The Way Digital Transforms Healthcare Communications And Affects Business Strategies - PowerPoint PPT Presentation

Loading...

PPT – The Way Digital Transforms Healthcare Communications And Affects Business Strategies PowerPoint presentation | free to view - id: 214d85-ZDc1Z



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

The Way Digital Transforms Healthcare Communications And Affects Business Strategies

Description:

The Way Digital' Transforms Healthcare Communications And Affects ... BUT approach with care and tact. Microblogging. Blogging in 140 characters or less ... – PowerPoint PPT presentation

Number of Views:81
Avg rating:3.0/5.0
Slides: 61
Provided by: drew67
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: The Way Digital Transforms Healthcare Communications And Affects Business Strategies


1
The Way Digital Transforms Healthcare
Communications And Affects Business Strategies
  • Karvalics Attila, Dty Managing Director, Weber
    Shandwick

2
(No Transcript)
3
Media Matters
INFLUENCE ON OPINION FORMATION
100
100
Non-advocate
Advocate
High intensity advocate
50
50
0
0
TV/RADIO
NEWSPAPERS/MAGAZINES
WEBSITES
TV/RADIO
NEWSPAPERSMAGAZINES
WEBSITES
BLOGS
ISSUES / CAUSES
BRANDS / PRODUCTS
4
Now, Importance of Advocacy as a First Choice
for Healthcare Information Rising
5
Advocacy Now the Dominant Source for Information
About Healthcare Companies and Products
6
Individuals Relying on Each Other for Healthcare
Decisions Versus Traditional Authorities
7
Healthcare Advocates Are 2x as Likely to
Regularly Give Advice to Other Consumers
8
A High Potential for Detractors Exist
Source Keller Fay Group Talk Track November 27,
2006 February 25, 2007
9
We See a Rapid Growth of Global and Local Health
Information Online
  • Health 2.0 sites (by Alexa rank)
  • Google Health (1)
  • WebMD (861)
  • MayoClinic (2,061)
  • RevolutionHealth (3,872)
  • Healthline (7,214)
  • HealthCentral (14,219)
  • iMedix (28,324)
  • OrganisedWisdom (48,551)
  • RateMD (77,502)
  • PatientsLikeMe (92,913)
  • Vitals.com (94,359)
  • Sermo (132,427)
  • DoubleCheckMD (919,949)
  • Carol.com (n/a)
  • Other relevant
  • YouTube (3)
  • Wikipedia (7)
  • Facebook (8)
  • Flickr (39)
  • About.com (60)
  • Digg (115)
  • Answers.com (197)
  • Hungarian sources
  • Betegszoba.hu
  • Házipatika.com
  • HáziJogorvos.hu
  • Ideál.hu
  • MedicalOnline.hu
  • MediPress.hu
  • Mellékhatás.hu
  • Netambulancia.hu
  • Nok Lapja Café
  • PharmaNet.hu
  • Sérültek.hu
  • Vital.hu
  • Webbeteg.hu
  • WebDoki.hu
  • Weborvos.hu

10
Healthcare Communications is at a Turning Point
  • Traditional channels such as media outlets not
    willing to tell the whole story
  • Medical professionals feel under attack and
    disempowered
  • However, major advancements in technology and
    patient involvement provide unique stories to tell

11
Past and Present
  • Past Present
  • Medical books ? e-books
  • Libraries journals ? Wikis
  • Classrooms ? Second Life
  • Information gathering ? RSS
  • Emails ? Collaboration
  • Events/conferences ? Social networks
  • Reading medical articles ? Podcasts

12
New Healthcare Paradigm Taking Shape
TO
FROM
  • Authority, Closed, Private
  • Physician and traditional experts in charge of
    health information and treatment
  • Individual, Open, Shared
  • Patients looking to each other directly and
    through the Web to drive treatment decisions
    themselves

13
Industry Benchmarks in Social Media
14
Novartis A Lineage of Online Corporate
Communications
  • Influencer report became the basis of their
    online communications efforts
  • Alignment with brands and corporate
    communications
  • Quarterly report included social media delivered
    across communications group
  • Informed thinking around new branding efforts

15
Targeting Investors With Digital Social
MediaInnovation Spotlights on Novartis.com and
Key Investor Sites
  • Connected investors to the latest thinking and
    strategies of top Novartis management via
    webinars
  • Integrated into news flow
  • Showcased bench strength and target key
    discussion topics
  • Investors registered for additional information
    and closed online discussions
  • Video was used for targeted media buys in some
    cases leveraged existing media buys or
    relationships

16
Social Media Is a Continual Part of Their Media
Mix
  • Leveraged multimedia press releases with links to
    social media sites
  • Actively maintained relationships with key
    bloggers and engage them during announcements
  • Educated patients on how to blog during IBS
    category and Zelnorm product launch connected
    with third party

17
JJ Participating From a Franchise Level
  • Community needs intersected with product
    opportunity
  • Strong established and credible third-party
    partners
  • Connected to established communities
  • Commitment to fostering connection between
    community members (caregivers, nurses)

18
Developing a Corporate Voice and Engaging
Influencers
  • CAMP BABY
  • Initial excitement around JNJs interest in
    creating an event for Mom Bloggers
  • Key learnings
  • Consider audience needs
  • Avoid heavy-handed product sell
  • Be prepared to have open and honest dialogue
  • JNJ BTW
  • Platform for building thought leadership and
    corporate reputation
  • Enhanced relationships and credibility
  • Use provided insight into social media best
    practices

19
Gardasil and Facebook (US)
  • Over 47,000 group members to date
  • Users are able to leave your mark with
    customised virtual graffiti showing their
    support
  • Site content is one-way and does not include
    comments or conversation
  • As a branded page, full fair balance is included

20
Schering-Plough Health Dialogs
Scienceblogs.com
  • Blog housed on company-sponsored section of
    SEEDs ScienceBlogs.com
  • Drove regular Scienceblogs.com visitors to blog
    page with high-profile Blog-vertorial banner
    ads on page

21
Sanofi Aventis While They Sleep Web Video
Series
Engage non-treating insomnia sufferers, educate
them about their symptoms and sleep behaviors,
and encourage them to speak with their healthcare
provider about treatment options
Web videos featuring KOL tips, along with
intimate sleep sufferer interviews
(documentary-style with b-roll) have garnered
nearly 30,000 views to date Videos available
across web destinations where insomniacs are
having conversations Links from video content
back to campaign website have received an
outstandingly high 3 CTR Social media outreach
aided in the viral spread of video content via
bloggers embedding the videos within their own
sites
22
Other best practices in practice
  • www.thecarrot.com
  • Health tracker providing broad view on the health
    state of people, 30 aspects to be tracked online,
    numerically, textually, with photographs, record
    their exercise by time, score,distance or rate of
    perceived extertion

23
Other best practices in practice
  • www.mediclim.com
  • People suffering from arthritis, asthma or
    cardiovascular diseases are aware of the
    importance of weather changes. Mediclim informs
    them on humidity, pollen count, baromettric
    pressure and temperature. People sign up and fill
    out a medical questionnaire and the receive a
    free personalized newsletter on weather
    conditions triggering potential health problems

24
Digital Advocacy in Healthcare
Social Media Outreach
Online PR Tools
Interactive Development and Marketing
Emerging Media Technologies
Leverages years of experience in patient,
caregiver and HCP web relations through
out-of-the-box thinking and innovative
communications strategies
Traditional
Brings social media strategies to life through
micro development, design, social architecture,
user experience and technologies
Digital Advocacy
Drives awareness and uptake of new technologies
such as blogs, mobile, and emerging interfaces
coupled with a deep understanding of regulatory
and privacy issues
Interactive
Emerging
25
The new wave in healthcare Biology and
Engineering is converging into a new Information
industry
26
Two key, interrelated trends are determining the
future of medicine and the Healthcare sector
27
Digitalization comes late in the medical
profession, but will reshape the industry soon
  • Medical records digitalized
  • Intelligent record and professional networks
    created
  • Information on all elements of the halthcare
    value chain become public hospitals, treatments,
    doctors, pharmacies, the sick
  • Even a practice itself can become digital, see
    success of Hello Health www.myca.com/hellohealth
    , www.jayparkinsonmd.com
  • Hello Health is a mostly-virtual, GP, with no
    office, who visits clients at home, when most
    necessary, otherwise works digitally (medical
    records, videos, podcasts, remote monitoring
    devices). Consumers become members for a yearly
    fee, including one personal and two online
    consultations at lower price than one personal
    visit before at the GP

28
Hello Health Jay Parkinsons website
29
The review revolution transparency pressure is
creating the most fundamental mental change ever
in healthcare
  • Review revolution doctors, dentists, hospitals,
    treatment methods, prices
  • Vimo rates doctors and is collecting data on
    medical procedures, so that consumers search and
    compare prices, people also submnit details
    Vimo negotiates a lower price
  • Carol as an onlline shopping mall compares cost
    and quality of over 350 health services from
    local, competing health care providers and
    doctors
  • www.vimo.com, www.carol.com, www.medicalcontrol.co
    m, www.medbillmanager.com

30
Vimo rates doctors, compares and negotiates
prices www.vimo.com
31
Conclusion Communications AND Healthcare
Strategies should Change Innovators will Win.
Good News Traditional Marketing is Not Dead
32
Appendix Social Media Guide
33
Best practice guidelines
  • Monitor the blogosphere
  • Identify the advocates and then get to know
    them
  • But play by the rules
  • Provide blog-friendly information, via RSS
  • Death to the press release!
  • Where appropriate, start blogging
  • Work with partners and customers to help get them
    blogging too

34
Best practice guidelines
  • Apply your global blogging policy or create one
  • Guidelines, common platform, design etc
  • Participate
  • Comment on blogs, and link to your own
  • Get to know your key industry/issue bloggers
  • Treat them like tier one contacts
  • BUT approach with care and tact

35
Microblogging
  • Blogging in 140 characters or less
  • Twitter, Jaiku, Pownce
  • Like Facebook status updates
  • Most commonly updated by IM or mobile
  • Users build community pages
  • Think published IM conversations

36
Best Practice Guidelines
  • Monitor Twitter
  • Subscribe to key advocate feeds
  • Identify areas of your business that are
    appropriate to Tweet about
  • Encourage relevant employees to Tweet, post
    updates, respond to questions etc
  • Useful for media outreach
  • Great for live focus groups

37
Podcasts
  • Audio, photo or video content, automagically
    distributed via the power of RSS
  • Not only MP3/4 players
  • Video is the new blogging
  • Video podcasts are set to go stratospheric this
    year
  • Narrowcasting

38
(No Transcript)
39
(No Transcript)
40
Podcast Statistics
  • Consumer awareness of Podcasting grew from 22 in
    2006 to 37 in 2007
  • Further growth to 50 expected in 2008
  • Podcast listening grew from 11 in 2006 to 16 in
    2007
  • Podcast listeners spend 50 more time online and
    are evenly split between gender and across age
  • 46 of podcasts are still listened to directly
    from the computer!

41
(No Transcript)
42
Best Practice Guidelines
  • Monitor for relevant podcasts
  • Apple iTunes, PodTech, EveryZing, YouTube
  • Listen/watch
  • Identify the most influential podcasts
  • Proactively target
  • Create stories, audio/video clips

43
Best Practice Guidelines
  • Think documentary, not advertisement
  • Host on BIs site, also publish to sharing sites
    and upload to iTunes
  • Enter detailed descriptions to aid Search Engine
    Optimisation
  • Feature customers and/or independent advocates
    make it a program

44
Social Networks
  • Iwiw, myvip, baratikor, osztalytarsam, MySpace,
    Facebook, LinkedIn, Friendster, Orkut
  • Traditional discussion forums still exist
  • More and more niche social networks cropping up
    inc. healthcare and pharma specific

45
Best Practice Guidelines
  • Identify where your audiences are
  • Join and participate in those communities
  • Dont market just be honest, humble and
    responsive
  • Consider using social networks as marketing
    platforms
  • Facebook applications, events, sponsored groups

46
(No Transcript)
47
Content sharing sites
  • Free-to-use
  • Often community-based
  • Tagged
  • Images
  • Flickr
  • Video
  • YouTube
  • DailyMotion
  • VideoJug (How To)
  • Embed code means bloggers reuse, viral effect

48
Virtual Worlds - Second Life
  • http//www.secondlife.com/
  • A virtual world on internet, after a quick and
    easily download
  • Populated by a large geek community and plenty of
    companies entering for marketing reasons
  • Business reasons for entry are in question,
    unless the target is the geek community
  • However, there are some industries where we are
    advocating its use
  • Travel, property, design PHARMA
  • Is the future of the web 3D?!

49
(No Transcript)
50
Wikipedia
  • http//www.wikipedia.org/
  • The online collaborative encyclopaedia
  • BI and its products/services are listed
  • Make sure information is correct and
    up-to-datealthough this is not a home for
    marketing talk - WikiScanner
  • Keep updated whenever there is a change to the
    entry
  • RSS
  • Healthcare specific censorship
  • Medical WikiProject

51
(No Transcript)
52
Medical wikis
  • AskDrWiki.com
  • Radiopaedia.org
  • Wikisurgery
  • Ganfyd
  • AIDS Wiki
  • Wiki MD
  • WikiKidney
  • Medical Images Wiki
  • Nursing Wiki
  • WikiCancer
  • etc
  • Medical wikis have approving editors

53
Press office 2.0
  • In todays environment organisations are under
    scrutiny from a wide range of people print
    media, broadcast media, analysts and influencers,
    bloggers, citizen journalists etc
  • One of the first ports of call for all these
    people to get information is the organisations
    website

54
(No Transcript)
55
Press Office 2.0 Checklist
  • About the company (company information)
  • News blog/press releases
  • RSS feeds / introduction on how to use RSS
  • Search facility/archive by date and category
  • Management Team/Spokesperson information
  • Corporate fast facts
  • Calendar of events / past event reviews
  • Related sources
  • Corporate image gallery
  • Podcasts/video focusing on key announcements/
    developments
  • Plus links to sharing sites (iTunes, YouTube etc)
  • Video gallery and B-roll
  • With embedding code
  • Press and other company contacts
  • Feedback facility
  • PR blog?

56
Broadband TV
  • The next evolution of digital video
  • Moving away from short format (YouTube) and
    towards TV-like content
  • Narrowcasting
  • Low cost of entry
  • Brand TV
  • Google is the worlds program guide

57
Best Practice Guidelines
  • Tag your videos and photos correctly and
    accurately
  • Use the terms that users will search for
  • Ensure that all content is shared
  • Share across multiple sites
  • Link to shared content from BI web sites

58
Best Practice Guidelines
  • Ensure that all your image/video content is
    loaded onto the key sharing sites
  • Video YouTube, Dailymotion, Metacafe, Veoh,
    Facebook
  • Images Flickr, Piczo, Facebook
  • Tag content accurately and using search terms
  • Link to content from your site

59
(No Transcript)
60
Best Practice Guidelines
  • Treat as broadcast media contacts
  • Create customised content
  • Documentary not commercial
  • Consider your own brand.tv channel
  • Video everything!

61
A final note. Mobile
  • 2009...the year of mobile?
  • 8x growth of traditional internet
  • iPhone and Google Android
  • Data package prices make mobile video a reality
  • Why not investigate a .mobi site which provides a
    brandstreaming experience for visitors?
  • Is this something consumers and press alike might
    value?

62
The Overall Message
  • Let the information come to you
  • Be open to new possibilities
  • Communicate and collaborate
  • Medical professionals should take control of
    publishing medical
  • You can build your online reputation
  • Web 2.0 is not revolutionising the way medicine
    is practiced and healthcare is delivered
  • Web is revolutionising the dissemination of
    medical information

63
Our recent experience in digital communications.
About PowerShow.com