Lilly and its partners spent $157 million on the Cymbalta campaign last year, making it the sixth most advertised drug in the nation. It spent $116 million on Cialis in 2005, making it the 10th most advertised drug that year, Nielsen said.

ABOUT BYETTA:

-- What: A twice-daily injectable drug to help diabetics control blood-sugar levels. It is for patients who do not yet need insulin.

-- Maker: Co-developed by Eli Lilly and Co. of Indianapolis and Amylin Pharmaceuticals of San Diego.

-- Inventor: The drug was discovered by Dr. John Eng, a researcher at the Bronx (N.Y.) Veterans Affairs Medical Center.

-- Launched: June 2005.

-- Sales: $430.2 million in 2006, with Lilly getting $219 million of the revenue.

-- Market: Byetta has been taken by 600,000 patients, with more than 3 million prescriptions written.

Source: Eli Lilly and Co.

DIABETES BY THE NUMBERS:

--In the United States, 20.8 million children and adults, or about 7 percent of the population, have diabetes.

--Of that number, nearly one-third are unaware they have the disease.

--Type 2 diabetes accounts for about 90 percent to 95 percent of all diagnosed cases of diabetes. It usually begins as insulin resistance, a disorder in which the cells do not use insulin properly.

--The U.S. market for Byetta is about 8 million diabetics who are Type 2 and do not yet need insulin injections.

Sources: American Diabetes Association, Centers for Disease Control and Prevention, Eli Lilly and Co.

<<Indianapolis Star, The (KRT) -- 09/20/07

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E-mail proves top digital marketing tool

E-mail proves top digital marketing tool

E-mail is more popular than search, display, or online video as a marketing tool, according to a survey published by The McKinsey Quarterly. The results are based on responses from 311 marketing executives from around the world, and found that 83% used e-mail, ahead of display ads, paid search, and online video. Additionally, respondents indicated that they believe the Web would be a key component in product awareness and information gathering for a majority of consumers, and more than half plan on increasing the money spent on e-mail advertising in the next three years.

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Pharma is the 10th largest advertising category in 2006

Pharma is the 10th largest advertising category in 2006
 
The pharmaceutical industry spent nearly $5.3 billion on advertising in 2006, making it the 10th largest advertising category in the United States, behind telecom, advertising (nondomestic), and travel and tourism, according to an article from eMarketer.com. The rankings were compiled by TNS Media Intelligence and reveal that big pharma spending on advertising rose 13.8% from 2005. It is projected that 5% of all Internet advertising (about $2.2 billion) will be done by pharmaceutical companies by 2011.
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Monday, September 24, 2007

Special Report: Marketing With Widgets - Usage Data, Tactics & Test Results

Special Report: Marketing With Widgets - Usage Data, Tactics & Test
Results <http://www.marketingsherpa.com/article.php?ident=30137>


Source:

http://www.marketingsherpa.com/article.php?ident=30137
<http://www.marketingsherpa.com/article.php?ident=30137>

SUMMARY: Marketers have jumped onto the widget bandwagon as they conduct
tests to see how well widgets can generate and convert traffic.

In our latest Special Report, we have all the data on widget usage,
marketing tips and strategies surrounding this hot topic. Plus, three
marketers tell us about their results involving widgets. One has already
seen 1250% ROI.

It's a widget world these days. Amazon.com just launched widgets to let
customers show off their favorite Amazon products on blogs, Web sites
and social networking pages. USA Today offers online users the ability
to install widgets on their blogs and personal Web pages that contain
news updates and other information from the newspaper. There's even a
conference where marketers can gather to talk about the latest in
widgets.

Widgets are small applications used to meet computer users' specific
needs by providing quick access to Internet sites; desktop utilities,
such as to-do lists, calendars, clocks, weather, games, entertainment;
and tools, such as system resource monitors or application launchers.
Most widgets look like a tiny window on the user's desktop or Web page.
You might also see widgets referred to as gadgets, badges, capsules,
gizmos, minis, modules, plug-ins or snippets.

Two ways that widgets work for marketers:
- Merchants can deliver offers via images, multimedia and coupons so
viewers can click through to the product page and complete the
transaction.
- Publishers can stream content to build brand and advertising dollars
or increase paid subscriptions.

In either example, your widgets won't go far if your brand has not
already built a strong community. In short, if people who either author
or patronize relevant niche blogs are not aware of your company or don't
respect your brand, you have some foundation work to do before you get
serious with widgets.

"You need to have a pretty good idea of the size and shape of the
blogosphere and be able to navigate your way around the most influential
players," says Adam Weinroth, Director Product Marketing, Pluck Inc.
"Find the ones who are reaching your target audience and then reach out
to them to start a relationship."

Widgets: The Basics
Technically, one could divide widgets into multiple categories since the
term itself refers to anything that's even hypothetically a gadget.

For our purposes, though, there are two essential types:
- Web widgets. These allow marketers to distribute product offers and
information. In just a few steps, these widgets let people copy code
from the marketer's site and paste it into their blogs or Web 2.0 pages.

- Desktop widgets. These allow marketers to regularly deliver
information to the user's desktop without another Web site serving as an
intermediary. While very direct, getting consumers to download them onto
their computers can be tricky and they often have a short shelf life.

Despite that shorter shelf life, marketers shouldn't ignore desktop
widgets. These can be extremely successful. One of MarketingSherpa's
Viral Hall of Fame winners from 2007, Sunflower Market, used a desktop
widget shaped like a potted plant to send coupons and relevant
information to consumers who downloaded it for their first store in
Indianapolis. The widget helped exceed opening-month sales expectations
by 18%.

For retailers, Web widgets can work like more interactive versions of
affiliate programs or banners. The key here is that blogs have more
"association cache" -- i.e., viewer trust -- than ecommerce sites
because the viewers are fans of the blogger or 2.0 persona.

So, the potential for conversions from Web widgets can be greater.
Content marketers also reap from the association or trust factor, using
widgets as enhanced versions of RSS feeds.

Widget Use: Data Points
The numbers around widgets are exploding: In April 2007, the total US
Web widget viewing audience was 72.6 million people (40.8% penetration),
according to comScore, which recently launched a Widget Metrix to track
widget usage. By June 2007, that number had increased to 87.1 million
people (48.7% penetration).

The worldwide widget viewing audience in April 2007 was 177.8 million
people (21% penetration of the worldwide online audience). In June 2007,
the figure had grown to 239.3 million people (27.9% worldwide
penetration).

ComScore also analyzed the top 10 widgets worldwide, finding that
photo-related sites dominated the top positions, according to data
collected in April 2007. Here were the top five Web widgets:
Slide...................117,072,000....13.8%
RockYou...............82,045,000......9.7%
PictureTrail...........30,647,000......3.6%
Photobucket.........28,189,000......3.3%
BunnyHeroLabs....24,984,000......3.0%

Widgets are especially popular among young people. A June 2007 study of
9- to 17-year-olds by Alloy Media + Marketing found that 20% had widgets
on their profile pages on social networking sites.

Specifically to publisher sites, widgets that drive content can add
value to the brand. Unless you have an extremely faithful audience,
however, they also may experience short stays at blogs. For instance,
according to exclusive cross-client numbers contributed by service
provider Gigya Inc., each installed widget averages around 200 views
before being removed from the page.

Two more data points from Gigya:
- The top 15 social network/blog platforms account for 90% of their
clients' widget installs.
- They tracked 500 million widget views per month from the hundreds of
sites that they service.

It's also worth mentioning that widgets vendors (for content or retail
versions) can track all the regular key campaign metrics, such as
clickthroughs, page views and sales conversions.

Hooman Radfar, CEO, Clearspring Technologies, says he has seen programs
that have extended the online reach of big clients by more than 50%. "We
are talking about hundreds of thousands of page views per day."

Using Widgets
To maximize a widget retail program, marketers need to recruit customers
to become brand evangelists.

Three ways to get started:
o Highlight the widgets on your homepage and throughout your category
pages
o Use promotions for your widget programs in your email campaigns
o Research blogs

If you've executed properly, before long the widgets can become virtual
outposts across the Web for your online store. But it's important to
know that customers who become evangelists must believe that a company
offers something distinct in terms of price, quality, functionality,
etc.

It also helps if they think that the retailer understands their values,
listens to them and shares their lifestyle principles. There's also a
cool factor to widget evangelism because most of the influencers in this
equation and their audience will be under 40. So, you not only need to
have a strong community, but it also helps if the community members are
on the young side.

In terms of incentivizing the offer to bloggers who may become brand
evangelists, publishers may want to consider offering a free low-level
subscription to get the program started. Some publishers have found
success using games in their widgets to drive clickthroughs.

"We've seen short quizzes work well to promote usage," says Eyal Magen,
CEO, Gigya. "The users forward the quizzes to friends. You want to
include content that they will want to share with their friends."

Here are nine more usage tactics from Pam Webber, VP Marketing,
Widgetbox:

Tactic #1. While there are distinct differences between what widgets can
mean to a retailer versus a content marketer, in both cases marketers
MUST create an attractive value offer behind the idea to get people to
post them at sites.

Tactic #2. Use your house list to create awareness during the first few
weeks or months of the widgets program.

Tactic #3. Remember that widgets are evangelism tools, so hone in on who
your brand preachers might be around the Web. Research the heck out of
bloggers in your niche!

Tactic #4. Incentivize the offer to get them to join; perhaps use a
rewards program.

Tactic #5. Hey, retailers, set up the widgets so there's a section where
the blogger can show friends what they have recently purchased from you.


Tactic #6. eBay users are continuously adapting widgets to their
platforms and represent tremendous growth opportunities for the right
brand. Therefore, merchandisers of all kinds would be smart to
investigate possibilities on the auction site.

Tactic #7. Employ games and contests within the widget to encourage
usage.

Tactic #8. "DIY widgets" are increasingly popular. Allow bloggers to
personalize your widgets in the avatar sense.

Tactic #9. While allowing personalization is nice, keep the widget
templates simple. Simple allows outperform complicated. "Remember that
it's not just data but a portable chunk of code wrapped in a user
experience," Webber says. "It's something that should be easy to
interact with."

Security tips
Since major portals, such as iGoogle, Live.com and Yahoo!, all offer
personalized portals that use widgets and the MySpaces and Facebooks of
the world are burgeoning, the phenomena is likely to result in
heightened attacks by hackers, spammers and other keyboard crooks.

To avoid Widget infections, here are three tips from Finjan Inc. on what
your IT people should do:

Tip #1. Refrain from using non-trusted third-party widgets. Widgets and
gadgets should be treated as full-blown applications, and the use of
unknown and untrusted widgets is highly discouraged.

Tip #2. Be cautious when using interactive widgets. Widgets that rely on
external feeds, such as RSS, weather information, external application
data, etc., may be susceptible to attacks that exploit this trust by
piggybacking a malicious payload on such data.

Tip #3. Organizations should enforce a strict policy for their users on
using widgets and widget engines. Since these are not considered
business-critical applications, or even productivity enhancers in some
cases, the use of widgets by corporate users should be limited.
Additionally, blocking widget and gadget file types could be enforced at
the gateway to prevent the downloading of such mini-applications to the
corporate network.

Widget Marketing Example #1. Karmaloop
Karmaloop has the perfect demographic of high school and college-age
students as their customer base to fully exploit the potential of retail
widgets in the Web 2.0 world. And, quite frankly, there's not a better
existing example of a large group of evangelists who are faithfully
serving a brand.

The eretailer has nearly 20,000 customers that push the brand on their
MySpace, Facebook, Friendster and other social media sites and get
discounts or cash when they, or someone they've referred, make a
purchase. Members of what they call their "street team" upload images,
photos or artwork to Karmaloop's site to make company stickers or
banners other street teamers can download.

The eretailer has pitched the widgets offer across their Web site and in
their emails to create the army of sales reps, while encouraging the
customers to recruit other street teamers at multiple touch-points. And
while less than 1% of Karmaloop's total customers are reps, their
purchases and those they convert currently account for 25% of total
sales.

"We've done it all in-house and have spent zero dollars on
[out-sourcing]," says CEO Greg Selkoe. "The return has exceeded our
highest of possible expectations. It's not going to work this way for
everybody, though. You have to passionately participate with your
community. You just can't sell them stuff and expect your customers to
promote your brand. You need to have a culture."

Widget Marketing Example #2: Due Maternity
Due Maternity recently tested a desktop widget and has already seen an
ROI of more than 12.5 times. The widget allows users to receive product
and relevant information at targeted times during their pregnancy.

As one example, because the user inputs her due date, a congratulatory
message and coupon can be sent during her second trimester.

With a demographic of 25- to 35-year-old mothers-to-be, the widget
program has given the eretailer an alternative avenue to staying in
touch with their target audience. The widgets are converting at a higher
clip than onsite traffic and are only 1% below email conversions.
Furthermore, he believes that the medium is a growing alternative to
email.

"People don't sign up for newsletters anymore because their inboxes are
so full," says Co-Founder Albert DiPadova. "Some weeks, the widgets get
a higher response than our emails. The emails typically get a 10%
clickthrough rate to our customer audience. The widgets, once they are
downloaded, at times get 50% that go on to the site."

Widget Example #3. The Motley Fool
The Motley Fool just wrapped up a four-month test on Web widgets to see
if the features could help deliver their stock news, quotes and tips and
build the brand. They promoted the program by creating a pair of
humorous videos for the widgets and encouraging users to create their
own.

Essentially, the videos were interspersed occasionally between stock
news and quotes. With one low-key ad on the homepage promoting the
effort, they got 32 bloggers to put up their widget, which helped
increase site traffic.

"It's created a win-win relationship with our consumers in that they can
share content and do so in a way that adds value to their own site
development," says Sr. VP John Keeling. "It's a way of delivering
content to third parties that has low-barrier to syndication."

Here are the monthly average clickthrough rates that the widget program
saw in the test:
o June - 3.48%
o July - 3.66%
o August - 4.62%

Two other key benefits included allowing Keeling to repackage content
from the site and facilitating more viral content sharing. However, he
warns that widgets abuse was a problem that's on the horizon, comparing
it to a "potential [Google] AdSense."

"As a result, we see a lot of community-oriented and blogging sites
restricting the library of widgets available for embedding. I hope to
see a security framework established, similar to what we have for Java
applets, for example, which will address the current threats and support
the objective of open widget development and publishing."


Useful links related to this article

Creative samples involving widgets:
http://www.marketingsherpa.com/cs/widget/study.html
<http://www.marketingsherpa.com/cs/widget/study.html>

MarketingSherpa's Viral Hall of Fame 2007 - Sunflower Market's desktop
widget:
http://www.marketingsherpa.com/viralawards2007/1.html
<http://www.marketingsherpa.com/viralawards2007/1.html>

Industry resources -

ComScore's Widget Metrix:
http://www.comscore.com/metrix/default.asp
<http://www.comscore.com/metrix/default.asp>

Finjan's Web Security Reports page:
http://finjan.com/content.aspx?id=827
<http://finjan.com/content.aspx?id=827>

WidgetCon - annual trade event dedicated to widgets:
http://www.widgetcon.com/ <http://www.widgetcon.com/>

A sample of widget services providers -

Clearspring Technologies:
http://www.clearspring.com/ <http://www.clearspring.com/>

Widgetbox:
http://www.widgetbox.com/ <http://www.widgetbox.com/>

Gigya:
http://gigya.com/ <http://gigya.com/>

Muse Storm:
http://musestorm.com/ <http://musestorm.com/>

yourminis:
http://www.yourminis.com/ <http://www.yourminis.com/>

Other sources -

Karmaloop:
http://www.karmaloop.com/ <http://www.karmaloop.com/>

Due Maternity:
http://duematernity.com/ <http://duematernity.com/>

The Motley Fool:
http://www.fool.com/ <http://www.fool.com/>

Sunflower Market:
http://sunflowermarket.com/ <http://sunflowermarket.com/>

Pluck Inc.:
http://pluck.com/ <http://pluck.com/>

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