Understanding the Needs of Empowered Patients

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Alex Vandervere, evoke interaction

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Understanding the Needs of Empowered Patients

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

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