CASE STUDY: Liquid Grids. Applying precision marketing thru social listening

October 19, 2016 @ 5:00 pm – 8:30 pm
Knobbe Martens
12790 El Camino Real #100
San Diego, CA 92130
Anita Rusch
858-771-MIT1 (858-771-6481)

Chief Marketing Officers will spend almost $200 Billion on digital advertising this year with one troubling question —  how to quantify the ROI.  There is a nagging sense that digital advertising, with all of its promise over traditional advertising, has real pitfalls and risks.

Delivering True Social ROI

When healthcare consumers took to social media to find, share and discuss health experiences and opportunities—some in the industry may have been surprised. But not Malcolm Bohm—he saw it coming. And he knew eventually healthcare companies would love to be the fly on the wall during these social media conversations.

In late 2010, Malcolm started Swarmology, now Liquid Grids, because he wanted to be ready when companies came calling for his insights and skills. By early 2011, he developed a prototype that proved his hypothesis—social media was a hotbed of relevant, publicly available, health-related dialogue. And Malcolm quickly learned that healthcare consumers essentially see their peers as the experts—85% of patients feel that social media plays a role in decisions they make about healthcare. But at the time, that “expert” data was spread across the web, and Malcolm wanted to get it all into a single place—one that would allow healthcare companies to better engage with patients.

To do that, Malcolm took data mining to a new level. Instead of using one piece of information to target a large, general group of people with one symptom, he developed a proprietary technology that houses, aggregates, organizes and analyzes a multitude of proprietary disease indexes, culled from the perspectives of one billion posts by more than 125 million unique users. Taking that further, he could divide the data into disease-specific Grids, which can be used as actionable insights to develop and launch highly contextual, credible, compliant and precisely targeted digital marketing campaigns—directed only at the healthcare consumers who are most likely to take action.

But now, nearly five years later, Malcolm is still innovating. Today, in addition to licensing his Grid technology to advertising agencies and pharmaceutical companies, his company also offers a lead generation service and develops cross-platform digital healthcare surveys, which offer instant results. One client, for example, wanted 100 completed surveys, with 50 opted-in users. Six days later, they received 519 unique clicks to the survey, with 233 surveys completed and 183 total opt-ins.

Learn more about how Liquid Grids is offering precision marketing for the healthcare industry.  President and CEO Malcolm Bohm will present the challenges to a vetted panel of experts.

(1)    Liquid Grids has developed 2 fundamental text data processing breakthroughs that are vertically agnostic. Is there serious value here and how can we unlock it as a Tech Company?

(2)    Liquid Grids has developed a repeatable business model that is differentiated in healthcare Direct to Consumer marketing & advertising. Should we become a community building Agency?



Rick Valencia, President, Qualcomm Life

For the past 25 years Rick has founded, built, and run technology enabled service businesses.  Rick is considered a pioneer in telecommunications services and his past company ProfitLine, helped launch what eventually became a multi-billion dollar communications lifecycle management industry.

In addition to managing Qualcomm Life, Rick oversees all other health and fitness device and applications efforts at Qualcomm including Lifecomm where he is the Qualcomm business owner and Board Member of the Qualcomm joint venture with Hughes Telematics and American Medical Alert Corp. which is developing products and services in the Personal Emergency Response Services (PERS) industry.  Rick is also on the Advisory Board of Telcare, Inc. an early stage health care device manufacturer that plans to launch the world’s first cellular enabled blood glucose meter.


Alex Benjamin, Managing Director, Mirum Agency

For over 10 years, Alex Benjamin has been at the center of technology, marketing and communications and as Managing Director of Mirum San Diego, he’s responsible for ensuring the success of the business by working in close collaboration with the team and clients to ensure we are delivering the quality work we expect. Prior to Mirum, Alex worked at Accenture where he specialized in strategy and technology consulting within the Communications and High Tech practice, gaining deep experience implementing large scale technology platforms for companies such as Bank One and Vivendi/Universal. Since then, he has spent the majority of his career in the agency world developing strategies for clients like Johnson & Johnson, General Motors, DTS, Qualcomm, Inc., Rogers Communications, DirecTV, Sempra Energy, Shire, Hospira and Obagi among others. 

Mirum is a global digital agency that creates experiences that people want and businesses need.  Named a Visionary in the 2016 Gartner Magic Quadrant, Mirum helps guide brands in business transformation, experience development, and commerce activation. The agency operates in 20 countries, with more than 46 offices and 2,200 professionals. Mirum is part of the J. Walter Thompson Company and WPP Network. For more information, visit


John Faris, VP Digital Marketing Strategy, Red Door Interactive

As Vice President of Cross Channel Marketing, John leads the team of subject matter experts who manage SEO, paid media, email, social, content, CRO, and analytics for Red Door’s clients. He focuses on facilitating integration across marketing channels, and continually evolving the practice areas under his influence. As a member of RDI’s Executive team, John helps guide the overall business strategy and operations for the agency. Prior to his 10 years at Red Door, John was Business Development Manager at Inquest, Inc., where he oversaw all of the company’s sales and marketing efforts. John is an alumni of San Diego State University, where he studied Management and received his MBA in 2003.   For more information, visit


Moderator:  David Oates, President, Stalwart Communications

David Oates is a 20-year marketing and public relations veteran who holds extensive experience in developing as well as executing successful and measurable programs for a wide range of agency, corporate and government organizations.Prior to founding Stalwart Communications in 2006, David was Marketing Director for Financial Profiles, a 35-year old financial planning software company based in Carlsbad, Calif., where he directed all marketing-related strategies and programs, including lead generation, partner/reseller, customer/sales support, brand enhancement, public relations, competitive analysis and market strategy/situation analysis programs. He also draws great strength from his days as a U.S. Navy combat and public affairs officer, where he honed his skills in leadership and corporate communications in various forward deployed operations, including Haiti, Hong Kong and the Middle East.

Gain insights for your business as the experts address and offer solutions to Liquid Grid’s challenges.

Liquid Grids is being used by companies across the healthcare spectrum, including biotechnology and pharmaceutical companies, medical device companies, health insurance providers and healthcare product companies. They partner directly with brands or their marketing agencies to deliver the most effective contribution to their digital and inbound marketing campaigns.

5:00: Registration, Drinks and Appetizers, Networking
6:00: Welcome
6:10: Presentation
7:15: Audience Q & A
7:30: Program Concludes, Networking, Coffee & Dessert until 8:30

MITEF Members and MITEF Sponsors: Free
Non-members: $65
MIT Alums:  $50
​​On-Site: $75

NOTE:  Online Registration ends at midnight, the day prior to the event.  If you register online the day of the event, you will be charged $75, the on-site price.

PAYPAL is our payment processor and accepts ALL MAJOR Credit Cards.

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