Portugal

This post comes to us from Renato Póvoas, Founder and Managing Partner of GLOBALHealthPR Portugal partner, Guess What.

Despite being somewhat averse to speculation, Guess What‘s editorial board asked me to write about trends for 2017. I leave here my 12 guesses. At the end of the year, we will take stock of what has actually materialized.

1. Predictive analysis: Use of data, statistical algorithms and machine learning techniques to anticipate consumer behavior.

2. Customer-Centric Culture: Put customers ahead of the direct interests of your brand. Surprise and provide an unforgettable experience to your client that he or she will defend your agency owing to fantastic results.

3. Geo-location: Massive spread of the use of consumer data via geolocation. With the ever-increasing use smartphones, there is great potential for collecting and processing this information, being a precious tool for brand marketing.

4. Native advertising: With the proliferation of ad blockers, it will become increasingly common to use native advertising in various media and formats. This type of advertising has the advantage of not being interrupted by the intrusive banners and pop-ups that disturb us daily.

5. Multi-touch Attribution (MTA): A system that lets you know which clicks are the most important in converting customers online and how they relate. An extremely important topic for communications agency wants to make money providing digital services. Coming in the very near future.

6. Data-driven marketing: Base decisions and actions on marketing through concrete data. Get to know people and customers to the smallest detail. This implies looking at the marketing, communication and commercial areas from an integrated, 360º perspective.

7. Targeted Creativity: Develop creative and relevant content for your customers. From the digital point of view there are numerous tools that allow you to adapt and segment content so that your campaigns are increasingly effective.

8. Cross-device: It’s already coming out of 2016 and will continue to be a reality this year. The mix is ​​getting bigger and bigger. The challenge is to integrate the contents with coherence and in an appropriate way to the support.

9. Live video: Explosion in the volume and level of interaction of this type of video. YouTube, Facebook and Instagram have recently incorporated more and more features in this field, thus contributing to the popularization of these videos, namely at the level of public events. It will not take long for brands to seize this opportunity.

10. Content marketing: It has been said and recognized for some time now that “content is king”. Therefore, I believe that the content evolution that we will see in 2017 will be with regard to the level of sophistication, creativity and format.

11. AR / VR (Augmented Reality and Virtual Reality): With some experiences in this area – Pokemon Go is perhaps the most universal example, there is still a long way and a lot to do in this specific field. Technology is important, but content and creativity are equally critical.

12. AI (Artificial Intelligence): This will be the year in which more and more companies and brands will advance in this area. Personal assistants, chat bots and other instant messaging programs promise to give birth to a new generation of digital services.

What do you think will be the top communications trends in 2017? Leave a comment to let us know!

A version of this post originally appeared on the Guess What blog.

 

Deadly, Communicable Disease Helps Shrink the World

New York Times editorial writers warned on November 25 that the West African nation of Mali may likely become the next target for a widespread, life-threatening Ebola virus outbreak. The editorial reported totals of more than 15,000 people made sick by the virus thus far, killing 5,400 with most of the victims in West Africa. That number has grown since to include over 18,000 diagnosed and almost 7,000 killed.

As a U.S.-based, professional health care communicator, like most other Americans, I was certainly aware of the outbreak of deaths in West Africa, and was concerned for the sake of that regional population, but not really from the standpoint of any potential risk to Americans.

But when U.S. media broke the news of the first American to die from Ebola on U.S. soil, I couldn’t help wonder whether our sensational reporting bordering on panic was shared elsewhere in the world. Also, is the drama in the media overdone or justified?

I queried our GLOBALHealthPR agency partners in other countries affected by the virus such as Spain and the United Kingdom, as well as countries that at the time weren’t directly involved at the time, including Portugal, Argentina, Japan, and Singapore; to understand how local authorities and media were addressing Ebola. What was being done and reported, and what insights can we glean? [Read more…] about A Global Media Scan of the Ebola Outbreak

What were the major health trends, discoveries and developments around the world in 2013? To round out the year, we’ve reached out to all corners of the globe to bring the following insights from our GLOBALHealthPR partners. Happy New Year!

Argentina
The most important media coverage (both in traditional and social media) of healthcare issues was related to organ donations and transplants from the personal stories of children. In addition, mass initiatives, such as those that promoted the importance of bone marrow donation, were widely covered. [Read more…] about The Top Health Stories of 2013

Today’s blog entry comes to us from Jorge Azevedo, Managing Director of Guess What, our GLOBALHealthPR partner in Portugal.

In today’s world we are under scrutiny every minute. The “Berlin Wall” of privacy that once defended organizations has fallen to the hands of a generation hungry for information. The good and bad practices of companies and the individuals who represent them are publicly discussed, and ethical oversights can lead to serious consequences both in terms of reputation and financial impact.

With this in mind, I believe the key to long-term organizational success is greater transparency—transparency about processes, products and procedures, both internal and external. [Read more…] about The Little Big Role of Public Relations

Featured in the May Issue of Meisose Publicidade

[Read more…] about An Interview with John J. Seng, Founder and President of Spectrum in Washington, D.C.; Chair, GLOBALHealthPR

Featured in the May Issue of Marketing Farmacêutico
By John J. Seng, Founder and President of Spectrum in Washington, D.C.; Chair, GLOBALHealthPR

One of the goals we strive for at my Washington, D.C.-based health communications firm, Spectrum, is flawless performance for clients. We invest the time to ensure that we completely understand our clients’ needs in the U.S. marketplace, and design creative, strategic plans grounded in science and research. We then move forward with every expectation of “smooth sailing.”

[Read more…] about Global Pharma Public Relations – “Get Local” and Demonstrate Value