How do you get through to consumers bombarded by so many marketing messages? Hear Michael Silverman, CEO of Duo Consulting discuss Marketing in an Connected World - using content to drive results when the customer is in control.

In this cluttered world, people wait until they need information, and then search for it - putting the customer in control. Because of this new reality, you need to make it easy for the customer to find you, and provide a way for them to talk about you.  Learn why the best marketing involves a dialogue with your customer and get tips on how to encourage such dialog to take place.

Silverman will discuss what to do, and not to do, when bringing your brand online, and he will explain why you should focus on solutions, not products. You will also learn how to be open and “share” your brand by interacting with clients to gain credibility online. You will come away from this session with an understanding of the new rules of Marketing in a Connected World.

As companies increase their investments in emerging markets, Web globalization has crossed-over from luxury to necessity. But successfully taking a website global isn’’t easy. Every new market and language poses a host of new cultural and technical challenges.

This session provides attendees with a solid grounding in web globalization best practices through profiles of real-world medical and pharmaceutical websites, including Eli Lilly, Pfizer, and Johnson & Johnson.

Yunker will share key findings from his recent study, The 2008 Web Globalization Report Card, in which he rated more than 200 global Web sites across a dozen industries.

Attend this session if you want to learn about:

• Global navigation: Tips on improving user traffic to your localized websites.
• Global design: How to design a global website that is both globally consistent yet locally flexible.
• Global content management: Trends in managing websites across brands and borders.
• Translation memory and machine translation: How companies are using these technologies to improve customer support on the web (and lower costs).

This session is designed to give those responsible for delivering and maintaining web content a look at the best approaches to create and serve relevant and personalized copy to providers and patients derived from any advertising channel. Discover how savvy marketers are using the latest tactics to coordinate cross-media campaigns, track results, and generate follow up communications without needing support across multiple departments or firms. 

Real time data profiling can serve unique web content to visitors referred from static or variably printed pieces with amazing accuracy. Virtually any media (including TV, radio, billboards, magazine ads and more) can be used to drive web traffic to a site that captures both demographic and psychographic information that gets the right message, to the right customer, at the right time.

The topics to be covered in this session include:

• Comparing traditional shotgun marketing (web, print, etc) to highly targeted methods
• Developing world class 1:1 marketing campaigns in virtually any media without busting the budget
• Understanding the various methods for generating personalized content including purls and real time profiling
• Creating highly targeted marketing campaigns using integrated micro-sites and personalized url (purl) landing pages
• Segmenting prospects and conducting real time personalization to serve web visitors specific content regardless of their entry point
• Providing personalized and highly relevant content from database analysis, web content, list and market procurement, and list and market analytics
• Improving response rates by capturing “soft responses”
• Decreasing cost per response by coordinating media messages
• Collecting and comparing metrics across all media
• Implementing automated follow up and fulfillment processes
• Winning new clients by combining media outlets without investing in new lines of business

The web has changed how people interact with healthcare. Like most self-service experiences on the web, people are looking to exert more control over their healthcare…but what does this mean in terms of the design of your website? How is the web responding to this evolutionary paradigm of self-service?  What is your visitor’s mindset and what motivates them?

Mona Patel will discuss current trends in healthcare website usage and explore what innovation means in the healthcare vertical. She’ll address Web 2.0, enhanced navigation techniques, the benefits of mash-ups, and how social networking impacts the healthcare community. Healthcare websites are becoming more persuasive and emotionally engaging, taking users beyond basic usability principles. Mona will discuss these trends and innovations, and provide an overview of applicable research findings. Attendees will learn how this research is impacting healthcare website design. Topics to be explored include: content personalization, mobile access, communications and interactions with healthcare professionals (meeting HIPAA requirements) and new navigation techniques for finding content. This session will help attendees improve their ability to serve website visitors, in the present and in the future. 

Bring your own anecdotes to share! This is an ideal opportunity to network with peers who share the desire to promote customer experience within their organizations.