Fortune favours the brave

May 17th, 2012

The adage has long been true in marketing strategy, but has never been more important or relevant than today. Exposing your brand, product, service or medicine to public scrutiny, warts and all, certainly gets you noticed. And if you have confidence in the regulatory integrity of what you’ve created, the opportunities to raise your profile are endless.

Last week’s Hyundai stunt is the perfect case in point – how better to demonstrate the durability of your new family saloon than leaving it at the mercy of a troop of baboons? The risk of making the car look unglamorous or even looking like it could easily be damaged would have put many other marketers off the idea. Yes, the car was damaged (only slightly) but that only adds to the credibility of the message delivered. Ultimately, the risk paid off with extensive positive coverage combining branding, key messages, lots of images and a campaign that spanned both traditional and social media.

 

Going ape: Hyundai’s ‘brave’ stunt

Anything truly groundbreaking will come with a risk – after all, in the words of Einstein, “it takes a touch of genius and a lot of courage to move in the opposite direction.” But with a brave and different campaign comes the potential for great rewards. No matter how risk averse you or your shareholders are, there is opportunity to dip your toes in the water of the unknown. For example, Coke has publically committed to investing 10 per cent of its marketing budget to trying new things providing the scope to be different in a ‘safe’ environment.

Due to its nature, the healthcare industry must consistently exhibit transparency in ways that other sectors need not, especially when it comes to issues management (as per our recent blog post on the art of imperfection). But in such a tightly regulated and scrutinised world, the prospect of ‘brave’, proactive communications of this kind may feel like a near impossibility, whether patient education or brand promotion. However daunting, it is important to remember the benefits of a ’brave’ approach. After all, if it’s not difficult it probably isn’t worth doing.

Generating ‘cut through’ to achieve quality coverage is something that can be done to great effect, even with an older brand, long term client or more taboo subject. So why not try experimenting with an idea way outside of the box (and your comfort zone)? As long as it’s based on a rational idea, and executed with regulatory care and tenacity, it may well deliver way beyond your expectations…the baboon enclosure is waiting!

Follow @VirgoConsumer

Tags: , , ,
Posted in Healthy Conversations | No Comments »

The trend of Twitter trolls doing time and what it says about how we communicate online

May 11th, 2012

Yesterday’s papers reported yet another so-called internet troll prosecuted for ‘improper use’ of Twitter. More publicly, the high-profile case of racist tweets against footballer Fabrice Muamba landed another troll in jail for 56 days. You may have also seen Tory MP Louise Mensch in several papers last week, featured as the victim of sexist Twitter abuse, largely due to her allegedly partisan defence of Rupert Murdoch in the Leveson inquiry.

 Trolls: nowhere to run, nowhere to hide

The increase in Twitter-related prosecutions has either risen dramatically or become a current theme popular with the press. Either way it is clear that hiding behind an online persona is no longer acceptable, legally or socially.

Transparency is vital for online organisations and companies, and now for individuals too. This changes the nature of online communication significantly. Hiding behind a persona is on the one hand reprehensible and cowardly, but on the other hand it is a way to retain your privacy. If government proposals to monitor internet use become the reality, could we eventually become forced to disclose our true identity whenever online?

What if you want to remain anonymous because you want to share personal information, for example when seeking advice about an embarrassing health condition? While there will always be a way to do so in private forums, will the business of anonymity become more challenging for the everyday internet user?

Whatever your opinion, an increased awareness of an individuals’ accountability online is undoubtedly already shaping the way people communicate. Signs show that the internet is set to become more regulated and what this implies to organisations, brands and companies, as well as individuals and citizens, will only become more acute.

Tags: , ,
Posted in Healthy Conversations | No Comments »

Perfecting the art of imperfection

May 1st, 2012

As the saying goes, honesty is the best policy, but it would seem brands are now taking this mantra one step further. Recently, the website Trendwatching.com coined a new phrase – flawsome – which stands for brands proactively embracing their weaknesses and flaws to win favour with their audiences. Apparently, consumers no longer trust perfection and brands that openly recognise when they have got it wrong gain more respect and are viewed more positively. No doubt this is a byproduct of the digital age which has forced brands into a new level of transparency – thanks to social media they can see and hear exactly what their consumers think of them via Facebook, Twitter, forums and online reviews – so you could argue that flawsome is an attempt by brands to get there first.

It may seem odd that a brand can now improve its consumer perception with an extra sprinkling of honesty and humility but this is really only a natural progression from brands developing a personality that people can engage with. Gone are the days when a faceless, corporate entity ‘on transmit’ is tolerated. But is shouting about your imperfections opening a can of worms from an issues management perspective and is this really a trend that should be encouraged?

Though it may have a new name, flawsome actually represents some of the key principles that underpin traditional issues management. Owning up to your mistakes, sharing the facts and being prepared to apologise and show compassion are nothing new when it comes to trying to limit damage to your reputation. Obviously, the main difference is this is usually done reactively, but if consumers are starting to judge brands on their level of transparency, it may be time for them to be even more proactive with what they say, do and reveal. The big question is how much more transparent do brands need to be and is that just one part of the equation?

The good news is that if brands are going to take the step to publicly admit their flaws, at least they have an unusual advantage of having a heads up on any potential issues. With the right level or preparedness and planning it can be done responsibly but it does require the same level of thinking that would be applied to a live issue. As with reactive issues management, recognising where you are at fault is just the first step – it needs to be followed up with action that addresses the problem. Realistically, it is only when consumers see this behaviour might they shift their perceptions.

In essence, flawsome is an extension of open communication and transparency – values that have long been championed by healthcare communications where reputation has long been a focus and it might just be that others are starting to see the value of this approach.

Follow @VirgoConsumer

Tags: , , , ,
Posted in Healthy Conversations | No Comments »

Need to know: ground shifts again for UK regional media

April 20th, 2012

Whether you’re a big shot PR company working on consumer brands, a press officer trying to save your local otter population or a hardline political activist, the steady decline in local newspapers will affect your line of work.

Local newspapers have come a long way…

Every year newspapers are scrapped, and every week editors, reporters and paper boys lose their jobs. The Newspaper Society has charted the decline of almost 70 local titles since last July, as Tim Rayment writes in his article in The Sunday Times last weekend. These job losses regularly blacken the pages of the Press Gazette like obituaries.

Funnily enough, the PR industry is often blamed, although the reasons are far more complex than pinning the tail on the scapegoat. In fact, if ‘communicators’ of all kinds step-up their game, it’s arguable that we’d be doing regional news journalists a big favour. By supplying well researched, relevant local story ideas, these time-poor hacks would theoretically have more resource for those all-important investigative journalism articles.

Research shows that local press is the most effective media channel for generating word-of-mouth conversations, which arguably makes local press the most effective media channel for publicising your cause or campaign. When it comes to health stories, readers are also that bit older than most other media channels and therefore at a time in their lives where health matters a good deal more than ever before.

To cope with the decline in readership many regional newspaper groups are making fundamental changes to the brands they own and the way their content is delivered.

Most people probably don’t realise that the majority of local newspapers are no longer dailies. The days of local papers published twice daily or more are over. Last week Johnston Press, one of the ‘big three’ regional news publishers, announced that five of its papers were to go from seven editions a week to just one. This means that whatever gets in ‘the book’ has got to be pretty good and timed carefully.

Brave new (and uncertain) world: fewer print editions and a greater online emphasis for regional newspaper brands

Several newspapers have already invested in apps, most recently the Northern Echo. Online content is obviously where the future lies, although this is by no means a solution as online is even less profitable than print. This means less investigative journalism, less holding local government to account and not only a threat to democracy, but a potential affect on how news stories move upwards from local to national news, as Tim Rayment’s Sunday Times article colourfully explains. Various noises have been made about funding local news through the licence fee in recognition of the important democratic role it has, although the good intentions and theory has not translated into anything significant.

Apparently, the Welsh are those most likely to buy a local newspaper. In the State of the Media Democracy Survey, the business advisory firm Deloitte found that nearly half (49 per cent) of Welsh consumers buy a local rag at least once a week.

But the findings may be flawed since newspapers in Wales are often closer to national than local newspapers, aren’t they?

Understanding the difference and why a newspaper is almost certainly never interested in covering a story outside their locality, is essential to both communicators and those in the trenches trying to save local journalism.

Next month is Local Newspaper Week, and this year focuses on the role of local newspapers bringing communities together in the run up to the Olympics and Queen’s jubilee. It also serves as a reminder that these newspapers are still influencing local policy, championing the rights of the vulnerable and still a vital part of any communications strategy. As such it is more important than ever to know the nuances and needs of each distinct regional or quasi-national title throughout the UK.

Tags: , ,
Posted in Healthy Conversations, Media Matters | No Comments »

Technophobia: Does pharma have the cure?

April 13th, 2012

There is mounting angst and debate about how social media influences our society. Not least are the concerns that we are talking less and tweeting more and that brand empires can be built or destroyed at the click of a bitter blogger’s mouse. Yet an article published by Forbes this week argues the flipside; that the emerging field of social customer service is actually an untapped opportunity to transform interaction with disgruntled clients or customers seeking support. These methods can add the human touch to our previously desensitised customer service systems. Hands up, who wouldn’t like to see the end of the automated phone system in favour of genuine engagement with customers in online spaces?

We all know that social media channels are about open, multi-channel conversations. Listening to customers and identifying what is already being said in the online environment is the key to understanding customers and improving relationships with them. Yet all too often digital strategies are planned from the starting point of wanting to promote a specific idea, usually something we ‘think’ our customers need or want. Social customer service reminds us to flip this on its head, set aside the marketing or brand agenda, listen to our customers and find the most appropriate opportunity to respond.

So which companies are tapping into this social customer service trend and getting it right?

The banking industry is an unlikely contender for leading the way in customer service, but online banks such as First Direct have implemented a range of social strategies to build relationships with their customers. Firstly they have recognised that in a social world it is not enough to be merely reactive. The @firstdirecthelp Twitter feed not only provides 24/7 replies to customer enquiries, it also pro-actively starts conversations with Twitter users who may have issues or questions about First Direct products. More complex queries or ongoing customer service issues can also be identified through Twitter and taken offline to prevent further escalation. The First Direct website also gets their customers involved in live tests of new ideas through the FirstDirect Lab. This helps to ensure that the customer becomes a ‘partner’ in the process and feels valued by seeing their feedback brought to life.

Similarly, savvy consumer brands such as ASOS know how to tap into their young clientele’s love of modern technology and lack of time. At the end of last year they offered customers 15 minute Skype sessions with ASOS stylists in the UK. The pilot was a huge hit and caused a wave of positive feedback across social media platforms.

 

Crucially, ASOS also keep their customer service Twitter (@ASOS_HeretoHelp) page separate from their brand page, ensuring that there is never a conflict of interests when dealing with customer complaints. The added benefit being that happy customers using the brand page are less likely to encounter negative feedback.

So how can pharma embrace the social customer service trend?

With significant cuts to sales forces over the past decade, social customer service provides a potential new route for the pharma industry to engage. While it may not always be possible to apply the same approaches as the examples above, strategically the principles remain the same. Most important is to identify the spaces where it is appropriate to ‘listen’ to conversations to gain a deeper understanding of the needs of our audiences. This can help inform many strands of a communications programme, not least to help tailor bespoke patient support programmes.

Ultimately, the principles of social customer service are aligned with the increasing movement towards a patient-centric approach to healthcare and as such, represent a good place for any pharma social media initiative to start.

Tags: , , ,
Posted in Healthy Conversations | No Comments »

The beginning of the end for medical conferences?

April 5th, 2012

While the need for physician education has not changed, the ways in which this education is achieved is evolving. Historically it has been partly achieved through attendance at medical conferences which, in theory, disseminate cutting-edge research and educate.

In a recent JAMA issue, the question has been raised on how useful medical conferences really are nowadays. The total number of medical conferences that took place in 2011 is unknown but it’s estimated that “more than 100,000 medical meetings per year may not be unrealistic, when local meetings are counted”. Given the surge in online activities, which can meet a much wider target audience, is there really no better way of disseminating latest research findings than through medical conferences?

Is the future of conferences a room full of empty seats?

Other factors also come into play to affect the future of medical meetings. Working within an environment where restricted budgets and changing regulations means that conference attendance is more difficult than ever to achieve. Time pressures can also make attending congresses a laborious task for a healthcare professional, with significant paperwork requiring review and approval. Medical conferences will have to be scaled back if sponsors do not sponsor them and physicians do not attend them.

Many factors favour the continuation of professional meetings, not least the value of face to face informal conversations that can enable greater collaboration through relationship building. But maybe it’s time to go back to basics and promote proper, peer-reviewed high science and provide real value; quality over quantity. In a digital age, where information can be instantly shared around the world, the future contribution of medical conferences to the dissemination of science is unclear. Late-breaker sessions at conferences are generally perceived to report pivotal research and be of greatest value, but in terms of digitally-driven activities, why can’t these data be released immediately when available?

So should we change the current ‘meetings model’ and embrace digitally-driven education, or is there a place for both? There are a number of ways congresses can change their model and we’re already seeing some progress, for example ASCO Highlights and their Virtual Meeting.

We should remember that congresses are not only a place for new data to be unveiled, but also discussed − because experts are there. But online and digital avenues have the opportunity to actually increase scientific exchange – and let’s not kid ourselves, most medical congresses involve opinion leaders presenting to meeting attendees who usually participate passively by listening.

Anticipating future trends is and has always been essential, while equally adopting tried and tested tactics where effective. Ultimately, for best practice in medical education we need to optimise the most appropriate route for the data that need to be communicated, whether it is a medical meeting or a less traditional route. After all, we wouldn’t want to throw the baby out with the bathwater…

Tags: , ,
Posted in Healthy Conversations | No Comments »

‘Earned media’. AKA PR?

April 3rd, 2012

To the PR professional it comes as no surprise that trust is the Holy Grail for long term brand success. Reputation is more intangible and multifaceted than PR, and that’s saying something, but in communications we have trust and reputation written through us like sticks of rock. The subtleties, complexities and long-term nature of building reputation means embedding it alongside all the usual marketing activity that sells a product, and investing in it. However, that investment doesn’t always mean advertising and promotion spend; at its core is ensuring your company or brand behaves in a way its consumers appreciate and respect. And if there’s a departure from that, be ready to admit it and make amends. There’s still a very good chance of hanging on to that reputation if an issue or crisis is handled with authenticity and integrity.

In communications we have ‘trust’ and ‘reputation’ written through us like sticks of rock…

So is the world of advertising finally waking up to the power of trust, word of mouth and of recommendation? Alan Mitchell’s article from Marketing this week suggests it’s been sneaking up on the advertising industry but hasn’t it always been there? Thanks to social media these factors are being ratcheted into the consciousness of the staunch above the line (ATL) devotee under the guise of ‘earned media’. But let’s not forget, as some seem to be doing in their definition of earned media, everything social media offers is rooted in public relations practice. Your friend’s recommendation of their favourite restaurant or hotel holds far more weight than that restaurant or hotel’s own advertising and so was born the use of the media case study – straight from an independent horse’s mouth. Add to that an expert in the field who speaks authoritatively about the product’s relevance and role and the forerunners to forums and blogs are clear.

And then there’s content strategy… everyone’s got one these days. Another key element of PR is finding the common ground between brand and media – the loyal reader (your consumer) will soon turn their back if the journalist isn’t providing interesting ‘stuff’. Investing in stuff that’s of value to your consumer and of relevance to your brand is now all the rage, going by the catchy ‘content’ moniker. We’re seeing more brands putting PR centre stage for this reason. PR is focused on creative campaigns to inspire the media as a conduit to the consumer, so as sticky content becomes one of the few ways to captivate an audience that’s ever more cynical towards brands, PR teams are the old hands – in a good way – we’ve always faced a discerning audience (AKA the filter or gatekeeper to the consumer) that demands something new and exciting.

Digital communications has changed PR massively in recent years – the channel is different and the opportunities for us all to express an opinion are ever more prolific but the principles remain. Only by authentically adding value to the consumer’s world will a brand gain cut through and it needs to be done right, with integrity. Long live public relations…

Tags: ,
Posted in Healthy Conversations | No Comments »

Food for thought

March 30th, 2012

The latest briefing from trendwatching.com suggests that Random Acts of Kindness (R.A.K.) are a reason why kind, human brands will thrive in a connected economy, highlighting that:

  • 71% of people “make it a point to buy brands from companies whose values are similar to my own.” (Source: Young and Rubicam, August 2010)
  • 87% of UK consumers expect companies to consider societal interests equal to business interests, while 78% of Indian, 77% of Chinese and 80% of Brazilian consumers prefer brands that support good causes. (Source: Edelman, November 2010)

The reason behind this is clear, people prefer brands that show the ‘human touch’ be it compassion, true generosity (not a disguised commercial transaction) or perhaps even just a bit of personality. And, it’s not just them. A number of big companies seem to have adopted a more philanthropic approach, for example the TOMS one for one™ movement by which the company donates a pair of shoes or provides medical care, prescription glasses, or sight-saving surgery for every product sold. Another example, which is particularly refreshing to see given the current profile of ‘big bad bankers’, is JPMorgan Chase’s commitment to making a positive difference in the communities where they operate – donating more than $150 million in 2010 through grants and sponsorships to thousands of not-for-profit organisations.

We at Virgo believe in ‘doing our bit’ and are delighted to say we now have something in common with Groupon UK, The London Titans, HSBC, and Chef Michael Caines. How? Because later today, we’ll all be taking a small step to help support a worthwhile cause by participating in this year’s Spring Office Picnic – an initiative created by London HIV charity The Food Chain which encourages offices and organisations to hold a breakfast or lunchtime ‘picnic’ by either bringing in dishes or getting together over a sandwich.

A lot of us probably don’t think twice about having access to good nutritional food. However, for the vulnerable people with HIV living in London this can be a real challenge. Since the first diagnoses of AIDS 30 years ago, there have been huge advances in HIV treatment meaning it is now a chronic condition rather than a life threatening illness. However, there are still many vulnerable people with HIV living across London who need better nutritional support to help them stay well and hopefully lead as normal a life as possible. HIV infection can lead to malnutrition which as a result can speed the infection’s progress. The Food Chain help to counter this, improving the lives of people living with HIV by providing services including hot meal deliveries, grocery box deliveries, cookery classes and communal eating.

Be it a random act of kindness or drawing upon personal human emotion take a step to support a worthy cause, one that you believe in.

Follow @VirgoHEALTH

Tags: , , , , , , , ,
Posted in Healthy Conversations | No Comments »

Is life just one big game?

March 28th, 2012

Game (noun) – an activity that one engages in for amusement; a form of competitive activity or sport played according to rules.

As GAME enters administration and shuts many of its stores, it seems all elements of gaming are going digital.

Whether it’s a teenager vying for pole position on the Angry Birds leader board, a commuter using a sudoku iPhone app or a family playing Wii, online gaming is rife.

As a consequence, there’s increasing chatter about gamification in the world of health. There was yet another study published this week suggesting that mind games can help to slow the progress of dementia and improve healthy people’s mental activity. But while this body of evidence continues to grow, it seems the benefits of gaming stretch far beyond mental health.

Organisations are wising up to the potential of gaming techniques when it comes to helping people to engage in their health. Whether in the home or on the go, gaming allows people to engage with family and friends and harnesses the support and influence of those around us. ShapeUp, for example, combines social networking, gaming and incentives to improve health, based on the premise that people are more likely to succeed at reaching their goals when they work together with the people they care about.

Whilst consumers now have access to a vast amount of health information, has this explosion in information led to knowledge and understanding, and ultimately to healthier lifestyle choices being made? Could gamification result in people taking greater responsibility and proactive steps to improve their own health?

Creating fun challenges and applying gaming mechanics such as points, levels, leagues and prizes are resulting in compelling online and mobile tools that are driving consumer engagement and behaviour change.

Pharma companies have also embraced the gaming trend in a variety of ways. Take Boehringer Ingelheim for example. It is hoping its new Facebook game, Syrum, will provide a new platform for stakeholder interaction regarding disease awareness and the workings of the pharma industry. Whilst via Kaggle, it aims to challenge the online science community to come up with model that can help accurately predict the biological response of molecules.

Regardless of its application, gamification leverages human’s enjoyment of playing and our natural impulse to want to take part. By capturing attention in a fun and friendly way, we can be motivated to become actively engaged.

In the healthcare world, could gamification help change consumer behaviour and improve health outcomes? It’s a definite possibility. Game on, we say.

Follow @VirgoConsumerHEALTH @VirgoHEALTH

Tags: , , , , , , , , , , ,
Posted in Healthy Conversations, Media Matters, PioneeR | No Comments »

Investing in Europe

March 26th, 2012

Encouraged by measures in the 2012 Budget to boost home-grown research and development, GlaxoSmithKline has announced its plan to invest more than £500 million in British manufacturing. The drug maker has also selected Ulverston in Cumbria as the site for its first new factory in almost 40 years, which will create up to 1,000 new jobs.  The Government has confirmed in the budget announcement that it will reduce the level of corporation tax applied to income from patents – known as a patent box. According to GlaxoSmithKline’s CEO Andrew Witty, “The introduction of the patent box has transformed the way in which we view the UK as a location for new investments, ensuring that the medicines of the future will not only be discovered, but can also continue to be made here in Britain.”

This initiative will decrease the tax rate in relation to other countries like US and Japan and effectively will refine the amount of investments in the UK. The Chancellor’s statement was also welcomed by Stephen Whitehead, chief executive of the Association of the British Pharmaceutical Industry (ABPI), who said the measures will help improve the UK’s general business environment and “allow pharmaceutical companies operating here to remain competitive in a global market. Specifically, moves towards a more competitive tax regime, including a further reduction of corporation tax so that the UK has among the lowest rates in Europe, are welcome”.

Significantly, last week’s news provided a real glimmer of hope to healthcare in Europe, which has been profoundly impacted by the austerity measures necessitated by the current economic crisis. The pharmaceutical industry has been particularly hard hit as the measures have had a significant effect on both drug innovation and pricing. Pfizer’s retreat from Sandwich, a site it’s owned since the 1950s, and the relocation of Shire Pharmaceuticals to Ireland provide high-profile examples of how pharma companies have been forced to cut back operations in Europe and focus instead on countries such as the US and Japan where attitudes towards research and development have, until now, been seen to be more favourable.

Evidently, none of us know what the future holds. Nevertheless, it will be important for healthcare communications to keep an eye on the developing situation and change with the times. No doubt our greatest responsibility though will be to reassure stakeholders, particularly patients, throughout the process of change.

Follow @VirgoHEALTH

Tags: , , , ,
Posted in Healthy Conversations | No Comments »

« Older Entries