Lotame Hosts First Summit on Digital Advertising and Social Web Participation for Pharmaceutical Brands

Joseph Jaffe, author of “Join the Conversation” and “Life After the 30 Second Spot” keynotes to leaders in digital advertising and marketing pharmaceuticals

NEW YORK – Lotame, a platform enabling targeted advertising to customizable audiences through social data, announced that it will host the first summit on social web participation for pharmaceutical brands, on Wednesday, February 11 in New York City. This unique industry event will gather together leading experts to discuss ways that pharmaceutical brands can take advantage of new online marketing techniques and involvement in social media to reach consumers while maintaining accountability. The summit will be lead by crayon president and chief interruptor, Joseph Jaffe.

Together, an accomplished group of experts in digital advertising, pharmaceutical marketing, law and online publishing will work to define how to best use the social and static Web to promote pharmaceutical brands.

“There are several open questions around the specific hurdles for pharmaceutical companies marketing and advertising online and operating within the social web today. There is no “side” of the equation that has the background and expertise to develop answers to these challenges on its own,” said Scott Hoffman, CMO for Lotame. “As a partner to brands, agencies and publishers, we had the opportunity to gather some of the smartest people in their respective fields to address these issues and are hopeful the outcome will benefit many in the market. This is an exciting time in digital advertising, and pharmaceutical companies should be able to participate with full confidence.”

The Summit is designed to answer three pressing issues facing those looking at digital advertising of pharmaceuticals:

* The burgeoning size of the marketing opportunity
* The obstacles to success for implementing a compelling, effective and responsible digital ad campaign
* Strategies for addressing the obstacles and removing the barriers to maximizing brand involvement in online marketing and social media

“The tools available to marketers are shifting – becoming more precise and more flexible on a near daily basis. In an industry with heavy regulation involved, there can be a tendency to wait for technology and strategies to mature before adding them to the mix,” said Jaffe. “This is a very good time to stop and evaluate the current opportunities and how they specifically apply to this challenge. I expect us all to learn and produce valuable insights for the industry at large.”

“Our clients in this industry understand the value of marketing through the increasingly social Web, but we need to account for very important concerns around privacy and safety,” said Eric Porres, COO of Underscore Marketing, and panelist. “Lotame is to be commended for proactively engaging the marketing community a priori of their go-to-market solution for this category. Too often in this space we see companies develop solutions first and ask marketers questions later.”

About Lotame

Lotame provides a platform for easily building and addressing customizable consumer audiences based on social activity in addition to implied or stated interests. Lotame has specifically designed its patented Crowd Control platform to take full advantage of the unique attributes of social data, using participation and user generated content as a foundation for improved campaign performance. Lotame is a member of the Interactive Advertising Bureau (IAB). Please visit www.lotame.com for more information.

About Underscore Marketing LLC

Founded in 2002, Underscore Marketing is a specialized digital marketing firm that helps our clients get digital marketing right. Our core services provide consulting on media and technology, and help clients develop, focus and deploy online strategies that fit within their overall marketing efforts. For many clients, digital marketing is a puzzle, and we help them solve it. Underscore is located in New York City and has a satellite office in Krakow, Poland.

About crayon

Founded by author and thought leader, Joseph Jaffe, crayon (www.crayonville.com) is a strategic consultancy that helps brands deliver positive impact and change by joining the conversation. crayon focuses on helping its clients identify, evaluate, implement, activate and measure a bold mix of alternatives to traditional marketing, advertising and public relations using the power of community, dialogue and partnership.