Author Archives: Peter Houston

Email Marketing's Growing Maturity

Email marketing is still very much with us, despite much talk of its demise. But, writes Peter Houston, it has moved on from its “spammy” adolescence. Scary tales of The-Next-Big-Social-Thing killing off the first digital marketing blockbuster have been building for years. McKinsey’s November 2013  iConsumer survey reported a 20 percent decline in email usage […]
Posted in Marketing, Op-Ed, Patient Communication, social media, Strategy | Tagged , , | Leave a comment

The Wearable Technology Revolution? iWatch This Space

In the media world, it’s easy to see when a market is really taking off — someone starts a magazine or a website about it. Well, I just heard about some journalists from one of the UK’s leading gadget magazines who have headed out on their own to launch a wearable computing title. So I […]
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Focusing On the Metrics That Matter: A Quick Guide to Marketing Analytics

The medicines business is all about data. Drug discovery relies on the meticulous interpretation of experimental results; clinical trials involve carefully analysing streams of information relating to patient response; even physician decision-making around the most appropriate therapies is becoming more and more data driven. There is no question, data is big on the science side […]
Posted in E-Media, Europe, Global, Marketing, multimedia, Technology | Tagged , , | 1 Comment

Lack of Multichannel Confidence: A Step on the Road to Digital Maturity

I’ve been lucky enough to get a sneak preview of Across Health’s 2014 Multichannel Barometer report. This is the sixth year the Belgium-based digital consultancy has conducted its Barometer survey and it’s interesting to look at the progress, or lack thereof, across the years. The data collected for last year’s survey led Across CEO Fonny […]
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Filling the Digital Skills Gap

More than half a century ago, way before anyone had dreamt up the notion of digital disruption, a small group of American economists started talking about the role that people play in the creation of economic value. They came to the conclusion that businesses that invested in their people saw the same positive returns they […]
Posted in E-Media, multimedia, Op-Ed, social media, Technology | Tagged , , , , | Leave a comment
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