Using QR Codes in Print Magazines

Marah Walsh

More than 15 years after being created by Toyota to track vehicle parts during manufacturing in Japan, QR codes are slowly, but surely, making their way to the forefront in the United States as a mobile/Smartphone app.

As part of PharmaVOICE's continuing goal to bridge the gap between print and digital media, in January 2011 we will be featuring QR codes throughout the magazine, allowing you to instantly access our on-demand digital content, including digital articles, podcasts, whitepapers, webinars, videos — while on the go. In addition, Roska Healthcare Advertising is taking an innovative marketing approach by sponsoring a QR code on the cover of PharmaVOICE, linking readers to relevant sponsored content.

This is just the beginning of how Smartphone technology can be used for lead generation and creating brand and product awareness, and a potential new market for both media companies and marketers.



If you are unfamiliar with QR codes or the technology, here are a couple of helpful hints to get started:

1. To make sure your phone can scan a QR code with its camera, either download an application (usually free) or activate the software already installed on your phone. (To find out what application to use, search for your phone model along with "QR Reader" using your favorite search engine.)

2. When you see a QR code, use your phone application to scan the 2-D code.

3. Download additional content at your fingertips. You can dive deeper into the topics that interest you as well as access complementary media files, such as videos and podcasts.

We are excited to once again raise the bar and bring you the most innovative media solutions.
This is just the beginning of how readers and advertisers can reap the benefits of QR codes in print publishing.

"I Will Quit" Campaign Launches

Dan Limbach

In cooperation with the Great American Smokeout on November 18, 2010, Core-Create has launched a campaign for the American Cancer Society.

The campaign will be highly visible on commuter trains, billboards, phone kiosks, smartphones, and a microsite.

Click on the following link for more information:
http://bit.ly/corequitsmoking





New Collaboration Model in Drug Discovery

Dan Limbach

Developing a cure often takes decades. A big part of it is in the early/academic phase of drug discovery. Few people share their work before they can publish or patent their ideas. One man with MS starts a company to find a cure for the disease.

This article in the November 2010 issue of Fast company tells the story of a company who brings researchers together to collaborate on their research and speed of the development process.

http://www.fastcompany.com/magazine/150/collaborating-for-a-cure.html

Why can't we all just work together?

Brown University: Ethics in Pharma

Dan Limbach

Brown University hosted a pair of lectures about ethics in the pharmaceutical industry.

Is pharma too profitable? Do they reinvest their profits appropriately? Are they socially responsible? Should they be allowed to operate like any public company? Some compelling questions are discussed in this video.

 

Featuring Dr. Marcia Angell and Dr. Mary Ruwart.


Janus Forum Lectures are sponsored by Browns Political Theory Project. The Lectures are part of the Project Janus Forum, a student-run initiative that encourages open-minded debate about political ideas.

Smartphone Users: How they are viewed

Dan Limbach

Are you an iPhone fanatic? Maybe you favor the Blackberry, or the newcomer, the Android platform.

Here's a snarky illustration about how these user groups see themselves and how they are seen by each other.

click on image for full size version

Source: C-Section Comics

Simple Search Marketing in 3 Easy Steps

Dan Limbach

Search marketing can be very complicated. Here's a simple approach to paid search, and it should take less than an hour. No code changes to your site are necessary.

Step 1) Let Google analyze your website for relevant keywords.

Click here:
AdWords Keyword Estimator Tool

Type in your website url in the right-hand box, and type in the security letters in the lower box. If you are logged into a Google account, you will not see the security box, as you have already been validated. Click the Search button.



click on image to enlarge


You'll see a list of keywords. Let's sort them by number of search hits globally. Click on the "Relevance" button.

click on image to enlarge

Select "Glogal Monthly Searches" in the pulldown menu.

click on image to enlarge

Click on the Columns button and check the three columns in the image below. You can also drag and drop the columns to be in the order you prefer.

click on image to enlarge

Now the keywords are sorted by number of searches. You also see what you would need to bid for that keyword for your ad to be seen on Google. The Competition column tells you relatively how many bids are in for that keyword.

click on image to enlarge

The best opportunities for your site have the following characteristics:

• High number of searches for a relevant phrase
• Low bid price
• Low competition

Click on one of the keywords. You will see the results page for that Google search.

AdWords ads are placed in the areas marked by the red box. Organic results (not paid) are displayed in the area marked by the blue box. Ads are placed based on how effective they are at getting clicks and how much you bid. Your ads will move around the ad areas as they and other ads are analyzed by the system. No matter what you bid, you cannot guarantee the top position.

click on image to enlarge

Step 2) Place your bids

You need an AdWords account to place bids. Its' free to register, but you need a balance in your account to place bids. This balance will be deducted from whenever someone clicks on your ad. Knowing how to write compelling ads is a topic unto itself.

Step 3) Track your keyword performance

AdWords will tell you how many click you've received and how much you've paid for those clicks. If a keyword is giving you a lot of clicks, but they are not converting into your objectives, you can turn off specific keywords. It pays to review your AdWords account at least weekly. Many people review high traffic accounts daily, even hourly.