On the 15th April, Creation Healthcare presented the winners of the Healthcare Engagement Strategy Awards 2010 at the Hilton Park Lane in London, United Kingdom.
2. VIDEO: What does healthcare engagement mean to you?
http://www.youtube.com/watch?v=Kj-8fdMqRRY
Healthcare engagement in a digital world
3. ANOTHER AWARD?
ā¢ Recognise more than just creative work or buzz
ā¢ āEngaging contentā versus actual engagement
ā¢ Real engagement is good for āusā, but importantly can bring real
difference to healthcare and to patients
ā¢ Opportunity for us and the industry to learn:
ā¢ What can we all take away from best practices?
ā¢ Humility of winners - showing a willingness to learn, yet they themselves
are leading
ā¢ Goal to see improvements in real engagement in 2010
Healthcare engagement in a digital world
4. Determine
Deploy Deļ¬ne
DISCOVERY Discover
Creation Healthcare discovery
methodology for informed Develop Direct
engagement strategy
Design
Healthcare engagement in a digital world
6. NOMINATIONS
ā¢ Predominantly received via Twitter
ā¢ Some verbal
ā¢ Some via email
ā¢ >50 different projects or people for consideration
Healthcare engagement in a digital world
7. METHODOLOGY
ā¢ Pub-chat opinion awards were the model initially
ā¢ The process consisted of;
ā¢ Nominations sent to international judges panel for initial review and
opinion sharing (Spain, Mexico, Australia, USA, UK)
ā¢ Criteria and weighting based on actual engagement (patients, HCPs,
marketing, tangible outcome, beneļ¬cial to human healthcare)
ā¢ Short-listed entrants
ā¢ Interviews with ļ¬nalists (objectives and outcomes)
ā¢ Awards announced
Healthcare engagement in a digital world
9. JOHNSON &
JOHNSON HEALTH
CHANNEL ON
YOUTUBE
Best Engagement Through Video
Healthcare engagement in a digital world
10. OVERVIEW
ā¢ Over 1.5 million views since 2008
ā¢ Proactive engagement, interacting with comments:
ā¢ Puts a human face on the corporation and goes to core values of
connecting with the customer, engaging and having 1-to-1 dialogue
ā¢ 90-95% videos are not product speciļ¬c
ā¢ Good source of objective healthcare information
ā¢ Letās take a closer look...
Healthcare engagement in a digital world
12. WHAT WE LIKE
ā¢ Actually engaging proactively
ā¢ Honest and open stance on what is and isnāt within the
control of the company - plain English legalities
ā¢ Consistency in moderation of conversation;
ā¢ Allowing controversial content, but drawing the line on off-topic,
obscene, or inappropriate behaviour
ā¢ Reaching
a population where over 50% are women with ages
between 40-55 - not that this is a goal
Healthcare engagement in a digital world
13. WHAT WE LIKE
ā¢ Reputational ROI;
ā¢ Objective evidence that a lot of people have seen these videos
ā¢ Subjective evidence that people are appreciating it, and that appreciation
is rolling over to appreciation of the company
ā¢ Just one part of J&Jās engagement strategy
ā¢ Respondingto comments, and keeping a balance with when
and whether to signpost information
ā¢ Not providing medical advice
ā¢ Historical evidence suggests fear of AEs is a āred herringā
Healthcare engagement in a digital world
14. IN THEIR WORDS
ā¢ Allowing the community to publish controversial content;
āItās an open forum, except for inappropriate or off-topic
comments... and what Iāve found is that the community corrects
itself. If somebody says, ābipolar doesnāt exist, youāre all crazy!ā
then somebody will say āyes it does, and if you had a loved one
in this situation then you would understandā.ā
Rob Halper, Director of Video Communication for Johnson & Johnson
Healthcare engagement in a digital world
15. IN THEIR WORDS
ā¢ Rather than talking about products;
āIām more interested in telling the good story about patients
who are coping with a disorder, or doing things to make
themselves more healthy, and if people become more aware of
that disease state and want to look into it more, great. And if
they are just interested in the information thatās great too.ā
Rob Halper, Director of Video Communication for Johnson & Johnson
Healthcare engagement in a digital world
16. THEIR ADVICE
ā¢ Keep the content fresh
ā¢ Monitor comments every day, all day long. Views, whatās being
said, whoās subscribing.
ā¢ Itās
important to be really open & honest. If you make a
mistake, or offend somebody, take responsibility about it.
ā¢ Donāt try to sneak in a commercial message without being
transparent about it. If thereās a product video, donāt pretend
that itās an objective video. People wonāt be fooled.
Healthcare engagement in a digital world
17. OBSERVATIONS
ā¢ Allowing comments - a brave new world
ā¢ The community will self-regulate to a large extent
ā¢ Legally distance from 3rd party content
ā¢ Lo-cost channels can be highly engaging
ā¢ Content is king
ā¢ Openness and transparency are the best tenets
Healthcare engagement in a digital world
20. OVERVIEW
ā¢ Providing a platform for people touched by diabetes, to
connect
ā¢ 20,000 members in two language communities
ā¢ Strongawareness campaigns using social networks and media
which transcends language or culture
ā¢ Video, photos, creative expression
ā¢ Partnership with industry
ā¢ Letās take a closer look...
Healthcare engagement in a digital world
22. WHAT WE LIKE
ā¢ Community is centred on patients and caregivers
ā¢ Helping to overcome ācloset conditionā and provide a safe
place for support and openness
ā¢ Clearabout complimenting interactions with the patientās
medical team - never a substitute, yet some types of support
through the community simply could not be offered by even
the most committed medical team
Healthcare engagement in a digital world
23. CASE STUDY
ā¢ Founder was diagnosed with Type II Diabetes, and seemed like a
typical case.
ā¢ Treated by a general practitioner with strong relationship and history,
but not a specialist - failing treatment
ā¢ Eventually referred to an endocrinologist, diagnosed as Type I through
two different tests
ā¢ Many members of the community are in a similar situation when they
join. Treatment is not working, GP trying many things.
ā¢ Community identiļ¬es these cases and can advise the patient to speak
with the GP about the two tests - sometimes makes a big difference
Healthcare engagement in a digital world
24. WHAT WE LIKE
ā¢ Toe in the water on community participative projects;
ā¢ Testing blood sugar glucose at the same time
ā¢ 1400 people sharing a personal, individual moment
ā¢ People respectfully encouraging high/low value patients to treat as soon
as possible, or asking why they thought it was this way.
ā¢ Self-supporting
ā¢ A big success!
ā¢ Next step was to take it outside the community...
Healthcare engagement in a digital world
25. CASE STUDY
ā¢ November 2009 āThe Big Blue Testā, participation project with
other Diabetes patient groups;
ā¢ Goal to break into trending topics on Twitter
ā¢ Dimension of physical activity;
ā¢ Test, exercise for 14 minutes, test
ā¢ 80% of 2000 participants reported a drop of 20 points
ā¢ Shocked to discover or rediscover this was possible
ā¢ A powerful community moment, group learning through shared
experience
Healthcare engagement in a digital world
26. IN THEIR WORDS
ā¢ Support empowers patients in times of emotional strain
āWe have a lot of testimonials from people who describe speciļ¬cally how
theyāve been able to reduce their haemoglobin A1C number from a higher
place to a number in the 6ās or sometimes in the 5ās ā thatās practically
normal, non-diabetic A1C... by simply participating with others with diabetes
who are doing things differently, then going back and discussing with their
doctors and incorporating new things into their therapy.ā
Manny Hernandez, Founder of TuDiabetes
Healthcare engagement in a digital world
27. WHAT WE LIKE
ā¢ Started
using other channels with a goal to increase
membership...
ā¢ Realised that different people need different channels, it is not about
having all people using all channels.
ā¢ Creating contests and syndicating through other channels
ā¢ Integrating online content with ofļ¬ine initiatives
ā¢ Diabetes poetry book, 40 members and 100 submissions
ā¢ Using 6ā x 4ā postcards in surgeries to grow online members
Healthcare engagement in a digital world
28. CASE STUDY
ā¢ October 2009 āMaking sense of Diabetesā, participation
project sponsored by Boehringer Ingelheim Pharmaceuticals;
ā¢ Eachweek of October dedicated to a different sense. āLife
with Diabetes through that senseā
ā¢ Winners each week
ā¢ Compilation video in time for World Diabetes Day
Healthcare engagement in a digital world
30. THEIR ADVICE
ā¢ Itās
critical to have at the helm of the community - running the
community - people that are directly impacted by the condition.
ā¢ The kind of passion you have when you live with it on a daily basis goes a
long way.
ā¢ You need to nurture a community, and make sure it stays on
track. And you need to deļ¬ne what āon trackā means for you.
ā¢ Deļ¬ne what the guiding principles are for your community
ā¢ It helps if you have some clear rules that you are expecting people to
follow
Healthcare engagement in a digital world
31. THEIR ADVICE
ā¢ Listen
to people who are not engaged in the community and
incorporate their feedback E.g. āSign-upā button
āWithout your members, your community is meaningless, pointless. Itās
important to listen to what your members have to say.ā
ā¢ People in both communities take time to manage day to day
activities ā members moderating members for approval
before joining, to keep spammers at bay.;
ā...we need to keep an eye on the conversation to make sure that the
spirit and the overall environment in the community stays true to the
values that we have articulated for the community.ā
Healthcare engagement in a digital world
32. OBSERVATIONS
ā¢ Evolve - the vision may not be the reality
ā¢ Health is controversial, let the conversations take place;
ā¢ Foster the conversations that need to happen
ā¢ Healthcare reform, politics, religion - respect and ļ¬ow
ā¢ Not just moderating, but highlighting the positive
ā¢ Use āLo-techā and
ofļ¬ine creative ideas, facilitated through
social networks and participative sharing
ā¢ Allow people to engage where it is most convenient for them
Healthcare engagement in a digital world
33. RELEVANT LINKS
ā¢ http://creationinteractive.com/articles/best-patient-community-
award/
ā¢ http://www.tudiabetes.org/
ā¢ http://www.estudiabetes.org/
ā¢ http://www.tudiabetes.org/notes/Making_Sense_of_Diabetes
ā¢ http://www.tudiabetes.org/proļ¬les/blogs/world-diabetes-
day-2009-1
Healthcare engagement in a digital world
35. OVERVIEW
ā¢ āDonāt be fooled. UV exposure can killā
ā¢ A simple campaign about raising awareness
ā¢ Presented with āstate-of-the-artā components
ā¢ iPhone application, web application, supporting products and e-
commerce facility, viral sharing tools, seeded through bloggers
ā¢ Big traditional media support, 25,000 free tanning session pamphlets, 50
digital cross-tracks, 1000 London Taxi screens
ā¢ More than 1.5 million visitors
ā¢ Letās take a closer look...
Healthcare engagement in a digital world
38. WHAT WE LIKE
ā¢ More people (+35%) die of skin cancer in the UK than in
Australia - an awareness issue that needs solving
ā¢ Thinking
about engagement from a viral point of view - the
mechanism is āspoof ā
ā¢ Actually
principally hooks the target audience and reveals the
message after they have fully engaged
ā¢ Alwaysa challenge to get a message to the younger
generation - meets them in their domain
Healthcare engagement in a digital world
39. IN THEIR WORDS
āI think weāve learned that the desire for UV tanning is even more prevalent
than weād anticipated, and clearly the problem doesnāt exist only in this country.
Because of the nature of the world wide web, itās opened up the campaign to a
further 180 countries, from which weāve had a huge media response in those
countries. It makes you realise that on a global scale itās a huge problem.
In particular the campaign was aimed at a younger audience really, and
teenagers, who use and interact with the web.
They seem to be less knowledgeable or concerned about cancer in
general. ...and are really unaware of the dangers of UV tanning.ā
Kathryn Clifford, Marketing & Creative, Skcin (The Karen Clifford Skin Cancer Charity)
Healthcare engagement in a digital world
40. THEIR ADVICE
ā¢ Utilising spoof is a great way to do it;
āIt achieved a lot of press coverage. We were very lucky because the
creative idea was the brainchild of McCann Erickson. We were
extremely lucky to have had them work with us on this.ā
ā¢ Utilising
the web is a great way of doing it ā far more cost-
effective. And itās quantiļ¬able; you know how many people
have got your message. And itās the way to go when youāre
trying to reach a younger audience.
Healthcare engagement in a digital world
41. OBSERVATIONS
ā¢ The
Internet has no boundaries - any campaign is a global
campaign
ā¢ Right message, right platform, right people
ā¢ Attention
to detail and investment in multiple channels gives
the message more āauthenticityā
ā¢A big idea is a winning idea - traditional media still love a story
ā¢ Engagement can be about how ābought inā the audience is
Healthcare engagement in a digital world
42. RELEVANT LINKS
ā¢ http://creationinteractive.com/articles/best-health-issue-
awareness-campaign-award/
ā¢ http://computertan.com/
ā¢ http://phobos.apple.com/WebObjects/MZStore.woa/wa/
viewSoftware?id=305194397&mt=8
ā¢ http://www.skcin.org/skcin_media_coverage.php
ā¢ http://www.skcin.org/media/Computertan%20Case
%20Study.pdf
Healthcare engagement in a digital world
43. GET REAL. GET A
PRESCRIPTION
Best integrated engagement
strategy
Healthcare engagement in a digital world
44. OVERVIEW
ā¢ Anti-counterfeit medicine campaign
ā¢ Stakeholder engagement collaboration;
ā¢ Pļ¬zer, UK government regulator the MHRA, the Royal Pharmaceutical
Society of Great Britain (RPSGB), and patient groups such as HEART
UK and The Patients Association
ā¢ Full channel integration:
ā¢ Cinema, TV, Print, Outdoor, online, PPC, social media sharing - goal of
affecting and demonstrating change in online behaviour
ā¢ Letās take a closer look...
Healthcare engagement in a digital world
46. WHAT WE LIKE
ā¢ Tackling an issue as a consortium and therefore reaching
stakeholders across every area of healthcare - educating even
professionals
ā¢ A research informed initiative - evidence justiļ¬ed the approach
ā¢ Phased approach with continuous improvement through
discovery - minor tweaks with major beneļ¬ts
ā¢ Innovation within guidelines and continuing to use channels that
have constraints - such as paid online advertising
ā¢ Syndicated by police, NHS Trusts, Pharmacy chains
Healthcare engagement in a digital world
47. WHAT WE LIKE
ā¢ Mechanisms for gathering evidence of a tangible outcome
ā¢ Sharing analytics between stakeholders, building measurable user journey across
multiple domains and stakeholders
ā¢ Providing opportunities for two-way engagement through appropriate
channels and partners
ā¢ Sign-posting patients back into the legitimate healthcare system for
correct care
ā¢ 85% of people intercepted by therapy speciļ¬c pages said that they
would change the way they buy medicine online, based on their new
understanding of the safety issues around unregistered online sources
Healthcare engagement in a digital world
48. IN THEIR WORDS
ā¢ Fighting the war on counterfeit medicine at the front line;
āWorking online itself was an important element, as evidence shows
that a high proportion of illicit medicine purchases are conducted via
the web, and through the web site we were able to direct consumers in
the way we set out to, explain more about the campaign, and employ a
variety of strategies to try and intervene directly in that online illicit
āpatient journeyā and ultimately try and change behaviour.ā
Andrew Widger, Associate Director, Communications UK/Europe at Pļ¬zer
Healthcare engagement in a digital world
49. IN THEIR WORDS
ā¢ Evidence at every point of the campaign;
āIt should be remembered that while this campaign seems simple ā a
āshockingā visual representation of the dangers, as a hook to encourage
people to ļ¬nd out more ā it is ļ¬rmly rooted in evidence from a variety
of sources, and validated by in-house medical colleagues, legal counsel,
and partner regulatory organisations. This provided an important basis
for the campaign to push boundaries, in terms of memorable creative
and the use of new channels and techniques, while being assured that
any criticism could be met with robust, evidence based justiļ¬cation.ā
Andrew Widger, Associate Director, Communications UK/Europe at Pļ¬zer
Healthcare engagement in a digital world
50. THEIR ADVICE
ā¢ Be brave;
ā¢ If a message is worth delivering, it is worth investing in the time to be creative
ā¢ Be prepared;
ā¢ If you want people to take notice, and discuss your campaign and its messages, you need to
be prepared to let them do so, and you need to be ready to offer further guidance, or
respond to enquiries, or offer support to people and groups who want to join in - for
example, we didn't expect a local police force to adopt our materials.
ā¢ Be āfuture-proof ā;
ā¢ Develop resources that can grow, change, or be repurposed as your campaign gains
momentum. For example, our web assets have all been designed for future growth; while the
video advert has been created in such a way that it can quickly be translated and repurposed
for other markets. Consequently assets from the Get Real campaign have reached audiences
in the Netherlands and Israel to date, and plans exist for use in other countries.
Healthcare engagement in a digital world
51. OBSERVATIONS
ā¢ Research can make budget expenditure more focused
ā¢ Measure everything, but know what the questions are
ā¢ Do not āset and forgetā. Continuous improvement increases
effectiveness over time.
ā¢ Be ļ¬exible, if a message is noteworthy the community can
ārun-awayā with it on their own terms
ā¢ Partnershipsstrengthen the transparency and intent of the
cause, and create momentum through other stakeholders
Healthcare engagement in a digital world
53. MAYO CLINIC
Best hospital or clinic
Healthcare engagement in a digital world
54. OVERVIEW
ā¢ āThe needs of the patient come ļ¬rstā
ā¢ Treating more than 500,000 patients per year
ā¢ Reaching
beyond physical clinic locations using a mix of old
and new channels
ā¢ Radio, streaming podcasts, video, Twitter, Facebook, Blogs, video FAQs,
private online groups, and more.
ā¢ Using digital channels to increase engagement internally
ā¢ Letās take a closer look...
Healthcare engagement in a digital world
56. WHAT WE LIKE
ā¢ They build on what is already going on and extend it;
ā¢ āMacGyver-izeā - taking old assets and moving into new channels
ā¢ Provided radio content for more than 20 years
ā¢ Started moving it into podcast format around 2005
ā¢ Also lifted audio from TV interviews and other video collateral
ā¢ Evolved to two-way engagement through Twitter and email
ā¢ Questions come in (#mayoradio) and experts reply on the
MedicalEdge Weekend radio show - streamed live and OnDemand
ā¢ Information is traveling further than the reach of their clinics
Healthcare engagement in a digital world
58. CASE STUDY
ā¢ Rare diseases - gaps in knowledge or support
ā¢ Postural Orthostatic Tachycardia Syndrome (POTS)
ā¢ Affects teenage girls - sudden change in heart function
ā¢ Often misdiagnosed as stress by doctors
ā¢ Received letters from out of area people who have heard the podcast
and travelled to the clinic, after ļ¬nally ļ¬nding someone who recognises
the condition
ā¢ Heard more than 20,000 times
Healthcare engagement in a digital world
59. IN THEIR WORDS
ā¢ Publishing plays a clear role in online engagement
āIt is really helpful when you have some of worldās leading
experts on a particular condition ā if you can have them talk
for 10 or 20 minutes on that topic ā that is highly valuable to
patients or their families, who are looking for the kind of in-
depth information that previously was not possible to get.ā
Lee Aase, Manager for Syndication & Social Media, Mayo Clinic
Healthcare engagement in a digital world
60. CASE STUDY
ā¢ Piloting
a digital FAQ / video FAQ for ļ¬rst-time patients in the
Dental Specialty Area
ā¢ Physicians
spending a lot of time with patients in the ļ¬rst visit
going over the same information
ā¢ Video content provided prior to ļ¬rst visit
ā¢ Achieving more specialist care on that ļ¬rst visit
ā¢ Assessing patient and provider satisfaction
ā¢ Secret Facebook groups with a medical staff person, where patients can
ask questions and ļ¬nd mutual support or feedback
Healthcare engagement in a digital world
61. WHAT WE LIKE
ā¢ Thinking about engagement holistically, both internally and externally
ā¢ Looking at how to create strategies for collaboration using social
media, within the organisation
ā¢ E.g. Internal blog about corporate strategic plan;
ā¢ Employees engage on how to apply strategic themes (core values) to their
role and work
ā¢ Look for and appoint leaders for the strategic themes
ā¢ Allow groups to self-organise
ā¢ Teams can be assembled around patients better
Healthcare engagement in a digital world
62. THEIR ADVICE
ā¢ Develop a personal familiarity with social media before applying it in
the workplace;
āTake the time to understand the āways of the worldā of social media so that
you donāt end up with faux-pas that would be embarrassing to your
organisation and hinder adoption.ā
ā¢ Start with what you have, and look for ways to gradually take steps
towards better engagement, one thing at a time. Rather than hiring
lots of people to āblast throughā. Inefļ¬cient if a blast approach;
āIf you have signiļ¬cant expenses involved, you will be looking for the payback
too soon, and will act in ways that are not in keeping with social media.You
will end up being too āhard sellā.ā
Healthcare engagement in a digital world
63. OBSERVATIONS
ā¢ Start small, continuous improvement through discovery
ā¢ Develop internal expertise in social media so that you can
train the subject matter experts to engage effectively.
ā¢ Find the evangelists.
ā¢ Then empower your people.
ā¢ Find ways to keep costs down ā donāt build up big overheads.
ā¢ Shoot a video, rather than a blog post ā people will see the
real doctor, which is much more reassuring (and credible).
Healthcare engagement in a digital world
66. OVERVIEW
ā¢ 50,000 patient members
ā¢ Capturing 10% of newly-diagnosed MS patients in the US
ā¢ Capturing 20% of newly-diagnosed ALS patients in the US
ā¢ Putting the patient at the centre of healthcare
ā¢ Providing tools for patient to patient dialogue
ā¢ Observational study data for the beneļ¬t of industry
ā¢ Letās take a closer look...
Healthcare engagement in a digital world
68. WHAT WE LIKE
ā¢ Engagement strategy most likely to change healthcare
ā¢ 21% of patients changed physician as a result of the community
ā¢ Helping people with rare diseases ļ¬nd others;
ā¢ 85% of respondents said that they felt better about themselves because
of recognition from others that their condition is real.
ā¢ Givinginformation that the patient needs, not what the
healthcare industry deļ¬nes as being the right information
ā¢ Comparative analysis to ļ¬nd similarities to learn from
Healthcare engagement in a digital world
69. WHAT WE LIKE
ā¢ Trying
to understand and deļ¬ne what āpatient-centricā
medicine actually could mean
ā¢ Privacy and openness
ā¢ Started with what they had to give;
ā¢ Sharing their life-experience and research
ā¢ Discovery
model for continuous improvement - learning
about how different therapeutic areas have different
measurement needs; Itās not one size ļ¬ts all
Healthcare engagement in a digital world
70. WHAT WE LIKE
ā¢ Making a difference to patients
ā¢ An open framework for patients to measure on health
ā¢ Experimentation;
ā¢ āMoodā community detailed scale did not measure mania with the
sensitivity that was needed - evolutionary ļ¬xes
āThis isnāt a controlled clinical trial, this is an evolutionary platform
thatās continuously trying to measure better and better, human health.ā
ā¢ Aligning interests of patients with interests of industry (UCB)
Healthcare engagement in a digital world
71. CASE STUDY
ā¢ Fibromyalgia community launched at end of 2008, and has been
fastest growing community.
ā¢ Grown to over 10,000 patients already, 856 new patients in 3 weeks of 2010
ā¢ Added chronic fatigue syndrome to this community in response to
new science information about XMRV virus;
ā¢ Scientists found that XMRV virus is much more common in chronic fatigue
patients.
ā¢ Brand new science very quickly deployed into the community
ā¢ Ability to be part of the quickening and acceleration of science in a
speciļ¬c space
Healthcare engagement in a digital world
72. IN THEIR WORDS
ā¢ On the philosophy of giving patients tools to discover and
learn from others;
ā...given where Iām at; everyone else who got to where I am;
whatās their path so I know the range of outcomes and then
how do I get there if I wanted to go on the best path that I
can hope to achieve? What are the interventions, techniques,
things that can change my quality of life, my outcomes.ā
Ben Heywood, Co-Founder & President, Patientslikeme
Healthcare engagement in a digital world
73. IN THEIR WORDS
ā¢ On proving to industry where their observational data sits in
the evidence spectrum;
āWe look to work in the clinical research space with our data
and our information. We know thereās a hurdle as a healthcare
pro or trained expert, to coming to the idea about this info thatās
collected through shared experiences; āwisdom of crowdsā.
We have a long way to go to achieve full acceptance of this dataā
Ben Heywood, Co-Founder & President, Patientslikeme
Healthcare engagement in a digital world
74. THEIR ADVICE
ā¢ Health data is individual, so doing something meaningful with it
is a challenge. Itās not simply about adding IT to healthcare.
ā¢ Startby aiming to solve an individual patientās problem; then
solving two patientsā problems; before solving the whole
communityās problems. Otherwise, it becomes too big a
challenge.
Healthcare engagement in a digital world
75. OBSERVATIONS
ā¢ Innovation - by measuring everything there is a wealth of
intelligence. Make it useful
ā¢ Give to the community
ā¢ Start
with the needs of the community, not the needs of the
organisation or message
ā¢ Continuous improvement through discovery
Healthcare engagement in a digital world
78. RECAPPING ā09
ā¢ So what did we see in 2009?
ā¢ Some good progress in healthcare engagement strategies, as evidenced
by the nominees and winners of HES Awards
ā¢ Lots of buzz about social media;
ā¢ Some regulatory confusion - FDA hearings
ā¢ Who did what ļ¬rst - does it matter?
ā¢ Yet, social media is only one piece of the engagement puzzle
ā¢ An amazing number of social media experts
āAfter all is said and done, there is a lot more said than doneā
Healthcare engagement in a digital world
79. TIMES ARE A CHANGING
ā¢ Privacy default setting to āpublicā, average person still not very
aware
ā¢ Increasingly ālong-tailā of
individual touch points and ways to
experience the informational and networking opportunities of
the Internet;
ā¢ So is Facebook a certainty? (Remember FriendsReunited, MySpace?)
ā¢ YouTube?
ā¢ Google?
ā¢ etc
Healthcare engagement in a digital world
80. TRUTHS
ā¢ Soif we were seeking to distill some concrete overarching
concepts:
ā¢ Change is certain
ā¢ There is a human appetite for knowledge and information;
ā¢ There is potentially a value to building intelligence assets
ā¢ The Internet provides a new way to have community and a sense of
belonging - and the global population is now embracing it
ā¢ Sharing and need to participate - Maslowās hierarchy of needs
Healthcare engagement in a digital world
82. NEW RULES
ā¢ By now, it is pretty clear - this whole Internet thing has no respect for
established territories and local regulations
ā¢ Any web property is an international provision of information
ā¢ Empowered online health consumers are seeking answers, and will not be
conļ¬ned to the information that is given to them based on their location or
language
ā¢ The environment has already moved to two-way engagement
ā¢ Local regulation hasnāt caught up - simply cannot catch up: Future shock
"too much change in too short a period of time"
ā¢
ā¢ Dynamic, ļ¬uctuating landscape requires dynamic, evolving strategy
ā¢ Have to move and respond quickly - but have solid guiding principles
Healthcare engagement in a digital world
83. PROPOSITION
ā¢ 2010could well be the year where the most innovative
companies develop comprehensive and overarching global
engagement strategies
ā¢ Multi-channel, fully
integrated, holistic strategy which evolves
based on continuous measurement and discovery
ā¢ Central tenets - global framework - local implementation
ā¢ Consistency and continuity of brand
Healthcare engagement in a digital world
84. DISCUSSION
ā¢ What do you believe are the challenges to deļ¬ning an
overarching global engagement strategy?
ā¢ What opportunities exist for developing global engagement
guidelines that are not technology speciļ¬c?
ā¢ What are some of the lowest common denominator aspects
of engagement - as observed in the HES Award winners?
ā¢ People - we are human, want to be treated as humans (not users, or
patients, or any other label)
ā¢ Respect - cultural, lingual, integrity, openness
Healthcare engagement in a digital world
86. INSIGHTS FROM HES
ā¢ Engagement brings returns internally and externally
ā¢ Look for champions
ā¢ Allow groups to self-organise
ā¢ āMacGyver-izeā - use what you have
ā¢ Content is king - use experts, real people, rich media
ā¢ Digitise repetitive content to improve efļ¬ciencies
ā¢ Take time to understand the changing landscape
Healthcare engagement in a digital world
87. INSIGHTS FROM HES
ā¢ Undertake projects with partners, and competitors
ā¢ Useshared human experiences ofļ¬ine (competitions,
experiments etc) to forge bonds and learning online
ā¢ Passion counts in healthcare
ā¢ Clear guidelines - we are human
ā¢ Seek and listen to those who are NOT engaged, incorporate
their feedback
ā¢ Foster controversy, donāt shy away from it
Healthcare engagement in a digital world
88. INSIGHTS FROM HES
ā¢A big idea is still a big idea
ā¢ Measure everything - but start with the right questions
ā¢ Intelligence - Passive versus active (submarine)
ā¢ Data/Trends ā without necessarily delving into verbatim (AEs)
ā¢ Listen, learn, engage, DISCOVER
ā¢ Funnels, alerts, events, assignment rules
ā¢ Money and scale doesnāt equal success (innovation is born
from adversity) ā start small
Healthcare engagement in a digital world
89. INSIGHTS FROM HES
ā¢ Think about what you can give;
āI asked of life, āWhat have you to offer me?ā
The answer came, āWhat have you got to give?ā
ā¢ Go where they are ā convenience
ā¢ Integrate with ofļ¬ine/other channels
ā¢ Sidewiki, Google ā canāt control everything
ā¢ No territories anymore (think global)
Healthcare engagement in a digital world
90. INSIGHTS FROM HES
ā¢ Actually not that complicated;
ā¢ Remembering that this āengagement stuff ā is about people
ā¢ Honesty and openness, plain English
ā¢ Human: considering their needs
ā¢ Passion: it is about their life
ā¢ Respect ā religion and politics
ā¢ No hidden agendas - betrayal
ā¢ Although it certainly take some serious thought = strategy
Healthcare engagement in a digital world
91. DISCUSSION
ā¢ Breakinto groups where you can discuss areas where
you believe you could see improvements in
engagement strategy
ā¢ What have you learned today that you can implement?
ā¢ What advice do your peers have for your situation?
ā¢ What is an obstacle to engagement success in your
organisation?
ā¢ What will you do next?
Healthcare engagement in a digital world
92. Determine
Deploy Deļ¬ne
DISCOVERY Discover
Creation Healthcare discovery
methodology for informed Develop Direct
engagement strategy
Design
Healthcare engagement in a digital world