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healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
healthy conversations: how digital is transforming health
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healthy conversations: how digital is transforming health

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Presentation to a workshop for hospital PR managers, capturing some of the current trends in digital health and crediting some amazing work being done. 27 February 2013

Presentation to a workshop for hospital PR managers, capturing some of the current trends in digital health and crediting some amazing work being done. 27 February 2013

Published in: Health & Medicine
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Transcript

  • 1. healthy conversations:how digital is transforming healthEmily Brooks, Practice Lead go digital health
  • 2. LIFE HAS CHANGED Access to more information  connections: volume + value Faster Flexibility / on the go Life
  • 3. FUNDAMENTAL SHIFTBroadcasting messages Sharing, connecting Didactic Everything is social!
  • 4. CHANGED / ING CULTURESharing | Creativity | Equality | Visibility | Wisdom | Seeking reviews + others’ experienceCrowdfunding | Social good...Twitter | Instagram | Facebook | Pinterest | Google+ | blogs | Tripadvisor | Etsy |Justgiving | Amazon | MySpace | YouTube | Vimeo | forums | comments....
  • 5. IN HEALTHTechnology enabling huge changesdigital revolution is and will create betterhealthcare – a ‘superconvergence’ inhealth“one-size-fits-all is being overtaken bypersonalised, customised solutionsenabled by breakthroughs in genomics andmobile devices, and propelled byconsumers looking to live longer, healthierlives”, co-founder AOL commenting on EricTopol’s Creative Destruction of Medicine
  • 6. 72% of European online consumers are socialhealth users44% use social networks, 33% read or postedpatient testimonials34% used health ratings or reviews Manhattan Research Cybercitizen Health Europe, Nov 2012
  • 7. HEALTH ONLINE Patients Like Me | NHS Choices | Man MOT | real-time
  • 8. 34% said self tracking affected a health decision40% of them said it led them to ask their doctora new question or seek a second opinion46% said it changed their overall approach tohealth Pew Internet Project, Mobile Health 2012
  • 9. TRACKING HEALTHNike+ FuelBand | FitBit | Misfit Shine
  • 10. PRESUMERS + CUSTOWNERS“Consumers will embrace even more ways toparticipate in the funding and (pre-) launch ofnew products and brands” Trendwatching.com, 10 Trends for 2013
  • 11. CROWDSOURCING HEALTHLucien Engelen | Kaggle | challenges
  • 12. TELEHEALTHLocal + national initiatives | savings | future
  • 13. THE FUTURE?MOBILE “consumers will look to their mobile devices tomaximise absolutely every moment” Trendwatching.com, 10Trends for 2013CONVERGENCE industries coming together | start-up boomINTERNET OF THINGS merging of real and virtual worlds
  • 14. MERGING REAL + VIRTUAL WORLDSTech that talks to your personal health behaviours, emotions and symptoms
  • 15. WHAT DOES THIS ALL MEAN?Consumers demanding shiny + new + fastInformation overload!Competition for share of engagement
  • 16. AND FOR US...Be aware of + be part of these trendsShift in how we think about our audiencesEveryone is a consumerFrom one-off campaigns to real-timeCreation of great content
  • 17. JOINING THE CONVERSATION Clear objectives + alignment to overarching comms strategy Be ready internally: real-time + long-term Understand the audience: who, where, what Add value Define your social character: personality, tone and role Be transparent and open Consider paid, owned and earned
  • 18. HEALTH HAS CHANGED
  • 19. INSPIRATION NHS Innovation EXPO 2013: 13-14 March 2013GENERAL DIGITALwww.mashable.com PharmaTimeswww.econsultancy.com – brand blog series Partnerships inwww.wired.co.uk Health Speedwww.digitaltrends.com Dating Day:www.psfk.com 24 April 2013www.fastcompany.comwww.chinwag.com (events)DIGITAL HEALTHwww.mobihealthnews.comwww.pmlive.com/digital_intelligence_blogwww.pmlive.com/digital_handbook#hcsm / #hcsmeu
  • 20. thank you.emily@godigitalhealth.com+44 7886 003040@emilybrooks

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