Transcript
8/13/2019 Trends in Public Health Communication
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Trends in Public HealthCommunication
Prepared for Health Promotion Board
Dec 2013
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Trends in the Public Healthcare Communications
The New Demographics
Real Time
Measured Me
Big and Linked
New Partners
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An ageing population needsmore positive messagesabout later life
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This is about more than obvious demographic changes. Its also about the attitudeand lifestyle changes were seeing across the population where expectations have
shifted universally.
Our population is getting older - today, 10.5% of our people in Singapore are over 65years old. We are living longer too - Singapores life expectancy has increased by 10
years over the last 3 decades: from 72 years in 1980 to 82 years in 2010.
Perhaps more significantly, the attitudes of generations are also changing. Amongstolder generations, as healthy life expectancy extends, people are living longer active
lives, with older people opting - as well as being obliged - to continue working intotheir 70s and beyond (22% of the elderly are still in our labour force, the highest
ever). And driven by younger generations of digital natives, were seeing aredefinition of the way we live and work. Life today exists with fewer clear
boundaries between its composite elements with a blurring of traditional life stagesand new blends of work and life, real and virtual worlds emerging.
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The New Demographic
- Implication:
Given the extent and impact of the
population changes were seeing, the
issues of dignity in old age and
personal responsibility in social care
will continue to prevail. But theres
also an important opportunity to
reframe the ageing populationnarrative from negative to positive,
as older people remain active
members of society, with a huge
social and economic contribution still
to make.
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The ability to do adaptive
healthcare communications
with technology
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New technology is enabling the tracking
of behaviour and communications
effects more dynamically than everbefore. It enables more proactive and
responsive campaigns with technology
simultaneously acting as a channel to
prompt as well as record behaviour live
amongst target audiences. .
Communicators can respond to
feedback immediately and iteratively
for a more agile execution of
campaigns, like encouraging individuals
to maintain healthy resolutions, like
drinking less or exercising more, by
providing live targeted feedback,prompts and advice at the moments
when temptation or the need for
encouragement is strongest.
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UKs Department of Health Stoptober (anti-smoking
campaign)Use of social media monitoring allowed for understanding of consumers
daily difficulties and pushing of relevant nudging messages
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Real-Time - Implication:
Real time analysis changes the game
for social marketingprogrammes. Where before we used
communications to try and create a
need for change, we can now use data
from social media and search to spot
the signals where people are asking for
help. This presents us with the
opportunity for a more tailored and
dynamic programme of
communications one which responds
to peoples needs in the moment.
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The start of a self-measured
revolution?
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Biometrics opens up a whole new dimension for behaviour change and evaluation in
health.
Already technology exists and products are available off-the-shelf which allowconsumers to track personal metrics like heart rate, steps taken and calories
burned. Technology developers like Fitbit and Jawbone are competing on a globalbasis to grow the market and seize share for human-centred, wearable devices like
headsets and wrist bands which use wireless enabled mobile apps to upload data to apersonal account where users can monitor their own metrics.
Linking this reporting to timely feedback and tailored advice, offers powerfulopportunities for public health marketers not only to monitor habits, but also totrigger behaviour change. And integrating this data with wider social research
metrics means that evaluation can enter a whole new era with more concrete tangiblemeasures.
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Measured Me - Implication:
The development of consumer
biometric tracking undoubtedly offersexciting opportunities to public health
marketers..
Whats interesting is how in the current
climate of data privacy issues,
platforms like Nike+ where consumerswillingly share their workout
information are thriving.
This points to the need to tap into
consumers desire for connection which
is what is behind the success of such
connected communities.
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Weve got the data
now we need toconnect it, understand
it and use it
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Living in the digital age, insight-rich data is generated minute-by-minute as we useour phones, shop at the supermarket, search and buy online, and post on social
media. But although the data is out there and the technology exists to map ittogether for deep and granular consumer understanding, few organisations to date
have fully embraced big data and the opportunities it presents.
Organisations can be held back by three things: no control of the data; nounderstanding of context or whats meaningful in the data; and limited capability to
use the data. To address these challenges, communicators must be clear on thequestion to be answered, the hypotheses to be tested and the target outcome
sought. Then the relevant data can be sourced, connected and built up in layers in anagile way as needed, for example: time of day, day or week, location; then influences
like weather, media, reviews. Its about creating a critical mass of data, or aminimum data set to make informed decisions.
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Using Search data to uncover insights surrounding healthissues
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Kleenex Analysed Google search trendsfor flu-related keywords, comparing with
GP visits data, proving a robust statistical
relationship between flu searches and flu
GP visits.
Built a model using this data that allowed
them to predict relevant flu outbreaks atcity level, in real-time.
UK Department of Health Analysed Googlesearch trends for intentions to quit smoking
which allowed an identification of a new peak
other than the usual January.
http://www.creamglobal.com/17798/32114/kleenex-flu-predictor
http://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.html
http://www.creamglobal.com/17798/32114/kleenex-flu-predictorhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.creamglobal.com/17798/32114/kleenex-flu-predictorhttp://www.creamglobal.com/17798/32114/kleenex-flu-predictorhttp://www.creamglobal.com/17798/32114/kleenex-flu-predictorhttp://www.creamglobal.com/17798/32114/kleenex-flu-predictorhttp://www.creamglobal.com/17798/32114/kleenex-flu-predictor8/13/2019 Trends in Public Health Communication
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Big and Linked
Implication:
We cannot ignore the fact that people areturning to the Internet to self-diagnose.
Data and insights exist not only in search,
but also in social media where all kinds of
health issues are being asked and discussed.
In public health, if big data can alsoincorporate a layer of clinical and
epidemiological data linking behaviour to
risk factors, causes and effects, the
opportunities for communications and
targeting are almost limitless.
It is a readily-available but untappedopportunity either as a insight platform or
even to steer conversations and nudge
behaviour.
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Need to channel businesses desire to dogood towards real outcomes
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New models of working, where the state
collaborates with the private and social
sectors to deliver services and achieve
outcomes, offer powerful opportunities inpublic health.
With consumer and employee expectations
rising, boards are recognising more and
more that doing the right thing is also
good for business, and they are looking
beyond traditional fundraising to work with
social and government partners to create
tangible social impact.
Governments and social organisations are
acknowledging that far from being in
conflict, industry has a vital role to play andthat social outcomes can be achieved more
effectively when industry and the state
collaborate to drive change using their
combined levers.
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New Partners -
Implication:
Private sector partnerships offer huge
potential in public health
communications, especially when it
comes to harnessing their creativity,
but we need to ensure we have the
right models in place to monitor and
evaluate their impact across
marketing and health outcomes so
that we can continue to learn.
With lines blurring across sectors,
clear definition of goals, expectations
and responsibilities will be more
important than ever.
8/13/2019 Trends in Public Health Communication
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Trends in the Public Healthcare Communications
The New Demographics
Real Time
Measured Me
Big and Linked
New Partners
8/13/2019 Trends in Public Health Communication
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Trends in Public Health
Communication
Prepared for Health Promotion Board
Dec 2013
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