Chris Duffey interviewed by Advertising Health

New York’s Chris Duffey recently spoke to the UK’s Advertising Health on trends within the industry, his experience talking at the inaugural Cannes Health Festival on Mighty Mobile, the rise of wearables, the importance of award shows, and other industry-changing topics.

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A Simple Framework for Understanding Social Hubs and Content Hubs

Content marketing and content curation was one of the main themes of 2014. Companies jumped (or stumbled) in with both feet – as well as individual thought leaders, who were quick to create their own content platforms and collections. Supporting these efforts was the emergence of some excellent tools that allowed you to easily stitch together a curated set of content around a theme and then share it with the world. Scoop.it is one of the best examples of commercial platforms out there. Scoop.it allows you to put together a collection of fresh content which speaks to a narrative or theme, and then present it as a website, integrate it into your own website, and even send it out as an e-newsletter.

2014 also saw the maturing of tools for developing Social Hubs – in parallel to the Content Hub tools. Social Hubs allow you create beautiful interactive mosaics from user generated content about your brand / topic. You can easily consolidate content feeds from Twitter, Instagram, Pinterest, Facebook, etc. and create a destination. At the high end, sophisticated moderation tools and rules allow you to selectively feature and “bubble to the top” key creators, influencers and important content.

These two types of hubs have developed along independent lines, however, as both have matured there is starting to be overlap and integration. This led me to develop a simple framework to evaluate them and describe them to clients. As any consultant will tell you, a 2-by-2 grid is always the way to go, so let’s take a look.

A Simple Framework for Understanding Social Hubs and Content Hubs
Starting from the bottom left, Quadrant 1 contains tools that allow you to collect public social media for an event, around a theme, or a hashtag. For example, you could use Storify to document social media from a medical conference and feature it on a website or on a large display.

As you move to Quadrant 2, you get stronger moderation tools, smart rules for filtering content, and widgets and custom CSS capability that lets you integrate the collected UGC into a website. This is the Enterprise level, and when you see behind the scenes, the platforms are slick, powerful, and able to handle several brands at once. Something interesting happens when you get to the top of Quadrant 2 – you start being able to incorporate your own content. With some platforms such as TwineSocial you can feature your own brand social media (for example tweets around your new product release). When you get up to the RebelMouse level,  you gain the ability to create content within the platform itself, and then feature it. Not only can you post your own brand tweets or Instagrams, but you can publish content that doesn’t exist elsewhere. These sites become full microsites and can potentially substitute for typical website development such as developing a custom landing page. At this level, these platforms can be very powerful campaign solutions that can be much quicker to get off the ground than a microsite.

Quadrant 3 is the Enterprise level of the content hubs. Scoop.it is an excellent example. In their words, you can “set up SEO-optimized content hubs for each of your editorial themes by choosing a title, corresponding keywords and then scooping content into the hub.” You can customize branding and easily integrate it into your website. Admins can generate email newsletters and link them to tools like MailChimp. When I first used Scoop.it, I simply used it as a place to collect key articles I found elsewhere. Then I discovered their discovery tools. By properly setting up your sources and keywords you can create a truly valuable resource to stay on top of a subject – then ‘scooping’ it is a one-click action, as well as tweeting it out to your followers. As an example, here’s an topic I curated about use of Google Glass in Healthcare. Without making this a Scoop.it commercial, I’ll say that it’s a very well thought-out platform. There are other strong offerings operating at a similar level, such as Curata.

Finally, Quadrant 4. Quadrant 4 is the home of self-publishing. Paper.li is a prime example, their headline being “Create your online newspaper in minutes.” It has excellent tools and offers multiple syndication options, such as your own e-newsletters. This is interesting territory. The top of the grid has players like Flipboard, with its 100 million readers – Enterprise level, while Pinterest has a home here as it is an easy way to curate more visually-oriented content.

A few consumer healthcare brands have spun up social hubs, but not pharma. An unbranded social hub could function as a natural home for health activists. The robustness of the rules and moderation would be of great benefit to a healthcare brand. You can direct the hub to pull living social content from your key activists. Featured posts can be locked into place. That can be combined with a social feed around a condition or an event, which could be heavily moderated according to rules set by a promotional review committee. The result would be a dynamic, attractive designation page where content could be easily shared out. Bloggers could link to it and in turn be featured on the hub. Select pharma company content could be mixed strategically into the hub, pointing to deeper content or news. To top it off, a widget providing a window into hub content could then be placed into the brand website, providing some freshness frequently lacking from pharma websites. Now that we have some guidance that potentially limits pharma liability for UGC, the path seems to be open. Who will be the first to try it? Perhaps a brand with an active social community and a more technologically inclined population, like Crohn’s Disease or MS.

- Mark Davis, Sudler Digital Strategy Group

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Sudler New York Announces the Prescribed Products Promotional Standards Distribution

Sudler is pleased to announce an initiative to create Open Source standardized website safety information components that are FDA compliant, responsive, and semantically-optimized to comply with both the FDA’s microdata format and Google’s Knowledge Graph requirements. The ‘Rx Promotional Standards Distribution’ will leverage Drupal and the Acquia Cloud platform to deliver significant operational efficiencies to pharmaceutical agencies and firms. The Distribution will be released in March 2015. More information about the project is posted on Acquia’s blog.

Official Press Release

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Late Night Car Service does Pharmapalooza

On Nov 6, 2014, Sudler’s in-house band, Late Night Car Service, performed a deadpan set of Hall & Oates songs at the seventh year of the industry’s night of house bands, Pharmapalooza. Appropriately to their theme of unappreciated sidekicks, they were awarded second prize in the competition. This is the fourth time in seven years the band has landed in the runner-up slot.

It was great to see almost half the band coming from within the Digital group at the agency – absolutely proof that we’ve truly “integrated”.

The event raises money for the Children’s Hospital at Montefiore.

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EASD Booth Gets Great Reviews

Close Concerns writes: “[The] eye-catching booth was half corporate exhibit, half rustic outdoor vacation backdrop, with sleek white displays and furniture interspersed with wooden floors and colorful fabric. A model of a mountain road, complete with iPad-controlled jeeps that attendees could “drive,” was intended to symbolise [the brands]. This is very cool and very smart given how much men (not to be sexist) think about cars.”

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Animals Asia campaign featured in Advertising Health today

Lee Williams, Sudler UK’s Executive Creative Director, was interviewed by Advertising Health on Peace by piece, a global, multichannel campaign developed by Sudler UK for Animals Asia that has attracted the attention of “leading celebs including Ricky Gervais, Olivia Newton John, Slash and Stephen Fry.” Full article here.

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Smartwatches Will Revolutionise Treatment for Chronic Conditions

In an article published by The Guardian, Sudler GCD Chris Duffey writes that Google, Apple, and Samsung are racing to develop wearable technology that could be used to to monitor and track personal health and diagnose disease. He previews the new crop of devices, and concludes that “smartwatches will be the natural evolution in patients taking on a more active role with their health and helping physicians to diagnose illness and perhaps even curb chronic conditions through monitoring real-time biometric data. Smartwatches are going to be essential to the future of health and wellness.” Full article here.

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FDA Issues New Draft Guidance Documents

Our colleagues at Dose of Digital have assembled two sets of key takeaways from Tuesday’s draft guidance documents on “Internet/Social Media Platforms: Correcting Independent Third-Party Misinformation about prescription Drugs and Medical Devices” and “Internet/Social Media Limitations – Presenting Risk And Benefit Information for Prescription Drugs and Medical Devices”. The examples provided in the draft documents provide illuminating examples of the FDA’s thinking for Pharma companies attempting to participate in the world of Social Media, as we wait for the full and final agency guidance, expected later this year. Well worth a look.

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Rob Rogers, Co-CEO America and Chief Creative Officer, interviewed on Beet.tv

Beet.tv spoke with our North American co-CEO, Rob Rogers, as part of their series titled “The Road to Cannes.” The video is available here.

“Health care is evolving at a rapid rate and so is health care communications. Digital will play a greater role,” he says. “We look for ways of introducing simplicity. We need to deliver some very simple messages,” he says. “We often look for video to add that contextual element. Data can leave you cold but video can add a warm element.”

The interview is part of the leadup to the Inaugural Cannes Lions Health Ad Festival.

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How mobile became mighty in healthcare

Sudler’s Chris Duffey has co-authored (with Katie Erbs from Google) a fascinating overview of the top ten trends in mobile, and how they are impacting the healthcare space, which was featured on the front page of the Guardian site today. “Mobile health has undoubtedly become ubiquitous across our lives and is poised to change the horizon line of the healthcare landscape in a mighty way,” says the article.

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