advergirl

ePatient conference: Ten most memorable quotes and stats (Day 2)

Another set of fantastic quotes from the floor of the ePatient conference. Read the best of Day 1 here.

1. “The idea that I can pretend I know everything is just wrong. There is huge power in being willing to say I don’t know. Let’s look it up together.” - Danny Sands, MD, on how medicine needs to open up to empowered patients


2. "“I wanted to understand the literature as well or better than any physician I would go to see” - Craig Lipset, Pfizer, on his own experience as an ePatient


3. "...And expect the patients, now informed and comprehending,
   To sit idly by awaiting your instructions?" - part of a poem delivered by patient advocated Regina Holliday


4. "Health activists are the top 10% of epatients, reaching 15,000 patients on average." - Jack Barrette, with WEGO (Cool quote but I'm a little dubious of his overall POV - one of his slides showed the "1% Rule" - data date: 2006. Forrester has updated that to almost 25%)


5. “Our generation of physicians was never satisfied not communicating well with people. These tools give people choices and an ability to be there with patients.” - Ted Eytan, MD, MPH, Kaiser Permanente, on why better tools make practicing medicine more fulfilling


6. “Because of this site, now I know what my doctor is talking about”- Jeanne Barnett, CysticFibrosis.com on what community members say to one another


7. "Are we expecting them to broadcast that they like their herpes medicine … and then someone to comment back?" - Jonathan Richman, Dose of Digital Blog, Bridge Worldwide, on the limits of what pharma can really expect from social sharing


8. “I’m not in the business of changing systems; I’m in the business of helping people use the system as it is.” - Elizabeth Cohen, CNN Senior Medical Correspondent, on what it takes to navigate the healthcare system today


9. “It would be nice to talk about sex and stuff with a doctor who hasn’t known me since I was seven years old” - one simple, but really powerful line, from Novartis' Becoming Christopher film


10. "Instead of trying to tell an entire story in one commercial – what about a series of three?"- Jonathan Mayberry, author of Patient Zero, on how to make better connections in advertising

ePatient conference: Ten big ideas (Day 2)

Seth Quillin (the EVP of innovation in GSW's digital lab) and I were in Philadephia this week for ePatient 2010 - a conference that brings together lots of people like us who are dedicated to reaching, engaging and educating epatients and caregivers. Who are they? Patients and caregivers who’ve become empowered and engaged advocates for their own care through the social web and connected communities.

We were both live blogging from the conference floor on WhatsYourDigitaliQ.com, but of all the great talks we heard, these are the essential ideas -

Ten big ideas from Day 2:

1. Medicine is moving online (fast). Kaiser Permanente has over 3 million people enrolled in its online health management system. In the second quarter, those people sent over 2.6 million emails to their physicians. 


2. Pharma's selling cycle hurts digital investments: Product launches inspire big investments, but they're often quickly abandonned once a list is built or a product matures. Patients don't trust that pharma-sponsored destinations will be/stay there.


3. Big trend in wellness = powerful sensors. Products like Zeo let engaged patients be active participants in their own health. More engaged patients need better tools.


4. Medicine will only change by example. Docs have four years of medical school. That sounds like a long time until you think – the amount of medical information doubles every 3-5 years. Docs have a lot to learn and keep learning. New skills (like writing, video conferencing, sharing) can't be taught that way (what would be left out to teach them?)  We need to get to a critical mass of doctors who think this way and practice this way to teach by example.


5. We're ready for quick response: Kurt Mueller at Roska Digital said that 45% of US is QR ready; 95%, Japan; 75%, Europe


6. Your competition online isn't other products. It's everything else on the internet. People are watching the Family Guy on Hulu, not camping out on your competitor's new blog.


7. Medical journalism is "sideways." Twenty years ago, medical journalists tended to open their advance copies of JAMA and New England Journal of Medicine to write stories. The medical news was top down. Now personal stories reflect bigger challenges in navigating the healthcare system.


8. Nonspecific guidance IS coming. Barabara Chong from DDMAC reported that the agency will release multiple rounds of online and social guidance - the first of which should come out this year. But, the guidance will be general, not targeted to specific destinations, like Facebook


9. We need to think about ePatients when we design clinical trials. The big opportunities are making them more participatory (enroll from anywhere) and more patient centric (share clinical data back with enrolled patients to allow them to increase their own health and wellness or decrease their medical costs)


10. Storytelling breaks through. Novartis reported that 78% of docs were motivated to change their behavior after seeing a film about life with cystic fibrosis. The difference? Real storytelling that followed the three-act format of compelling entertainment (The three acts)

Also see: Ten big ideas (Day 1)

ePatient conference: Ten most memorable quotes and stats (Day 1)

What's a conference without great turns of phrase and new buzz words that you can totally make you own?

Here are some of the sticky little maxims that I know I'll be borrowing:

1. "Mobile has a multiplier effect" - Susannah Fox, Pew Internet & American Life Project on the activating effect of mobile (People with mobile devices are more likely to comment, to contribute, to participate in the online conversation)


2. "The interface of healthcare is broken" - Ben Sawyer, Digital Mill, on why the frontend interactions (in person, online, in game) we have with healthcare, in short, suck


3. "Pervasive equals persuasive" - David Rose, VItality GlowCaps, on why we need to spread information thinly throughout people's lives


4. “The obligation of the cured” – Lance Armstrong’s oncologist Dr Craig Nichols on Lance’s role post remission. In short: if you can make an impact, you must make an impact


5. "In August, 28% of visitors to health and wellness websites were 55+" (Index 129) - hot little fact from Heather Dougherty, Hitwise. Yeah, you read right - people of all ages are digital.


6. "We call ourselves social anthropologists – a lot of artifacts can lead to insights" - Reid Connolly in an otherwise very awkward presentation about evoke interaction


7. "Advice doesn’t change behavior" - Victor Strecher,  HealthMedia, on why storytelling matters


8. "There's a huge disconnect between our long-term aspirations and moment-to-moment choices" - Margaret Morris, PhD, Intel Digital Health Group on the tension between diet and health (or: why we have no collective resolve)


9. "Laugh, Sing and Eat Like a Pig" e-Patient Dave's self Rx for fighting cancer


10. “There’s an opportunity to make interactions with healthcare devices a lot more delightful” - just another well said moment from David Rose

Top 5 Ideas

I'm a big fan of the New York Times Magazine annual Year in Ideas issue. It uncovers both magical oddities and major shifts in consumer wants and needs (aka: trends). Here are my five favorites from their A>Z index of how our world is changing.

1. Good Enough Is the New Great. An idea I've been looking for words for - basically, "Companies that had focused mainly on improving the technical quality of their products have started to notice that, for many consumers, 'ease of use, continuous availability and low price" are more important'." Think Flickr, YouTube, iPods (vs. photo books, high def and stereos.) Today, it's often more about what's easy than what's the very best. That's a game changer.


2. An Advertisement that Watches You. Maybe an oddity for now or maybe where our world is going. Using a camera and face-tracking software, a poster in a Berlin bus shelter changed its content this year based on whether or not people were paying attention to it. Look away and the graphics change in your peripheral. The technology is improving all the time. Now it can even identify the sex of a passerby and dynamically change the graphics to match.
   


3. Random Promotions. You've heard, of course, of The Peter Principle - people are promoted to their level of incompetence. If you're good at doing, you get promoted to managing; good at managing, you get promoted to leading. Despite the fact that those three functions require entirely different skills. And, then you're stuck in that role until you use up all the equity that got you there. A new study found that promoting people entirely random improves the overall efficiency of a firm. So much for merit.
   


4. Printable Batteries. You probably remember Entertainment Weekly running the first video ad in a print publication this year. The technology to print those video ads is surprising accessible. The challenge has been how to power them. The solution is to print batteries too. This year, a research team at the Fraunhofer Research Institution for Electronic Nano Systems revealed a 0.6-millimeter-thick battery.
   


5. Subscription Artists. I love it when social gets all practical. You've probably heard of productive crowdsourced business models, like Edison Nation, iStock and Innocentive and do-good ones like Kiva and Microplace. A relatively new player in the field offers the best of both - it's Kickstarter. It offers artists a chance to put together business plans and engage subscribers or funders to pay for it. For perhaps the first time, an artist can quickly answer a nagging question: Does anyone actually want my art badly enough to pay for it?

Recession fallout: Good and Time leverage digital to stay alive

You've heard, I'm sure, that Domino and WonderTime have shuttered their doors. A real loss of a bold aesthetic and brave approach, respectively.

They fell to the same shocks hitting the rest of the publishing industry: fractured media habits among core readers; reduced ad spending; increased distribution costs; etc.

This month, two other publishing innovators handled the industry-wide challenges in really different ways:

Good: Powerful content for the digital space

If you don't know Good - I'm happy you're reading this. It's a chance for me to introduce you to your next favorite thing. The visual appeal of Real Simple; the smart voice of Fast Company; the heady ideas of Seed. All in one even-better tome.

Unfortunately, Good is trimming its paper for the times. This mini issue was delivered this month. "The Recession Issue" features 80% less printed content and an announcement that the publishing schedule will be migrating from monthly to quarterly.

Ouch.

The "Good" news: The content isn't slowing down. It's just moving. To Good's digital space. Normally, this would be a scary proposition. But, Good is so provocative, so visual - it's better than ever. Check it out. You'll get addicted.

Time: Aggregating a house of brands

So how do you leverage a big operational elephant in lean times? Time is doing it with personalization. The publisher is pulling together its news, sports and lifestyle publications into one aggregator that lets readers completely customize their ideal multi-interest magazine.

Visitors pick up to five Time titles they'd like to read content from. Time builds that content into one personal book that can be delivered online or in mailbox. Pretty cool.

Fundraising and Social Media

Can we just take a moment to be truly honest with each other, dear readers?

It’s weird when incredibly smart, fresh, relevant social media advice comes from the mouth of a 50-something, right?

Hell, most of the time I feel completely out of touch in this category myself… especially, as it turns out, when I’m getting schooled by a grey hair.

I’m jumping ahead.

This week: Ologie and Benefactor Counsel hosted a series of events for fundraising professionals and greater good leaders featuring Richard McPherson, author of Digital Giving.

I was lucky enough to attend two of the sessions focused on how to use social media to connect with new donors. And, I have to say – if you’re looking for a speaker who (1) totally gets social media, (2) has been there/done that credibility and (3) can deliver advice that is relevant, clear and actionable … well, this is the guy to call. I’m already integrating some of the things I learned.

Let me share a few highlights:

Set aside the scarcity mindset

• We need to move from the mindset of scarcity to one of abundance
  


• There are millions of potential donors out there; you just have to find a way to connect with them


• Online fundraising allows us to aggregate the resources of those scattered givers


• Your donors are older today, but it’s more a symptom of your fundraising efforts than it is a reflection of your true constituents


• 80% of Americans give to nonprofits every year (DMA 08)

Cause vs. Candidate

• Why has Obama been able to inspire so many first-time givers? The first thing he asks for isn’t money; it’s a commitment. He doesn’t ask for money until three or four communications in. First he makes you a stakeholder in his campaign – gives you a movement / an event / a task to be a part of


• One effective social tactic: Sign a pledge. People who get a chance to make a statement quickly become donors
  • 47% of people who give online did something else first


• People don’t emotionally connect to institutions; they connect with causes they can believe in
  • Ex. Give to the Library annual pledge vs. Thank a Librarian campaign
  • Ex. Nothing but Nets – the UN Foundations campaign to fight malaria


• The Internet rewards storytelling. It’s hard to tell a truly compelling “unrestricted gift” story

What's the strategy? There are no checkbooks on Facebook

 

• Fundraising is one step removed from a social media introduction


• Fundraising on the Web is more like “major gift” strategy than anything else. It’s about cultivation. Finding the right time and the right amount for a first gift


• Engage the person first; ask for money later


• Virtual volunteer recruitment is essential. Share your brand with your biggest advocates – let them take your message and “the ask” to their friends


• Add a function to your Web site that allows people to quickly qualify themselves (get them to register in exchange for something of value – ex. Field guide, “pet inside” fire sticker)


• The messenger is critical. You want that person / organization to create confidence. To endorse your organization’s brand.


• Focus on what the donor wants, not what the organization wants. For example, most online giving tools allow for anonymous giving, but organizations turn that off because they want to be able to track down the donor. If you allow it? Total donations increase 15 – 20%

The Web’s not just for small gifts

• 51% of the “wired wealthy” (middle and major donors) prefer to give online


• 80% already have (download Convio study)


• Why they like it: reduces administrative costs, has a sense of immediacy / ability to respond effectively to a crisis, gets them frequent flyer miles (yep, it’s a big number), makes it easier to track total donations over time


• Why they don’t like it: Worried that you’ll sell their personal information or deluge them with email

What are the tools?

• Ask yourself: If an opportunity presented itself today, are you ready to quickly communicate with all of your constituents? Do you have their email addresses, cell phone numbers, etc.?


• “Email is an old person’s medium. You have to be able to think beyond it.” But also use it strategically to reach boomers – it’s the bread & butter of their giving.


• The new free media is blogs. It’s “Information unfiltered by authority”


• 74% of people who give said an email about how a donation was spent would improve the chance that they give again (DMA 08)


• 3/4s said the Web site experience has a significant impact on it / how much they give

Budget for preparedness

• The challenge with disruptive technology is that there’s no proven ROI, no history


• It’s tough to fit that into the nonprofit planning model


• Need to set aside a certain percentage of the budget to prepare for what’s next – to experiment with how to connect with your new donors


• “Increasingly, the gap between have and have not organizations will be defined by how they have / have not embraced technology”

Why add mobile to your strategy?

• “Phones allow us to begin to compete with consumer spending instead of other charitable giving”


• Americans acknowledge that much of their spending is somewhat frivolous. It’s also spontaneous. So, today, it’s a sweater, but tomorrow it could just as easily be a contribution


• Today, mobile giving is challenged by total giving limits and administrative charges from providers. But, soon people will connect their Paypal accounts to their phones and giving will be much less restrictive


• Mobile partners: Mobile Accord, MobileCommons

Big takeaway: “You don’t teach your donors; your donors teach you” Donors are changing the rules of the game. It's up to us to learn it.

David Griner and The Social Path

If you totally trust the advice of Advergirl, no need to read on. Just click through this subscribe link and get a feed you're sure to love and thank me for. If you're tougher to convince, keep reading, I'll talk you into it.

It's been over a year and a half now since I hung up my blogging hat. No fanfare, no goodbye. I just wandered off after a decidedly questionable post on bug advertising.

Until, May of 07, when David Griner, a snarky AdFreak blogger, called me out on the disappearance. His "Where is Advergirl" post ended up flooding my inbox with "yeah, what the heck happened" notes and trackbacks from other bloggers echoing the sentiment. I was compelled to return to posting. Since then, David has been something of a big brother of blogging - peer pressuring me to try new social media (damn twitter) and calling bullshit when I head out too far into the land of ranting.

So, I'm very excited to tell you about his new blog: The Social Path.

TSP is a social media blog that tears down the jargon of our cliquey chat and replaces it with great examples, advice and ideas. More about it in David's own words:

Advergirl: Your latest brainchild - The Social Path - launched this week. What's the big idea behind it?

David: I love social media. I love talking about social media. But I've never really liked reading about social media. For every good blog on the topic, there are hundreds packed with vague rhetoric and self-promotion. We wanted to start an agency blog that was conversational, practical and digestible for the masses.

But to be honest, I just wanted a place to rant on the company's dime.

Advergirl: You write for advertising's leading publisher, plus have a growing family, a full-time ad job and a blog of your own, what made you decide to take on this new venture?

David: I seriously felt like my life was missing something. I love writing about cool and strange stuff for AdFreak, but I also wanted a place to talk at length about trends and technology. Yeah, it spreads me  little thinner, but I've gotten a lot of support from all three bosses: my creative director, the AdFreak editor and my wife. I forgot to check with the dog.

Advergirl: (Karen: If you want to contest the boss order there, we welcome your comment!) Anyway, David, who are you writing for this time around?

David: I'm trying to keep the luddites in mind. I want to demystify social media, make it seem less scary for businesses and ordinary people. But I still want it to be interesting for the people who already read tons of sites about networking, conversation, etc. I figure clients and potential clients probably fall somewhere between those two extremes.

Advergirl: The Social Path is pretty prominently sponsored by your home agency, Luckie & Co. Last I checked, your gig was copywriting there, not chief blogger. Is this launch the start of a new role for you?

David: Time will tell, I guess. For now, still contently plugging away as a copywriter.

Advergirl: I know we have a lot of readers who are interested in introducing their bosses, co-workers and clients to social media. What advice to you have for promoting and teaching social media?

David: You can talk all you want, but the easiest way is to actually help them set up a few accounts on sites like Facebook, Blogger or Twitter. Then walk them through the process of getting started. That's the toughest hurdle to get over. For that reason, I prefer one-on-one training instead of trying to convert the masses all at once.

Advergirl: Do you think every brand should embrace social media?

David: Embrace it? Probably not. But every brand should be experimenting with the possibilities and keeping an eye on trends. Last I checked, half of the Top 10 Web sites in the U.S. were social. That's a hell of a boat to miss.

Advergirl: Is social media marketing, customer service, product development, or something new entirely?   

David: Social media is just a way to communicate. But when companies use it, I think it should be seen as a mix of PR and customer service — except good.

Advergirl: What tool do you hope comes next?

David: I love the idea behind FriendFeed, but I hate the interface and I never end up using it. It would be great to have a site that easily combines all these other things I use: Twitter, Flickr, YouTube, Facebook, etc. Lots of folks trying to do it, no one succeeding (yet).

Advergirl: What's the most un-social thing going on in social media today?

David: I still think about that MySpace suicide from time to time. It's becoming so easy for bullies to torment other kids online. Makes it more important than ever for parents and teachers to understand how all this technology works.

Advergirl: Now that you've spent some time with Lance, how would you weigh in on the Big Debate: Should he embrace the moniker Adverboyfriend? Or continue to seek his own identity?

David: I think he just needs to make Adverboyfriend his own, really feel out the potential. It worked for Dr. Girlfriend.

 

Ok, ready now? Visit the site. Or subscribe to the feed.

Local marketers who get it

Let's get physical for a moment, ad friends, with a couple of great examples of local marketing done right. Starting with agency work and wandering the whole way down to a homemade, hand-stuffed message from a local restaurant:

First up: The Women's Fund of Central Ohio Keyholder Event

This annual fundraiser supports grants to programs that promise social change for women and girls. Every year, they feature a well-known speaker. This year, it's Miriam Peskowitz, author of The Daring Book for Girls.

The invitation and Web site were created by Ologie (long before I arrived!) and - I think - powerfully bring to life the book, the theme and the cause. The pieces feel very high end for local greater good and have been received with something akin to delight.

AND- The Web site (again for a local market event) has been nominated for a Webby. Vote for it under Living / Events on the People's Voice.

Onto: The Makeup Counter at Nordstom

Talk about making a big brand personal! Nordstrom has always been known for service, but sometimes they outdo even themselves.

Recently, I went to the Laura Mercier counter to get a fab new lip gloss (seriously, baby doll gloss, you've got to have it) and was helped by a perfectly gracious associate.

Then, the following week, I got this hand-written note from her - thanking me for the purchase. That's a business card I was careful to save.

 

 

Finally: Figlio Restaurant in Grandview / Columbus

We've talked a lot lately about brands leveraging Twitter to listen to users - to find small problems before they get big; to uncover ideas that might make better products.

Peter and Laurie Danis, owners of Figlio, have perfected the old-school version of that.

They have a great personal story about tossing their law practices for the love of food. For caring about work with passion. So, they scan the local newspaper's career section every week. And, target people who've recently been promoted with a great little congratulations package:

A letter about your accomplishment. Their story. And a gift certificate for dinner. All asking that you share your celebration with them.

And, all bizarrely genuine.

 

 

Creative Class: Come to Columbus, OH

If I were to guess what the two biggest drivers of immigration to Columbus are, I'd say:

Love
And, longing

Love of a boy or girl who you must be near. Or longing for the kind of place you experienced briefly once --€“ maybe you went to school here or had family here or even grew up here and later moved away.

I was wandering around Barnes and Noble this weekend, kind of spinning my wheels waiting for adver-boyfriend to sate his periodicals addiction when I came across Who'€™s Your City by Richard Florida.

He kicks off with the assertion that where we live is the most important decision we make in life:

Finding the right place is as important as - €”if not more important than -€” finding the right job or partner because it not only influences those choices but also determines how easy or hard it will be to correct mistakes made along the way. ...The place we choose to live affects every aspect of our being. It can determine the income we earn, the people we meet, the friends we make, the partners we choose, and the options available to our children and families. People are not equally happy everywhere...

Florida's aim is largely to defend the importance of a sense of place vs. the encroaching genericism of globalization. Where you live does matter and is part of who you are.

It took me back to the very logical approach I took to relocating from Chicago to --€“ it turns out  -- Columbus. Books with city ratings were purchased. Web sites were bookmarked. Conversations with employers were had. And, none of it even got close to telling me how happy I'd be here.

Florida has a list of his own. The top cities by various lifestage criteria.

Columbus doesn't make his list. (Although it made a ton of others).

So, in the spirit of our conversation economy, I'm bringing my message here by answering the key questions that Florida posed:

1. How do you like the place you'€™re living now?
   
   I love living here. Surrounded by smart creative people, great neighborhoods and a really progressive culture.
   
   Columbus is one of those places that draws you to it. It'€™s got the personality of that one guy who everyone likes -- who is kind of a mellow cool, is ok with just about any kind of person or lifestyle, and is comfortable having a beer on the patio or out at a gourmet dinner (well, as long as he can wear jeans with his jacket).


2. Is it somewhere you really want to be?
   
   Yes, I could live anywhere. And, have lived in Chicago, Pittsburgh and small-town Appalachia. I actively choose to live here.


3. Does it give you energy? When you walk out onto the street, €”or the country lane, in the morning, does it fill you with inspiration, or stress?
   
   It absolutely gives me energy. And, when I'm out walking the dogs on the cobblestoned streets of my historic neighborhood or shopping in the sophisticated Short North, I'm almost guaranteed to be smiling.


4. Does it allow you to be the person you really want to be? Are you achieving your personal goals?
   
   I feel like I can achieve all my personal goals here --€“ the affordable cost of living and healthy economy are an ideal foundation for a professional life. And, the generally accepting vibe makes any lifestyle comfortable.


5. Is it a place you would recommend to your relatives and friends?
   
   I'€™ve been trying to get my sister to move here for years.

Short story: Columbus is the best place for me. And, for the creative class. They just don't all know it yet.

Check us out for Volume 2, Richard.

It should always be...

This EASY to use a press room:

The media room for Andy Beal's Radically Transparent offers enough content to power six news articles, four custom reviews, a buying decision and an ongoing relationship.

All in one place. All super easy to navigate.

This FUN to watch a branded video:

AKQA and Cake really fundamentally get it. It being social media and brands. You have to be able to take liberties - with yourself, your culture and your customers. You have to be able to delight and entertain and be completely different than a 30 second spot.

Little escapes the snark of this video from Pot Noodle. A piece that 200,000 people have already watched this month.

This PERSONAL to watch a recruitment video:

When Molly posted this video on Twitter, I had to ask her if it was sanctioned or organic ... the very simple delivery is so brimming with personality and conversation that I couldn't imagine it making it through any agency's self-marketing process.

But, somehow it did.

And, the simplicity of it - from an agency that COULD do anything - might just make it even more compelling.

This SIMPLE to share information:

Speaking of Twitter, I've been logged on for the past two days reading some of your favorite bloggers cover Ad Age's Digital Marketing summit in real time.

The posts include verbatims, analysis and a little argument. It's addictive.

This OPTIMISTIC to profile an audience:

After it sat for months on my teetering bedside stack of good intentions, I've finally picked up RenGen and dug in. Definitely my favorite industry book of this year... as much for its optimism as its smarts and illustrative examples.

Martin connects the dots from our creative and intellectual selves to a theory of renaissance that will define a generation.