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Leveraging Infographics and Search for Better Health Communications
A Lundbeck-Epilepsy Foundation Case Study

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Pharmaguy interviews John Griffith, Maureen Winigrad, and David Winigrad, principals at Centric Infographics (see Bios), about their company's audience-centric and data-driven infographics system. The discussion focuses on the educational infographic titled, "Managing Epilepsy & Seizures: Facts to Help Keep You Safe," which was the centerpiece of a nationwide effort sponsored by the Epilepsy Foundation and Lundbeck to bring information about managing seizures to people living with epilepsy and their families.

Aired LIVE on: Friday, January 17, 2014

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Infographic Header

Though infographics have been around for some time, John Griffith, Founder and President of Centric Infographics, recognized that a visually pleasing infographic will produce little effect if it cannot be easily found by the target audiences in the channels where they are most likely to search.

"At Centric Infographics, we begin all engagements by using real-time search engine activity to provide foundational insights in to the way target audiences think about, discuss, and research information related to a given topic," says Griffith. "Understanding search engine activity is really about understanding user behavior."

The Centric Infographics system uses a powerful back-to-front optimization approach that increases the probability that the infographic will achieve top 10 visibility status on major search engines as quickly as possible.

Recently, Centric Infographics joined the Epilepsy Foundation in a nationwide effort to bring information about managing seizures to people living with epilepsy and their families. At the center of the initiative is a new educational infographic titled, "Managing Epilepsy & Seizures: Facts to Help Keep You Safe." [It can be viewed here.] The infographic launched in November, 2013 -- which is National Epilepsy Awareness Month -- and quickly achieved impressive results within the first week:
  • Became the number one result on Google for the search term 'epilepsy infographic'. Out of 98,000 competitive sites, it remains at #1 on Google
  • Achieved visibility on social channels such as Google+ and
  • Increased the length of time spent on the Epilepsy Foundation's website by 40%

Questions/Topics of Discussion

  • What is an infographic?
  • What role do infographics play in content marketing?
  • What are the trends in infographics?
  • How did the Epilepsy Foundation infographic come about?
  • What were they trying to achieve?
  • What was measured?
  • What were the results?
  • How can pharma use infographics to enhance communications?
  • What is Centric's approach to infographics

Guest Bios

John Griffith John Griffith has a 25-year career in healthcare including digital pharmaceutical marketing, interactive patient communications, and development of clinical trials technology. He is also founded the top ranked website, Pharmaceutical in 2005.

Maureen Winigrad Maureen Winigrad has a 30-year career in healthcare marketing, sales, and advertising, including DuPont Pharmaceuticals, Bristol-Myers Squibb, and HLG Health Communications.

David Winigrad As President of HLG Health Communications, David Winigrad has enjoyed a 30-year career in healthcare marketing serving such companies as Merck, BMS, BD, Healthpoint and GE Healthcare to name a few. .

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