Voices of Influence: Original and Guest Blog Posts from Around the World

These blogs provide insight into the latest issues, challenges, advances and debate around CSR and sustainability. Original and guest blog posts highlight differing perspectives and context.

3BL Blog

Accept It, Wikipedia Is a Public Health Issue. Now Let's Fix It.

By Beth Bengtson

Medical articles on Wikipedia receive about 150 million page views per month, and nearly 50% of practicing physicians use Wikipedia as an information source for providing medical care. And while Wikipedia itself has disclaimers that information included on its site may be inaccurate, that doesn’t stop consumers and medical professionals alike from...

Developers, Marketers Relieved Over FDA Guidance on Mobile Medical Apps

By Nancy Meyer

Now that the U.S. Food & Drug Administration (FDA) has issued its final guidance on how it will regulate health-related smartphone applications, the marketing and developer community have heaved a collective sigh of relief.

Relief because, in its own words, the FDA said it will limit its focus on the small niche of apps that can be considered “mobile medical devices” that pose the greatest risk to patients. The definition is...

How Can Pharma Tap this Cool Gaming Trend?

By Zoe Dunn

We’ve written about how pharma can apply gamification to engage consumers and engender brand loyalty. Now a new hot trend has emerged that takes gaming across platforms.

If you haven’t yet played Cheetos’ Cheetahpult game, check it out: http://www.youtube.com/cheetos on your desktop/laptop, then follow the directions to calibrate your smartphone as the remote controller.

With the goal to build...

Should pharma abandon social media?

By Zoe Dunn, principal, Hale Advisors

Not only do I like Brand X, I LOVE it. I LOVE it so much that all I want to do is sing from the rooftops, shout from the mountains, and take out a full-page ad in The New York Times. I tell everyone on my Facebook page that they have to buy Brand X right now. I tweet that Brand X has changed my life, that it will change yours too, that my followers should follow Brand X’s hashtag right away! But, most importantly, I set up a Pinterest page to share other themes that remind me of Brand X, maybe other brands too.

Hey, Pharma – does...

Will there always be a need for a “Center of Excellence”?

By Beth Bengtson

Centers of Excellence are known by many names: Digital Centers of Excellence, Multi-Channel Marketing, Innovation Centers. Regardless of what they’re called, their goal is always the same: to ensure the organization is embracing the latest innovations in technology and communications. I’ve spent more than 15 years working in the healthcare and pharmaceutical marketing communications field as part of e-marketing teams that became digital teams that became multi-channel teams, and I believe there will always be a need for these internal groups. Each of these teams...

Shared Value: Business Opportunity

DAVID CONNOR 

Michael Porter knows his stuff. He’s a professor at Harvard and widely respected author on strategic thinking in business, especially of multiple books with ‘Competitive’ in the title.  More importantly though is his attention to the less traditional side of competitive business, my side, the good side.

The capitalist system is under siege.

One ongoing focus of this attention has been his interrogation of the world of CSR. A couple of years...

Why CSR Budgets are Wasted ... and what to do about it.

Most CSR Budgets are wasted. That’s right, I make my living from CSR, and I think that organisations are pouring money down the drain when it comes to CSR.

In case it isn’t already obvious, I’m going with a poker analogy on this one. Apologies in advance – the analogy is going to get stretched quite thin.

CSR Budgets – The Hole

...

What About Google's New SEO Rules?

By Karen Ammann and Doug Fulton

If the Internet is a “series of tubes,” how do you push ahead of a clog? Search Engine Optimization.

Google recently announced significant changes to their search engine optimization, cutely named Penguin 2.0, aiming to make search results more accurate and dissuade use of what is often termed “black hat” SEO techniques. There are many aspects to this announcement that target press releases.

Most significantly, press releases are now categorized as paid advertisements. Google will not increase the PageRank for any URLs that are...

TIME TO GET BACK TO BASICS: TRADITIONAL DIGITAL 1O1

By Beth Bengtson

Marketers are so wrapped up in their Web 2.0 strategies – those ‘shiny new objects’ like social media and mobile – that they often overlook the value of their traditional digital marketing tactics. Yes, that’s “traditional” digital, defined as tactics like search, display ads, websites, and email.

These elements are the core tactics in your marketing and communications arsenal, critical for driving your message and measuring success for online and offline initiatives alike.

But when was the last time you stepped back to see how well your team is...

Boldness: The Key Lesson From the Pioneers of Sustainability

JAMES EPSTEIN-REEVES

Whether you refer to the field as sustainability, corporate social responsibility, or shared value, today social and environmental issues are more a part of everyday business than ever before.  We are now at a point where we can look back and celebrate the history of the field. And it’s in that spirit that I collaborated with Ellen Weinreb of the Weinreb Group to publish a report today where we identified six pioneers in two different categories of Chief Executive Officers and...

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