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Why Every Pharma Sales Rep Needs Google Glass

Glassholes As you may have seen, Google Glass started rolling out to early adopters last week. I’m not normally one to suggest that brands jump on the latest fad du jour, but to me this seems like a golden opportunity to solve a a long standing problem. Therefore I suggest that every sales rep in pharma be supplied with a pair of Google Glass. (Editors note: Is it pair? Unit? The singularity of the name suggests that the AP Style Guide may want to get working on this).

When a pharma rep walks into a sales call with a doctor they can hand them their Google Glass to wear. Then, upon a gesture or spoken command, the Glass will project a continuous and repeating presentation of fair balance during the entire length of the conversation, leaving the Rep’s iPad or other sales assets with more real estate for data, charts, and graphs. And, think of the how much more time the HCPs will spend with the Rep since they’ll be so interested to play with this fancy new toy.

It’s a marketers dream come true!

 

And yes, I am kidding. Sort of.

ICANN Released New gTLDs – Now What?

On June 13th, ICANN (the Internet Corporation for Assigned Names and Numbers) approved a slew of new gTLDs (generic top level domains) that potentially create new web suffixes ( or, more technically, strings ) to supplement the existing stable which includes .com. .net, .org, .gov, .mil, .edu, .biz, .info and .int ( country specific gTLDs also exist ). The full list, which can be found here requires a $185,000 application fee, plus a yearly service fee of $25,000 paid directly to ICANN. Needless to say, that’s some serious
coin.

The requested gTLD strings included applications from some major pharma companies, with some applying for brand trademarks and program names. I may have missed a few combing through the list, but at last tally they included:

  • Abbot ( .abbot .abbvie )
  • BMS ( .bms )
  • Boehringer ( .boehringer )
  • Eli LIlly ( .lilly .cialis )
  • Johnson & Johnson ( .jnj .baby )
  • Merck ( .merck .emerck .merckMSD )
  • Pfizer ( .pfizer )
  • Sanofi ( .sanofi )

Also interesting to note that several of the bigger pharma companies opted to pass on securing a new gTLD string, including Roche, GSK, Novartis, AZ and Bayer. Pepsi, along with a few other mega-brands, have been very vocal about their decision to stay on the sidelines of the gTLD land rush, while Google and others have applied for multiple strings. So who’s going to come out ahead? Those who acquired the domains now, or those who waited? Given the expense involved and the lack of a road map to implementation, the answer isn’t a clear one.

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Will Penguin Freeze Out Pharma?

For pharmaceutical brands in today’s market, search engine optimization is a critical component of every web initiative. Research by ComScore (2010) suggests that over 80% of all Internet sessions start at a search engine and, when we say “search engine optimization,” we generally mean “optimization for Google.” Google searches account for over 80% of search traffic to our client sites; while the second most popular engine, Yahoo, drives less than 10% of that volume:

A major goal for any website project, and the purpose of SEO, is to get the site listed in the top few results on the first page of Google’s results for the most common search terms—the keywords that HCPs are typing into the search engine’s interface around the site’s content.  Unfortunately, many sites that have aggressively pursued that goal – or worked with unscrupulous SEO vendors – have recently been severely penalized by Google.

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