Monthly Archive for April, 2009

Medical Word of the Day: Omphalocele

Omphalocele: (audio pronunciation)

A birth defect in which part of the intestine, covered only by a thin transparent membrane, protrudes outside the abdomen at the umbilicus. The underlying error is a failure during embryonic development for a section of the intestines (the midgut) to return from outside the abdomen and reenter the abdomen, as it should. The opening in the abdominal wall cannot close because, to do so, would pinch off part of the intestines. An omphalolocele must be repaired by surgery.

Omphalocele Illustrationclick to enlarge

With an omphalocele, the part of the intestine that sticks out is covered by two thin transparent membranes called the amnion (the amniotic membrane) and peritoneum (the abdominal membrane). The liver and spleen may also be within the omphalocele.

An omphalocele is caused by an error in the normal embryonic development of the intestinal tract. During embryogenesis (the time during which the embryo forms), there are initially three distinct portions of the intestinal tract (the foregut, midgut and hindgut) that extend the length of the embryo. Much of the midgut is then herniated (protruded) outside the abdomen at the umbilicus (belly button). The midgut later reenters the abdomen (belly) and the opening in the abdominal wall closes. The error responsible for an omphalocele is a failure for the midgut to return and reenter the abdomen. The opening in the abdominal wall cannot close because to do so would pinch off part of the intestines.

About 1 in 5,000 babies is born with an omphalocele. The omphalocele can be an isolated birth defect (all by itself). Or it may occur in children who have additional malformations as for example a congenital heart defect. Omphalocele is a characteristic malformation in certain chromosome abnormalities as the trisomy 13 (Patau) syndrome and the trisomy 18 (Edwards) syndrome. It also is seen in some genetic disorders such the Beckwith-Wiedemann syndrome.

“Omphalo-” indicates a relationship to the umbilicus (the navel) and the suffix “-cele” refers to a hernia or rupture, so omphalocele literally = a hernia or rupture at the umbilicus.

Immediate care:

Because some or all of the abdominal organs are outside the body, infection is a concern, especially if the protective membrane around the organs breaks. Also, an organ may lose its blood supply if it becomes pinched or twisted.  A loss of blood flow can damage the affected organ.  Omphalocele can often be detected on fetal ultrasound in the second and third trimesters of pregnancy.  A fetal echocardiogram (ultrasound of the heart) may also be done to check for heart abnormalities before the baby is born.  After birth, the omphalocele can be noted by the physician during the physical examination. X-rays (diagnostic tests that use invisible electromagnetic energy beams to produce images of internal tissues, bones, and organs onto film) may also be done after birth to evaluate abnormalities of other organs or body parts.

Surgical Repair:

Specific treatment for an omphalocele will be determined by: the baby’s gestational age, overall health, and medical history extent of the condition the baby’s tolerance for specific medications, procedures, or therapies.
For a small omphalocele (only a portion of the intestine protruding outside the abdominal cavity), shortly after birth, an operation is done to return the organs to the abdomen and close the opening in the abdominal wall.
For a large omphalocele (most of the abdominal organs, including intestine, liver, and spleen, are present outside the abdominal cavity), the repair is done in stages and may include the following:
Initially, sterile, protective sheeting is placed over the abdominal organs.
Because the abdomen may be small and underdeveloped, it may not be able to hold all of the organs at once. Therefore, the exposed organs are gradually moved back into the abdomen over several days or weeks. The abdominal wall is closed surgically once the organs have been returned to the abdominal cavity.
Because the abdominal cavity may be small and underdeveloped and the organs may be swollen, a baby with an omphalocele may have breathing difficulties as the organs are returned to the abdomen. The baby may need help from mechanical ventilation while the swelling is decreasing and the size of the abdominal cavity is increasing.
Post-Operative Care:

The infant is cared for post-operatively in a neonatal intensive care unit. The baby is placed in an isolette (incubator) to keep warm and prevent infection. Oxygen is given and mechanical ventilation is often required. Intravenous fluids, antibiotics, and pain medications will be given. A nasogastric tube will be in place to keep the stomach emptied of gastric secretions. Feedings are started by nasogastric tube as soon as bowel function resumes. Feedings are started very slowly and often infants are reluctant to feed. These babies may need feeding therapy and lots of encouragement.

Prognosis:

Babies who have damage to the intestines or other abdominal organs may have long-term problems with digestion, elimination, and infection.

Greg Olson :: Ubiquity :: 303-962-8700 :: greg@ubiquitygroup.com

Follow on Twitter:: @ubiquity

Ubiquity specializes in generating demand for life science companies.  We help bioscience and med tech companies create a better human health experience by driving investor interest, awareness and product desire.

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Swine Flu Facts and Information: Updates 4-28-2009

There has been alot of news regarding swine flu. I wanted to put out a blog posting and update as needed. We have heard of other flu strains such as bird flu and now we have swine flu.

Quick Posting on Swine Flu and Facts: This information was taken from Centers of Disease Control and Prevention. CDC Information

4-28-2009 Article: Mexican pig farm eyed as flu’s ground zero. Read Article

4-28-2009 Article: Q&A: Protecting yourself against swine flu. Read Article

4-28-2009: Starbucks closes 10 stores in Mexico due to Swine Flu outbreak. Read Article 

Prevention:

Wash hands and stay away from people who have the flu, but the only real way to prevent the spread of any form of flu is really to avoid crowds.

The good news is that even these minimal paper masks will provide some help in preventing those who HAVE the flu from spreading it through the virus carrying droplets in coughs and sneezes.

Unfortunately, those masks are ineffective when it comes to protecting those uninfected individuals from inhaling the virus.

Although no simple mask can filter out the tiny virus particles of any disease, these are usually relatively delicate organisms and to remain viable and able to infect people they must be carried in water droplets.

The kinds of mask needed to help protect those trying to avoid infection are those designated as class N95 particulate masks. These are commonly recommended for use used in hospitals but are available for sale to the general public.

Drugs and vaccine Information:

Tamiflu

Flu Facts

Preventing Pandemics through Vaccination: A look into the past: John Fenzels Blog Post

Key Facts about Swine Influenza (Swine Flu)

What is Swine Influenza?
Swine Influenza (swine flu) is a respiratory disease of pigs caused by type A influenza virus that regularly causes outbreaks of influenza in pigs. Swine flu viruses cause high levels of illness and low death rates in pigs. Swine influenza viruses may circulate among swine throughout the year, but most outbreaks occur during the late fall and winter months similar to outbreaks in humans. The classical swine flu virus (an influenza type A H1N1 virus) was first isolated from a pig in 1930.

How many swine flu viruses are there?

Like all influenza viruses, swine flu viruses change constantly. Pigs can be infected by avian influenza and human influenza viruses as well as swine influenza viruses. When influenza viruses from different species infect pigs, the viruses can reassort (i.e. swap genes) and new viruses that are a mix of swine, human and/or avian influenza viruses can emerge. Over the years, different variations of swine flu viruses have emerged. At this time, there are four main influenza type A virus subtypes that have been isolated in pigs: H1N1, H1N2, H3N2, and H3N1. However, most of the recently isolated influenza viruses from pigs have been H1N1 viruses.

Swine Flu in Humans
Can humans catch swine flu?
Swine flu viruses do not normally infect humans. However, sporadic human infections with swine flu have occurred. Most commonly, these cases occur in persons with direct exposure to pigs (e.g. children near pigs at a fair or workers in the swine industry). In addition, there have been documented cases of one person spreading swine flu to others. For example, an outbreak of apparent swine flu infection in pigs in Wisconsin in 1988 resulted in multiple human infections, and, although no community outbreak resulted, there was antibody evidence of virus transmission from the patient to health care workers who had close contact with the patient.

How common is swine flu infection in humans?
In the past, CDC received reports of approximately one human swine influenza virus infection every one to two years in the U.S., but from December 2005 through February 2009, 12 cases of human infection with swine influenza have been reported.
What are the symptoms of swine flu in humans?
The symptoms of swine flu in people are expected to be similar to the symptoms of regular human seasonal influenza and include fever, lethargy, lack of appetite and coughing. Some people with swine flu also have reported runny nose, sore throat, nausea, vomiting and diarrhea.

Can people catch swine flu from eating pork?
No. Swine influenza viruses are not transmitted by food. You can not get swine influenza from eating pork or pork products. Eating properly handled and cooked pork and pork products is safe. Cooking pork to an internal temperature of 160°F kills the swine flu virus as it does other bacteria and viruses.

How does swine flu spread?
Influenza viruses can be directly transmitted from pigs to people and from people to pigs. Human infection with flu viruses from pigs are most likely to occur when people are in close proximity to infected pigs, such as in pig barns and livestock exhibits housing pigs at fairs. Human-to-human transmission of swine flu can also occur. This is thought to occur in the same way as seasonal flu occurs in people, which is mainly person-to-person transmission through coughing or sneezing of people infected with the influenza virus. People may become infected by touching something with flu viruses on it and then touching their mouth or nose.

What do we know about human-to-human spread of swine flu?
In September 1988, a previously healthy 32-year-old pregnant woman was hospitalized for pneumonia and died 8 days later. A swine H1N1 flu virus was detected. Four days before getting sick, the patient visited a county fair swine exhibition where there was widespread influenza-like illness among the swine.

In follow-up studies, 76% of swine exhibitors tested had antibody evidence of swine flu infection but no serious illnesses were detected among this group. Additional studies suggest that one to three health care personnel who had contact with the patient developed mild influenza-like illnesses with antibody evidence of swine flu infection.

How can human infections with swine influenza be diagnosed?
To diagnose swine influenza A infection, a respiratory specimen would generally need to be collected within the first 4 to 5 days of illness (when an infected person is most likely to be shedding virus). However, some persons, especially children, may shed virus for 10 days or longer. Identification as a swine flu influenza A virus requires sending the specimen to CDC for laboratory testing.
What medications are available to treat swine flu infections in humans?
There are four different antiviral drugs that are licensed for use in the US for the treatment of influenza: amantadine, rimantadine, oseltamivir and zanamivir. While most swine influenza viruses have been susceptible to all four drugs, the most recent swine influenza viruses isolated from humans are resistant to amantadine and rimantadine. At this time, CDC recommends the use of oseltamivir or zanamivir for the treatment and/or prevention of infection with swine influenza viruses.

What other examples of swine flu outbreaks are there?
Probably the most well known is an outbreak of swine flu among soldiers in Fort Dix, New Jersey in 1976. The virus caused disease with x-ray evidence of pneumonia in at least 4 soldiers and 1 death; all of these patients had previously been healthy. The virus was transmitted to close contacts in a basic training environment, with limited transmission outside the basic training group. The virus is thought to have circulated for a month and disappeared. The source of the virus, the exact time of its introduction into Fort Dix, and factors limiting its spread and duration are unknown. The Fort Dix outbreak may have been caused by introduction of an animal virus into a stressed human population in close contact in crowded facilities during the winter. The swine influenza A virus collected from a Fort Dix soldier was named A/New Jersey/76 (Hsw1N1).

Is the H1N1 swine flu virus the same as human H1N1 viruses?
No. The H1N1 swine flu viruses are antigenically very different from human H1N1 viruses and, therefore, vaccines for human seasonal flu would not provide protection from H1N1 swine flu viruses.
Swine Flu in Pigs
How does swine flu spread among pigs?
Swine flu viruses are thought to be spread mostly through close contact among pigs and possibly from contaminated objects moving between infected and uninfected pigs. Herds with continuous swine flu infections and herds that are vaccinated against swine flu may have sporadic disease, or may show only mild or no symptoms of infection.

What are signs of swine flu in pigs?
Signs of swine flu in pigs can include sudden onset of fever, depression, coughing (barking), discharge from the nose or eyes, sneezing, breathing difficulties, eye redness or inflammation, and going off feed.


How common is swine flu among pigs?

H1N1 and H3N2 swine flu viruses are endemic among pig populations in the United States and something that the industry deals with routinely. Outbreaks among pigs normally occur in colder weather months (late fall and winter) and sometimes with the introduction of new pigs into susceptible herds. Studies have shown that the swine flu H1N1 is common throughout pig populations worldwide, with 25 percent of animals showing antibody evidence of infection. In the U.S. studies have shown that 30 percent of the pig population has antibody evidence of having had H1N1 infection. More specifically, 51 percent of pigs in the north-central U.S. have been shown to have antibody evidence of infection with swine H1N1. Human infections with swine flu H1N1 viruses are rare. There is currently no way to differentiate antibody produced in response to flu vaccination in pigs from antibody made in response to pig infections with swine H1N1 influenza.

While H1N1 swine viruses have been known to circulate among pig populations since at least 1930, H3N2 influenza viruses did not begin circulating among US pigs until 1998. The H3N2 viruses initially were introduced into the pig population from humans. The current swine flu H3N2 viruses are closely related to human H3N2 viruses.

Is there a vaccine for swine flu?
Vaccines are available to be given to pigs to prevent swine influenza. There is no vaccine to protect humans from swine flu. The seasonal influenza vaccine will likely help provide partial protection against swine H3N2, but not swine H1N1 viruses.

Greg Olson :: Ubiquity :: 303-962-8700 :: greg@ubiquitygroup.com

Follow on Twitter:: @ubiquity

Ubiquity specializes in generating demand for life science companies. We help bioscience and med tech companies create a better human health experience by driving investor interest, awareness and product desire.

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Surgical Procedure of the Week: Cardiac

The medical word of the day typically has longer definitions, along with images. The surgical procedure of the week is a quick overview of a variety of procedures and the definitions.

Heart Illustrationclick to enlarge

Lets review cardiac procedures and the definitions.

Cardiac Surgical Procedures:

Aneurysmectomy [ann-ure-is-meck-ta-me] removal of an aneurysm

Arterial anastomosis [ann-ass-to-moe-sis] end-to-end union of two different arteries or two separate segments of the same artery

Atriotomy [a-tree-ott-toe-me] - incision of the atrium

Biopsy - arterial, etc. - carried out to examine a specimen of an arterial vessel wall.

Arterial biopsy often confirms inflammation of the vessel wall, or arteritis, [aart-urh-ite-iss]a type of vasculitis [vass-kule-ite-iss].

Cardiolysis - freeing of pericardial adhesions from surrounding tissues, involving resection of ribs and sternum (open chest surgery)

Cardioplasty - surgical repair of the heart to relieve spasm

Cardiorrhaphy - suture of the heart (note the two rr’s)

Cardiotomy - incision of the heart

Pericardiectomy - excision of a portion of the pericardium

Pericardiocentesis - [pair-ee-kard-ee-oh-sent-ee-suss] the pericardium is surgically punctured in order to remove a small sample of the pericardial fluid for laboratory examination. This test is performed while the patient is in a semisitting position and under EKG monitoring. The fluid removed is tested for protein, sugar, and LDH. Most often it is used to determine the cause of pericarditis (bacterial, fungal, tubercular or viral), or to confirm suspected carcinomatous infiltration of the pericardium.

Phleborrhaphy, [flee-bore-uh-fee] or venorrhaphy - suturing of a vein

Phlebotomy, venisection, [veen-ee-section] venipuncture - opening or piercing of a vein for removal of blood, or for the introduction of fluids or medications via an IV

Thrombectomy - removal of a thrombus

Valvotomy, mitral commissurotomy - [come-iss-sure-ott-tomy] surgical incision of a mitral valve to increase the size of the orifice; used in treating mitral stenosis

Venotomy [veen] - surgical incision of a vein

Greg Olson :: Ubiquity :: 303-962-8700 :: greg@ubiquitygroup.com

Follow on Twitter:: @ubiquity

Ubiquity specializes in generating demand for life science companies.  We help bioscience and med tech companies create a better human health experience by driving investor interest, awareness and product desire.

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Medical Word of the Day: Elliptocytosis

Topic: Blood

Red blood cells - elliptocytosis Elliptocytosis is a hereditary disorder of the red blood cells (RBCs). In this condition, the RBCs assume an elliptical shape, rather than the typical round shape.

Elliptocytosis:(audio pronunciation)

Hematologic disorder characterized by elliptically shaped red blood cells (elliptocytosis) with variable breakup of red cells (hemolysis) and varying degrees of anemia. Inherited as a dominant trait. Due to mutation (change) in one of the genes encoding proteins of the red cell membrane skeleton.  Elliptocytosis is frequently harmless. In mild cases, fewer than 15% of red blood cells are oval-shaped. However, some people may have crises in which the red blood cells rupture, releasing their hemoglobin. Persons with this disease can develop anemia, jaundice, and gallstones.

In 1956 Newton Morton brilliantly showed that there were at least 2 forms of elliptocytosis, one form linked to the Rh blood group and another form not linked to Rh (now known to be on chromosome 1). The Rh-linked form, called EL1, in is due to a mutation in erythrocyte membrane protein 4.1. Forms of elliptocytosis not linked to Rh are due to mutations in the alpha-spectrin gene, the beta-spectrin gene, or the band 3 gene. The linkage between elliptocytosis and Rh was one of the first autosomal linkages discovered.

Greg Olson :: Ubiquity :: 303-962-8700 :: greg@ubiquitygroup.com

Follow on Twitter:: @ubiquity

Ubiquity specializes in generating demand for life science companies.  We help bioscience and med tech companies create a better human health experience by driving investor interest, awareness and product desire.

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Medical Word of the Day: Hemolysis

Topic: Blood Cells
Hemolysis:

(audio pronunciation)                                                                                                                                                                                   The destruction of red blood cells which leads to the release of hemoglobin from within the red blood cells into the blood plasma. Etymology: The word “hemolysis” is made up of “hemo-”, blood + “lysis”, the disintegration of cells.

Hemoglobin:                                                                                                                                                                                                                         The oxygen-carrying pigment and predominant protein in the red blood cells. Hemoglobin forms an unstable, reversible bond with oxygen. In its oxygenated state it is called oxyhemoglobin and is bright red. In the reduced state it is called deoxyhemoglobin and is purple-blue.

Each hemoglobin molecule is made up of four heme groups surrounding a globin group. Heme contains iron and gives a red color to the molecule. Globin consists of two linked pairs of polypeptide chains. The development of each chain is controlled at a separate genetic locus. Changes in the amino acid sequence of these chains results in abnormal hemoglobins. For example, hemoglobin S is found in sickle-cell disease, a severe type of anemia in which the red cells become sickle-shaped when oxygen is in short supply.

When red blood cells die, the hemoglobin within them is released and broken up: the iron in hemoglobin is salvaged, transported to the bone marrow by a protein called transferrin and used again in the production of new red blood cells; the remainder of the hemoglobin becomes a chemical called bilirubin that is excreted into the bile which is secreted into the intestine, where it gives the feces their characteristic yellow-brown color.

 Additional Definitions:

Polypeptide: A peptide consisting of 2 or more amino acids. Amino acids make up polypeptides which, in turn, make up proteins.

Bilirubin: A yellow-orange compound produced by the breakdown of hemoglobin from red blood cells.

Locus: The place, in Latin.. In genetics, a locus is the place a gene occupies on a chromosome. One locus, two loci.

Transferrin: A plasma protein that transports iron through the blood to the liver, spleen and bone marrow.

Hemoglobin S: The most common type of abnormal hemoglobin and the basis of sickle cell trait and sickle cell anemia.

Greg Olson :: Ubiquity :: 303-962-8700 :: greg@ubiquitygroup.com :: Follow on Twitter:: @ubiquity

Ubiquity specializes in generating demand for life science companies.  We help bioscience and med tech companies create a better human health experience by driving investor interest, awareness and product desire.

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Medical Word of the Day: Polymyositis

Polymyositis:  (Webster definition with audio pronunciation) A chronic inflammatory disease of muscle that begins when white blood cells, the immune cells of inflammation, spontaneously invade muscles, especially the muscles closest to the trunk or torso, resulting in sometimes severe muscle pain, tenderness and weakness.

There are commonly periods of increased symptoms, called flares or relapses, and periods of decreased symptoms, known as remissions. The disease is slightly more common in females than males. It affects all age groups, although its onset is most common in middle childhood and in the twenties. It occurs throughout the world. It can be associated with skin rash and is then referred to as “dermatomyositis.” It also can affect other areas of the body and is, therefore, a systemic illness.

Occasionally, polymyositis is associated with other diseases of connective tissue such as systemic lupus erythematosus, scleroderma, and rheumatoid arthritis. Polymyositis is also associated with modestly increased risk of cancer, including non-Hodgkin lymphoma, lung and bladder cancer.

Polymyositis treatment:

Initially, polymyositis is treated with high doses of corticosteroids. These are medications related to cortisone and can be given by mouth or intravenously. They are given because they can have a powerful effect to decrease the inflammation in the muscles. They usually are required for years and their continued use will be based on what the doctor finds related to symptoms, examination, and muscle enzyme blood test.

Greg Olson :: Ubiquity :: 303-962-8700 :: greg@ubiquitygroup.com :: Follow on Twitter:: @ubiquity
Ubiquity specializes in generating demand for life science companies.  We help bioscience and med tech companies create a better human health experience by driving investor interest, awareness and product desire.

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Medical Word of the Day: Hydrocephalus

Topic: Neuro: Medical Word of the Day: Hydrocephalus

This is a word that is near and dear to our hearts at Ubiquity. My business partner’s newphew has hydrocephalus. We actively support an orginization based near Seattle, Washington: The Hydrocephalus Research Guild. This is a special interest guild of Seattle Children’s Guild Association, Seattle, WA. HRG seeks to fund research at Seattle Children’s to find better hydrocephalus.  We need to find better treatment for hydrocephalus.

Hydrocephalus has been described as a ticking time bomb by those who suffer from it. There is no cure and very little research being conducted for a cure. Hydrocephalus is the number one reason for brain surgery in children in the U.S. The most significant treatment, a shunt, was developed in 1952 with little innovation since then.

What is Hydrocephalus:
Hydrocephalus is an abnormal buildup of cerebrospinal fluid (CSF) in the ventricles of the brain. The fluid is often under increased pressure and can compress and damage the brain.

Hydrocephalus can arise before birth or any time afterward. It may be due to many causes including a birth defect, hemorrhage into the brain, infection, meningitis, tumor, or head injury. Most forms of hydrocephalus are the result of obstructed CSF flow in the ventricular system. With physical obstruction of CSF flow in the ventricular system is usually the cause of the hydrocephalus. Hydrocephalus is a common companion of spina bifida (meningomyelocele).

What is termed “hydrocephalus ex-vacuo” occurs when there is damage to the brain caused by stroke or injury, and there may be an actual shrinkage of brain substance. “Hydrocephalus ex-vacuo” is essentially only hydrocephalus by default; the CSF pressure itself is normal.

Normal pressure hydrocephalus (NPH) can also occur due to a gradual blockage of the CSF drainage pathways in the brain. Although the ventricles enlarge, the pressure of the CSF remains within normal range. NPH is characterized by memory loss dementia, gait disorder, urinary incontinence and a general slowing of activity.

Left Image: Hydrocephalus brain scan image.   Right Image:  Normal Scan.  The dark space is the extra fluid in the brain which is actually cerebrospinal fluid.

Hydrocephalus brain scan click to enlarge

Learn more about hydrocephalus at HRG.

What can you do to help? You can support HRG in many ways. Support HRG

  1. Become a corporate sponsor.
  2. Donate an auction item.
  3. Make a tax-deductible contribution.
  4. Buy tickets to the event.
  5. Volunteer for the event.
  6. Become a member of the HRG.

Greg Olson :: Ubiquity :: 303-962-8700 :: greg@ubiquitygroup.com :: Follow on Twitter:: @ubiquity
Ubiquity specializes in generating demand for life science companies.We help bioscience and med tech companies create a better human health experience by driving investor interest, awareness and product desire.

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Social Media Monitoring: Why Life Science companies should listen?

Socia Media ListeningI have had many conversations with life science companies about social media/emerging media. The light has finally gone on in the room and I believe this is due to all the media attention. Many of my contacts in the medical technology and bioscience industry indicated that their products or services are not consumer facing and thus do not need to participate in social media marketing.

Now it is becoming clear within the life science community; whether you sell stents, heart monitoring software, medical tubing, the famous blue pill or products only in development; you will need to actively listen to what is being discussed online. Your customers, decision makers, influencers and investors are participating online. Discussing your products and service on blogs, videos, podcasts, news articles, and possibly talking to your parents about your company. While monitoring can help with most things we can’t really monitor what they say to your parents.

All joking aside, this article is to bring you up to speed on how to get involved in online monitoring and some top reasons and give you an understanding how Ubiquity may be able to help you. (Its my blog, I can self promote every 96 days.)

Online media is becoming more and more prevalent every day. With new information being discussed in blogs, social communities, news feeds and even online video conversation. Keeping up with online conversations can be a daunting task. But, interesting conversations are happening all over the web, making the resources worth the effort.

See Social Media Basics blog entry: The dog ate my social media: Social media basics.

Customers, prospects, and peers are discussing your business brand, your industry, and your competitors using social media, with or without you. Unfortunately, choosing not to listen doesn’t make those conversations go away. ‘Actively listening’ means protecting your business brand reputation, discovering opportunities, staying competitive, and avoiding a runaway crisis.
Why Actively Listen:
1. It will uncover potential new customers and partners at their point of need.
2. It provides real-time data as it is discovered.
3. Conversation dynamics are constantly tallied from every post/video/image in a topic profile so we can track the viral nature and allow for easy sorting. This enables us to quickly sort through the noise.

Social Media Conversation Map(Click on image for larger size: From Brian Solis)

Actively Listening to social media will also provide:
Multiple Languages - Online monitoring can support for multiple languages including English, French, Spanish, Italian, German, Simple Chinese, Korean and Japanese.

Crisis Monitoring - Watch daily for words that could be potentially damaging to your brand.

Competitive Intelligence - Watch daily for competitors’ brands or partners to appear and investigate further.

Marketing Trends - New words and topics associated with your brand can provide an opportunity for the development of new business channels.

Online Communities and Influencers - Learn which online communities are important to your business.

Branding and Marketing - The findings will help you in determining proper messaging for your products, help you better target and also help improve your organic rankings on the web.

10 reasons to monitor the online world: This is a good list from David Alston at Radian6.

Check out his recent column yet 5 more reasons to listen.

  1. The Complaint – Watch for posts complaining about your products or services, company, and staff. Catching something early means getting a chance to show how responsive you are.
  2. The Compliment – Compliments can come in many forms. It could be a congratulations message about a recent award. It could be a customer raving about the experience they just had with a product or with customer service. Social media compliments are the online equivalent of those old school references or testimonials of days past.
  3. The Expressed need – The best way to watch for expressed needs is to look for keywords often used to describe those needs. People shout out what they are doing and ask the general public for advice occasionally when they are about to make a purchase.
  4. The Competitor – If you are watching your industry and the keywords used to describe it you will probably be the first to know when a new competitor appears on the scene. From a competitive intelligence perspective you may also wish to be alerted any time a competitor’s name is used.
  5. The Crowd – Topics will often pop up online that draw huge crowds from a page visits or commenting perspective. There is a lot to be learned in discussion threads, especially when they have the potential to affect your brand. Following the swarms can give you a better understanding of current sentiment and thinking towards a certain topic and who the players are that have opinions on it.
  6. The Influencer – Influencers within a space can carry a lot of weight. They gain there power either from the number of times they post on a topic, the number of people who link to their posts on a topic, the number of people gathering to comment and how engaged visitors to their posts become.
  7. The Crisis – Discussions happening in social media can serve as an early warning system before an issue goes mainstream. By using advanced tools you can observe new words popping more frequently about your brands. If you were an airline, as an example, the sudden appearance of the word “cancellations” along with the words “bad” and “customer service” would immediate trigger a need to drill into the posts driving them. Tracking these “crisis” words over time on a go forward basis would also then help gauge the effectiveness of any outreach campaigns to address the underlying issues. A crisis could also be based on industry or legislative crisis within the life science community.
  8. The ROI – There has been a lot of buzz lately on how to successful measure online marketing and outreach campaigns. Much of the focus has centered around the topic of engagement. While a universal engagement metric has yet to be agreed upon there are still a number of effective ways to measure engagement and ROI in general. Track the mentions of a brand in user-generated content before, during and after a campaign. Isolate positive words associated with a particular brand and gauge the number of times they were used over a period of time.
  9. The Audit – A brand is the sum of all conversations and is no longer completely controlled by the corporation. By analyzing social media a corporation or agency can score a brand’s overall user sentiment, determine which words are commonly associated with it, understand which competitors rank closest in buzz or online mentions, uncover which sites are advocates, and rank which social media channels contain more discussion versus others.
  10. The Thread – Following discussions using keywords associated with it can help bridge the thread across all types of social media. This thread would then appear as a connected conversation for easy analysis.

How to get started: A typical process

  1. Discovery session to determine goals
  2. Set-up initial online monitoring session and create snapshot of data
  3. Review snapshot of data with team members and refine as needed
  4. Develop key review dates of data as needed.
  5. Create executive summaries with recommendations
  6. Develop plan around findings

Why use Ubiquity for Life science Online Marketing:
Ubiquity specializes in generating demand for Life Science companies. We understand the medical technology and bioscience industry, your clients and the decision makers. We work in emerging media and know how to create actionable, measurable strategies from the information we find.

Ubiquity uses a number of tools to aggregate data which is supplied to our medical technology clients as an executive summary. Each summary may have charts, graphs and the links to each conversation and is customized to fit your needs.

Greg Olson :: Ubiquity
2406 West 32nd Ave., Suite B
Denver, Colorado 80211

tel: 303.962.8700
cell: 303.587.2847

www.ubiquitygroup.com
Follow me on Twitter:@ubiquity

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The dog ate my social media: A quick look at Social Media basics

I have had many conversations with people wanting to get started in social media. It is a wide range of companies: Ranging from a cupcake bakery, automobile belt and hose manufacturer to a medical device company. Everyone has certain excuses to why they have not become part of this emerging media. So I just tell them to say, my dog ate my social media. All fun aside. Your customers, prospects and competitors are using these online communities every day and I bet a few of them are talking about your product or service.

Lets run through a few basic items.

What is Social Media: There are probably a 1000 definitions. Lets go with this one.

Social media is the use of technology combined with social interaction to engage and participate in conversations.
Instead of one to one it is one to many.
There are so many definitions but it is more about how it is changing marketing.
• Social media, and by that I’m lumping together blogs, RSS, social search, social networking and bookmarking, presents the marketer with a rich set of new tools to help in the effort to generate new business.
• Social media can help business: The list is endless:
Increased web traffic/more inbound links, build brand awareness and improve customer loyalty, earlier problem detection, relatively low cost, and integrates with marketing.
What is Twitter:

Twitter is micro-blogging: 140 character limit. A Web site and service that lets users send short text messages from their cellphones to a group of friends. Launched in 2006, Twitter (www.twitter.com) was designed for people to broadcast their current activities and thoughts. Twitter expanded “mobile blogging” (updating a blog from a cellphone) into “microblogging,” the updating of an activities blog (microblog) that distributes the text to a list of names. Messages can also be sent and received via instant messaging.

Every day there are stories popping up in local papers, on local news stations and even the radio. Here are few interesting ways Twitter is being used:

• Dell has said it has made 1 million (Read more)in revenue last year using twitter promoting items in its outlet department. Great way to move product.
• A pregnant woman has a band on her belly with sensors that sends alerts through Twitter, every time the baby kicks.
• A sensor placed in a plant, sends alerts through Twitter when it needs water, has too much water, needs sunlight, etc
• Milwaukee Wisconsin is using Twitter for public safety alerts, receive leads on accidents. (Read More)
• 2008 California Fires: The really bad fires last year: THE (Los Angeles Fire Department) LAFD used it to keep the community appraised of fire emergencies. (Read More)
• Personal uses: Twittering you are at a restaurant or trying to find friends at a concert.
• Cyclist Lance Armstrong has over 500,000 followers (Follow Lance)
• I have about 2,000 but I haven’t won the Tour De France even once, so win the Tour de France a few times and you to can have a half a million followers.

B2B Followers flock to Twitter: Great article

How not to use Twitter:
If your not going to invest time into Twitter, than it probably isn’t for you. I find Twitter an amazing tool for research and listening to what people are saying.

List of Twitter Tools and Twitter Tool Box: Couple of good links of a variety of tools to use Twitter in your business. Various Twitter-related tools and plugins have been multiplying fast

Facebook:

Facebook is a great online community. I am amazed at how fast it is growing. The numbers today are something like over 4 million new users a day. The interesting data is in the growth and what ages ranges are coming onto Facebook. This is great opportunity for businesses to tap into these online communities.

Facebook’s 35-54 year old demographic segment not only continued to grow the fastest, but it accelerated to a 276.4% growth rate over the past 6 months. That demo is DOUBLING roughly every two months. Here’s the full breakdown:
The 35-54 year old demo is growing fastest, with a 276.4% growth rate in over the approximate 6 months since we last produced this report
The 55+ demo is not far behind with a 194.3% growth rate
The 25-34 year population on Facebook is doubling every 6 months
For those interested in advertising alcohol on Facebook, there are 27,912,480 users 21+, representing 66.3% of all users
Miami is the fastest growing metropolitan area (88.5%) and Atlanta (6.4%) is the slowest
There are more females (55.7%) than males (42.2%) on Facebook - 2.2% are of unknown gender.
The largest demographic concentration remains the college crowd of 18-24 year olds (40.8%) which is down from (53.8%) six months ago.
A warning about being involved on social networks and posting personal information.

This information can be found and someone else can post it. I have consulted many companies about having personal information on the site. The Colorado Govenor’s son had pictures of him and friends drinking in the Governors mansion (They were of age but riding the Colorado flag around like a horse is probably not the best picture to post.)

What does listening to social media mean?
Use a free tool called Tweetdeck which allows you to easily search by terms.

Direct unfiltered brutally honest nature of online discussions is black gold.. Helping you spot tends and find out what customers really think…

How would a company go about listening?
Every company should be listening. Another topic around Social Media is online marketing and Search.
Many online tools which will search online news sources, blogs, video and photo site comments and microblogs.

Content Aggregation: Tweetdeck, Google Alerts, Yahoo Pipes, coComment, Commentful

Professional monitoring services: Radian6 and Filtrbox

How should they respond to what they hear?
I prefer transparency and authenticity. People are really good at reading BS. If there is a problem, lets get down to it immediately.
Recent example: Amazon: See NY Times Article on a good example of what can go wrong when you don’t listen.

Be proactive, Listen and help bring the conversation closer

How do you measure your social media efforts?
Measures vary greatly on a client by client basis and the network they are participating.
First: Take a snapshot of your social media world.
Obvious numbers: Number of FB Fans: Twitter followers, web traffic.

Two real measurements are influence and engagement.
Engagement metrics:
Unique visitors, Time spent on site, Frequency of visits, conversations
Things I would think of with Social Media measurement:

  • Increased page views on your website, did they download information. Did they contact you.
  • Conversations about your product/service/company
  • Traffic: Quality often beats quantity
  • Interaction: Engaged customers are highly valuable.
  • Sales: Like I said before Dell discovered Twitter and it made 1M
  • Leads
  • Search Marketing: One link might lead to referrals and links from other sites
  • Brand Metrics This is where word of mouth and the viral factor which are inherent in sites like FB and Twitter help shifit key brand metrics both positive and negative.
  • PR: PR is changing with Social Media. How companies respond to online conversations will be a key to their success.
  • Customer Engagement: Customer can quickly switch from one brand to another, especially online. Listen to customers and let them know your listening will allow you to improve your products and services. These customers will tell their online followers and friends about you. The old rule if one person is unhappy they tell 10 people… now it can be millions.
  • Retention what customers buy again and again…
  • Profits: engage customers more often and let them help you improve your products, service and business: They will recommend your business to their social media contacts: Think about this, especially on Myspace / FB. There are people with networks of 1000’s. It all will equal more or less profits.

Steps to think about.

New puppy syndrome: I see so many people and companies start out with a big exciting effort on social media and then it soon passes. This is a program not a campaign, meaning that you cant stop talking and listening to your customers and prospects because you are getting bored with the puppy. It takes love and attention.

Responding to bad buzz: As I stated in the beginning of this story, this is one to many. The old way was, if you have one un-happy customer they may tell 10 people. Well now it is one un-happy customer may tell 683 of their Facebook friends, 2389 Twitter o and 590 Myspace friends and then they will pass your link on to their friends. One comment could reach a million people in minutes. Quick story: A friend was standing in a long Starbucks line and very slow service. He decides to go to another Starbucks since there is usually one within a block, as he is walking he Tweets about the horrible service as said Starbucks. He immediately gets a reply from Starbucks about the situation and they email him a gift card. That is listening and taking care of the situation.

I will post more on Social Media and will be looking at specific case studies within different industries. I look forward to hearing from you.

Greg Olson::Ubiquity Follow me on Twitter: @ubiquity

greg@ubiquitygroup.com :: 303-962-8700 :: www.ubiquitygroup.com

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