Acne Yields Up Secret That Points to New Treatments

Title: Acne Yields Up Secret That Points to New Treatments
Category: Health News
Created: 10/28/2016 12:00:00 AM
Last Editorial Review: 10/31/2016 12:00:00 AM

Another Risky 'BP Monitor' App

(MedPage Today) -- Puts patients at risk with claims to measure multiple cardiovascular parameters

More Children Are Being Poisoned By Prescription Opioids

Whether it's toddlers mistaking pills for candy or teenagers taking opioids on purpose, the huge rise in access to opioid painkillers has led to more children being poisoned and hospitalized.

Marketing Day: Facebook racist, FCC privacy rules & offline sales

Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.



Please visit Marketing Land for the full article.

It's not too late to maximize your Google Shopping in time for the holidays

Whether you're a beginner or a paid search pro, it's not too late to improve your Google Shopping campaigns in time for the holidays. Join us for this November 10 webcast and learn how to optimize for search success with Google Shopping ads. Our expert panel will discuss: how to create “quick wins”...



Please visit Marketing Land for the full article.

Micro-moments and beyond: Understanding and optimizing for consumer intent

Want to reach search engine users in their moments of need? Columnist Thomas Stern explains his process for mapping keywords and content to the customer's path to purchase.



Please visit Marketing Land for the full article.

Bigger TAVR Valves Linked to Sizable Thrombosis Risk (CME/CE)

(MedPage Today) -- One hospital suggests TTE, multidetector CT for diagnosis

Hospice Chaplain Reflects On Life, Death And The 'Strength Of The Human Soul'

Kerry Egan's job is to help dying people accept their own mortality. It's profoundly sad, but it's also rewarding. "I'm constantly reminded of ... how much love people have for each other," she says.

The SEO power of portfolio entries, case studies & testimonials

Content marketing is great, but traditional content marketing approaches may not be applicable to small local businesses. Columnist Marcus Miller explains how small businesses can use portfolio content to capture targeted, relevant search traffic.



Please visit Marketing Land for the full article.

STIs Jump in Men With HIV, or on PrEP (CME/CE)

(MedPage Today) -- Boston clinic sees 'near astronomical' rise in some syphilis and other diseases

Federal Panel Calls For Stricter Enforcement Of Mental Health Care Parity Law

Since a federal parity law was enacted in 2008, health insurers and employers have made progress toward improving coverage for mental health and substance abuse. But enforcement has been lax.

Report: 93 percent of brands and retailers misaligned, harming omnichannel efforts

Brands are spending to drive offline sales, but not partnering with retailers or measuring the in-store impact of digital.



Please visit Marketing Land for the full article.

Heart Surgery Machines Tied to M. chimaera Outbreak (CME/CE)

(MedPage Today) -- Mortality approaches 50% in case series

Would You Want To Know The Secrets Hidden In Your Baby's Genes?

A study offering the parents of newborns a scan of thousands of the baby's genes raises a big question: Do you want this kind of information on disease risk in your child's permanent record?

Snaplytics launches Snapchat analytics

Copenhagen-based company is now providing what it says is the only SaaS service for brand monitoring of Snapchat.



Please visit Marketing Land for the full article.

New Drug Combo Succeeds in Tx-Resistant UTI, Kidney Infection

(MedPage Today) -- Carbavance outperforms Zosyn in phase III trial

Here's why bloggers give up (and how you can stay on track)

Blogging is hard, but don't throw in the towel just yet! Contributor Timothy Carter discusses four reasons people quit blogging and how you can overcome them and stay the course.



Please visit Marketing Land for the full article.

Ohio Sees Rapid Rise in Tx-Resistant Gonorrhea

(MedPage Today) -- Local susceptibility testing important for clinical decision-making

What Snapchat's Discover ad sales shift may mean for marketers

Snapchat's move to take full control over Discover ad sales would consolidate ad buying and could commoditize ad inventory.



Please visit Marketing Land for the full article.

Hot Topics: Type 2 Diabetes

(MedPage Today) -- How can a closed-loop insulin delivery system be used treat type 2 diabetes?

Strategies to maximize retail marketing efforts BEFORE holiday sales events

The holidays are just around the corner, and columnist James Green has tips for maximizing the time before the shopping craze begins to ensure the success of your seasonal sales.



Please visit Marketing Land for the full article.

TCT: Extra-Thin Biodegradable Stents Show Promise

(MedPage Today) -- Low event rates at 12 months, BIO-RESORT study finds

CardioBrief: Debaters at TCT Literally Put the Gloves On

(MedPage Today) -- Is the interventional cardiology meeting friendly to women?

Subcutanous ICDs Exchange Lead Risks for Erosion, Failures (CME/CE)

(MedPage Today) -- Complication rates similar but types differ versus transvenous devices

Ultrasound Helps Diagnose Gout, Rule Out Pseudogout (CME/CE)

(MedPage Today) -- Specificity was more than 90% for some individual gout features

Opioid Hospitalizations More Than Double Among Kids (CME/CE)

(MedPage Today) -- Largest increases among youngest children

Xgeva May Boost Bone Erosion Repair in RA (CME/CE)

(MedPage Today) -- Denosumab/DMARD combination should be considered

Nearsightedness Tied to High Risk for Blindness (CME/CE)

(MedPage Today) -- Myopia poses "major threats to the visual health of the public"

AAP: Indoor Allergen Testing 'a Must' for Kids With Asthma (CME/CE)

(MedPage Today) -- Tailored control measures may be cornerstone of asthma management, according to new guidance

TCT: Trials Split on PCI vs CABG for Left Main Disease

(MedPage Today) -- NOBLE hands advantage to surgery, EXCEL finds noninferiority

EndoBreak: DiabetesMine Summit; Falling Insulin Profits

(MedPage Today) -- News and commentary from the endocrinology world

Make the Diagnosis: Astounding Optics

(MedPage Today) -- Case Findings: An adult male presents with a history of two failed corneal transplants.

What is your diagnosis?

Make the Diagnosis: Puzzling Papules

(MedPage Today) -- Case Findings: An 8-year-old boy went to the pediatrician with his mother after she noticed a few scattered smooth papules appear across his nose and cheeks. He had always had a few hyperpigmented patches on his trunk, but the papules on his face had developed more recently. They didn't seem to be bothering him, but with his history of epilepsy from a young age, she didn't like to leave medical questions unanswered.

What is your diagnosis?

5 a/b test ideas for mobile gaming apps

We talk a lot about a/b testing here on MarketingExperiments. What we don't usually talk about is a/b testing for the mobile web…especially testing within mobile apps.

I thought we should change that. As I was scouring the web looking for mobile a/b tests, I found this 2-year old video by Amazon.

Apparently, Amazon Web Services (AWS) at one point had an a/b testing feature that is now closed

.

When they had testing, however, one app developer used it extensively and shared their experiences in a promotional video for the feature on Amazon. The developers were behind the game Air Patriots. Russell Caroll was the Senior Producer for the game and Julio Gorge was the Game Development Engineer. The game is a kind of aerial take on the classic tower defense game genre.

Air Patriots

Now granted, this was a promotional video, but the content still speaks for itself. These guys had (and still have by the looks of it) a fairly successful mobile app and they ran some successful tests. It's a great starting place for what you can test in your mobile app.

By the way, while Amazon has shut down its a/b testing feature, there are a lot of other tools for testing mobile apps that will accomplish the same thing the developers talk about in the video.

Test #1: What is the impact of ads on customer experience? (1:34)

The first thing the team tested was the impact of ads are on their customers. They wanted to make sure the ads did not harm the customer experience. So they tested a single ad in the main menu near the bottom of the screen.

They found that the ads didn't affect customer retention. This meant that they could insert ads and generate more revenue without hurting their customers.

Test #2: Will in-game ad placement affect customer retention? (2:56)

In the second test, the team put ads in the game screen.

In both the first and second tests, the ads had a little “X” that the customers could tap to hypothetically dismiss the ads. When they tapped, a pop up came up that told customers they could eliminate ads with any purchase in the game's store.

In this test, there was again, no impact on customer retention, but there was a statistically significant increase in revenue.

Test #3: Simple game-circle icon test (4:20)

In this test, the team wanted to know whether an icon to the game-circle (Amazon's game stats and leaderboards portal) would improve performance.

It's not clear which icon won, or even why this particular test was useful for the team, but they did get a favorable result, and the lesson they wanted to drive home was that simple changes like icons can make a difference. We've, of course found that to be the case in a large number of our tests on MarketingExperiments.

Test #4: Does game difficulty affect revenue? (4:58)

In this 4th test, Caroll made a mistake. He accidentally changed the game difficulty to make it about 10% harder. As a result, every metric that was important to them tanked.

The team of course fixed it as fast as possible, but it gave them an idea.

What would happen to revenue if they made the game easier?

So they ran a test that had 5 treatments: The control and then 4 difficulty levels that were easier than the control.

It turned out that the easiest difficulty performed the best. By making it easier, they players playing 20% longer and revenue went up 20%.

Test #5: When is the best time to have push-notifications for re-engagement in inactive players? (7:43)

The team then tested a push-notification that offered inactive players and incentive for picking the game back up.

They wanted to know when the best time to send the notification would be. So they tested a few different variables and found that the best time was 3 days after the last game play.

They also found that sending the notification 7 days after the last game play negatively impacted their performance metrics.

With these 5 tests and probably a few more that have been happening off the record, the team was able to develop a great app for their customers and steadily increase their revenue. At the end of the video Carol gives a few key takeaways for marketers who are a/b testing their apps.

You might also like:

Email Research Chart: Email opens trends on mobile devices in 2015

Mobile Marketing Chart: Amount of revenue from the mobile channel, by merchant type

3 A/B Testing Case Studies from Smart Brand-Side Marketers

5 Account-Based Marketing Pitfalls to Avoid

B2B marketing has been touting account-based marketing (ABM) as a key strategy that is helping to fine-tune prospects that are ideal for your solution. The tactic can provide an effective avenue for creating meaningful campaigns that appeal to these prospects, enabling you to increase your conversions.

Just because more people are investing in ABM because of its success rate doesn't mean all these marketers are moving forward and using the concept of ABM correctly. Part of ABM's effectiveness is its ability to provide very relevant and detailed data. However, there's so much data that it quickly becomes a complex marketing tool. This complexity has resulted in some common pitfalls like the six listed below:

1. Thinking It's All About Digital Marketing

While all types of online digital marketing certainly offer considerable benefits in reaching these prospects, many companies often forget about the offline marketing platforms, mistakenly believing they are dead. In reality, many businesses still spend considerable time with more traditional marketing communications where they feel they can develop tangible relationships with companies that can offer them solutions.

Companies in particular and people in general tend to trust the physical presence more than the virtual world, especially when many of the business solutions they are considering come at a high cost or involve a major investment. Look at targeting accounts in specific regions and determine which events in those areas should be added to the strategy in conjunction with your digital tactics.

2. Not Maximizing Value of Existing Content

This is a huge mistake because new content may not be necessary for each of your targeted accounts. Not only does this utilize more resources than necessary, but you also are not maximizing the value from the existing content. Keep your content library organized and review existing white papers, eBooks, case studies and articles for content that can be re-purposed or minimally changed in order to suit various accounts.

There is so much information thrown at us on a daily basis that we cannot catch every noteworthy piece of information; creating the need for a few repeats here and there.

Even something as simple as changing the images that accompany the content can create something new and engaging for different accounts. You may want to add enough content that is relevant to an industry that your new account now represents while keeping the primary benefits in place. I personally do this by publishing daily on our blog.

3. Not Personalizing the Content for Each ABM Campaign

There's also the risk when recycling content or even creating new content that it will not be personalized to the degree necessary to truly enthrall and delight those target accounts.

Again, the need to keep pristine filing of content so that you will have the ability and option to hone in on the personal challenges of each target and present that information in a way that shows specifically how you can address those personal business challenges.

Be sure to deliver this content in a segmented way through various channels like email marketing, social media, and smart content found on various landing pages. This will add considerable value to each ABM campaign and capture your targets' attention.

4. Not Developing the Right Infrastructure with the Appropriate ABM Tools

In the rush to benefit from the ABM trend, many companies just ad-hoc campaigns in the hopes they can gain quick benefits. The reality is that a company needs to have the right infrastructure to support ABM campaigns, including the most appropriate tools.

Your ABM toolbox should contain tools like a CRM platform, social media accounts, content promotion tools, a content management system, and a marketing automation platform. I also love tools such as Visme for creating stunning photos. In selecting these tools, look for those that offer third-party integration so you can connect as many ABM tools as possible for maximum efficiency and lift-off.

5. Separating Marketing and Sales Rather than Encouraging Collaboration

Your marketing and sales teams cannot go off and do their own thing because they are missing out on opportunities to collaborate and are creating barriers to identifying the best prospects. Together, your marketing and sales team can become a powerhouse force that shares and agrees to certain metrics that identify target accounts as well as developing and managing more successful ABM campaigns.

The project work involved in an ABM campaign can also be split up amongst the two departments to balance workload and generate the most relevant content.

Consider these mistakes when creating and implementing your ABM strategy and design your campaigns so as to prevent you from losing ROI and to help you strengthen your account relationships.

The Modern Marketing Guide to ABM will help you increase your conversions and lead you away from more pitfalls, allowing you to make the most of your time and resources to create meaningful campaigns. 

7 Spookily Successful Digital Marketing Campaigns for Halloween

Q: What's the ratio of a pumpkin's circumference to its diameter?

A: Pumpkin Pi

All jokes aside, Halloween presents a huge sales opportunity for B2C (and even some B2B) brands. In fact, Halloween is only second to Christmas as the most commercially successful holiday. And a recent survey found that Halloween spending is estimated to reach $8.4 billion dollars this year, the highest in survey history.

Depending on your line of business, this presents an enormous opportunity for marketing departments to help generate a ton of cash over a short amount of time. However, the bar is incredibly high and competition is stiff, which means that consumers are looking for clever, creative and memorable marketing campaigns. The seven spooktacular campaigns below made their mark this year.   

Burger King Dresses Up As Rival

This spooky marketing tactic has been all over the news in the past few days. A Burger King in New York draped their building with a giant ghost and scrolled the word “McDonald's” on it. They also updated their marquee for the holiday to say “Boooooo. Just kidding, we still flame grill our burgers. Happy Halloween”.

In just a few short days the video already has almost 500,000 views on YouTube.

Chipotle Helps Customers Score A $3 Boorito

Each year, Chipotle runs a promotion offering discounted food to customers who show up in-store wearing a costume. I will admit that I have personally partook in this promotion more than I'd like to admit.

Not only has this one Facebook post received over 7,000 reactions, but nearly 3,00 shares as well proving that followers (and their friends) are keen on the deal.

Airbnb Offers Terrifying Experience

The latest Airbnb contest is not for the faint of heart. The travel giant offered two “lucky” people the opportunity to spend Halloween night in the Paris Catacombs. In case you didn't know, the Catacombs are the final resting place of 6 million souls.

In order to win the full experience, followers were asked to share why they think they are brave enough to sleep in the Catacombs.

Petsmart Gets Cute

I absolutely love this post from Petsmart. In addition to offering pet lovers a clever idea for carving pumpkins, they're also encouraging user generated content by asking people to create their own and use the hashtag #WickedCute as well as tagging the brand and the “pet celebrity” that they choose.

Energy.gov Educates Using Candy Corn

I was pretty impressed by this amazingly clever approach to showing how your energy consumption stacks up to the energy found in Halloween themed objects from Energy.org. Users can choose a number and energy type to find their output.

Additionally, the organization also created a special Energy Ghostbusters podcast that shares “scarily effective” ways to save energy.

REI Offers Zombie Survival Gear

This infographic from REI promises to supply you with the proper attire to survive a zombie apocalypse as well as “five critical skills to keep you from becoming a snack”. Not only is the release of this infographic timely for Halloween, but it also aligns with the premiere of the new season of the Walking Dead and will prove to be a piece of evergreen content for REI once the holiday has passed.

MAC Transformation Magic

The London Dungeon offers a truly unique theatre experience that features special effects, rides and the opportunity for patrons to hear, touch and smell the whole experience. Their latest campaign features the use of high-end Mac cosmetics to create an authentic (and truly disturbing) tutorial for turning yourself from fresh faced to wicked witch with some clever contouring.

TopRank Marketing Team Members Share Their Fondest Halloween Memory

This post would be incomplete without including halloween insights from some of our TopRank Marketing team members. Below you'll find a glimpse into halloween of years past as our team reflects on their fondest childhood halloween memories.

Alexis Hall – Director of Client Accounts

When I was in first grade I was at the school Halloween party. And for three tickets you could place someone in jail for like 10 minutes. And my brother put me in. It had bars and I cried after 30 seconds so he changed places with me and served my time. It was traumatizing at the time.

Leila de La Fuente – Account Manager

When I was 6, I dressed up as my favorite disney Character, Nala from the Lion King. I walked around all day saying “get your paws off me” because it was my favorite line from the movie.

Caitlin Burgess – Content Marketing Lead

Every Halloween night my grandpa would come over for dinner. My mom always made baked spaghetti from a family recipe. After dinner my dad and grandpa would hit the streets with my sister and I, as well as the neighborhood kids, for trick or treating.

Kevin Kotch – SEO Analyst

When I was a kid, I remember trying to find the “best” houses which of course were the ones with the full-sized candy bars. Throughout the night while we were trick or treating, my neighborhood friends and I would have silly string wars. Things got pretty messy.

Amy Higgins – Account Manager

One year I was Jeannie from I Dream of Jeannie. I really wanted long hair so I could fold my arms and shake my head to make wishes come true. So, I stole my mother's hair piece from when she was debutante. Mom was not happy. I think she wanted to save it for when beehives come back it style. Just kidding BlogThis!