Informing Doctors Digitally - From standard messages to Co-Creating meaning

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Doctors' Communities on line are standard service to deliver academic knowledge to doctors. There's however a great discrepancy between declarative academic knowledge and putting the knowledge to use in daily practice situations.
How can these communities and the health industry ease the transfer from "know-what" in medical research to know how in daily practice: a challenge. Here's a suggestion.

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Informing Doctors Digitally - From standard messages to Co-Creating meaning

  1. 1. Informing Doctors from standard message to co-created meaning Rob Halkes
  2. 2. Engaging Doctors
  3. 3. Engaging Doctors ☑ Social Media - Digital - in Health What Else?
  4. 4. Engaging Doctors ☑ Social Media - Digital - in Health What Else? ☑Disruption Health Care in The Netherlands
  5. 5. Engaging Doctors ☑ Social Media - Digital - in Health What Else? ☑Disruption Health Care in The Netherlands ☑ What about Informing and Educating?
  6. 6. Engaging Doctors ☑ Social Media - Digital - in Health What Else? ☑Disruption Health Care in The Netherlands ☑ What about Informing and Educating? ☑ Pharma and Networks in Health
  7. 7. Engaging Doctors ☑ Social Media - Digital - in Health What Else? ☑Disruption Health Care in The Netherlands ☑ What about Informing and Educating? ☑ Pharma and Networks in Health How?
  8. 8. Youtube en Health Care Social Media
  9. 9. Dutch Social Media
  10. 10. Dutch Social Media
  11. 11. Dutch Social Media
  12. 12. Dutch Social Media
  13. 13. Dutch Social Media
  14. 14. Dutch Social Media? A Must
  15. 15. Dutch Social Media? A Must
  16. 16. Dutch Social Media? A Must
  17. 17. Dutch Digital Doctors Bloomberg survey link
  18. 18. Dutch Digital Doctors Bloomberg survey link
  19. 19. Dutch Digital Doctors Bloomberg survey link
  20. 20. Dutch Digital Doctors Bloomberg survey link
  21. 21. Dutch Digital Doctors Bloomberg survey link
  22. 22. Dutch Digital Doctors Bloomberg survey link
  23. 23. Dutch Digital Doctors Bloomberg survey link
  24. 24. Dutch Digital Doctors Bloomberg survey link
  25. 25. Dutch Digital Doctors Bloomberg survey link
  26. 26. Dutch Digital Doctors Bloomberg survey link
  27. 27. Dutch Digital Doctors Bloomberg survey link
  28. 28. Dutch Digital Doctors Bloomberg survey link
  29. 29. PWC link
  30. 30. PWC link
  31. 31. PWC link
  32. 32. PWC link
  33. 33. WoltersKluwer link
  34. 34. WoltersKluwer link
  35. 35. WoltersKluwer link
  36. 36. WoltersKluwer link
  37. 37. “Ook zal de rol van internet nog belangrijker worden: niet alleen in de vorm van sociale media, maar ook in de dagelijkse praktijk van de gezondheidszorg. Er wordt veel verwacht van allerlei vormen van e-health.”
  38. 38. What Dutch People Do Dutch Internet & soc med for Health
  39. 39. What Dutch People Do HCSM: Preferences in Internet and Social Media to find healthrelated information and for communication in Healthcare: Preferences of the Dutch General Population. Tom van de Belt Medicine 2.0, 2013, London Dutch Internet & soc med for Health
  40. 40. What Dutch People Do Dutch Internet & soc med for Health
  41. 41. What Dutch People Do Dutch Internet & soc med for Health
  42. 42. What Dutch People Do Dutch Internet & soc med for Health
  43. 43. What Dutch People Do Dutch Internet & soc med for Health
  44. 44. What Dutch People Do Dutch Internet & soc med for Health
  45. 45. What Dutch People Do Dutch Internet & soc med for Health
  46. 46. What Dutch People Do Dutch Internet & soc med for Health
  47. 47. Ministery More Q and Volume for less: •Care paths - “ketenzorg” •Focus primary care •eHealth
  48. 48. Ministery Health Insurance Co More Q and Volume for less: •Care paths - “ketenzorg” •Focus primary care •eHealth Focus Heath Care Insurance Cost •Experiment Population Cost model •Preference schemes drug (pricing) •Care paths integration
  49. 49. Ministery Health Insurance Co Hospital More Q and Volume for less: •Care paths - “ketenzorg” •Focus primary care •eHealth Focus Heath Care Insurance Cost •Experiment Population Cost model •Preference schemes drug (pricing) •Care paths integration Budget Focus - Agreement Government •Marketing positioning •Innovation •Furthering cooperation in family care
  50. 50. Ministery Health Insurance Co Hospital Family Care More Q and Volume for less: •Care paths - “ketenzorg” •Focus primary care •eHealth Focus Heath Care Insurance Cost •Experiment Population Cost model •Preference schemes drug (pricing) •Care paths integration Budget Focus - Agreement Government •Marketing positioning •Innovation •Furthering cooperation in family care Chronic care paths - Relationship with Hospital •Collaboration within health care groups •Multidisciplinary primary care centres •Budget concerns in Population costing model
  51. 51. Trends in Dutch Health Care
  52. 52. Trends in Dutch Health Care ☑ From Internet to eHealth
  53. 53. Trends in Dutch Health Care ☑ From Internet to eHealth ☑(Enforced?) collaboration and integration
  54. 54. Trends in Dutch Health Care ☑ From Internet to eHealth ☑(Enforced?) collaboration and integration ☑ Diminishing independancy of decision: Protocols
  55. 55. Trends in Dutch Health Care ☑ From Internet to eHealth ☑(Enforced?) collaboration and integration ☑ Diminishing independancy of decision: Protocols ☑ No spare time: pressure on volume/ production
  56. 56. What about Informing and Educating? Research Professional Education Case Study Institutional Consult Care Practice
  57. 57. What about Informing and Educating? Research Focus: Medical Empiral Research - General Knowledge - Declarative: What is? Professional Education Case Study Institutional Consult Care Practice Focus: Health Conditions - Individual Particularism - Specific Knowledge - Procedural: What to do?
  58. 58. What about Informing and Educating? Research Focus: Medical Empiral Research - General Knowledge - Declarative: What is? Professional Education Case Study Focus: Health Conditions Symptoms - Interventions Institutional Consult Care Practice Focus: Health Conditions - Individual Particularism - Specific Knowledge - Procedural: What to do?
  59. 59. What about Informing and Educating? Research Focus: Medical Empiral Research - General Knowledge - Declarative: What is? Professional Education Case Study Focus: Health Conditions Symptoms - Interventions Focus: Disease Treatments Institutional Consult Care Practice Focus: Health Conditions - Individual Particularism - Specific Knowledge - Procedural: What to do?
  60. 60. What about Informing and Educating? Research Focus: Medical Empiral Research - General Knowledge - Declarative: What is? Professional Education Case Study Institutional Consult Care Practice Focus: Health Conditions Focus: Health Conditions - Individual Symptoms - Interventions Particularism Focus: Disease Treatments - Specific Knowledge Focus: Specific Symptoms, - Procedural: Behaviour - Understanding What to do?
  61. 61. What about Informing and Educating? Research Focus: Medical Empiral Research - General Knowledge - Declarative: What is? Professional Education Case Study Institutional Consult Care Practice Focus: Health Conditions Focus: Health Conditions - Individual Symptoms - Interventions Particularism Focus: Disease Treatments - Specific Knowledge Focus: Specific Symptoms, - Procedural: Behaviour - Understanding What to do?
  62. 62. What about Informing and Educating? Professional Academic Research Focus: Medical Empiral Research - General Knowledge - Declarative: What is? Personal Professional Education Case Study Institutional Consult Care Practice Focus: Health Conditions Focus: Health Conditions - Individual Symptoms - Interventions Particularism Focus: Disease Treatments - Specific Knowledge Focus: Specific Symptoms, - Procedural: Behaviour - Understanding What to do?
  63. 63. What about Informing and Educating? Professional Academic Research Focus: Medical Empiral Research - General Knowledge - Declarative: What is? Personal Professional Education Case Study Institutional Consult Care Practice Focus: Health Conditions Focus: Health Conditions - Individual Symptoms - Interventions Particularism Focus: Disease Treatments - Specific Knowledge Focus: Specific Symptoms, - Procedural: Behaviour - Understanding What to do? Protocol Protocol
  64. 64. What about Informing and Educating? Professional Academic Research Focus: Medical Empiral Research - General Knowledge - Declarative: What is? Personal Professional Education Case Study Institutional Consult Care Practice Focus: Health Conditions Focus: Health Conditions - Individual Symptoms - Interventions Particularism Focus: Disease Treatments - Specific Knowledge Focus: Specific Symptoms, - Procedural: Behaviour - Understanding What to do? Protocol Protocol Academic Learning Key factors: - Academic - Key Opinion Leaders - Some times Professional Learning Key factors: - Case specific - Feasable - Effective - Co-Creating Here and Now
  65. 65. What about Informing and Educating? Professional Academic Research Focus: Medical Empiral Research - General Knowledge - Declarative: What is? Personal Professional Education Case Study Institutional Consult Care Practice Focus: Health Conditions Focus: Health Conditions - Individual Symptoms - Interventions Particularism Focus: Disease Treatments - Specific Knowledge Focus: Specific Symptoms, - Procedural: Behaviour - Understanding What to do? Protocol Protocol Academic Learning Key factors: - Academic - Key Opinion Leaders - Some times Professional Communities Professional Learning Key factors: - Case specific - Feasable - Effective - Co-Creating Here and Now EHealth
  66. 66. What about Informing and Educating? Professional Communities Research Professional Education Academic Learning Key factors: - Academic - Key Opinion Leaders - Some times Case Study EHealth Institutional Consult Care Practice Professional Learning Key factors: - Case specific - Feasable - Effective - Co-Creating Here and Now
  67. 67. What about Informing and Educating? Professional Communities Research Professional Education Academic Learning Key factors: - Academic - Key Opinion Leaders - Some times Case Study EHealth Institutional Consult Care Practice Professional Learning Key factors: - Case specific - Feasable - Effective - Co-Creating Here and Now Engagement Patterns
  68. 68. What about Informing and Educating? Professional Communities Research Professional Education EHealth Case Study Academic Learning Key factors: - Academic - Key Opinion Leaders - Some times Institutional Consult Care Practice Professional Learning Key factors: - Case specific - Feasable - Effective - Co-Creating Here and Now Engagement Patterns ?
  69. 69. What about Informing and Educating? Professional Communities Research Professional Education EHealth Case Study Academic Learning Key factors: - Academic - Key Opinion Leaders - Some times Institutional Consult Care Practice Professional Learning Key factors: - Case specific - Feasable - Effective - Co-Creating Here and Now Engagement Patterns ? Engaged - Educated - Empowered - Equipped - Expert
  70. 70. What about Informing and Educating? Professional Communities Research Professional Education EHealth Case Study Academic Learning Key factors: - Academic - Key Opinion Leaders - Some times Institutional Consult Care Practice Professional Learning Key factors: - Case specific - Feasable - Effective - Co-Creating Here and Now Engagement Patterns ? Engaged - Educated - Empowered - Equipped - Expert
  71. 71. Crucial for implementation: What stages in Engagement That may guide people through the process?
  72. 72. Crucial for implementation: What stages in Engagement That may guide people through the process? •Acces •Connect •Engage •Interact •Cooperate •Co-Create
  73. 73. Develop your promotion
  74. 74. Develop your promotion Create a path of development From (e)detailing to partnership
  75. 75. Develop your promotion Create a path of development From (e)detailing to partnership
  76. 76. Develop your promotion Create a path of development From (e)detailing to partnership Detail
  77. 77. Develop your promotion Create a path of development From (e)detailing to partnership Detail eDetail
  78. 78. Develop your promotion Create a path of development From (e)detailing to partnership Detail eDetail CoOperate
  79. 79. Develop your promotion Create a path of development From (e)detailing to partnership Detail eDetail CoOperate Co-Create
  80. 80. Develop your promotion Create a path of development From (e)detailing to partnership Promote & Engage Detail eDetail CoOperate Co-Create
  81. 81. Develop your promotion Create a path of development From (e)detailing to partnership Promote & Engage Detail Connect & Interact eDetail CoOperate Co-Create
  82. 82. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact & Engage CoCo-Create eOperate Detail Detail
  83. 83. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact & Engage CoCo-Create eOperate Detail Detail •Show •Demo •Educate •Inform
  84. 84. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact & Engage CoCo-Create eOperate Detail Detail •Collaborate •Show • Support •Demo •Service Educate • •Inform •Share
  85. 85. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact & Engage CoCo-Create eOperate Detail Detail •Collaborate •Show • Support •Demo •Service Educate • •Co-Evaluate •Inform •Share
  86. 86. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact & Engage CoCo-Create eOperate Detail Detail •Collaborate •Show • Support •Demo • Create partnerships •Service Educate • •Co-Evaluate •Inform •Share
  87. 87. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact & Engage CoCo-Create eOperate Detail Detail •Collaborate • Create Integrated •Show Patient Care • Support •Demo • Create partnerships •Service Educate • •Co-Evaluate •Inform •Share
  88. 88. 2. Develop your promotion Connect & Interact Promote & Engage Detail eDetail Develop & Create Co-Operate Co-Create
  89. 89. 2. Develop your promotion In the course of this roadmap from (e)detailing to partnership you might want to: Connect & Interact Promote & Engage Detail eDetail Develop & Create Co-Operate Co-Create
  90. 90. 2. Develop your promotion In the course of this roadmap from (e)detailing to partnership you might want to: • Expand physicians’ internal relations with external ones through social media Connect & Interact Promote & Engage Detail eDetail Develop & Create Co-Operate Co-Create
  91. 91. 2. Develop your promotion In the course of this roadmap from (e)detailing to partnership you might want to: • Expand physicians’ internal relations with external ones through social media • Use different channels of communication Connect & Interact Promote & Engage Detail eDetail Develop & Create Co-Operate Co-Create
  92. 92. 2. Develop your promotion In the course of this roadmap from (e)detailing to partnership you might want to: • Expand physicians’ internal relations with external ones through social media • Use different channels of communication • Connect & Interact Promote & Engage Detail Add mobile eDetail Develop & Create Co-Operate Co-Create
  93. 93. Experience Co-Creating Care (EC3) for multidisciplinary collaboration in cooperation with patients
  94. 94. Experience Co-Creating Care (EC3) for multidisciplinary collaboration in cooperation with patients A method of development to reach a common understanding between all parties based on insights into each others’ interest
  95. 95. EC3 is not the same as “working together” Traditional Strategy Co-Creative Strategy Creates value by delivering defined customer experience to targeted customer set Creates value by constantly enhancing experiences for all stakeholders Goals Establishes strategic goals at the outset and doesn’t significantly change them Uses the initial strategic goal as a starting point and lets the full strategy emerge over time Focus On the interests of the firm: that is, how the firm can maximize its share of the created value relative to the shares of its industry competitors Focuses on the interests of all stakeholders and how the ecosystem can maximize the size of the pie; Values Advantage Achieves advantage through realizing economies of scale before competitors do and making big, bold moves Achieves advantage through the increased engagement of stakeholders and by continually building new interactions and experiences, which lead to higher productivity, higher creativity, and lower costs and risks
  96. 96. Assistant  professor  of  professional  development Consultant  pharma  >25  yrs Trainer  of  HC  specialists  &  doctors ISATT Development  Retail   Chair Internet  curator formula  pharmacists Strategic  advisor Social  media Pharma  commercial #hcsmeu   development Drums  &  Trombone Rob Halkes @rohal Health  care   technology Chronic  Care  Paths Classic  Music Ehealth  -­‐  Telecare Symplur The  FOX  group  LLC US Oct. 17th 2013 Drimpy  ehealth   PlaGorm
  97. 97. Drs. A.R.J. Halkes MHA rob.halkes@healthbusinessconsult.com P.O. Box 292 5050 AG Goirle The Netherlands M +31 6 31 66 2595 T http://www.twitter.com/rohal F http://www.facebook.com/rob.halkes  L http://nl.linkedin.com/in/arjhalkes  W www.healthbusinessconsult.com   

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