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[MUSIC]
JOSEPH COWAN: Technology's increased remarkably over the
past few years.
People, for instance, in mobile they used
worry about WAP sites.
A while ago you didn't even have mobile.
It was desktops.
Nowadays people utilize smartphones, they utilize
tablets, they expect the desktop experience.
We don't even worry about WAP sites now.
You're going to get the full Google experience off of your
cell phone, your smartphone, your iPad, any one of the
numerous Samsung products.
They're all out there.
What's interesting is that this no longer means that
people have to wait until they get home to find out
information about something that they thought, felt, or
worried about about their health.
They can do it now.
In point of fact, they expect it now.
The technology which is giving us very quick, very fast,
responses is also training people into the impression
that they can get anything they want, any information
they want, at the moment that they think about it.
This means that it's very challenging for a lot of
companies that you put out information, and if a month
later the information looks the same, you become
irrelevant often to the consumer.
So it makes us actually respond faster.
It makes us respond with more information.
It makes us engage with them rather than simply place the
stuff up and walk away, which was the old model.
Here's our site, look at it.
In order to meet the demand of this immediacy that people
have, you've got a lot of difficulty, because you put a
lot of effort into this big, large site.
It's FDA regulated so that all that information has been told
to the FDA, that this is what your site's going to be.
You also have the problem that scientifically and from the
standpoint of regulation, there isn't a whole lot more
you can say about a product.
The product is what it is and it does what it does.
What you can do is build microsites.
And microsites allow you to put up little, continuously
interesting things to the consumer.
It could concern things like discounts you're offering for
first time person's on your product.
It can talk about celebrities.
It can talk about new social platforms that you're building
specifically for people on a disease, to learn more about a
particular disease without having to have comments.
Microsites is a very nice way to keep the conversation
flowing while keeping your site as constant as possible.