Fw: Abbott renueva su web corporativa

Estimado/a amigo/a:

La nueva web corporativa de Abbott, www.abbott.es, integra las nuevas divisiones comerciales, los productos y los centros de operaciones que la compañía tiene en nuestro país. El nuevo diseño responde a la apuesta decidida de crecimiento y diversificación del modelo de negocio de Abbott en el mundo.

"Este nuevo site refleja perfectamente nuestra presencia en España", según Esteban Plata, Presidente y Consejero Delegado, quien añade que "era el momento de que nuestra presencia online reflejara la dimensión real y el papel que Abbott juega en el sistema sanitario español a través de su diversificado portafolio de productos farmacéuticos y médicos, los cuales incluyen productos nutricionales, dispositivos médicos y de diagnóstico". 

What Doctors Do With Their Smartphones // Pharmalot

What Doctors Do With Their Smartphones // Pharmalot: "What Doctors Do With Their Smartphones
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By Ed Silverman // March 31st, 2011 // 7:34 am
Control yourselves. This is all business. A new survey of nearly than 5,500 docs finds that ownership, not surprisingly, is up, with 67 percent of specialists and 61 percent of primary care physicians now possessing these addictive little appendages. Pediatricians are lagging a bit as only 59 percent admit to ownership, but that represents an 11 percent increase from last year."

And what about tablets? These, too, are gaining ground - 27 percent of both specialists and PCPs have one, although we do not know if they favor the iPad over the Nook or Kindle, for instance. However, this would suggest five times as many docs own a tablet compared with the population at large, according to Knowledge Networks, which conducted the survey (see the statement).

But what are they doing with these devices? Besides more shopping, they look at medical apps. About three-quarters of specialists and PCPs view Epocrates, which appears to be the most widely used app of this sort. In general, 40 percent of pediatricians use drug reference apps, compared with 30 percent among specialists. But only 6 percent of specialists and PCPs use apps from drugmakers.

There is more, though. Last year, 24 percent of PCPs used a smartphone or tablet for e-detailing, up from 18 percent, while specialists indicated a similar increase - 22 percent, up from 17 percent. And more of them are using the devices for online surveys (such as this one, no doubt); half of PCPs use them in this way, up from 31 percent. Ditto for specialists - 41 percent, up from 24 percent.

Separately, the docs were asked about sales reps, a question that comes up in so many surveys these days. And so, 61 percent of PCPs and 50 percent of specialists still maintaining an open door policy. Why? A face-to-face meeting is preferred by 79 percent of PCPs and 74 percent of specialists, although docs older than 55 skewed higher than those 40 and under. E-detailing was cited by only 23 percent of PCPs and 28 percent of specialists, with the over-55 set only slightly less enamored.

Popular Science iPad Edition Has Sold 10,000 Subscriptions

| MediaWorks - Advertising Age: "
Only Apple Knows Who's Subscribing, but They're Paying for Digital Content

By: Nat Ives March 29, 2011

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Popular Science magazine sold the 10,000th subscription to its iPad edition sometime on Sunday, nearly six weeks after accepting Apple's terms for selling subs on its tablet. That's a speck compared to the title's nearly 1.2 million print subscriptions, but a significant early foothold for digital magazine subscriptions on the iPad.

"We are very excited," said Gregg Hano, VP-group publisher at the Bonnier Technology Group, which includes Popular Science. "We really did not have any expectation of what would happen because we're really pioneers."

Issue-by-issue sales of magazines' iPad editions got off to a slow start last year, but many publishers said the new platform's real test wouldn't begin until they could offer subscriptions. Then when Apple finally introduced a system for iPad subscriptions last month, its terms left many publishers disappointed. Publishers can't know anything about their own subscribers through the App Store, Apple said, unless subscribers explicitly allow Apple to share their information. Most publishers, who want a direct connection with their readers for marketing purposes, passed.

But Popular Science jumped in, calling Apple's subscription system a step in the right direction. Now Pop Sci has 10,000 iPad subscribers, each paying $14.99 for a one-year subscription, a little more expensive than the $12.99 print subscription currently available on the magazine's website.

Pop Sci also sold about 2,500 individual copies of the iPad edition's March issue at $4.99 each, the same as it costs in print.

"We've been averaging 10,000 to 12,000 unit sales per month almost since the beginning," Mr. Hano said. "Now we're going to be above that in March. We're inching up over that. And we look forward to continuing to see subscriptions grow. Hopefully people keep testing Popular Science on their tablets and then hopefully come back and subscribing."

Apple's rules mean, however, that Popular Science does not know whether it's finding an entirely new audience or just shifting print subscribers, whose names and contact information it knows, to the considerably more opaque tablet.

"We don't have any information on where the subscribers are coming from or whether or not they are or are not print subscribers," Mr. Hano said. "Nor do we at this time know the number of people who have opted in to share their data with us."

Popular Science averaged total paid and verified circulation of 1.3 million over the second half of last year, according to its report with the Audit Bureau of Circulations.

| BPA redefines digital magazines

FIPP.com | News

Auditors need fresh definitions to cater for the rapidly evolving variations in format of digital magazines.
The varied ways in which digital magazines are evolving means they must be redefined in order to audit their audiences, Glenn Hansen, BPA Worldwide president and CEO, told the MATESZ Digital Media Conference in Budapest, Hungary recently. “No longer is a digital magazine simply a pdf of the print version”, he said."

Accordingly BPA has revised its definition of a digital magazine or newspaper. It is a magazine or newspaper (either with a companion print version or as a stand-alone digital product) delivered periodically in a digital format with metered (i.e. linear) navigation, that is edited, designed, and contains date-stamped content that includes advertising (but not necessarily the same advertising as might appear in a print version). A digital product may be dynamically created, have targeted content, or may exist in parallel with pre-existing media. In order to accommodate all variations of digital magazines, BPA has devised four categories: Dynamic: Editorial can be created and/or selected at point of delivery. With a dynamic digital magazine/newspaper, each recipient can receive a copy with different content and that content can change at any time. Targeted: Editorial is changed for specifically defined groups and/or platforms before point of delivery. With a targeted digital publication, each group of recipients, whether they are segmented demographically or because of the platform they use to receive the digital product, receives a copy with different content specifically selected for that group. Apart from minor updates, the content cannot change once the issue is made available. Enhanced: If a print brand existed first, ‘enhanced’ is editorial that is retained from the original edition and is redesigned and/or supplemented. With an enhanced digital product, each issue’s content is primarily taken (but not necessarily replicated in its entirety) from the original edition (whether in print or digital). Apart from minor updates, the content cannot change once the issue is made available. Replica: If a print brand existed first, editorial and design are unchanged from the original print edition. With a replica digital product, each issue’s content and design are identical to the original edition. Apart from minor updates, the content cannot change once the issue is made available. Glenn Hansen commented: “Things are changing quickly and moving towards measuring the entire brand. Marketers are moving away from just the fact that someone subscribed to a product. They are now starting to look at how the product is used and that’s a big shift. Up until now, it’s always been about the number of copies pushed out, but now it’s more about engagement.” In an effort to ensure that digital products are measured worldwide to the same global standard, the IFABC (International Federation of Audit Bureaux of Circulation) has set up a committee to recommend standards for audit organisations to adopt. The committee is expected to produce recommendations by the end of this year. Stuart Wilkinson, managing director UK/EMEA at BPA Worldwide, will speak on this topic at FIPP’s Research Forum in Paris, France on 14-15 April 2011. For details visit fippresearchforum.com.

El primer Lipdub de una farmacéutica, MSD ( y otro de GAES)

La farmacéutica MSD pionera en el uso del vídeo musical en plano secuencia para cohesionar a su equipo interno

Madrid, 28 de marzo de 2011.- Luces, cámara y acción. Desde que surgiera en Alemania en el año 2008 los Lipdubs inundan la red. Los hay de todo tipo: de universidades, compañías aéreas. Y, ahora, de laboratorios farmacéuticos, ya que MSD se convierte en pionero en España.

Como indica la palabra Lipdub (doblaje de labios), se trata de un vídeo musical realizado por un grupo de personas que durante un único plano secuencia sincronizan sus labios, gestos y movimientos con una canción popular. Pero más allá del divertimento del playback y baile colectivo, un Lipdub cohesiona, fomenta el trabajo en equipo, la transversalidad y la cultura corporativa. De ahí que MSD, compañía farmacéutica que ha vivido un proceso de integración en 2009 entre Merck & Co., Inc y Schering-Plough, haya utilizado esta técnica para dar a conocer la nueva MSD en España.

La compañía farmacéutica MSD (conocida en los Estados Unidos y Canadá como Merck &Co. Inc.) muestra en este vídeo, al compás de la pegadiza "Sick of love" de Robert Ramírez, dos de sus principios de liderazgo clave: el trabajo en equipo y la obtención de resultados, a la vez que aprovecha para mostrar la remodelación de sus oficinas centrales

Para la realización de este proyecto, cuyo resultado puede verse en Youtube, MSD confió en citricus.com, la agencia de comunicación digital de Grupo BPMO, que se encargó de la conceptualización y ejecución de todo el rodaje en el que participaron 140 empleados de la compañía. Un reto más aún teniendo en cuenta que debía hacerse en sólo tres horas de una jornada de trabajo normal.

El resultado es un Lipdub divertido, original e innovador, una experiencia única para los que la han vivido de cerca. "Este vídeo nos ha permitido demostrar la capacidad de los empleados de la nueva compañía para trabajar en un proyecto colectivo", explica Carmen López-Lavid, directora de Comunicación de MSD España.

"El lipdub es una herramienta multimedia de comunicación muy innovadora con una relación coste-efectividad muy alta, que te permite plasmar unos valores culturales muy concretos. Queríamos hacer algo original, fresco e innovador puesto que la innovación es parte de nuestros valores culturales", comenta Carlos Sánchez Palazón, Gerente de Comunicación de MSD España y responsable del proyecto.

Nota: curiosamente GAES hizo otro Lipdub por la misma época y con la misma música: