PM360, a leading health-marketing industry trade magazine, just released it’s Innovations Issue which named Liquid Grids as one of “most innovative products of 2015.”
The industry is adopting fast to the new digital landscape. For the first time in living history the pharma industry is collectively spending more on DTC than professional marketing (51% to 49% according to the most recent Ogilvy report). The allocation to digital in marketing budgets is soaring. Digital is a broad definition and there are many aspects to a digital initiative. I’m going to focus on digital intelligence and how we can use it to deliver context to consumers.
There are two main sources of discovery available to us as consumers – search and social. In many ways these twin engines of discovery have converged. Do a Google search and you are delivered relevant search results to include Tweets. Drill a touch deeper in the results and you will find website comments, discussions, blogs, forums etc. The converse is also very true. Do a search on Twitter or Facebook and you find many results that lead you to a website. The online experience is a social one. I call this as the Social Web.
However, for many marketers the social web changed dramatically this year. In April Facebook deactivated access to its public posts (those available from profiles not marked as private). Some companies were extended on this data feed until the end of October but generally speaking the data was cut off worldwide. (You haven’t missed much as the volume of data has dwindled to a trickle). Facebook replaced the public post data with aggregate topic level data. While more topic data is available in this new tool it is almost impossible to determine its contextual relevance. You just can’t get to that data on Facebook any more. Done and done.
Despite the loss of a popular data feed its important to understand how much more data is available to be leveraged across the social web. Think of all the comments fields that you now find on websites. There’s so much data out there that is frankly richer and more diverse. The big challenges are finding the relevant data, quantifying its relative contextual value and the value of the destination.
In 2015, Liquid Grids extended its capabilities beyond intelligence to predictive multichannel targeting. To do this the company has indexed the most relevant destinations across the worldwide web where consumers are interacting on health topics. For each result the company’s technology is deriving all available statistics about each destination: content keywords and phrases, posts and comment strings, visitor rates, costs per click, competitive website information etc., and then calculating propensity scores for each destination. The result is a rank ordering of the world wide web, including the social networks, for health interactions.
Liquid Grids has also developed a break through in the application of computational linguistics to the content it finds across the web. The technology inspects the content to surface the unique context of consumer dialogue. In this example post “I have a very painful migraine and need to be in a dark room for the rest of the day” the ‘dark room’ is identified as the context linked to the migraine diagnosis and pain symptom.
This combination of highly precise disease dialogue context and predictive targeting parameters is used to develop the best ad content, creative and placement strategies across premium search, display and programmatic buying.
This extension of context intelligence into ad tech targeting is a substantial innovation to improve the way the pharmaceutical industry can ensure its advertising and messaging reaches the right audiences, with the right information, in the context of their interactions on the web and their disease status.
PM360, a leading health-marketing industry trade magazine, has announced the winners of its inaugural ELITE awards. The ELITE (Exceptional • Leaders • Innovators • Transformers • Entrepreneurs) represent the most influential people in the healthcare industry today. Malcolm Bohm, CEO of Liquid Grids Inc. was selected as a winner in the Data Miners category, which recognizes top industry individuals who specialize in analytics and can turn hordes of numbers and research into actionable insight. Read the whole press release at: https://www.pm360online.com/the-2015-pm360-elite.
TiE50 named Liquid Grids a Top Start-Up of 2015 from a pool of 2716 screened companies. The TiE50 Awards Program is Silicon Valley’s premier annual awards program, recognizing the world’s most enterprising technology startups. They are a global, not-for-profit network of entrepreneurs and professionals dedicated to the advancement of entrepreneurship. Learn more about TiE50 here.
A new press release is up at PRNewswire showcasing Liquid Grids latest offering in lead generation.
“Leveraging the actionable health insights available within our software platform, digital health surveys offer a low-risk, high-yield, flat-fee service that helps our clients precisely target consumers quickly getting results quickly and efficiently,” says Malcolm Bohm, CEO of Liquid Grids.
SAN DIEGO – June 17, 2014 – Liquid Grids®, a Precision Marketing Platform for the Healthcare Industry, today released results from its survey of How Social Media is used by Healthcare Consumers. The survey, which was conducted in May 2014, showed that 85% of respondents would publicly share their health experience on social media to support others with the same disease.
The results of Liquid Grids’ survey also found that 80% of respondents share news articles about health. 30% of all respondents had shared a personal health experience in the last three months and there was no significant difference in the frequency of either negative or positive health experiences.
“Our research has consistently shown a correlation between healthcare and social media use,” stated Malcolm Bohm, CEO of Liquid Grids. “The results of this survey further underline how Social is becoming the new DTC as the industry moves to focus on the consumer”.
Provides unique access to over 1 Billion online health conversations
SAN DIEGO, California – June 10, 2014 – Liquid Grids®, a precision marketing platform for the healthcare industry, announces the launch of its new Software as a Service (SaaS) platform specifically designed for the healthcare industry. This patented platform provides access to over 40 custom disease grids via a social health intelligence dashboard, and its Direct to PersonaÒ advertising platform for precision targeting.
“The Liquid Grids’ on demand SaaS platform is designed to enable our clients with virtual access to our proprietary social health disease intelligence dashboard,” said Ramos Mays, Chief Technology Officer for Liquid Grids. “This turnkey, real-time portal features custom disease grids culled from 1 Billion health conversations, which provide exact personas, timelines and relevant topics to enhance marketing campaigns, R&D and other business objectives.”
SAN DIEGO–(BUSINESS WIRE)–Liquid Grids®, a Precision Marketing Platform for the Healthcare Industry, has been designated a “Cool Vendor” in the Cool Vendors in Life Sciences, 2014[I] report released by Gartner, Inc.
“We are delighted to be recognized by Gartner, the industry leader in rigorous research and evaluation of new tech products”
Each year, Gartner recognizes new Cool Vendors in key tech sectors and publishes a series of research reports highlighting these innovative vendors and their products and services. These reports are meant to help organizations find strategic and key industry movers that can help take their company to the next level. In the Cool Vendors in Life Sciences, 2014[I] report, Liquid Grids is highlighted as a key industry mover for the life sciences arena; helping derive value from diverse, unstructured datasets over a wide spectrum of social sources.