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Digitális pr a neten


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Digitális pr a neten

  1. 1. The Way ‘D igital ’ Transforms H ealthcare Communications –And Affects Business Strategies Karvalics Attila, Dty Managing Director, Weber Shandwick
  3. 4. Now, Importance of Advocacy as a “First Choice” for Healthcare Information Rising
  4. 5. Advocacy : Now the Dominant Source for Information About Healthcare Companies and Products
  5. 6. Individuals Relying on Each Other for Healthcare Decisions Versus Traditional Authorities
  6. 7. Healthcare Advocates Are 2x as Likely to Regularly Give Advice to Other Consumers
  7. 8. A High Potential for Detractors Exist Source: Keller Fay Group Talk Track November 27, 2006 – February 25, 2007
  8. 9. We See a R apid G rowth of G lobal and Local H ealth I nformation O nline <ul><li>Health 2.0 sites (by Alexa rank) </li></ul><ul><ul><li>Google Health (1) </li></ul></ul><ul><ul><li>WebMD (861) </li></ul></ul><ul><ul><li>MayoClinic (2,061) </li></ul></ul><ul><ul><li>RevolutionHealth (3,872) </li></ul></ul><ul><ul><li>Healthline (7,214) </li></ul></ul><ul><ul><li>HealthCentral (14,219) </li></ul></ul><ul><ul><li>iMedix (28,324) </li></ul></ul><ul><ul><li>OrganisedWisdom (48,551) </li></ul></ul><ul><ul><li>RateMD (77,502) </li></ul></ul><ul><ul><li>PatientsLikeMe (92,913) </li></ul></ul><ul><ul><li> (94,359) </li></ul></ul><ul><ul><li>Sermo (132,427) </li></ul></ul><ul><ul><li>DoubleCheckMD (919,949) </li></ul></ul><ul><ul><li> ( n/a) </li></ul></ul><ul><li>Other relevant </li></ul><ul><ul><li>YouTube (3) </li></ul></ul><ul><ul><li>Wikipedia (7) </li></ul></ul><ul><ul><li>Facebook (8) </li></ul></ul><ul><ul><li>Flickr (39) </li></ul></ul><ul><ul><li> (60) </li></ul></ul><ul><ul><li>Digg (115) </li></ul></ul><ul><ul><li> (197) </li></ul></ul><ul><li>Hungarian sources </li></ul><ul><li> </li></ul><ul><li>Há </li></ul><ul><li>Há </li></ul><ul><li>Ideá </li></ul><ul><li> </li></ul><ul><li>MediPress .hu </li></ul><ul><li>Mellékhatá </li></ul><ul><li> </li></ul><ul><li>Nők Lapja Café </li></ul><ul><li>PharmaNet .hu </li></ul><ul><li>Sérü </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>WebDoki .hu </li></ul><ul><li>Weborvos .hu </li></ul>
  9. 10. Healthcare Communications is at a Turning Point <ul><ul><li>Traditional channels such as media outlets not willing to tell the “whole story” </li></ul></ul><ul><ul><li>Medical professionals feel under attack and disempowered </li></ul></ul><ul><ul><li>However , major advancements in technology and patient involvement provide unique stories to tell </li></ul></ul>
  10. 11. Past and P resent <ul><li>Past Present </li></ul><ul><li>Medical books -> e-books </li></ul><ul><li>Libraries & journals -> Wikis </li></ul><ul><li>Classrooms -> Second Life </li></ul><ul><li>Information gathering -> RSS </li></ul><ul><li>Emails -> Collaboration </li></ul><ul><li>Events/conferences -> Social networks </li></ul><ul><li>Reading medical articles -> Podcasts </li></ul>
  11. 12. New Healthcare Paradigm Taking Shape TO… FROM… <ul><li>Authority, Closed, Private </li></ul><ul><li>Physician and traditional experts in charge of health information and treatment </li></ul><ul><li>Individual, Open, Shared </li></ul><ul><li>Patients looking to each other directly and through the Web to drive treatment decisions themselves </li></ul>
  12. 13. Industry Benchmarks in Social Media
  13. 14. Novartis: A Lineage of Online Corporate Communications <ul><li>Influencer report became the basis of their online communications efforts </li></ul><ul><li>Alignment with brands and corporate communications </li></ul><ul><li>Quarterly report included social media delivered across communications group </li></ul><ul><li>Informed thinking around new branding efforts </li></ul>
  14. 15. Targeting Investors With Digital & Social Media “Innovation Spotlights” on and Key Investor Sites <ul><li>Connected investors to the latest thinking and strategies of top Novartis management via webinars </li></ul><ul><li>Integrated into news flow </li></ul><ul><li>Showcased bench strength and target key discussion topics </li></ul><ul><li>Investors registered for additional information and closed online discussions </li></ul><ul><li>Video was used for targeted media buys; in some cases leveraged existing media buys or relationships </li></ul>
  15. 16. Social Media Is a Continual Part of Their Media Mix <ul><li>Leveraged multimedia press releases with links to social media sites </li></ul><ul><li>Actively maintained relationships with key bloggers and engage them during announcements </li></ul><ul><li>Educated patients on how to blog during IBS category and Zelnorm product launch; connected with third party </li></ul>
  16. 17. J&J: Participating From a Franchise Level <ul><li>Community needs intersected with product opportunity </li></ul><ul><li>Strong established and credible third-party partners </li></ul><ul><li>Connected to established communities </li></ul><ul><li>Commitment to fostering connection between community members (caregivers, nurses) </li></ul>
  17. 18. Developing a Corporate Voice and Engaging Influencers <ul><li>CAMP BABY </li></ul><ul><li>Initial excitement around JNJ’s interest in creating an event for Mom Bloggers </li></ul><ul><li>Key learnings </li></ul><ul><ul><li>Consider audience needs </li></ul></ul><ul><ul><li>Avoid heavy-handed product sell </li></ul></ul><ul><ul><li>Be prepared to have open and honest dialogue </li></ul></ul><ul><li>JNJ BTW </li></ul><ul><li>Platform for building thought leadership and corporate reputation </li></ul><ul><li>Enhanced relationships and credibility </li></ul><ul><li>Use provided insight into social media best practices </li></ul>
  18. 19. Gardasil and Facebook (US) <ul><li>Over 47,000 group members to date </li></ul><ul><li>Users are able to “leave your mark” with customised virtual “graffiti” showing their support </li></ul><ul><li>Site content is “one-way” and does not include comments or conversation </li></ul><ul><li>As a branded page, full fair balance is included </li></ul>
  19. 20. Schering-Plough “Health Dialogs” <ul><li>Blog housed on company-sponsored section of SEED’s </li></ul><ul><li>Drove regular visitors to blog page with high-profile “Blog-vertorial” banner ads on page </li></ul>
  20. 21. Sanofi Aventis “While They Sleep Web Video Series Engage non-treating insomnia sufferers, educate them about their symptoms and sleep behaviors, and encourage them to speak with their healthcare provider about treatment options Web videos featuring KOL tips, along with intimate sleep sufferer interviews (documentary-style with b-roll) have garnered nearly 30,000 views to date Videos available across web destinations where insomniacs are having conversations Links from video content back to campaign website have received an outstandingly high 3% CTR Social media outreach aided in the viral spread of video content via bloggers embedding the videos within their own sites
  21. 22. Other best practices in practice <ul><li> </li></ul><ul><li>Health tracker providing broad view on the health state of people, 30 aspects to be tracked online, numerically, textually, with photographs, record their exercise by time, score,distance or rate of perceived extertion </li></ul>
  22. 23. Other best practices in practice <ul><li> </li></ul><ul><li>People suffering from arthritis, asthma or cardiovascular diseases are aware of the importance of weather changes. Mediclim informs them on humidity, pollen count, baromettric pressure and temperature. People sign up and fill out a medical questionnaire and the receive a free personalized newsletter on weather conditions triggering potential health problems </li></ul>
  23. 24. Digital Advocacy™ in Healthcare Leverages years of experience in patient, caregiver and HCP web relations through out-of-the-box thinking and innovative communications strategies Brings social media strategies to life through micro development, design, social architecture, user experience and technologies Drives awareness and uptake of new technologies such as blogs, mobile, and emerging interfaces – coupled with a deep understanding of regulatory and privacy issues Interactive Emerging Digital Advocacy Social Media & Outreach Online PR Tools Interactive Development and Marketing Emerging Media & Technologies Traditional
  24. 25. The new wave in healthcare: Biology and Engineering is converging into a new Information industry
  25. 26. Two key, interrelated trends are determining the future of medicine and the Healthcare sector TRANSPARENCY AS A NEW PARADIGM DIGITALIZATION
  26. 27. Digitalization comes late in the medical profession, but will reshape the industry soon <ul><li>Medical records digitalized </li></ul><ul><li>Intelligent record and professional networks created </li></ul><ul><li>Information on all elements of the halthcare value chain become public: hospitals, treatments, doctors, pharmacies, the sick </li></ul><ul><li>Even a practice itself can become digital, see success of Hello Health – , </li></ul><ul><li>Hello Health is a mostly-virtual, GP, with no office, who visits clients at home, when most necessary, otherwise works digitally (medical records, videos, podcasts, remote monitoring devices). Consumers become members for a yearly fee, including one personal and two online consultations at lower price than one personal visit before at the GP </li></ul>
  27. 28. Hello Health – Jay Parkinson’s website
  28. 29. The review revolution: transparency pressure is creating the most fundamental mental change ever in healthcare – <ul><li>Review revolution: doctors, dentists, hospitals, treatment methods, prices </li></ul><ul><li>Vimo rates doctors and is collecting data on medical procedures, so that consumers search and compare prices, people also submnit details – Vimo negotiates a lower price </li></ul><ul><li>Carol as an onlline shopping mall compares cost and quality of over 350 health services from local, competing health care providers and doctors </li></ul><ul><li> , , , </li></ul>
  29. 30. Vimo rates doctors, compares and negotiates prices:
  31. 32. Appendix Social Me dia Guide
  32. 33. Best practice guidelines <ul><li>Monitor the blogosphere </li></ul><ul><li>Identify the advocates – and then get to know them </li></ul><ul><ul><li>But play by the rules </li></ul></ul><ul><li>Provide blog-friendly information, via RSS </li></ul><ul><ul><li>Death to the press release! </li></ul></ul><ul><li>Where appropriate, start blogging </li></ul><ul><li>Work with partners and customers to help get them blogging too </li></ul>
  33. 34. Best practice guidelines <ul><li>Apply your global blogging policy or create one </li></ul><ul><ul><li>Guidelines, common platform, design etc </li></ul></ul><ul><li>Participate </li></ul><ul><ul><li>Comment on blogs, and link to your own </li></ul></ul><ul><li>Get to know your key industry/issue bloggers </li></ul><ul><ul><li>Treat them like tier one contacts </li></ul></ul><ul><ul><li>BUT approach with care and tact </li></ul></ul>
  34. 35. Microblogging <ul><li>Blogging in 140 characters or less </li></ul><ul><li>Twitter, Jaiku, Pownce </li></ul><ul><li>Like Facebook status updates </li></ul><ul><li>Most commonly updated by IM or mobile </li></ul><ul><li>Users build community pages </li></ul><ul><li>Think published IM conversations </li></ul>
  35. 36. Best Practice Guidelines <ul><li>Monitor Twitter </li></ul><ul><li>Subscribe to key advocate feeds </li></ul><ul><li>Identify areas of your business that are appropriate to ‘Tweet’ about </li></ul><ul><li>Encourage relevant employees to ‘Tweet’, post updates, respond to questions etc </li></ul><ul><li>Useful for media outreach </li></ul><ul><li>Great for live focus groups </li></ul>
  36. 37. Podcasts <ul><li>Audio , photo or video content, automagically distributed via the power of RSS </li></ul><ul><li>Not only MP3/4 players </li></ul><ul><li>Video is the new blogging </li></ul><ul><ul><li>Video podcasts are set to go stratospheric this year </li></ul></ul><ul><ul><li>Narrowcasting </li></ul></ul>
  37. 40. Podcast Statistics <ul><li>Consumer awareness of Podcasting grew from 22% in 2006 to 37% in 2007 </li></ul><ul><li>Further growth to 50% expected in 2008 </li></ul><ul><li>Podcast listening grew from 11% in 2006 to 16% in 2007 </li></ul><ul><li>Podcast listeners spend 50% more time online and are evenly split between gender and across age </li></ul><ul><li>46% of podcasts are still listened to directly from the computer! </li></ul>
  38. 42. Best Practice Guidelines <ul><li>Monitor for relevant podcasts </li></ul><ul><ul><li>Apple iTunes, PodTech, EveryZing, YouTube </li></ul></ul><ul><li>Listen/watch </li></ul><ul><li>Identify the most influential podcasts </li></ul><ul><li>Proactively target </li></ul><ul><ul><li>Create stories, audio/video clips </li></ul></ul>
  39. 43. Best Practice Guidelines <ul><li>Think documentary, not advertisement </li></ul><ul><li>Host on BI’s site, also publish to sharing sites and upload to iTunes </li></ul><ul><li>Enter detailed descriptions to aid Search Engine Optimisation </li></ul><ul><li>Feature customers and/or independent advocates – make it a program </li></ul>
  40. 44. Social Networks <ul><li>Iwiw, myvip, baratikor, osztalytarsam, MySpace, Facebook, LinkedIn, Friendster, Orkut </li></ul><ul><li>Traditional discussion forums still exist </li></ul><ul><li>More and more niche social networks cropping up inc. healthcare and pharma specific </li></ul>
  41. 45. Best Practice Guidelines <ul><li>Identify where your audiences are </li></ul><ul><li>Join and participate in those communities </li></ul><ul><li>Don’t market – just be honest, humble and responsive </li></ul><ul><li>Consider using social networks as marketing platforms </li></ul><ul><ul><li>Facebook applications, events, sponsored groups </li></ul></ul>
  42. 47. Content sharing sites <ul><li>Free-to-use </li></ul><ul><li>Often community-based </li></ul><ul><li>Tagged </li></ul><ul><li>Images </li></ul><ul><ul><li>Flickr </li></ul></ul><ul><li>Video </li></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>DailyMotion </li></ul></ul><ul><ul><li>VideoJug (How To) </li></ul></ul><ul><li>Embed code means bloggers reuse, ‘viral’ effect </li></ul>
  43. 48. Virtual Worlds - Second Life <ul><li>http:// / </li></ul><ul><li>A virtual world on internet, after a quick and easily download </li></ul><ul><li>Populated by a large geek community and plenty of companies entering for marketing reasons </li></ul><ul><li>Business reasons for entry are in question, unless the target is the geek community </li></ul><ul><ul><li>However, there are some industries where we are advocating its use </li></ul></ul><ul><ul><li>Travel, property, design & PHARMA </li></ul></ul><ul><li>Is the future of the web 3D?! </li></ul>
  44. 50. Wikipedia <ul><li>http:// / </li></ul><ul><li>The online collaborative encyclopaedia </li></ul><ul><li>BI and its products/services are listed </li></ul><ul><li>Make sure information is correct and up-to-date…although this is not a home for marketing talk - WikiScanner </li></ul><ul><li>Keep updated whenever there is a change to the entry </li></ul><ul><li>RSS </li></ul><ul><li>Healthcare specific censorship: </li></ul><ul><li>Medical WikiProject </li></ul>
  45. 52. Medical wikis <ul><li> </li></ul><ul><li> </li></ul><ul><li>Wikisurgery </li></ul><ul><li>Ganfyd </li></ul><ul><li>AIDS Wiki </li></ul><ul><li>Wiki MD </li></ul><ul><li>WikiKidney </li></ul><ul><li>Medical Images Wiki </li></ul><ul><li>Nursing Wiki </li></ul><ul><li>WikiCancer </li></ul><ul><li>etc </li></ul><ul><li>Medical wikis have approving editors </li></ul>
  46. 53. Press office 2.0 <ul><li>In today’s environment organisations are under scrutiny from a wide range of people – print media, broadcast media, analysts and influencers, bloggers, “citizen journalists” etc </li></ul><ul><li>One of the first ports of call for all these people to get information is the organisation’s website </li></ul>
  47. 55. Press Office 2.0 Checklist <ul><ul><li>About the company (company information) </li></ul></ul><ul><ul><li>News blog/press releases </li></ul></ul><ul><ul><li>RSS feeds / introduction on how to use RSS </li></ul></ul><ul><ul><li>Search facility/archive by date and category </li></ul></ul><ul><ul><li>Management Team/Spokesperson information </li></ul></ul><ul><ul><li>Corporate fast facts </li></ul></ul><ul><ul><li>Calendar of events / past event reviews </li></ul></ul><ul><ul><li>Related sources </li></ul></ul><ul><ul><li>Corporate image gallery </li></ul></ul><ul><ul><li>Podcasts/video focusing on key announcements/ developments </li></ul></ul><ul><ul><ul><li>Plus links to sharing sites (iTunes, YouTube etc) </li></ul></ul></ul><ul><ul><li>Video gallery and B-roll </li></ul></ul><ul><ul><ul><li>With embedding code </li></ul></ul></ul><ul><ul><li>Press and other company contacts </li></ul></ul><ul><ul><li>Feedback facility </li></ul></ul><ul><ul><ul><li>PR blog? </li></ul></ul></ul>
  48. 56. Broadband TV <ul><li>The next evolution of digital video </li></ul><ul><li>Moving away from short format (YouTube) and towards TV-like content </li></ul><ul><li>Narrowcasting </li></ul><ul><li>Low cost of entry </li></ul><ul><li>Brand TV </li></ul><ul><li>Google is the world’s program guide </li></ul>
  49. 57. Best Practice Guidelines <ul><li>Tag your videos and photos correctly and accurately </li></ul><ul><ul><li>Use the terms that users will search for </li></ul></ul><ul><li>Ensure that all content is shared </li></ul><ul><li>Share across multiple sites </li></ul><ul><li>Link to shared content from BI web sites </li></ul>
  50. 58. Best Practice Guidelines <ul><li>Ensure that all your image/video content is loaded onto the key sharing sites </li></ul><ul><ul><li>Video: YouTube, Dailymotion, Metacafe, Veoh, Facebook </li></ul></ul><ul><ul><li>Images: Flickr, Piczo, Facebook </li></ul></ul><ul><li>Tag content accurately and using search terms </li></ul><ul><li>Link to content from your site </li></ul>
  51. 60. Best Practice Guidelines <ul><li>Treat as broadcast media contacts </li></ul><ul><li>Create customised content </li></ul><ul><li>Documentary not commercial </li></ul><ul><li>Consider your own channel </li></ul><ul><li>Video everything! </li></ul>
  52. 61. A final note. Mobile <ul><li>2009...the year of mobile? </li></ul><ul><li>8x growth of traditional internet </li></ul><ul><li>iPhone and Google Android </li></ul><ul><li>Data package prices make mobile video a reality </li></ul><ul><li>Why not investigate a .mobi site which provides a brandstreaming experience for visitors? </li></ul><ul><li>Is this something consumers and press alike might value? </li></ul>
  53. 62. The Overall Message <ul><li>Let the information come to you </li></ul><ul><li>Be open to new possibilities </li></ul><ul><li>Communicate and collaborate </li></ul><ul><li>Medical professionals should take control of publishing medical </li></ul><ul><li>You can build your online reputation </li></ul><ul><li>Web 2.0 is not revolutionising the way medicine is practiced and healthcare is delivered </li></ul><ul><li>Web is revolutionising the dissemination of medical information </li></ul>
  54. 63. Our recent experience in digital communications … . Mind over Migraine Online Community The creation of an online community to serve as the authority for migraine information, inquiry, self-diagnosis and support - Integrated content to blend scientific research, self-diagnosis tips, lifestyle recommendations, and interactive features to engage viewers & increase avg. visit length Less is More Website The creation of European website, initially in English and then translated into French, German and Spanish. This site provided an ideal platform for the dissemination of educational key messages about prostate cancer, including diagnosis, symptoms, and treatment options, to patients and physicians. Pan-European Policy Campaign Working across 23 markets to create a digital hub for campaign activity and promote thought-leadership. Policy agenda campaign utilising multi-platform social media activity in order to add ‘layers’ to communications activity. Condition Awareness UK consumer, HCP and media campaign around specific condition. Using video, photos and interactivity to engage different stakeholder groups. Outreach programme taking content to third party sites in order to create buzz, raise awareness and ultimately drive traffic.