The document discusses trends in the healthcare industry and communications in 2012 and beyond. It notes that the 2012 US presidential election and Supreme Court decision on the Affordable Care Act impacted the industry. Additionally, an aging population and shifts toward lower-cost generic drugs affected healthcare. New technologies like electronic health records and mobile health grew. For communications, the use of social media increased while integrated and targeted messaging became more important, along with measuring outcomes over just outputs.

1. What’s Now and What’s Next for Health
Care Communications?
Nina Dunn
Health Care Specialist
Spector & Associates, New York
@Spector_Health
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2. Political, economic and regulatory
uncertainty
Health care industry
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3. Agenda
 The health care industry in 2012
 Looking back to 2011
 Health care communications trend: what’s
next?
 Your predictions
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4. Health Care Industry Trends in 2012
I. 2012 Presidential election
 Supreme Court decision on Patient
Protection and Affordable Care Act (PPACA)
II. Getting the best value out of health care
III. Aging baby boomers
IV. Shifts in pharma
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5. I. Presidential election and Supreme
Court decision on PPACA
The health care reform debate
Supreme Court decision
March, 2012
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6. II. Getting the best value out of health
care
Costs
Care
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7. III. Aging baby boomers
10,000 baby boomers
will turn 65
every single day for the next
19 years
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8. IV. Shifts in pharma
Generic vs. brand drugs
BlockbusterSmaller patient
drugs group treatments
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9. Looking back to 2011
 Empowered, engaged and better informed
patients
 New age in technology and informatics in
health care
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10. Empowered, engaged and better
informed patients
Internet users look for Patients go to social
health-related information media for medical content
online
41%
80%
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11. New age in technology and informatics
in health care
 Increased adoption of EHR/EMRs
 Strong growth of mHealth
 Swift expansion of telehealth, telemedicine
and remote monitoring technologies
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12. 2012 health care communications
trends
I. Increasing role of social media
II. Explosive growth of mobile marketing
III. Growing need for integrated
communications and highly targeted
messages
IV. Focus on measuring success
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13. I. Increasing role of social media
2012: the health care industry —
an active participant in social media
Physicians on social Patients look for health
media info online
65%
80%
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14. I. Increasing role of social media(cont’d)
Reporters sourcing story leads:
47%
42%
35%
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15. I. Increasing role of social media (cont’d)
Pharma:
FDA guidelines
42%
of patients expect
Pharma companies to participate
in online patient communities
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16. II. Explosive growth of mobile
marketing
81%—smartphone
25%—tablet
40%—medical app
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17. III. Integrated communications and
highly targeted messages
Earned
Gained Owned
PR professional in 2012
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18. III. Integrated communications and
highly targeted messages (cont’d)
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19. IV. Focus on measuring success
outputs
outcomes
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20. Last thought
Don’t lose the personal touch
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21. Keep in touch with PRSA Health
Academy
@PRSAHealth
Continue the conversation
#PRSAhealth
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