Friday, March 30, 2012

Social TV

Photo courtesy of stickwithjosh on flickr

My earliest social TV experience was back in high school when my girl friends and I would “meet” on AOL instant messenger to watch the latest Gilmore Girls or Dawson’s Creek episode. Now there are tons more options – some pretty cool ones reviewed in this social TV app article from iMediaConnection – and as the article points out, TV is far from dead, though how consumers interact with entertainment has evolved greatly. Even as I watched the premiere of Mad Men last week with my actual in-the-flesh friends, I was checking Twitter on my phone to see the reactions to Megan’s bizarre song and dance and Pinterest for pics of 60s appetizers that people were serving at their viewing parties.

This engagement is great for strengthening relationships between viewers and shows, but marketers of course want to figure out how they can leverage this behavior for their own brands. And for pharma, finding the right way to do is as always many times more challenging – both from a regulatory perspective as well as because consumers have mixed feelings about the type of relationship they want to have with pharma (e.g., I’m happy to share my love of Wawa on Facebook though I may not want my friends to know I’m playing a game or watching a video related to whatever medication I’m taking). However, our ePharma Consumer® shows that among online smartphone owners looking up Rx info on their phones, more than a third are doing so while watching TV – so this phenomenon is something our clients are definitely keeping their eye on and something we’ll also be digging into more deeply in upcoming studies.

Posted by Maureen Malloy, Senior Healthcare Analyst

Friday, May 20, 2011

New commenting policy from Facebook for pharma

Changes coming for Facebook pages like Gilead’s Voices in PAH (Image courtesy of Facebook)

Thanks to Wendy Blackburn from Intouch Solutions and Jonathan Richman of Dose of Digital blog for helpful posts on the new Facebook commenting policy and how it affects pharma pages.

Check out Wendy’s post for a shorter summary of key points and Jonathan’s for a more detailed account with screenshots. ClickZ also reports on the issue.

From Wendy, here’s the official statement (sent from Facebook via email to those affected, doesn’t look like FB put out a public announcement) -

Facebook will no longer allow admins of new pharma Pages to disable commenting on the content their Page shares with people on Facebook. Pages that currently have commenting disabled will no longer have this entitlement after August 15th. Subject to Facebook’s approval, branded Pages solely dedicated to a prescription drug may (continue to) have commenting functionality removed. 

Wendy also makes a good point, something we’ve also found in our consumer market research – “Facebook is not the be-all, end-all of social opportunities.” 

Will be curious to see how this pans out for current (and future?) pharma Facebook pages - who tries to work with the new changes and who decides to jump ship.

Posted by Maureen Malloy, Senior Healthcare Analyst

Thursday, April 7, 2011

Google adds more social to its search


Google is taking steps to further integrate social and sharing features in its search offerings, announcing its “+1” button that allows users who opt in to vouch for or recommend links for their connections to see (similar to Facebook’s “Like” button). Google’s other social experiments (e.g., Orkut, Lively, Buzz) have seen mixed results, but it will be interesting to see how “+1” takes off as Google leverages it for AdWords, quality scoring and other elements.

Posted by Maureen Malloy, Senior Healthcare Analyst