Drew Panayiotou
Boulder, Colorado, United States
14K followers
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Siegfried “Ziggy” Prieto
Strategic Moves in Retail: GNC and The Vitamin Shoppe Adapt to Rising Demand for Diabetes and Weight-Loss Drugs In an innovative response to the growing popularity of GLP-1 drugs like Ozempic and Wegovy, which are anticipated to become top-selling products with projected sales of $105 billion by 2029, GNC and The Vitamin Shoppe are adopting distinct strategies to cater to consumers using these medications. GNC is enhancing its in-store experience by dedicating a specific wall in each of its 2,300 stores to products that complement the GLP-1 treatment regime, including items that help manage side effects. This targeted approach aims to provide holistic support to customers managing their health with these drugs. On the other hand, The Vitamin Shoppe is leveraging technology through a new telehealth partnership with WellSync. This collaboration extends beyond traditional retail by facilitating clinician interactions and managing prescriptions directly, providing a seamless health management journey for customers. These strategic adaptations not only reflect the dynamic nature of retail in responding to health trends but also underscore the importance of innovation in meeting consumer needs in specialized markets. #HealthcareInnovation #RetailStrategy #ConsumerHealth #Ozempic #marketing #branding
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Chris Bannan
"...These challenges have profoundly impacted media planning and buying." + "Nearly nine in ten ad buyers report shifts in personalization tactics, ad spend and their mix of first-, second- and third-party data. + "Over three-in-four cite selection changes in media channels and KPIs, along with more seller-direct deals." "...To adapt, companies are investing significantly in training staff on data privacy (78%), creating dedicated teams for business transformation and seeking external expertise through new hires and consultancy partnerships." "Analytics departments are being impacted the most, along with legal and compliance, ad operations and programmatic teams, due to their heavy reliance on data."
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Ari Schaefer
When we think about advancements in leadership and innovation in healthcare, we’re seeing medical affairs develop their growing social media followings. Distinct from corporate accounts, these teams define what’s important to them and share it with their followers. But other medical affairs teams remain reluctant—and that’s a shame because they are missing out on the chance to connect with the HCPs, patients, and care partners who are active online and conducting their own research. That's why the SOMEMA Index created by Tim Mitchell, Managing Director of Medical Communications & Innovation, Klick Health, is essential. It provides a clear framework for medical affairs to quantify and enhance their social media outreach, ensuring strategic growth that aligns with our industry’s goals. Tim explains his rationale here and this article includes: - The rising significance of individualized social media platforms within medical affairs - The necessity for robust measurement strategies to guide social media engagement - The potential of social media to foster deeper connections with the medical community Learn more about the impact of SOMEMA and how it can transform your approach here: https://bit.ly/3UaQNHv
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Alessandro Balossini Volpe
A really interesting case history on #brandstrategy. ““[Liquid Death] sees itself as a media company first and a product second,” observed Young. “The company’s CEO has said in multiple interviews that you can’t ‘own’ an ingredient like canned water, but it could own a unique brand, wrapped in a compelling package, with a bold point-of-view that speaks to a niche audience.” If this can not only be theorized but also successfully executed for a product most people would see as a commodity, how much more true this statement should be for categories with higher intangible value! #brandmanagement #branding #marketingstrategy https://lnkd.in/eaB8mMmw
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Jessica Gomez
🌟 Check out IZEA's latest insights on influencers and discount clubs! 🌟 This report dives into how these partnerships are shaping consumer behavior in 2024. Personally, I love following my favorite Costco influencers to see them highlight the best deals and new/seasonal/LTO products. It's amazing to see the impact these influencers have on our shopping habits - including mine! Curious about the trends? Read the full report below. Wanna have a deeper discussion (or find out which influencers I follow)? Send me a message! https://lnkd.in/gErsAsrg #InfluencerMarketing #ConsumerTrends #IZEAInsights #CreatorEconomy
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Kristi Kovalak
This "branding outbreak" and "brand moment" for Uncrustables has been both hilarious (I mean, it's a PBJ!) and fascinating ($1B is a lot of zeros!). It's currently an unexpected "thing." Fast Company has a great article on it with possibly my favorite quote ever - marketing leader text in response to finance SVP text on celeb mention "yes, we're on it." #marketing #branding #brandactivation #getcreative #knowyouraudience #brandlifecycle
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Andy Tarnai
Fascinating discussion around sources of growth from illicit market and substitute categories such as alcohol - data doesn't seem to be robust yet Curaleaf sees 2024 as a ‘catalyst year’ Brand growth Pharma & healthcare (general) Nicotine It is poised to be a catalyst year for cannabis company Curaleaf, according to its chairman, as more adult use opportunities open up in the US and as medical use opportunities grow across Europe. “I expect a strong growth trajectory as we have yet to see what unconstrained demand looks like,” Boris Jordan told an earnings call. What’s happening Curaleaf believes it is “uniquely positioned” to tap new or forthcoming adult use states such as New York, Ohio, Florida and Pennsylvania. Curaleaf’s international business grew 63% year-over-year in Q4, driven by strength in medical cannabis in the UK, Germany and Poland; it is also building brand awareness in Switzerland and Sweden. Recent reforms in Germany have the potential to boost patient numbers fivefold or more, as doctors are able to write more prescriptions and as insurance companies start to pay for those prescriptions. Building physical and mental availability Curaleaf is confident that its supply chain is in place across the US and Europe. In a market like Poland, where registering strains can take up to 18 months, it’s using that time to build awareness and “cement Curaleaf as the top cannabis brand in the country”. Curaleaf’s retail business passed $1bn in 2023, with 62% of that coming from its branded products sold through its own stores. It sees a significant wholesale opportunity as more independent stores open in newly deregulated states; it values New York alone at between $5bn and $6bn. The company believes it is winning customers from both the illicit market and from substitute categories like alcohol. [Although the CEO of Brown-Forman said recently that they’ve extensively studied how cannabis affects alcohol consumption and “have never been able to find a state where we saw reduced alcohol consumption based on it going legal”.]
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Gaurav Kapoor
Interesting study by Katy Milkman and others to study the impact of behavioral nudges and interventions designed to improve COVID booster adoption rates. Millions of CVS customers received reminder text messages about getting the COVID booster shot. A subset of customers also received an incentive in addition to the reminder texts - free Uber/Lyft ride to a CVS store to get the booster shot. Several different messaging strategies were used based on different decision heuristics and biases. While text reminders statistically significantly improved the vaccination rates, the absolute improvement levels were very low (adoption rate increased from roughly 5% to 6%). The three messaging strategies that produced slightly better results were: 1. Messages encouraging recipients to make a vaccination plan that suggested a specific date, time, and location based on their last vaccination 2. Messages highlighting high local COVID-19 transmission rates 3. Messages sent on behalf of the patient's local pharmacy team, letting them know there's a vaccine reserved for them Adding the "free ride" incentive to text reminders surprisingly did not improve the adoption rate any further. Before the interventions were implemented, a team of laypeople and a separate team of behavioral science PhDs were asked to forecast how much improvement in adoption rate would the interventions produce. Both groups forecasted numbers that were magnitude times higher than what was actually observed in the real-world. This is a fascinating study in human overconfidence! 1. Millions of people are overconfident that their bodies/immune systems can handle the short-term symptoms of COVID, shaped by the few anecdotal experiences and memories they have from COVID infections. 2. Even larger number of people are overconfident that they won't develop any lingering or long-term implications from COVID, shaped by the anchors of common cold/flu infections not causing any long-term harm. 3. All of us (laypeople and experts) have overconfidence that we can change other's mind/behavior on a topic, even though we can't change our own mind easily on any topic. While overconfidence is a problem that leads to many bad decisions, ironically, lack of confidence in decision-making is also a problem that humans stuggle with. For example, according to a recent survey of CEOs done by Korn Ferry, 71% of CEOs said that they have Imposter Syndrome and are not very confident in their abilities/decisions!
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Katie Streeter Hurle
We're running a webinar for Brands in a couple of weeks' time on Retail Media from an Advertiser's perspective (all of the information can be found below). If you're a CPG Brand Manager, Shopper Marketer, Ecommerce Owner, or you're in Digital Marketing, this could be a helpful session for you. A lot of the content out there right now is based on the theory - our intention for this session is to make it super practical & based on real-life case studies of those who we think are getting it right. We have a great panel line up, so you'll be hearing contributions from brands on how they're working in their organisations to set up for success in this 'new world' of advertising and I'm hoping they'll also be brave enough to tell you what they've gotten wrong too!
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Amanda Reveno
Many media buying teams *want* to support more diverse media suppliers—but it’s easier said than done. According to the latest research, ad buyers cite 4 major road blocks: (1) a lack of top-down support, (2) unclear investment opportunities, (3) trouble linking diverse supplier investment to ROI, and (4) budget constraints. (Interested in partnering with your org or clients to launch successful diverse media supplier programs using tech, people, and processes? https://lnkd.in/gjpehskr)
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Daniel Best
Trough of disillusionment warning from AdExchanger. The comparison between the City of Oslo ad and ToysRus is timely. Gen AI can do volume but can it do creativity. It might not be able to create a Cannes winner today, but does this miss the point, especially for SME's, ecommerce or retail? For the consumer most likely yes. Automation = massive increase in volume of ads making it harder than ever to break through the sea of sameness. More important than ever for brands to know the impact of all of their content, not just the hero. https://lnkd.in/e2p6MPbS
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DuBose Cole
What does the political landscape look like based on brand preference? What brands are truly non-partisan? In a polarized US political climate, many brands are focused on being as non-partisan as possible - but the latest Harris Poll 100 data show an interesting picture of what brands resonate more or less with Democrats and Republicans. More brands in their 100 skew towards liberal preference, though what most strikes me is how hard it is to truly exclude a party. The appeal of brands that have taken a potentially divisive stance (Chick-fil-a, Nike, etc.) may sit further on one side, but still hold significant preference across parties. When compared with how far out the Trump Organization polls away from Democrats, its interesting to see how the 'Chick-fil-a sandwich effect' allows consumers to separate product from brand. https://lnkd.in/eSextXbt #brandstrategy #brands #politics #uselection
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Hugh Scallon
✅🖥️ NScreenMedia (Podcast; 6/27): “In this exclusive, must-listen interview, Top Wall Street media analyst Michael Nathanson dives into the major issues driving the TV and streaming industries. — Run Of Show — Top-line conclusions from the U.S. Advertising: Competition is Healthy…and Hard Report (1:00) Amazon Prime Video had an enormous impact on the AVOD market in the first half of the year. The impact of Prime Video (5:00) Nathanson explains how Amazon Prime Video’s entry into the AVOD market impacted ad sales and discusses the big losers from Prime Video’s ad market blitz. Ad growth accelerates (8:40) The company is expecting ad growth to reach 33% this year. YouTube’s impact on the market (9:30) YouTube is already the leading streaming service on connected TV in the US. Michael explains the service’s overall strategy and heaps praise on YouTube TV. Why has TV lost so much share of advertising (14:00) The report says TV’s share of overall ad spending, including AVOD, in the US was 32% but will fall to 21% this year. I asked him why. He shares his forecast for YouTube TV subscribers and market position in 2026. We also discuss why YouTube is such a threat to traditional television providers. The FAST market (22:30) The FAST market seems to be cooling slightly, but Michael cautions against falling ad rates. Broadcasters and the DTC market (26:30) Why broadcasters are having such a tough time in the direct-to-consumer market, and what to do about it. Broadcaster managers didn’t act soon enough with streaming (32:00) Is streaming future supported by ads? (34:50) Can bundles change broadcaster’s DTC success (35:30) Big tech and the television industry (39:40) The biggest surprise in the next year (41:30)” ⬇️ #upfronts #streamingtv #ctvadvertising #cordcutting #fast #avod #svod #smartv
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Chris Bannan
Marketers: See the simple chart on the 4 types of consumer data by eMarketer if you follow the link below (Zero-party, 1st party, 2nd party, 3rd party data) "Young consumers are most interested in personalization—and most willing to share information in exchange for perks. An impressive 89% of respondents ages 18 to 29 said a personalized experience is important when shopping online, compared with 70% overall, according to Bizrate Insights. And 68% of the younger cohort were comfortable sharing personal information, versus 55% of all respondents."
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Chris Bannan
"As part of its upfronts presentation, YouTube announced the expansion of its YouTube Select program, which allows brands to run against curated content lineups...Advertisers will now have a takeover option via Select to buy out all the inventory against the top 1% of creator content on YouTube. More than 75% of YouTube Select campaign impressions ran on TV screens in the US during the first half of last year, according to Google." - "YouTube also announced an AI-powered ad format for reach campaigns optimized for TV screens. The format repurposes an advertiser’s existing non-skippable ad creative on YouTube so they don’t have to produce new assets." - "YouTube rolled out branded QR codes for TV that incorporate a brand’s logo to help bolster awareness." "...And according to data released by Nielsen earlier this week, YouTube is the second-most-watched media distributor overall on TV, with 9.6% of all TV viewing time, behind only Disney at 11.5% and trailed by NBCU (8.9%), Paramount (8.8%) and Warner Bros. Discovery (8.1%)"
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Field Garthwaite
Some exciting news today. Reaching viewers at the right moment and mindset is now driving big outcomes in real life metrics like sales and foot traffic. It is still early days for streaming TV. The market is beginning to adopt new technologies like the IRIS_ID. Driving outcomes, not just matching an IP, is the biggest opportunity to expand the TAM of streaming. We're focused there—growing the whole market and all of our work is around one product, the IRIS_ID. Building trust as a content data clean room for publishers, and acting as the infrastructure and enrichment service to connect publishers with the leading computer vision AI data co's in contextual, emotional, and brand suitability has been hard. But now that we're seeing the IRIS_ID available at scale, it is becoming easy for advertisers to place ads when their ad is relevant. We now know that relevance drives business outcomes. This case study is consistent with performance trends we're seeing for buyers in all of our research across top of funnel (lift, purchase intent) and bottom funnel metrics (sales, foot traffic, app downloads). For publishers and ad platforms—that means higher CPM and yields. We're excited to it on the record! Placing ads next to relevant content makes sense, but you have to prove it works. A big thank you to Jennifer Tate.,CKE Restaurants, Inc., Michael Treon, Doug Paladino and the whole PMG team for being great partners. I hear there is pretty visionary head of partnerships at PMG in Sam Bloom too ; )
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Michael Golub MD
Sordid Tales in Pharma Marketing: "Beach Blanket Blocker" About 30 years ago, MBC created "The Invasion of the H Flu Blob," a 6-minute spoof of the Steve McQueen 1950's sci-fi classic (The Blob). The idea was that a hospital accident exposed bacterial samples to radioactivity, and a giant bacteria emerged to terrorize a small town. A doctor has to use a shotgun to fire giant-sized Zithromax antibiotic tablets into the creature to kill it. Pfizer funded the video. Sales reps showed it in doctor's offices to promote Zithromax. This was before the web. We heard that this was the only video that Pfizer reps ever showed that doctors asked to see twice. Steve Besserman directed; I wrote the script. Most fun I ever had in pharma marketing. Fresh off this success, other brands at Pfizer asked us to create short video movie spoofs for Rx brand promotion--a request we were happy to oblige. The next video we created was "Beach Blanket Blocker," a spoof of the Annette Funicello, Frankie Avalon teen-beach movies of the 1950's. This was for Norvasc (amlodipine, one of the first calcium channel blockers, indicated to treat hypertension). The video was a musical. Rich Britton wrote the lyrics (and possibly also the music). I recall the tune, "Beach blanket blocker, for hypertensive rockers...Beach blanket rocker. NORVASC! Yeah, its the ONE! He also wrote, "One drug, one special drug (sung by a middle-aged actress to the tune of "One boy, one special boy...") This film did not fare as well. A VP of marketing at Pfizer had an embolism when he saw the finished video. Thinking that this parody/spoof was not consistent with Pfizer's marketing standards or with good taste, he ordered that all 3,000 video cassette copies be destroyed. If anyone still has a copy of that video, you could probably sell it for a bundle on Ebay. It is priceless.
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