Healthcare Pr 360


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The landscape for effectively communicating in the healthcare arena has seen significant changes. As one of the nation's leading independent healthcare communications firms, this is our take on what the landscape looks like now.

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  • Die Medien und vor allem die Art der Berichterstattung im Health Care Bereich haben sich tatsächlich stark verändert. Und nicht nur den deutschen Krankenhäusern stellen sich derzeit eine Vielzahl unterschiedlicher Herausforderungen, die es zu bewältigen gilt, um auch in Zukunft eine professionelle und moderne Leistungserbringung sicherstellen zu können. Daher: Eine gute und vor allem sinnvolle Präsentation. Danke für die Veröffentlichung!
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  • Healthcare Pr 360

    1. 1. Healthcare PR: A 360 ° View The Changing Communications Atmosphere…
    2. 2. Covered Topics <ul><li>Today’s Health Communications Atmosphere </li></ul><ul><li>What’s Hot, What’s New and What’s Working </li></ul><ul><li>Meet Spectrum Science Communications </li></ul>
    3. 3. Today’s Health Communications Atmosphere: A Changing World <ul><li>Increased scrutiny </li></ul><ul><li>Pressure to maintain ROI </li></ul><ul><li>Explosion of health information but health literacy not keeping pace </li></ul><ul><li>Increasing sophistication, specialization of patient groups </li></ul><ul><li>More educated consumers, more active groups </li></ul><ul><li>Diverse patient populations with special needs </li></ul>
    4. 4. Mass Communications Channels Losing Power Landscape changing with advent of satellite radio 77% spend “a lot of time” reading health and medicine stories Local, health news still popular BUT Explosion in new comm. vehicles such as blogs, texting, social networks, etc. Local TV News Down 30% Regular viewership is 54% Nightly Network News Down 53% Regular viewership is 28% Regular listenership is 36% Radio Down 23% Regular readership is 40% Papers Down 31%
    5. 5. Social Media Use Climbing <ul><li>31% go online for news – up from 2% </li></ul><ul><ul><li>News aggregators, large sites dominate (MSNBC, Yahoo, CNN) </li></ul></ul><ul><li>Valued for headlines, convenience </li></ul><ul><li>Accessibility and speed are key </li></ul><ul><li>Online audience is aging – almost all growth among those 25-64 </li></ul><ul><li>New technology expanding news consumption </li></ul><ul><ul><li>13% of young people get news from cell phone, PDA, iPod </li></ul></ul><ul><li>Social Utilities </li></ul><ul><ul><li>Facebook users age 35+ increased 98% from May ’06 – May ‘07 </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>Over the past 5 years, the number of times blogs and bloggers have been mentioned in major newspapers and magazines has increased 16 fold. </li></ul></ul><ul><ul><li>57 percent of surveyed journalists read blogs at least 2-3 times per week. </li></ul></ul><ul><li>Source: Pew Institute </li></ul>
    6. 6. Internet Empowering Health Decisions <ul><li>80% of Internet users searched for one of 16 major health topics online </li></ul><ul><li>59% first go online for health info vs 55% who contact health professional </li></ul><ul><li>Online support groups especially helpful for those with uncommon, hard-to-treat diseases </li></ul><ul><li>BUT </li></ul><ul><li>Half of all Americans - nearly 90 million adults - have difficulty understanding and using health information </li></ul><ul><ul><li>Over 300 studies indicate that health-related materials cannot be understood by most of the people for whom they are intended. </li></ul></ul>
    7. 7. Internet Also Empowering Reporting <ul><li>Reporters and bloggers are like you and me </li></ul><ul><ul><li>1st stop for information is the Internet </li></ul></ul><ul><ul><ul><li>Blogs, Internet chatter provide validation and relevancy </li></ul></ul></ul><ul><ul><ul><li>Creates wide-world of experts </li></ul></ul></ul><ul><li>Online outlets act as “farm teams” </li></ul><ul><ul><li>Opportunity to develop relationships with future media stars </li></ul></ul>
    8. 8. It’s a Media Convergence <ul><li>Media convergence occurs when a medium crosses-over into the territory traditionally occupied by a different class of media. Blurring the boundaries of print and electronic media, radio and television. </li></ul><ul><li>Benefits </li></ul><ul><ul><li>Reach your audience in multiple ways </li></ul></ul><ul><ul><li>Audience remembers your message through repetition </li></ul></ul><ul><ul><li>Fosters communications on the user’s own terms </li></ul></ul>
    9. 9. Integration: All the Variety of Main Street Right at Your Fingertips
    10. 10. Targeted Messaging/Audience Segmentation <ul><li>Identify and target appropriate audience </li></ul><ul><li>Create relevance </li></ul><ul><ul><li>Understandable message </li></ul></ul><ul><ul><li>Credible </li></ul></ul><ul><ul><li>Breakthrough hurdles </li></ul></ul><ul><ul><li>Relevance to their daily life </li></ul></ul><ul><ul><li>Resonance = emotional response </li></ul></ul><ul><li>Offer the solution in an accessible forum </li></ul>
    11. 11. Virtual Communications <ul><li>New forms of media provide endless opportunities to connect with your audience </li></ul><ul><li>Broadband and mobile technology are creating new avenues to share information </li></ul>
    12. 12. Tapping Into Online Communities <ul><li>Virtual communities allow people to share information about products, find support and establish a sense of belonging </li></ul><ul><li>Provide an opportunity to target and engage audiences </li></ul><ul><li>84% of internet users belong to some kind of online group </li></ul><ul><li>Health care communities </li></ul><ul><ul><li>35% look for advise or support from others </li></ul></ul><ul><ul><li>32 % look for information or compare options </li></ul></ul><ul><ul><li>28% look for professional/ expert services </li></ul></ul>
    13. 13. Wiki: Encyclopedia for the Common Man <ul><li>Wikipedia is a free, open-content encyclopedia project </li></ul><ul><ul><li>User-generated content </li></ul></ul><ul><ul><li>Monitored for citations, making it more credible </li></ul></ul><ul><ul><li>Can be useful exposure for companies, advocacy groups, etc. </li></ul></ul>
    14. 14. Look Who’s Talking: “ME” Media <ul><li>A blog is an online journal that provides your customers with the ability to share their thoughts with other people just like them </li></ul><ul><li>Establishes a 2-way conversation with visitors </li></ul><ul><li>How does this relate to the industry? </li></ul><ul><li>It’s important to monitor blogs to understand how people perceive your company, products, issues </li></ul><ul><li>Blogs provide a window into your customers’ psyche </li></ul><ul><li>**Good practice: patient blogs share struggle with health issues and talk about solutions </li></ul>Technorati now tracks more than 112.8 million blogs and 250 million pieces of tagged social media.
    15. 15. Blurring the Lines Between Local/National News <ul><li>An individual blog </li></ul>+ allows “ ME” media to join mass media. Really Simple Syndication is a inexpensive file format that also allows syndication of Web content from sources like blogs, newsfeeds, and podcast subscribers.
    16. 16. Catered Content: Podcasts <ul><li>Internet audio or video file that can be downloaded to a portable listening or video device: ipod, mp3 player, Zune </li></ul><ul><li>Good for audiences in the right demographic of user </li></ul><ul><li>Allows users to listen whenever and wherever </li></ul><ul><li>Topics don’t have to be time sensitive </li></ul>Market trend Podcast audience expected to climb from 840,000 in 2005 to 56 million by 2010
    17. 17. Lights. Camera. Broadband. <ul><li>What is it? Broadband is a technology that allows you to distribute larger, more sophisticated content across multiple media platforms such as web, cell phones, wireless devices, cable, etc. </li></ul>Market trend The number of broadband households is expected to grow from 13 million (2005) to nearly 131 million by 2010.
    18. 18. How we Leverage Broadband Video Content <ul><li>Explore opportunities to share new studies, results, video press releases, press conferences, network interviews, etc. </li></ul><ul><ul><li>Content aggregators such as Yahoo, Google, AOL, etc. currently lack variety of health related video content. </li></ul></ul><ul><ul><li>Video content online allows companies and users to tell and share their stories through new media platforms. </li></ul></ul>
    19. 19. Strong Stakeholder Relations Earn Enhanced Reputation
    20. 20. Reputation: It’s All About Relationships Branded Web Site News Article on Research YOUR BRAND or HEALTH ISSUE Unbranded Online Community Branded Event Word of Mouth Doctor’s Office Materials Patient Profile News Story Conversation with HCP
    21. 21. Creating Touchpoints to Create a Preference <ul><li>Spectrum has a track record of successful partnerships with celebrities, foundations, and advocacy groups. </li></ul><ul><ul><li>Tour of Hope with Lance Armstrong Foundation, promoting cancer awareness </li></ul></ul><ul><ul><li>David “Squiggy” Lander, promoting MS awareness </li></ul></ul>
    22. 22. Consistent, Reflective Programming will Resonate <ul><li>Embrace transparency to build trust </li></ul><ul><li>Speak with one voice, message consistency across all functions </li></ul><ul><li>Put yourself in your stakeholders’ shoes </li></ul><ul><li>Brand you’ve created internally must meet the outside world </li></ul><ul><li>Strong PR capability will establish the base from which a product can move </li></ul>
    23. 23. All PR is Local
    24. 24. The Basics Still Work: Not Much Pixie Dust in Today’s PR <ul><li>Press releases and press kits remain important </li></ul><ul><li>Streamline: think b-roll, Web-ready video </li></ul><ul><li>Cultivate relationships with top-tier media – they value 1:1 interaction </li></ul><ul><li>Write for the communications channel – nuance and style differ for Internet, print, broadcast </li></ul><ul><li>Know how to tailor your pitch – make it big, make it local or forget about it </li></ul>
    25. 25. Meet Spectrum: One of the Nation’s Top Healthcare Communications Firms <ul><li>The Right Size </li></ul><ul><li>50+ health-only professionals </li></ul><ul><li>Big PR firm experience, service, global reach </li></ul><ul><li>Independence = laser focus </li></ul><ul><li>The Right Smarts </li></ul><ul><li>Top health media contacts </li></ul><ul><li>Strong track record </li></ul><ul><li>High-performance, top-quality results </li></ul><ul><li>Can-do, creative approaches </li></ul><ul><li>Enthusiastic, empowered teams </li></ul><ul><li>The Right Specialty </li></ul><ul><li>100% health care communications </li></ul>