We use micro-targeting: focusing on a specific audience and establishing a direct relationship with them
Last week I was fortunate to be one of the 19.364 geeks who attended the interactive portion of South by Southwest (SXSW) in Austin. One of the key themes that emerged for me was micro-targeting.
Working in rare diseases, we are always targeting very small subsets of patients, caregivers, physicians, etc. We use micro-targeting: focusing on a specific audience and establishing a direct relationship with them. It’s the focus of quality over quantity – having a deep relationship with a small, but very important, group.
I heard Greg Verdino talk about his book, MicroMarketing: Get Big Results by Thinking & Acting Small, and it was interesting to see how this micro-targeted approach is now successfully being used for larger brands, such as the Ford Fiesta campaign. He first explained that we have moved from mass communication to masses of communications: “Your audience has an audience because they are creating content.” In response to this huge communication shift, Verdino recommended moving from reach to relationships. This resonated for me because that’s the approach we take at Siren.
Rare disease patients and caregivers are the epitome of long-tail searchers
Although the vast majority of time spent online is spent on long-tail sites — or sites with an overall reach smaller than 1.5% of the internet population — the majority of ad dollars are spent on short tail sites, according to comScore. What an interesting disconnect between audiences and marketers.
A CONTEXTWEB study of 1,000 ad campaigns across 18,000 publisher sites during the second half of 2010 discovered that ads placed on long-tail sites lifted click rates by 24% — a big lift compared with larger web properties. The research identified that “health” had a 43% lift in click-through rates for long-tail ads.
I recommend gaining quality exposure to these jobs prior to making any decisions
This is a guest post from S.J. Ochoa, who blogs to raise awareness of clinical research careers. At Siren, we understand the importance of clinical research in identifying the causes, diagnosis and treatment of the nearly 7,000 known rare disorders for which only a small fraction have FDA approved therapies.
Clinical research is the study of a drug, biologic or device in human subjects. Let’s start with some definitions of the different jobs involved in clinical research.
MD: Signifies Medical Doctor, a doctor’s diploma in medicine.
PhD: The highest education obtained at a college or university, usually requiring 3-5 years of original study in a specific field.
MD/PhD: An education including both the training of a medical doctor with the rigor of a scientific specialist.
take advantage of mentoring moments – those parking lot or hallway conversations
I recently took part in a panel discussion on the value of mentoring and its importance for women in business. As part of Johnson & Johnson’s Women Leadership Initiative the event took place at Centocor, a biotechnology company that is a subsidy of Johnson & Johnson, in Horsham, PA.
I was invited to be on the panel because of my involvement with the Healthcare Businesswomen’s Association, I’m the Immediate Past President of the Greater Philadelphia Chapter and serve on the Corporate Board. Before I became the Chapter President, I did the single most important thing any of us can do when preparing to take on a new role: I found my mentors – the past president, other board members, women who had walked down this path and who did it amazingly. Through these relationships, I was able to get keen insights into leading a Board of Directors made up of many senior-level women. I am happy to report that during my tenure, I kept the board engaged and motivated and that the chapter reached 1,000 members by September. To top it off, we were honored with the Chapter Excellence Award for 2010. (A big thank you to my mentors for their guidance.)
At the event I shared this anecdote to show how I’ve benefited from mentoring relationships throughout my career, both as a mentee and a mentor. The esteemed panel of senior leaders from different areas within Johnson & Johnson graciously shared their own stories and advice for mentoring.
The goal of 10,000 clicks was exceeded and Lundbeck donated the maximum amount of $10,000 to NORD
Waking up at 4:00 AM to go stand outside in the cold isn’t usually my idea of fun, but for Lundbeck’s Rare Disease Day event on Monday morning, it was most certainly worth it!
Nina Prybula, Tanika Craig, and I represented Siren and joined 25 other rare disease advocates outside the NBC 5 news studio to promote awareness of the Raise Your Hand with Lundbeck to Fight Rare Diseases campaign. As you can see in the video below, we waved our big purple hands as the newscasters announced how viewers could help donate money to the National Organization for Rare Disorders (NORD) by simply clicking on the Raise Your Hand icon on the Rare Disease Day U.S. website. (Please note that the donation period is now closed). For every click, Lundbeck promised to donate $1 to NORD’s general research fund.
The goal of 10,000 clicks was exceeded and Lundbeck donated the maximum amount of $10,000 to NORD. We were not only thrilled about the outcome, but felt honored to have had a chance to meet the other rare disease advocates and patients. Just listening to people’s individual stories and how they have overcome adversity was reason enough to get up before the sunrise that morning. All the participants were so inspiring that it really made you feel good to be able to support such a worthy cause.