The Way ‘Digital’ Transforms Healthcare Communications –And Affects Business Strategies Karvalics Attila, Dty Managing Director, Weber Shandwick
The Way ‘Digital’ Transforms Healthcare Communications –And Affects Business Strategies
Karvalics Attila, Dty Managing Director, Weber Shandwick
Media Matters
TV/RADIO NEWSPAPERS/MAGAZINES
WEBSITES0%
50%
100%
TV/RADIO NEWSPAPERSMAGAZINES
WEBSITES | BLOGS
ISSUES / CAUSES BRANDS / PRODUCTS
Non-advocate Advocate High intensity advocate
0%
50%
100%
INFLUENCE ON OPINION FORMATION
Healthcare Advocates Are 2x as Likely to Regularly Give Advice to Other Consumers
Source: Keller Fay Group Talk Track November 27, 2006 – February 25, 2007
A High Potential for Detractors Exist
We See a Rapid Growth of Global and Local Health Information Online
Health 2.0 sites (by Alexa rank)– Google Health (1)
– WebMD (861)
– MayoClinic (2,061)
– RevolutionHealth (3,872)
– Healthline (7,214)
– HealthCentral (14,219)
– iMedix (28,324)
– OrganisedWisdom (48,551)
– RateMD (77,502)
– PatientsLikeMe (92,913)
– Vitals.com (94,359)
– Sermo (132,427)
– DoubleCheckMD (919,949)
– Carol.com (n/a)
Other relevant
YouTube (3)
Wikipedia (7)
Facebook (8)
Flickr (39)
About.com (60)
Digg (115)
Answers.com (197)
Hungarian sources
•Betegszoba.hu•Házipatika.com•HáziJogorvos.hu•Ideál.hu•MedicalOnline.hu•MediPress.hu•Mellékhatás.hu•Netambulancia.hu•Nők Lapja Café•PharmaNet.hu•Sérültek.hu •Vital.hu•Webbeteg.hu•WebDoki.hu•Weborvos.hu
Healthcare Communications is at a Turning Point
Traditional channels such as media outlets not willing to tell the “whole story”
Medical professionals feel under attack and disempowered
However, major advancements in technology and patient involvement provide unique stories to tell
Past and Present
Past Present
Medical books → e-books
Libraries & journals → Wikis
Classrooms → Second Life
Information gathering → RSS
Emails → Collaboration
Events/conferences → Social networks
Reading medical articles → Podcasts
New Healthcare Paradigm Taking Shape
TO…FROM…
Authority, Closed, Private
• Physician and traditional experts in charge of health information and treatment
Individual, Open, Shared
• Patients looking to each other directly and through the Web to drive treatment decisions themselves
Industry Benchmarks in Social Media
Novartis: A Lineage of Online Corporate Communications
• Influencer report became the basis of their online communications efforts
• Alignment with brands and corporate communications
• Quarterly report included social media delivered across communications group
• Informed thinking around new branding efforts
Targeting Investors With Digital & Social Media“Innovation Spotlights” on Novartis.com and Key Investor Sites
• Connected investors to the latest thinking and strategies of top Novartis management via webinars
• Integrated into news flow
• Showcased bench strength and target key discussion topics
• Investors registered for additional information and closed online discussions
• Video was used for targeted media buys; in some cases leveraged existing media buys or relationships
Social Media Is a Continual Part of Their Media Mix
• Leveraged multimedia press releases with links to social media sites
• Actively maintained relationships with key bloggers and engage them during announcements
• Educated patients on how to blog during IBS category and Zelnorm product launch; connected with third party
J&J: Participating From a Franchise Level
• Community needs intersected with product opportunity
• Strong established and credible third-party partners
• Connected to established communities
• Commitment to fostering connection between community members (caregivers, nurses)
Developing a Corporate Voice and Engaging Influencers
CAMP BABY
Initial excitement around JNJ’s interest in creating an event for Mom Bloggers
Key learnings
– Consider audience needs
– Avoid heavy-handed product sell
– Be prepared to have open and honest dialogueJNJ BTW• Platform for building thought leadership and
corporate reputation• Enhanced relationships and credibility• Use provided insight into social media
best practices
Gardasil and Facebook (US)
• Over 47,000 group members to date
• Users are able to “leave your mark” with customised virtual “graffiti” showing their support
• Site content is “one-way” and does not include comments or conversation
• As a branded page, full fair balance is included
Schering-Plough “Health Dialogs”
• Blog housed on company-sponsored section of SEED’s ScienceBlogs.com
• Drove regular Scienceblogs.com visitors to blog page with high-profile “Blog-vertorial” banner ads on page
Scienceblogs.com
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
Sanofi Aventis “While They Sleep Web Video Series
Other best practices in practice
www.thecarrot.com
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
Other best practices in practice
www.mediclim.com
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
Leverages years of experience in patient, caregiver and HCP web relations through out-of-the-box thinking and innovative communications strategiesBrings 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
DigitalAdvocacy
DigitalAdvocacy
Social Media & Outreach Online PR Tools
Interactive Development and
Marketing
Emerging Media & Technologies
Traditional
Digital Advocacy™ in Healthcare
The new wave in healthcare: Biology and Engineering is converging into a new Information industry
Two key, interrelated trends are determining the future of medicine and the Healthcare sector
DIGITALIZATION
TRANSPARENCY AS A NEW PARADIGM
Digitalization comes late in the medical profession, but will reshape the industry soon
• Medical records digitalized
• Intelligent record and professional networks created
• Information on all elements of the halthcare value chain become public: hospitals, treatments, doctors, pharmacies, the sick
• Even a practice itself can become digital, see success of Hello Health – www.myca.com/hellohealth, www.jayparkinsonmd.com
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
Hello Health – Jay Parkinson’s website
The review revolution: transparency pressure is creating the most fundamental mental change ever in healthcare –
Review revolution: doctors, dentists, hospitals, treatment methods, prices
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
Carol as an onlline shopping mall compares cost and quality of over 350 health services from local, competing health care providers and doctors
www.vimo.com, www.carol.com, www.medicalcontrol.com, www.medbillmanager.com
Vimo rates doctors, compares and negotiates prices: www.vimo.com
Conclusion: Communications AND Healthcare Strategies should Change – Innovators will Win. Good News: Traditional Marketing is Not Dead
DIGITALIZATION
TRANSPARENCY
DIGITALLY NETWORKED DOCTORS
EMPOWERED PATIENTS
EFFECT ON HEALTHCARE BUSINESS STRATEGY:
HUGE PRESSURE ON COSTS, GENUINE PRODUCT QUALITY, TREATMENT AND MEDICINE EFFICIENCY.
EFFECT ON COMMUNICATIONS:
„FAIR”, INTERACTIVE MARKETING IN NEED, WHERE BUILDING AN ONLINE REPUTATION BECOMES INEVITABLE
AppendixSocial Media Guide
Best practice guidelines
Monitor the blogosphere
Identify the advocates – and then get to know them
– But play by the rules
Provide blog-friendly information, via RSS
– Death to the press release!
Where appropriate, start blogging
Work with partners and customers to help get them blogging too
Best practice guidelines
Apply your global blogging policy or create one
– Guidelines, common platform, design etc
Participate
– Comment on blogs, and link to your own
Get to know your key industry/issue bloggers
– Treat them like tier one contacts
– BUT approach with care and tact
Microblogging
Blogging in 140 characters or less
Twitter, Jaiku, Pownce
Like Facebook status updates
Most commonly updated by IM or mobile
Users build community pages
Think published IM conversations
Best Practice Guidelines
Monitor Twitter
Subscribe to key advocate feeds
Identify areas of your business that are appropriate to ‘Tweet’ about
Encourage relevant employees to ‘Tweet’, post updates, respond to questions etc
Useful for media outreach
Great for live focus groups
Podcasts
Audio, photo or video content, automagically distributed via the power of RSS
Not only MP3/4 players
Video is the new blogging
– Video podcasts are set to go stratospheric this year
– Narrowcasting
Podcast Statistics
Consumer awareness of Podcasting grew from 22% in 2006 to 37% in 2007
Further growth to 50% expected in 2008
Podcast listening grew from 11% in 2006 to 16% in 2007
Podcast listeners spend 50% more time online and are evenly split between gender and across age
46% of podcasts are still listened to directly from the computer!
Best Practice Guidelines
Monitor for relevant podcasts
– Apple iTunes, PodTech, EveryZing, YouTube
Listen/watch
Identify the most influential podcasts
Proactively target
– Create stories, audio/video clips
Best Practice Guidelines
Think documentary, not advertisement
Host on BI’s site, also publish to sharing sites and upload to iTunes
Enter detailed descriptions to aid Search Engine Optimisation
Feature customers and/or independent advocates – make it a program
Social Networks
Iwiw, myvip, baratikor, osztalytarsam, MySpace, Facebook, LinkedIn, Friendster, Orkut
Traditional discussion forums still exist
More and more niche social networks cropping up inc. healthcare and pharma specific
Best Practice Guidelines
Identify where your audiences are
Join and participate in those communities
Don’t market – just be honest, humble and responsive
Consider using social networks as marketing platforms
– Facebook applications, events, sponsored groups
Content sharing sites
Free-to-use
Often community-based
Tagged
Images
– Flickr
Video
– YouTube
– DailyMotion
– VideoJug (How To)
Embed code means bloggers reuse, ‘viral’ effect
Virtual Worlds - Second Life
http://www.secondlife.com/
A virtual world on internet, after a quick and easily download
Populated by a large geek community and plenty of companies entering for marketing reasons
Business reasons for entry are in question, unless the target is the geek community
– However, there are some industries where we are advocating its use
– Travel, property, design & PHARMA
Is the future of the web 3D?!
Wikipedia
http://www.wikipedia.org/
The online collaborative encyclopaedia
BI and its products/services are listed
Make sure information is correct and up-to-date…although this is not a home for marketing talk - WikiScanner
Keep updated whenever there is a change to the entry
RSS
Healthcare specific censorship:
Medical WikiProject
Medical wikis
• AskDrWiki.com
• Radiopaedia.org
• Wikisurgery
• Ganfyd
• AIDS Wiki
• Wiki MD
• WikiKidney
• Medical Images Wiki
• Nursing Wiki
• WikiCancer
• etc
Medical wikis have approving editors
Press office 2.0
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
One of the first ports of call for all these people to get information is the organisation’s website
Press Office 2.0 Checklist
– About the company (company information)
– News blog/press releases
– RSS feeds / introduction on how to use RSS
– Search facility/archive by date and category
– Management Team/Spokesperson information
– Corporate fast facts
– Calendar of events / past event reviews
– Related sources
– Corporate image gallery
– Podcasts/video focusing on key announcements/ developments
• Plus links to sharing sites (iTunes, YouTube etc)
– Video gallery and B-roll
• With embedding code
– Press and other company contacts
– Feedback facility
• PR blog?
Broadband TV
The next evolution of digital video
Moving away from short format (YouTube) and towards TV-like content
Narrowcasting
Low cost of entry
Brand TV
Google is the world’s program guide
Best Practice Guidelines
Tag your videos and photos correctly and accurately
– Use the terms that users will search for
Ensure that all content is shared
Share across multiple sites
Link to shared content from BI web sites
Best Practice Guidelines
Ensure that all your image/video content is loaded onto the key sharing sites
– Video: YouTube, Dailymotion, Metacafe, Veoh, Facebook
– Images: Flickr, Piczo, Facebook
Tag content accurately and using search terms
Link to content from your site
Best Practice Guidelines
Treat as broadcast media contacts
Create customised content
Documentary not commercial
Consider your own brand.tv channel
Video everything!
A final note. Mobile
2009...the year of mobile?
8x growth of traditional internet
iPhone and Google Android
Data package prices make mobile video a reality
Why not investigate a .mobi site which provides a brandstreaming experience for visitors?
Is this something consumers and press alike might value?
The Overall Message
Let the information come to you
Be open to new possibilities
Communicate and collaborate
Medical professionals should take control of publishing medical
You can build your online reputation
Web 2.0 is not revolutionising the way medicine is practiced and healthcare is delivered
Web is revolutionising the dissemination of medical information
Our recent experience in digital communications….
Mind over Migraine Online CommunityThe 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 WebsiteThe 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 CampaignWorking 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 AwarenessUK 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.