Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools
by Dominic Tyer
This week's digital marketing roundup features Sanofi's content curation in diabetes, Millenium's debut on Google+, new mobile traffic figures and a CCC's new digital launch.
Tip of the week: website sliders
Sanofi US has begun curating content for people “whose lives are touched by diabetes” through a new website called The DX - short for The Diabetes Experience. The pharma company's new site “will combine original stories with daily content curated from around the web in an effort to create an original diabetes destination”. It is the next step in the company's ongoing online diabetes campaign, which has already seen the launch of a dedicated blog, Twitter account and even an online diabetes dictionary.
Takeda's Millenium business has joined Google's social network. Nearly a year old, Google+ initially attracted over-excited coverage about the speed of its growth, though a recent study suggested it could be something of a social media ghost town, and Pinterest has swiftly overtaken it in the most-hyped stakes. Both networks has already had some interest from pharma, with Roche and Pfizer becoming the first to join Google+ last November and earlier this year Bayer joined Pinterest.
Mobile traffic is expected to grow by 15 times between now and the end of 2017, according to a new report. Ericsson says driving forces behind this include new affordable smartphones and the increasing range of connected devices on the market. The telecoms company expects the total number of mobile subscriptions globally to reach around 9bn in 2017, of which 5bn will be for mobile broadband. This, in turn, will drive mobile health (or mHealth) technologies, as consumers and governments increasingly look to reap benefits from it.
Chandler Chicco Companies (CCC) is combining Kazaam Interative, the US-based digital marketing agency it recently acquired, with its existing digital strategy services to for Chandler Chicco Digital (CCD). CCD will offer clients a range of digital and social solutions, including: user experience design, creative design, SEO and mobile and smartphone application development. “Our clients know we're in the midst of a revolution in the marketing of healthcare, spurred by changing consumer expectations and fueled by technology,” said Ritesh Patel, who drives digital strategy for CCD and the commercial segment of CCC's parent company inVentiv Health. (Read more on Communique.)