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Understanding the Needs of Empowered Patients

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Alex Vandervere, evoke interaction

Alex Vandervere, evoke interaction

Published in: Health & Medicine

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  • 1. Tools and Trends: Understanding the Needs of Empowered Patients Alex Vandevere, SVP Strategic Development
    • September 28, 2010
  • 2. About evoke interaction
  • 3. What can we learn from the “Swarm”?
  • 4. Traits of an empowered digital health consumer
      • Motivated
      • Driven to connect
      • Loyal
      • Unselfish
      • Aware
      • Goal-oriented
  • 5. A plethora of options
  • 6. Harnessing your empowered patients
    • Study the background and landscape of the brand and category
      • Brand plan, existing materials, challenges & drivers, SWOT
      • Clinical trials, competitive analysis, research studies
    • Conduct primary and secondary research
      • Brand team input, 1-1 interviews, online monitoring/listening
      • Competitive audit, audience assessment, brainstorming, prioritization
    • Develop informed strategic recommendations that incorporate reach, relevancy, and reward
  • 7. 2011 Planning Trends
      • Breakthrough creative
      • Integrated media vehicles
      • Mobile web, geo, and apps
      • Facebook
      • Twitter
  • 8. Conclusions
      • Empowered digital consumers are vested in decision-making around their healthcare
      • A plethora of information is readily available via disparate channels ranging from unorganized and unfiltered to edited and authoritative
      • Breakthrough creative, mobile, and social campaigns top brand trends in 2011 planning