• Beyond the Banner: What Happens When Online Ads Stop Working

    Panorama by on March 28th, 2017

    Last month, I was on the phone with a brand manager (let’s call her Suzie) when we both read the news that WebMD may be for sale. The pioneering medical content company lowered financial guidance in 2017, reflecting “a decrease in our biopharma advertising growth rate.” In lay terms, this means, “People aren’t clicking on […]

  • The Pollsters Got it Wrong—What Marketers Can Learn from Their Mistake

    Panorama by and on November 29th, 2016

    We live secure in the knowledge that big data will tell us where our customers are and what they want. Those insights may even tell us how to craft precise messages that resonate with people. Once we use all that big data, our closers can go in and seal the deal. For over a decade, […]

  • Google May Buy Twitter. Dammit, Jim, I’m a Marketer, Not a Day Trader.

    Panorama by on September 28th, 2016

    From its peak shortly after it’s high profile IPO through Friday, Twitter’s stock price is down a shocking 67%. It’s been left for dead. Superficially, Twitter is a news feed. A media business. Historically, media businesses generate revenue by selling ads they show its audience. As its revenue and user growth slows, analysts and the […]

  • What Does a Microsoft, LinkedIn Deal Have to do With Healthcare Marketing? Everything.

    Panorama by and on July 27th, 2016

    Microsoft is buying LinkedIn. The eye-popping $26 billion headline number aside, does this matter? More importantly, does it matter to healthcare marketers? Yes. Yes it does. For the past couple of years, we’ve been pounding the table that healthcare marketers need to use both social and CRM data. We’ve argued with overwhelming compelling data that […]

  • Social Became a Real Channel at ASCO 2016. Are You Ready?

    Panorama by and on June 28th, 2016

    ASCO 2016 just wrapped up. It’s the Super Bowl of medical conferences and sets all the trends—including the social ones. The last two years at ASCO were about volume and pharma. Twitter impressions around ASCO grew by 90% per year from 2013 to 2015. In 2013, social was a cottage industry for leading oncology voices. […]

  • Want a Better Brand Website? Then SHOEs and CRM Are Your Solution

    Panorama by on March 30th, 2016

    We all know about customer relationship management—CRM. It’s a way of storing and using all the stuff we learn about our customers. It’s incredible, rich data but very difficult for a person to comprehend and act on. The real value in data is to chart it in ways that add context, highlight key information, and […]

  • What Does iOS9 Mean to Pharma Advertisers?

    Panorama by on September 28th, 2015

    Apple just released iOS9 which allows ad blockers. This means anyone surfing the web on an Apple device can block ads—your ads. The ones you use to create and build awareness for your products with doctors and patients. Jasper Beard, Director of Marketing, Digital Lead – North America, ViiV Healthcare agrees, “This change will create […]

  • Making All Media Social: How to Achieve the Holy Grail of Marketing

    Panorama by on September 17th, 2015

    How important is social? Very. Underlining it, capitalizing it and making it bold will still understate its importance. Think about it this way: How do you start your day? Ten years ago, it was probably by checking your email, logging on to your favorite website or maybe by searching something on Google. Today, most of […]

  • 4 Steps to Create Content That Actually Matters to Your Audience

    Panorama by on May 26th, 2015

    A decade into “Big Data” and two decades into CRM, companies should be delivering one-to-one marketing. Instead too many are still asking, “How?” The answer: Become a content concierge, then regale customers and prospects with a relatable version of your brand’s story. But remember that your brand’s story is not about your brand. It’s about […]

  • Brand Opportunities That Will Capture the Attention of Social Conference-goers

    Panorama by on December 3rd, 2014

    This is a tale of two conference-goers. One is part of the fastest growing segment in live events. The other is flatlining. One is connecting. The other siloed. One has transparent interests. The other opaque. One embraces brands. The other ignores them. Unlike the Dickensian classic, this is not an either/or situation. You can have […]

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