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People Not Patients
H+K’s approach to
digital healthcare
 © Hill+Knowlton Strategies2
Core components of creative content
+ Problem to solve
+ People to talk to
+ Purpose to serve
 © Hill+Knowlton Strategies
Problem: Lack of empathy and understanding
 © Hill+Knowlton Strategies
People: The ones who know best
 © Hill+Knowlton Strategies
Purpose: Better resources in partnership with community
 © Hill+Knowlton Strategies
Toolkit
6
 © Hill+Knowlton Strategies
What can we learn from other regulated spaces?
7
▪ A good tone of voice
document will save yo...
 © Hill+Knowlton Strategies
When it comes to approvals
8
▪ Be very clear on what the
rules for your specific
campaign wil...
 © Hill+Knowlton Strategies9
Formats
 © Hill+Knowlton Strategies10
Where’s the work that works?
Curated
videos
Games
Infographics
Guest blogs
Celebrity
social...
 © Hill+Knowlton Strategies
Favourite Latest Format: Shorthand
11
 © Hill+Knowlton Strategies
People Not
Patients
12
13
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People not patients

H+K's approach to communicating empathetically using digital healthcare. Analysing the work that works, using different mediums and channels to reach out to patients as people. Case studies of different patient groups, uncovering the toolkits and language that works.

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People not patients

  1. 1. People Not Patients H+K’s approach to digital healthcare
  2. 2.  © Hill+Knowlton Strategies2 Core components of creative content + Problem to solve + People to talk to + Purpose to serve
  3. 3.  © Hill+Knowlton Strategies Problem: Lack of empathy and understanding
  4. 4.  © Hill+Knowlton Strategies People: The ones who know best
  5. 5.  © Hill+Knowlton Strategies Purpose: Better resources in partnership with community
  6. 6.  © Hill+Knowlton Strategies Toolkit 6
  7. 7.  © Hill+Knowlton Strategies What can we learn from other regulated spaces? 7 ▪ A good tone of voice document will save you time, investment, sanity ▪ Make legal part of the team ▪ Lessons you don’t have to learn the hard way: – Anyone who will be measuring the success of your work later must agree to its objectives now – Commit to reality checks as new world order in content—you may not be who you think you are to your audience
  8. 8.  © Hill+Knowlton Strategies When it comes to approvals 8 ▪ Be very clear on what the rules for your specific campaign will be from the outset ▪ Don’t rely on one source when it comes to regulatory, particularly if your campaign will be global ▪ Work with CMLR and/or ZINC to ensure your timelines are accurate ▪ Have a back-up plan for your back-up plan
  9. 9.  © Hill+Knowlton Strategies9 Formats
  10. 10.  © Hill+Knowlton Strategies10 Where’s the work that works? Curated videos Games Infographics Guest blogs Celebrity social media posts Ads featuring celebrities Trend reportsProduct / service guides Webinars Product features Reports and whitepapers Curated news How-to videos Interactive demos Articles Case studies Blogger social posts Ratings Twitter parties Events Blogger reviews Data sheet + price guide User reviews Media reviews Media features Video news Community forums / Q&ANewsletters E-books Press releases Professional/academi c journals Webisodes Congress materials Advertorial video Chat bots / AI Shorthand
  11. 11.  © Hill+Knowlton Strategies Favourite Latest Format: Shorthand 11
  12. 12.  © Hill+Knowlton Strategies People Not Patients 12
  13. 13. 13

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