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Archive for December, 2007

Better managing “extreme complexity” useful to parents?

Posted by Charles Batchelor on December 17, 2007

“Intensive-care medicine has become the art of managing extreme complexity—and a test of whether such complexity can, in fact, be humanly mastered,” Atul Gawande explains in his article about Peter Pronovost’s simple but powerful idea.

For many families, “managing extreme complexity” might also describe parenting in the 21st Century. Can what Peter Pronovost is using to save lives in hospitals help parents? Or, as Gawande’s December 10 article in The New Yorker asks in its sub-head, “If something so simple can transform intensive care, what else can it do?”

Pronovost’s simple idea is a checklist. “If a new drug were as effective at saving lives as Peter Pronovost’s checklist, there would be a nationwide marketing campaign urging doctors to use it,” says Gawande in his article. (Gawande is a staff writer at The New Yorker. He is also a surgeon at Brigham and Women’s Hospital, Boston and an assistant professor of surgery at Harvard Medical School. In 2006, he received the MacArthur Award for his research and writing.)

Gawande explains that the puzzle of intensive care is “you have to make sure that a hundred and seventy-eight daily tasks are done right—despite some monitor’s alarm going off for God knows what reason, despite the patient in the next bed crashing, despite a nurse poking his head around the curtain to ask whether someone could help “get this lady’s chest open.” So how do you actually manage all this complexity?”

The medical industry’s response has been to create a “super-specialist” for ICU care.

Peter Pronovost says, instead, a simple, better, management technique is what is needed in hospitals. Gawande tells the story of how using “a checklist” instead of depending on better training is what made it possible for pilots to fly complex, modern airplanes. Would a checklist work in ICUs?

In 2001 a critical-care specialist at Johns Hopkins Hospital named Peter Pronovost decided to give it a try. “He didn’t attempt to make the checklist cover everything; he designed it to tackle just one problem, the one that nearly killed Anthony DeFilippo: line infections. On a sheet of plain paper, he plotted out the steps to take in order to avoid infections when putting a line in. Doctors are supposed to (1) wash their hands with soap, (2) clean the patient’s skin with chlorhexidine antiseptic, (3) put sterile drapes over the entire patient, (4) wear a sterile mask, hat, gown, and gloves, and (5) put a sterile dressing over the catheter site once the line is in. Check, check, check, check, check,” reports Gawande.

“These steps are no-brainers; they have been known and taught for years. So it seemed silly to make a checklist just for them. Still, Pronovost asked the nurses in his I.C.U. to observe the doctors for a month as they put lines into patients, and record how often they completed each step. In more than a third of patients, they skipped at least one.”

Gawande says that Pronovost and his colleagues monitored what happened for a year afterward. The results were so dramatic that they weren’t sure whether to believe them.

Why did it work?

“The checklists provided two main benefits, Pronovost observed. First, they helped with memory recall, especially with mundane matters that are easily overlooked in patients undergoing more drastic events….

“A second effect was to make explicit the minimum, expected steps in complex processes.”

You can read Gawande’s 7,800 word article (well-worth the time) online here:
http://www.newyorker.com/reporting/2007/12/10/071210fa_fact_gawande

WuduPlz’s presents a checklist of household tasks with a means to easily and simply communicate to family members what needs to be done, when it needs to be done. If this kind of management can work well for doctors in a hospital and pilots in fighter jets, perhaps it should be tried in homes as well.

Family life–which is suppose to be loving and caring–may not sound to some like a place that could be better served with a checklist. It doesn’t sound “natural.” But, then, it doesn’t sound like doctoring to some people, either.

Using a checklist “pushes against the traditional culture of medicine,” explains Gawande. Some families who try using checklists are sure to feel the same or get some push-back from others.

“It’s ludicrous, though, to suppose that checklists are going to do away with the need for courage, wits, and improvisation,” he concludes. “Good medicine will not be able to dispense with expert audacity. Yet it should also be ready to accept the virtues of regimentation.” I suggest that the same could be said of running a household.

Therefore, I’ll attempt to answering the question the New Yorker headline asked (“If something so simple can transform intensive care, what else can it do?”) and point families to WuduPlz.

Posted in Marketing, Parenting | Tagged: , , , | No Comments »

WuduPlz links family niche into prime products

Posted by Charles Batchelor on December 15, 2007

It was good to read in Kubas Consultants’ report today that reported that “over 70 percent of newspaper executives and managers have online on their agenda for 2008 in terms of both content development and improving advertising programs.”

WuduPlz offers unique online content with a different ad program, so the report helps us sleep at night.

But, also encouraging to read was where their survey reveal  a high percentage of publishers have plans to look at offering marketers more niche and lifestyle targeted products.

Kubas warns here, however, that “while it is easy to identify what ad revenues a non-core publication brings in, it is far more difficult to correctly allocate costs against it to produce a true profit/loss picture.”

Amen. This is very true of new mobile applications, even simple ones such as those texting a few headlines each day. That cannot be done automatically, so there is some manpower considerations as well as technology to learn. WuduPlz makes it simple and easy to target a worthwhile niche (families with preteen and teenage children) without burdening editorial staff.

With WuduPlz, the ad sales pros get a new and innovative product to talk about (always a good idea) that is tied to the primary news channel–the website and the print newspaper. Otherwise, the readers provide the content. Not bad.

Posted in Demographics, Marketing | No Comments »

2008 is Year of the Cellphone??

Posted by Charles Batchelor on December 14, 2007

So says one of my favorite tech journalists, the New York Times’ David Pogue. “If you think there was a lot of cellphone news this year, you ain’t seen nothin’ yet. The coming year is going to be the real Year of the Cellphone.” He explains, ‘there are gigantic tidal shifts happening–in three big categories.”

  1. Carrier openness. (Thanks to the iPhone, says Pogue.)
  2. More openness: Here Pogue points his readers to open source Android. I didn’t know that “over 30 of the industry’s biggest players have either joined Google’s Open Handset Alliance or are considering it.” I can’t argue with Pogue’s conclusion that, “Nobody knows what’s going to happen with Android.”
  3. Public pushback. “Evil cellphone-carrier greediness,” has gotten the public’s attention, says Pogue, pointing reader to this month’s Consumer Reports.

Visit David Pogue’s blog on the Web at DavidPogue.com.

Posted in Marketing, Technology | Tagged: | No Comments »

Popular mobile content gets free access to carriers’ customers

Posted by Charles Batchelor on December 14, 2007

MySpace, the social networking service, said this week it would optimize its service for all U.S. carriers, then Sprint today announced it would directly link to the free MySpace Mobile website in early 2008. Plus, the Sprint will also offer free direct links to other mobile websites owned by Fox Interactive Media such as Photobucket, IGN, FOXSports.com on MSN, RottenTomatoes and AskMen along with a host of MyFOX local affiliates.

“Our partnership empowers Sprint data subscribers with easy access to their MySpace community at no additional charge,” said MySpace’s VP of business development.

Free access to popular content is going to be one way that carriers such as Sprint add value to their brand. This is going to make it difficult for the smaller guys to compete (which is exactly what Sprint has in mind, no doubt).

Publishers who offer popular mobile content are going to find themselves very popular with those who operate the system. Free access means more users, more users means more value to marketers, which means more dollars in innovative publishers’ pocket.

Posted in Marketing, Technology | No Comments »

WuduPlz offers mobile “content discovery”

Posted by Charles Batchelor on December 12, 2007

Content discovery–or lack of it–is a huge problem for wireless operators, says Sue Marek of Fierce Mobile Content. “Consumers are unlikely to purchase mobile content that they don’t know exists or can’t find.”

With its user-driven content, WuduPlz addresses “content discovery” well. Publishers can, of course, market others services on the WuduPlz web pages, but the best investment might be to offer consumers their own content. Considering that the WuduPlz user has bought into the idea of the cellphone being something other than a cellphone (albeit, in a small way) this is the perfect audience to build new mobile services on.

Ten years from now consumers reaching out to each other’s cellphone via services such as WuduPlz will be common, especially as the technology improves and platforms merge.

Stephanie Grossman, founder and CEO of Digital Sidebar, is selling her new application to carriers to improve content discovery. Her marketing case: carriers need to solve the content discovery solution soon because if open access networks become the norm, operators are going to face more competition from off-deck content aggregators. “With open access a user can go off deck and get whatever content they want from any number of sources,” Grossman says. Now, says Grossman, is the time to lay a foundation to be a channel as habits are being formed.

WuduPlz is one of the few “now” mobile services that can reach every potential user’s cellphone.

Posted in Marketing, Technology | Tagged: , | No Comments »

The facts about household chores-over 2 hours a day

Posted by Charles Batchelor on December 8, 2007

The U. S. Census Bureau interviewed of about 21,000 individuals beginning in January 2003. Respondents were interviewed only once and reported their activities for the 24-hour period from 4 a.m. on the day before the interview until 4 a.m. on the day of the interview–their “diary day.” If respondents reported doing more than one activity at a time, they were asked to identify which activity was primary. Activities were then grouped into categories for analysis.
Here is some of what they learned about household activities:

On an average day in 2003, 84 percent of women and 63 percent of men spent some time doing household activities, such as housework, cooking, lawn care, or financial and other household management.

Twenty percent of men reported doing housework–such as cleaning or doing laundry–compared with 55 percent of women. About 35 percent of men did food preparation or cleanup versus 66 percent of women.

Women who reported doing household activities on the diary day spent about 2.8 hours on such activities while men spent 2.1 hours.

Posted in Marketing, Parenting | Tagged: , , , , | No Comments »

Kids need real praise

Posted by Charles Batchelor on December 8, 2007

WuduPlz offer parents a way to easier interact with their kids. Not only does it assign chores, but it offers positive messages as well. The chores, however, might be the wiser starting point, according to some research.

New York University professor of psychiatry Judith Brook said in a Feburary 11 issue of New York magazine parents often do not know how to praise their child. The issue for parents is one of credibility. “Praise is important, but not vacuous praise,” she says. “It has to be based on a real thing—some skill or talent they have.” Once children hear praise they interpret as meritless, they discount not just the insincere praise, but sincere praise as well.

According to the article by Po Bronson:
When parents praise their children’s intelligence, they believe they are providing the solution to this problem. According to a survey conducted by Columbia University, 85 percent of American parents think it’s important to tell their kids that they’re smart. In and around the New York area, according to my own (admittedly nonscientific) poll, the number is more like 100 percent. Everyone does it, habitually. The constant praise is meant to be an angel on the shoulder, ensuring that children do not sell their talents short.

But a growing body of research—and a new study from the trenches of the New York public-school system—strongly suggests it might be the other way around. Giving kids the label of “smart” does not prevent them from underperforming. It might actually be causing it.

The article is in the February 11, 2007 issue of New York.
http://nymag.com/news/features/27840/?imw=Y

Posted in Marketing, Parenting | Tagged: , , , | No Comments »

Big mobile says big trend is “localism”

Posted by Charles Batchelor on December 8, 2007

“Localism” is one of the new trends according to a study funding by
Nokia. The study, entitled ‘A Glimpse of the Next Episode’, carried out by
The Future Laboratory, interviewed trend-setting consumers from 17
countries about their digital behaviors and lifestyles signposting
emerging entertainment trends. Combining views from industry leading
figures with Nokia’s own research from its 900 million consumers around
the world, “Nokia has constructed a global picture of what it believes
entertainment will look like over the next five years.”

Regarding local mobile, the study said a locally-minded sprit is emerging in
entertainment consumption. “Localism will become a key theme of
future entertainment. Consumers will take pride in seeking out the
local and home-grown.”

Entertainment will be circular is the major finding of the study.

Mark Selby, Vice President, Multimedia, Nokia said, “We think it
will work something like this; someone shares video
footage they shot on their mobile device from a
night out with a friend, that friend takes that footage and adds an MP3
file - the soundtrack of the evening - then passes it to another
friend. That friend edits the footage by adding some photographs and
passes it on to another friend and so on. The content keeps circulating
between friends, who may or may not be geographically close, and
becomes part of the group’s entertainment.”

How can local publishers be a part of this? We’re working on it.

Posted in Marketing, Technology | No Comments »

Borrell forecasts 48 percent growth in local web ads

Posted by Charles Batchelor on December 7, 2007

Borrell and Associates is forecasting a 48 percent increase in local online ad spending in 2008.
The executive summary is here: Borrell forecasts 48 percent growth in local web ads for 2008
Driving most of the growth is the popularity of local search (Google) and online video advertising.
Local search advertising will more than double next year, to $5 billion, while
locally placed online video will triple, to almost $1.3 billion.
A major component of local video advertising will be long-form pieces for home, automotive and health-related categories.

“Most yellow pages publishers, cable companies, newspapers,
radio stations and TV stations are still pinning their hopes on their
traditional sales reps being able sell online ad packages,” the reports says.

We’re seeing the same thing, but I haven’t come to the conclusion Borrell &Associates
came to. Borrell’s report says:
“There is increasing evidence to support the idea that a greater
investment in an independent online sales force will be necessary to continue the growth these
properties have enjoyed for the past few years.”

Sure, local pure-play Internet companies are getting more and more share.

But, that is just because it is possible to sell the web now. Instead of breaking apart the web/print package,
traditional publishers instead need to think about channels (web, broadcast,
billboards, newspaper, direct mail) publishers need to focus on markets:
Families, auto buyers, retired people, young career, etc. This in nothing new.
Good targeting and accountability has always appealed to advertisers.

In other words, if you deliver a package with good value, it doesn’t matter who sells it.

Posted in Demographics, Marketing | Tagged: , , | No Comments »

How many parents buy their preteen kids a cellphone? 35%

Posted by Charles Batchelor on December 7, 2007

WuduPlz’s market is expanding. More parents are buying phones for their young children.

Texting isn’t just for teenagers, according to this December 2007 report from Nielsen Mobile. Younger kids are getting into texting as well. (The pdf of the release is attached here.) Preteens using cellphone: Nielsen report

The report estimates that:

  • 35% of tweens own a mobile phone.
  • 20% of tweens have used text messaging.
  • 21% of tweens have used ring & answer tones.

“Tweens use their mobile phones, and media in general, in very unique and important ways,” Jeff Herrmann, VP of Mobile Media for Nielsen Mobile was quoted as saying in a press release. “Marketers and media executives need to understand these ‘digital natives’ as they mature and reshape the way we all think about new and traditional media.”

Regarding cross media behavior of tweens, Nielsen reports that tweens spend less time surfing
the Internet than their teen counterparts. In this report, 48% of U.S.
tweens said they spend less than one hour per day online. When they
are online, 70% of tweens use the Internet for gaming. Comparatively,
81% of U.S. teens say they spend one hour or more per day online, with
e-mail being the most pervasive online activity for this age group.

“In addition to the differences between adult and youth media consumers,
there’s an important gap between the media behaviors of teens and
tweens,” said Herrmann. “This report, which includes insights from
more than 5,500 teens and tweens, dissects how these demographic
segments are engaging with mobile and traditional media.”

The report, “Kids on the Go: Mobile Usage by U.S. Teens and Tweens,” was
conducted by Nielsen Mobile and BASES, two services of Nielsen. It
also provides insights on teen and tween use of specific content
brands, genre preferences, overall use of leisure time and demographic
profiles. The full report will be released on December 14.

Posted in Demographics, Parenting | Tagged: , , | No Comments »