My friends are fed up of hearing me bang on about digital advertising and (to a certain extent) digital marketing generally. I believe that much of it is smoke and mirrors sold to the unwary with promises of subsequent success which, like all advertising is impossible to measure. The old gag that only half of advertising works the problem being that nobody knows which half, is still as true as ever, except I am not convinced the figures for half working don’t greatly exaggerate its efficaciousness.
Perhaps I am outlier, I mute TVs when adverts appear (including the BBC’s repetitive self-publicity) and I do have ad-blockers on most digital devices. Ghostery has opened my eyes to the extent to which we are followed by people trying to flog us any and everything, most of which I neither want or need. I enjoy looking at ads in magazines but rarely remember what they are promoting. I have been chuntering on for several years to anyone who will listen that, “the world is full of two sorts of people, those who have ad-blockers and those who don’t realise that ad-blockers exist.”
From Private Eye issue 1429 14-27 October 2016.
“Despite repeated assurances by ad agencies to their clients that customers are craving branded content with which to “engage”, it seems consumers are increasingly inclined to avoid digital marketing wherever possible.
Recent findings by market researchers TNS suggest that over a quarter of people online “actively avoid” sponsored content, while a third feel they are “constantly followed” by online advertising. Even better, data from the Internet Advertising Bureau show that when asked why they block ads on-line, the most popular response is”[I] found out ad-blockers exist” – or, put more simply, “because we can”.
PS John Hegarty’s book on Advertising, Turning Intelligence into Magic, is a must read for anyone who has an interest in the subject of advertising.
The Minister for Community and Social Care (Alistair Burt) spoke in Parliament on 24 May 2016 a few days before he silver tongued the BDA conference with similar words after which I wrote, “Much of his speech we have heard before and it did little to convince me that (NHS) dentistry is anything other than an irregular irritation in the big picture of health. There will be no more funding in the foreseeable future, no matter what sort of contract is produced, be prepared to deliver it with a tighter belt.”
Hansard has the full transcript of May 24th here but I have selected the phrases (reminiscent of Bullshit Bingo) that chimed with me, thinking back to his speech in Manchester.
We want to empower primary care health professionals to take up opportunities to embrace new ways of working with other health professionals to transform the quality of care that they provide to patients and the public. In particular, we want to free up pharmacists to spend more time delivering clinical and public health services to patients and the public in a range of settings.
I have seen at first hand the fantastic work that pharmacists are doing from within community pharmacies, such as in healthy living pharmacies and other settings, and colleagues have also paid tribute to that work. Pharmacy-led services, such as the recently recommissioned community pharmacy seasonal influenza vaccination programme, can help to relieve pressure on GPs and A&E departments……
The fund is set to rise by an additional £20 million a year. By 2020-21, we will have invested £300 million in addition to the £31 million that NHS England is investing in funding, recruiting and employing clinical pharmacists to work alongside GPs to ease current pressures in general practice and improve patient safety.
The chief pharmaceutical officer, has commissioned an independent review of community pharmacy clinical services to make recommendations on future models for commissioning pharmacy-led clinical services. Clinical pharmacists will offer complementary skills to GPs, giving patients access to a multi-disciplinary skill set, and helping GPs manage the demands on their time and provide a better experience for patients. This is a great opportunity for pharmacists wanting to make better use of their clinical skills and develop them further.
Sweet words indeed, after Alister Burt, who seemed to me to be a pragmatic and likeable (unlike his boss Mr Hunt) moved to the back benches post Brexit vote, the words are transformed into reality.
Pharmacy plan ‘could lead to High Street closures’ BBC website (October 20th 2016)
The Department of Health said it wanted to reduce the £2.8bn a year pharmacy bill by more than £200m over the next two years.
…It has been suggested cuts on this scale could lead to up to 3,000 of the 11,700 pharmacies being closed.
Currently, the average pharmacy receives £220,000 a year from the NHS.
This accounts for between 80% and 90% of their income and includes a flat rate of £25,000, which nearly all pharmacies receive.
The changes being announced scrap that and put much more emphasis on performance-related funding, with ministers understood to see the current system as outdated and inefficient…
I repeat….There will be no more funding …. no matter what sort of contract is produced, be prepare to deliver it with a tighter belt.
The former UK chancellor of the exchequer writing in the FT in a patronising piece about Brexit. (Sept 3rd)
“I was a member of the Thatcher government of the 1980s that transformed the British economy, an achievement acknowledged throughout the world at the time.”
Like many I acknowledge that the economy was transformed. Like many my spectacles aren’t nearly as rose tinted as Lord Lawson’s.
This is the man who said in the run up to the Brexit referendum that he hoped, “Ireland would recognise its mistake and rejoin the U.K. after Brexit”.
It’s sad how the humility learned from experience helps some people see a bigger picture as they get older but others become more entrenched trying to convince themselves and anyone who will listen that they never made a mistake.
Lest we forget Nigel Lawson was one of the loudest deniers of climate change.