CSR Blogs

Should hospitals start hacking their marketing?

By Alex Panagiotopoulos

Hack your hospital marketing

Imagine if buying a book from Amazon required you to first visit Amazon.com, followed by a phone call to arrange a meeting to pick up and pay for the book, followed by a visit to a separate website to get suggestions on other books and provide a review of the book and transaction. It sounds ridiculous. Fortunately for us, Amazon.com has taken great care to create a single, consistent digital experience on one website from start to finish.

It’s a different story in the healthcare space. For years,...

14 Twitter Chat Pro Tips

Twitter is a wonderfully accessible and democratising platform that lends itself perfectly to engaging in CSR and Sustainability stakeholder conversations. The audience of available agenda related professionals, brands, NGOs and enthusiasts is breath-taking in scope and also accessibility.

One increasingly important opportunity that Twitter provides is the Twitter Chat. You can corral an audience around a specific theme for a focused amount of time (usually 60 minutes) by using only a hashtag (#). It’s not a given that you’ll get people turning up, that of course takes effort to...

Is Pharma missing out by not tapping NPs and PAs?

Zoe Dunn, principal of Hale Advisors, says that Pharma companies can find better ways to communicate with nurse practitioners and physicians assistants. “These important healthcare professionals receive very little time and energy from the pharmaceutical industry, yet they are prescribers in most states and of most medication, and more often than not, spend much more time with patients than doctors,” says Dunn. “They need patient education materials, updates on research and insights, and a voice in achieving better health outcomes. We need to hear from them as well. Pharma needs to find...

CSR & Sustainability Communications 101: How to Get the Most Out of LinkedIn Groups

LinkedIn Groups are an often overlooked tool to build expertise, position brands and increase audience reach for companies and individuals alike. We thought we would share some learning and tips from our experience so far:

3BL Media actually manages two Groups. The main 3BL Media Group (2000 members) is aimed at the professional corporate CSR / sustainability communicators community. We also manage the Justmeans Group (...

Pharmaceutical Industry Predictions for 2014

By Zoe Dunn

Well, it’s been a disappointing conclusion to the year from a Pharma perspective: Plan B doesn’t work if you weigh more than 175 pounds, lowering LDL isn’t as effective as we thought, and the FDA is coming down on 23 & Me, shuttering it until it completes a medical device application. What all this says to me is that with innovation comes risk: risk that you might not succeed, and risk that raising the bar might increase your level of scrutiny. It doesn’t rain on my parade, though – we keep pushing for innovation at every turn.

Where will we net out for 2014...

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...

How Technology is Driving Communication in Pharma

By Zoe Dunn

This just in: another example of a Pharma company trying to use social media in a responsible way and being undermined by shifting technology – meta tags where you don’t expect them. You can read about it here.

We are learning, we are evolving, and we are trying to stay a step ahead of technology that is changing at a pace few can keep up with – especially if it is not the focus of your job, like many...

Burgers and Brews Set the Standard for Sustainability/CSR Employee Engagement in the Heartland

Introduction to the Workforce for Good blog series

What do burgers and brews have in common, other than the basis for a tasty meal? They’re products, generated by Midwestern companies that are setting the standard for sustainability in the Heartland.  From a brewery that generates zero waste to a 90-year old manufacturer that donates generators to disaster victims, Fortune 500 companies such as McDonald’s, Miller-Coors and Briggs and Stratton are successfully engaging employees in their company’s commitment to not only taking care of the environment, but...

The Brand for a Transformation

We’ve blogged here about something called integrated reporting, which would merge financial reporting (which public corporations are already required to do) with sustainability reporting (which only some companies do).

What we’ve missed – until now – is the need to brand this transformation.

Integrated reporting is a transformation for a whole bunch of interrelated reasons. First, financial reporting is mandatory and highly...

Dragons Den Winner Inspired to Launch CRM Partnership With CLIC Sargent by Eight Year Old with Cancer

ETHICAL GOODS 

Content&Calm, the award-winning children’s travel product brand has announced a three-year partnership with CLIC Sargent, the UK’s leading cancer charity for children and young people in an innovative cause-related marketing partnership masterminded by Ethical Goods.

Solvej Biddle, CEO of Content&Calm, was inspired to choose CLIC Sargent from a selection of charities after meeting eight-year old Joseph Piggott, who won a competition run by Content&Calm in 2012 to...

Hale Advisors Applies Client Approach to Help Address Domestic Violence

By Nancy Meyer

When Beth Bengtson and Zoe Dunn signed on Hale Advisors to sponsor a local One Billion Rising event in February 2013 to raise awareness and end violence against women, little did they know just how much their services would be needed.

Because Hale Advisors is a women-owned business, Beth and Zoe believe the company has a responsibility to empower women. They honor this commitment by not only donating 1% of company gross revenues each year to a local and an international charity, but also by putting those dollars to work for positive change.

Their vision...

Video: The Vital Role of Activist Groups

 

Bill Shireman explains to Nick Aster, the founder of Triple Pundit, the role that activist groups have in putting a spotlight on issues that might not get enough attention. The activist and the business community often get stuck in the conflict and can't see any common ground.

This is where Future 500 comes in and brings the discussion to a higher -level to work on systemic solutions, says Bill Shireman. To illustrate his point, Bill mentions the work that Asia Pulp & Paper is doing with...

Content is King. Or is it the Oxford Comma?

Quick Tip: Law of Diminishing Returns: Titles
Search sites will cut off your title after 65 characters. Use your subtitle to finish your thought. Don’t let your point get lost in the ellipse […].

 

Include All Elements for the Furthest Reach
Social Media is Key: 3BL Media’s social media distribution network achieves over 40 million impressions per month, so researching and crafting your “Tweet Me” can be crucial to capturing CSR-minded readers. Customize your Tweet Me statement to include your handle and relevant...

Reflections from Digital Pharma West

By Zoe Dunn

What a great conference – some of the most consistently thoughtful content I have seen in one place in a long time. There was so much great content that it made for very long days (I believe our brains shut down after a while, which is a shame).

So my only input for the organizers – schedule fewer sessions and allow more time for engaging with the speakers. But engage we did anyway – the discussions were excellent, especially around...

Hale Advisors Celebrates Two-Year Anniversary as Strategic Healthcare Marketers

Hale Advisors recently marked our two-year
anniversary as a women-owned and operated healthcare marketing and communications consultancy.

At a celebratory luncheon with team members, company founders Beth Bengtson and Zoe Dunn attributed Hale Advisors’ steady growth to our focus on evolving a values-driven business through healthy practices for all our team members, our families, and our communities – clients, local charities, and women throughout the world.

We’ve set a steady course for growth as we evolve the client/...

Crowdfunding for Social Good

Zach Braff is doing itVeronica Mars fans are doing it. Should your nonprofit be using a crowdfunding site like Kickstarter or IndieGoGo to raise money? Maybe…

I had my own brush with crowdfunding when I worked on a nonprofit

...

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