Adventures in eMarketing

Welcome to the April edition of Siren Interactive's newsletter, Adventures in eMarketing.

If a picture's worth a thousand words, then a video is worth a million. With the increasing prevalence of broadband connectivity, video has grown to be an integral part of the web. And people like getting health information via video.

According to Manhattan Research:

•	Almost half of those researching drug info online include health videos in their search sessions
•	Nearly three quarters of those watching health videos as part of their searches performed additional research afterward, suggesting that the videos spur action

Video is also increasingly important for search engine marketing. Videos, properly submitted, are 53 times more likely to generate a first page Google ranking than traditional SEO techniques, according to Forrester Research.

Check out the top SirenSong blog posts – one includes a video – and My Reading List to learn more. Plus take a look at our latest Research Insights and News and Events sections.

Top SirenSong Blog Entries

•	5 Questions for e-Patient Dave Video of Dave deBronkart talking about how pharma can rebuilt trust, healthcare reform and the most interesting thing he’s read recently.
•	"You Will All Be A Patient One Day!" Key takeaways from the CBI eMarketing for Bio/Pharma event.
•	Facebook Gets Rid of Fans Facebook replaces becoming a "Fan" of a brand page with "Like". Read about the impact.
•	Why Compassion Makes Good Business Sense Cause marketing can have a significant impact on customer loyalty.

Event Highlight

The Social Media for Pharma Conference will be held May 24-27, 2010 in Princeton, NJ. The event will help bio/pharmaceutical executives learn how to develop, execute and evaluate Web 2.0 strategies to drive business results.

Eileen O'Brien, Director of Search & Innovation at Siren, will be speaking with Clarissa Trujillo, Manager, Communications at Lundbeck, Inc. and Mary Dunkle, Vice President for Communications at the National Organization for Rare Disorders. They will be presenting the case study: How To Gain Access To Your Target Consumers And Achieve Powerful Social Media Results By Partnering With Patient Organizations.

Mention "Eileen O'Brien" and receive $400 off the registration price.

MY READING LIST

•	Chronic Disease & the Internet Pew Internet & American Life Project
•	US Internet Population Diversifies eMarketer
•	What Sanofi-Aventis Learned from Its FaceBook Experience Blog Talk Radio
•	Consumers More Likely to Act Upon Online Brand Messaging Marketing Charts
•	Americans Blame Insurers, Pharma Companies for Health Costs Marketing Charts
•	The Physician Sentiment Index Sermo Blog
•	FDA Proposes Standard for Print, Broadcast Drug Ads Medical Marketing & Media
•	Europe Edges US in Social Media for Health Info, Says Study Medical Marketing & Media
•	Managing REMS for the Long Term Pharmaceutical Executive
•	Smartphones Projected to Overtake Feature Phones Next Year Marketing Charts
•	Ambitious Startup's New Plan: Gene-Sequence Every Tumor. Yes, Every Single One BNET

Siren News

Wendy White, Siren’s Founder & President, was quoted in the ClickZ article Fake Patient Campaign Exposes Real Social Marketing Critics and Questions.

Research Insight: U.S. Internet Users Watched 32.4 Billion Videos in One Month

Nearly 173 million U.S. Internet users watched online video during January 2010 according to comScore. Video viewers at YouTube.com watched 93 videos on average during the month, representing an increase of 50% versus year ago. YouTube.com (included in Google Sites below) was also the most visited site.

*Top U.S. Online Video Content Properties by Videos Viewed** January 2010 Total U.S. - Home/Work/University Locations Source: comScore Video Metrix
Property	Videos (000)	Share of Videos (%)
Total Internet: Total Audience	32,410,886	100.0
Google Sites	12,816,043	39.5
Hulu	903,078	2.8
Microsoft Sites	491,753	1.5
Yahoo! Sites	435,487	1.3
Viacom Digital	361,228	1.1
For Interactive Media	293,008	0.9
Turner Network	283,244	0.9
AOL LLC	241,991	0.7
Vevo	226,125	0.7
CBS Interactive	217,407	0.7
* Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.


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