From Internal to External and Return - a doctors and nutricionists daily digital life

From Internal to External and Return – a Doctors and a Nutritionists Life in Digital Communication Presentation at: Medicine 2.0 Congress, Maastricht Nov 2010 Dr. Michaela Endemann, Vienna, Austria, Biologist & strategic communication consultant, WISSIT e.U. www.wissit.at @wissit © 2010w w w .w ifiw ien.a t W I FI W ien

You are dealing with Healthcare ... Marketing? Selling Shoes? PR? Empowered patients? Dialog?w w w .w ifiw ien.a t W I FI 2010ien © W

Doctors in Austria with own surgery 60-150 patients a day about 100 telephone calls and a lot of emails Internal communication → team members Communication between docs and patients, collegues, pharma reps, suppliers ... contracts with the MAIN ASSOCIATION OF AUSTRIAN SOCIAL SECURITY INSTITUTIONS § 53 Abs. 4 Ärztegesetz Marketing restrictions Austria Chamber of Physicians A surgery is business! What to do?w w w .w ifiw ien.a t W I FI 2010ien © W

A Doctor‘s website is just a website? Analysis – Strategy – Action Integrated external and internal communication Real life & digital © OA Dr. Gerhard Mayrw w w .w ifiw ien.a t W I FI 2010ien © W

Talking or hiding? ... about online health information Physicians say: Less than 10% of Patients refer to online information when consulting them 60 % of Physicians refer themselves to online health information Online survey Oct 2010, WISSIT, invitation via Email, two personal interviews, n=50w w w .w ifiw ien.a t W I FI 2010ien © W

How physicians communicate with collegues in Austria % Online survey Oct 2010, WISSIT, invitation via Email, two personal interviews, n=50w w w .w ifiw ien.a t W I FI 2010ien © W

A Nutricionist‘s day in her publishing company Consulting Writing Preparing/holding lectures Business issues PR, Marketing, ... Communications between collegues, suppliers ... Internal Communications Telephone helpline © Ingeborg Hanreich Website updates Newsletter Facebookpagew w w .w ifiw ien.a t W I FI 2010ien © W

Selling Nutritionist‘s books is like selling shoes? No marketing regulations ... but offline dialog will carry on in digital world © Ingeborg Hanreich Analysis – Strategy – Actionw w w .w ifiw ien.a t W I FI 2010ien © W

Thanks to: OA Dr. Gerhard Mayr www.orthopaedie-wien.at Mag. Ingeborg Hanreich, IBCLC www.hanreich-verlag.at All participating physcians in my survey Pics and graphics: Michaela Endemann, OA Dr.Mayr, Ingeborg Hanreich WISSIT e.U. Dr. Michaela Endemann, Vienna, Austria Biologist & strategic communication consultant Helping physicians and healthcare & related companies to understand and use digital communication www.wissit.at @wissit participating:w w w .w ifiw ien.a t W I FI 2010ien © W

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From Internal to External and Return - a doctors and nutricionists daily digital life

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