RSS marketing can also improve relationships with key constituents, namely healthcare professionals, key opinion leaders,
and advisory panels, by providing them with up-to-date product news, new indications, or new research. Recipients can receive
the information instantly and opt to read what they find most relevant.
To provide users with even more access to relevant information and to leverage the work of third parties, pharma marketers
can integrate RSS feeds from other Web sites, such as medical portals, associations, non-profits or disease-state sites. For
example, a pharma marketer could include the feeds from WebMD that provide the most relevant information to their target audiences.
Another benefit is that effective RSS-based marketing solutions can improve a Web site's search-engine rankings. Search engines
typically give higher rankings to Web sites that include regular content refreshers, and adding RSS feeds provides this capability.
Also, the greater the number of incoming links to a Web site, the higher the ranking. RSS feeds are often syndicated on other
sites, but the host site receives the incoming links, often resulting in improved rankings.
RSS also circumvents many of the obstacles—such as spam, undeliverable e-mails, and e-mail overload in users' in-boxes—inherent
in e-mail marketing. The proliferation of spam has made many consumers reluctant to provide their e-mail addresses, regardless
of the marketer's reputation or perceived value exchange. Since no personally identifiable information is required to receive
RSS feeds, RSS provides a perfect alternative for those otherwise unreachable consumers.
Ultimately, consumers are looking for more control of their electronic media consumption. RSS allows them this control because
users only receive RSS feeds that they sign up for, and they can cancel them at any time.
As with e-mail use, it's important for pharma marketers to understand their audience, their communication preferences, and
the type of information they want to receive.
When users view RSS content, they are in a different mindset than when they read Web content. While Web surfers typically
read only short headlines, RSS users tend to be interested in more substantive articles. Creating catchy but accurate headlines
and summaries that link to new, insightful content is a strong approach.
Marketers must also be wary of the kinds of content that will be distributed on RSS feeds and at what intervals. Because of
the lengthy internal review and approval process required for many pharma-sponsored patient and healthcare professional communications,
pharma marketers often struggle to distribute valuable content monthly, much less daily or weekly, as is currently expected
with RSS feeds.
The content strategy must also be compelling because it's easy for users to opt out or ignore the RSS feeds.
Successful implementation requires understanding the appropriate uses for RSS, how to integrate it with e-mail and other marketing
efforts, and how to measure the effectiveness of RSS.
It's important to study the metrics of your RSS implementation. As in any marketing campaign, obtaining detailed metrics,
including information on the number of subscribers, feed recipients, open rate, and click-through rates, is crucial.
Marc Blumberg is senior vice president of imc2. He can be reached at firstname.lastname@example.org
Hensley Evans is vice president of imc2's pharmaceutical practice. She can be reached at Hensley.email@example.com
SCIREX appointed James Ottinger as senior vice president of regulatory affairs, Cornelia Kamp as executive officer of clinical site operations, and Robert R. Allen as executive officer of science and medicine in the clinical site operations division. » Pascal King joined etrials Worldwide as president of its European subsidiary.
http://Monitorforhire.com/ has teamed up with Global CINRG to provide them with monitors for their clinical trials. » Daiichi selected SAS Drug Development to provide a host of clinical trial software. » Elsevier MDL and Spotfire have linked up to bring together MDL's Isentris technology platform and the Spotfire DecisionSite for Lead Discovery application.
SLACK Incorporated's OSN SuperSite won a bronze award from the American Society of Healthcare Publication Editors in the online category for overall
Web publication. includes daily news updates.