This may be the best video you watch all day – to spread the news about the Affordable Care Act, President Obama agreed to appear on Between Two Ferns with Zack Galifianakis. Here’s why it’s brilliant: key messages directly to a key audience in a language and tone that works with that audience. AdAge agrees. As Jane Sarasohn-Kahn said on Facebook, “Now THIS is healthcare marketing.” Here’s how the two camps pulled it off.
The final day of SxSW Interactive was yesterday, and started off with one of our favorite discussions: Print versus Digital. Takeaways of the day from our roving correspondent Eugene Lee, EVP Managing Director:
• In the Print v Digital discussion, panelists argued that print is more engaging. We argue that utilizing multiple channels is critical.
• The way publications bundle content should be based on rituals people have in their lives; as rituals change, so should “the package.”
• Make sure to always play to the medium in how you package your story.
• There’s more room for print and digital to coincide with one another than people may think.
• LogLog is an app to track your poo, with a quite appropriate tagline: When it comes to #2, we’re #1. Good for them, it’s important to find your niche.
• How not to get something done: don’t listen to your audience.
• Definitely tap into people who care.
• A tip we won’t be using: curse words in emails increase engagements. No…kidding
• Also, Eugene is bringing me back George Takei temporary tattoos, so he officially wins SxSW. Some of the other interesting gimmies – pocket protectors (yes really) and a sleep mask that says “I dream of data.”
• Some other SxSW news from the day: Speaking of Jane Sarasohn-Kahn, her recap of her panel with other health analysts at SxSW, which we touched on in the day 1 recap, is a must-read for those interested in the beyond-the-pill aspect of our industry. Meanwhile Venture Beat analyzed the top five health-tech startups presenting there, working in wearables, genome sequencing (23andMe is making a comeback) and Google Glass apps.
You can see more including photos on our Twitter and Facebook feeds.
How can you tell if someone is a successful executive? If they have a fitness tracker on their wrist, reports Wall Street Journal. The trend of self-tracking, especially using fitbit or Jawbone devices, has hit CEOs hard, with many using the social tools in friendly competition against each other. (Our CEO Stan Woodland wears a Jawbone Up, by the way – in addition to a Pebble.) The tracking trend seems to work well with most go-getter types’ personalities; as one was quoted: “As a CEO, if I don’t measure it, it doesn’t happen.”
Speaking of wearables, a migraine-treating headband has just been FDA-approved. Thanks to Taryn Tarantino, VP Audience Strategy, for this story.
Also, yesterday Twitter broke. But first they launched a new pilot feature for marketers that allows consumers to dial a business in one click. While this particular feature doesn’t seem so sexy, it indicates they are really working hard to work with advertisers.
-Carly Kuper, VP, Strategic Marketing & Corporate Communications
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