POST SUMMARY: Google said that AdWords will no longer allow advertisers to prevent their ads from showing up on “close variants” of their keywords — i.e., ads will, by default, show up on both the advertiser’s keywords and on close spellings. If you bid on the singular version of a keyword, it might also show on the plural version and you can no longer tell Google you don’t want that. Your ads might also show on misspellings and other “close variants” of your keywords. In other words you need to purchase spelling variants of your product and disease state for paid search.
POST SUMMARY: Implementing a global digital marketing strategy for OUS affiliates can be challenging, but today digital marketers need to think about where patients, outside the US, are going for health information and how they are making decisions. Here are some steps to implement a global biopharma digital marketing strategy…
POST SUMMARY: Google officially rolled out Panda 4.0 in May of this year. Panda 4′s unofficial mission is to penalize the regular use of duplicate content, especially syndicated content brought in via feeds, scraping or other automatic processes. Google will no longer tolerate websites that publish content without adding value or that publish lots of “thin content” for purposes of SEO enhancement. It means that DTC marketers need to focus a lot more on content that adds value to users.
POST SUMMARY: WebMD Health Corp. said it is suing Everyday Health Inc for trademark infringement, false advertising and unfair competition. This is very much the battle for ad dollars as well as stock price and the outcome should be interesting.
Headlines pull clicks and clicks drive revenue but today the media’s lack of detail as to what the headlines mean for the average health seeker can cause more damage than inform and educate. It seems every week we read a headline about a new superfood or better way to stay healthy but unless these studies are backed by good clinical science and supported in large by the medical community they just might as be tabloid headlines.
POST SUMMARY: Panda 4.0 was official released May 20th. It is designed to push down thin or low-quality content sites in the search results. It is still too early to see what is happening. Based on the data that is coming out at this point, Panda 4.0 looks to be a major algorithm update and NOT a simple data refresh.
POST SUMMARY: Finally a disease state website that looks like it was designed for patients and consumers not by a pharma company. COPD.com should be benchmarked as a best-in-class health website and shows what can be done if we think like patients.