Genuine Juice

Over the past few months, an increasing part of my job has involved some interesting intersections of data, web publishing, apps and communities. These have emerged in various forms and have faced a range of challenges.

Some of the questions that have emerged from hospital and pharma marketers include:

• How do we take our valuable web content, which goes through a more rigorous review and revision process than most book publishers require, and leverage it for other communities?

• What are the best things to focus on as we develop our iPad app?

• How much should we develop new content as part of our community-building strategy?

• How can we better serve our audience with content that’s contained, managed and updated in multiple locations and that’s nearly impossible to group by topic?

As these conversations evolve, I find myself frequently singing the praises of Application Programming Interfaces (APIs) to marketers.

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