1. ROADMAP TO BEST
PRACTICES PROMOTION
AND COMMUNICATION IN
HEALTHCARE
Massimo Vergnano
2. STREAMS
COMMUNICATION ROLE OF INTEGRATED BUILDING GKEN
BACKGROUNDER HEALTH 2.0
MODELS MEDIA COMMUNICATION BRAND
Extreme futures
Definition Media effects on Social health Insights driven
Customer insight health campaign
Extreme brand strategy
demographics
Patient Celbrities Communication GKEN
Maslow Insights
compliance quadrant Positioning
Health attitudes
Brand building Television Resouce Files GKEN Vision
Patient Patient
segmenttation Empowerment Canadians
Resource Kit
Compliance
8. PEOPLE ARE CLASSIFIED BY
THEIR DOMINANT VALUE
ENLIGHTENMENT REFORMER
DISCOVERY EXPLORER
CONTROL SUCCEEDER
STATUS ASPIRER
SECURITY MAINSTREAM
ESCAPE STRUGGLER
SURVIVAL RESIGNED
8
12. PEOPLE ATTITUDES TO
HEALTH ISSUES
Resigned Survival
Struggler Needs Driven Emergency
Remedy
Mainstream
Problem Driven Protection
Aspirer Cosmetic
Succeeder Benefit Driven Avoidance/Control
Explorer General wellbeing
Reformer Ideology Driven Holistic
12
13. CHRONICALLY ILL PATIENTS
ATTITUDES
Better informed
More demanding
More critical than patient suffering from acute
diseases
Patient insights – a typology of chronically ill patients - Joachim Scholz Ligma 13
14. CHRONICALLY ILL PATIENTS
SEGMENTATION
Dimension
disease-related information behavior
willingness to involve in therapy decisions
brand awareness of pharmaceutical products
willingness to make co-payments
health consciousness
compliance
self-efficacy
attitude towards physician
Patient insights – a typology of chronically ill patients - Joachim Scholz Ligma 14
15. CHRONICALLY ILL PATIENTS
SEGMENTATION
Distribution of patient types
Patient insights – a typology of chronically ill patients - Joachim Scholz Ligma 15
23. CHRONICALLY ILL PATIENTS
SEGMENTATION
Overall profile of patient types
Patient insights – A typology of chronically ill patients - Joachim Scholz Ligma 23
24. CHRONICALLY ILL PATIENTS
SEGMENTATION
Inportance of information souces
Patient insights – a typology of chronically ill patients - Joachim Scholz Ligma 24
26. COMMUNICATION MODELS
HEALTH BELIEF SOCIO- COGNITIVE
AUSTRALIA SMOKING UK
Brain
Lungs SCOTLAND
Arthery ENGLAND
CARDIOVASCULAR ALCOHOL
HYPERTENSION ALCOHOL
26
27. CHANGING ATTITUDES TO
HEALTH
OLD HEALTH PARADIGM “OLD NEW PARADIGM”
Physical health Holistic health- physical mental ,
emotional and spiritual
Genetics and disease as Genetics and disease plus stress,
CHANGE
problems lifestyle, nutrition, mood and evitoment
Passive acceptance Active control
Physician as healthcare Many authorities, resources, partners
authority and self
Drugs Nutrition, diet, healthy regime
Absence of disease Wellness
LAGGARD INNOVATOR
27
30. HEALTH 2.0 DEFINITION
Health 2.0 goes way beyond just the pervasive social
networking technology to include a complete
renaissance in the way that Healthcare is actually
delivered.
Scott Shreeve
Founder of CrossOver Healthcare
http://health20.org/wiki/Health_2.0_Definition 30
33. HEALTH 2.0
1. Health 2.0 is all about Patient
Empowered Healthcare
whereby patients have the
information they need to be
able to make rational
healthcare decisions
(transparency of information)
based on value (outcomes
over price).
Everyone in the healthcare
process is focused on
increasing value for the
patient.
http://health20.org/wiki/Health_2.0_Definition 33
34. HEALTH 2.0
1. Health 2.0 is absolutely reliant
on interoperability of health
information. Everything from
the Personal Health Record
(PHR), to the Clinic Health
Record (CHR), to the
Enterprise Health Record
(EHR), to the National Health
Record (NHR) must be based
on standards, be seamlessly
transitioned between
environments per
standardized security and
privacy protocols, and be
accessible anytime from
anywhere.
http://health20.org/wiki/Health_2.0_Definition 34
35. HEALTH 2.0
1. The Four Cornerstones
(Connectivity, Price, Quality,
and Incentives) of the Value
Driven Healthcare movement
begin to create a virtuous
cycle of innovation and
reform. Transparency serves
as a key catalyst in this
process by creating positive
sum competition that can
deliver better outcomes at a
lower cost.
http://health20.org/wiki/Health_2.0_Definition 35
36. HEALTH 2.0
1. As a result of increased
transparency, there will be a
wave of innovation at all
points along the full cycle of
care which includes phases
where health care service
providers Educate, Prevent,
Diagnose, Prepare, Intervene,
Recover, Monitor, and Manage
the various disease states.
http://health20.org/wiki/Health_2.0_Definition 36
37. HEALTH 2.0
1. An increased amount of
personal health and outcomes
information will create an
ongoing role for infomediaries
and related services providers
to add value at each stage of
the full cycle of care. These
value added Health Advisory
Services will offered by
hundreds of companies, in
thousands of forms, to
millions of people who are can
benefit from the remixing of
medically related information.
http://health20.org/wiki/Health_2.0_Definition 37
39. HEALTH 2.0
Patient
empowerment
philosophy is under
the effect of different
drivers and
resistance that at
each European
country…
http://health20.org/wiki/Health_2.0_Definition 39
40. INFLUENCE BY DIFFERENT
DRIVERS
DRIVER FRANCE GERMANY ITALY SPAIN UK JAPAN US
The healthcare
siystem
Powerful
Advocancy Groups
The strength of
media
Influence in
healthcare issues
Use of internet
Direct to consumer
marketing
Overall effect
eHealth for patient empowerment in Europe – Josè Luis Moneagudo
et.all. - 2007 40
41. eHealth in Europe
The ACM model
Recent research on Internet based applications for
citizen , has proposed the so called “ACM” model
that considers the propensity of patients to adopt
e-Services is a function of three main factors:
Access
Competence
Motivation
eHealth for patient empowerment in Europe – Josè Luis Moneagudo
et.all. - 2007 41
42. THE ACM MODEL
Access
Is the capacity of the user to be
electronically connect to Internet
Services ( at home or alternatively
sufficiently good access elsewhere) and
the no existance of barriers to operate
the terminal devices and the user
interface because personal limitations or
mismatches
eHealth for patient empowerment in Europe – Josè Luis Moneagudo
et.all. - 2007 42
43. THE ACM MODEL
Competence
Reflects the capacity on e-
Skills – i.e. the extent to
which a person knows how to
use computing devices,
communication terminals ,
and Internet at the level
needed to use the electronic
service.
This concept can be extended
to include capacity to work
with eHealth tools.
eHealth for patient empowerment in Europe – Josè Luis Moneagudo
et.all. - 2007 43
44. THE ACM MODEL
Motivation
Is defined in terms of explicit willingness
to use the electronic services in general;
and in terms of relative preference for
the particular mean for information
access (online, face-to-face; postal;
phone, mobile)
eHealth for patient empowerment in Europe – Josè Luis Moneagudo
et.all. - 2007 44
45. PATIENT EMPOWERMENT
Access Competence
IV II VI
I
III V
VII
Motivation
eHealth for patient empowerment in Europe – Josè Luis Moneagudo
et.all. - 2007 45
46. PATIENT EMPOWERMENT
Access Competence
IV II VI
Has all three
factors – access,
motivation and
I competence.
Rapresents the
III V group of potential
users ready to
adopt the eHealth
service
VII
Motivation
eHealth for patient empowerment in Europe – Josè Luis Moneagudo
et.all. - 2007 46
47. PATIENT EMPOWERMENT
Intermediaries can
Access
II VI
IV
be axpected to play
a particulary
important role for
this group, i.e
household
Only has access,
I members or friends
who are able and
but not competence willing to provide
nor motivation; III V the required
both motivational technical help in
and training accessing online
interventions qill be services and
needed.
VII applications
eHealth for patient empowerment in Europe – Josè Luis Moneagudo
et.all. - 2007 47
48. PATIENT EMPOWERMENT
Access Competence
IV II VI
Only has
motivation; will
require both
I infrastuctrural and
training
III V interventions. It
should be explorer
if traditional
channels are not
more appropriate
VII to provide this
group with services
Motivation
eHealth for patient empowerment in Europe – Josè Luis Moneagudo
et.all. - 2007 48
49. PATIENT EMPOWERMENT
Access Competence
IV II VI
None of the three
conditions exist;
multi- dimentional
I interventions will
be needed
III V
VII
Motivation
eHealth for patient empowerment in Europe – Josè Luis Moneagudo
et.all. - 2007 49
50. PATIENT EMPOWERMENT
BEWARE OF MASLOW
eHealth for patient empowerment in Europe – Josè Luis Moneagudo
et.all. - 2007 50
51. PATIENT EMPOWERMENT
Mobile
Access Competence
IV II VI
Accesibility
& Design
for All in
eHealth I
III V
Personalized
Solutions to Actual Patient Education
needs
(Chronic Care) VII
Motivation
eHealth for patient empowerment in Europe – Josè Luis Moneagudo
et.all. - 2007 51
54. MEDIA EFFECTS ON HEALTH
The 27-year-old discovered she had cancer in
the middle of last year, while starring on
India’s version of the programme that made
her name – Big Brother. Since then her battle
with the disease has been filmed and media
coverage of her declining health has been
daily.
Since her diagnosis the number of tests has
risen by 30 per cent – in the six months up to
October 41,677 smears had been carried out,
compared with 32,095 for the same time last
year.
Charities said they too had noticed a rise in
inquiries about the disease.
54
55. MEDIA EFFECTS ON HEALTH
The increase in tests follows a similar
public reaction to singer Kylie
Minogue’s high-profile battle with
breast cancer.
Chiefs said an increase in breast
cancer diagnosis was directly linked to
a heightened awareness of screening.
55
56. MEDIA EFFECTS ON HEALTH
Advertising , consumer behavior and health : Exploring possibilities for health
56
promotion Bob. F Fennis .International Journal of Medical Marketing - 2002
57. MEDIA EFFECTS ON HEALTH
Program content,advertising and health
The results from this research indicated that
more than two- thirds of non nutritious
foods were represented in program content
other than television advertising, while 62
percent of nutritious foods were represented
in commercials
Advertising , consumer behavior and health : Exploring possibilities for health
57
promotion Bob. F Fennis .International Journal of Medical Marketing - 2002
58. MEDIA EFFECTS ON HEALTH
Using television programming as a health
promotion tool
1) The media advocacy approach:
2.Creative epidemiology
3.Issue framing
4.Gaining access to news media outlets
Advertising , consumer behavior and health : Exploring possibilities for health
58
promotion Bob. F Fennis .International Journal of Medical Marketing - 2002
59. MEDIA EFFECTS ON HEALTH
Using television programming as a health
promotion tool
2) The entertainment education approach:
The Dutch Heart Foundation has participated in
the production of the three episodes of a
popular hospital drama series aired in the
Netherlands
Advertising , consumer behavior and health : Exploring possibilities for health
59
promotion Bob. F Fennis .International Journal of Medical Marketing - 2002
60. MEDIA EFFECTS ON HEALTH
Using television programming as a health
promotion tool
3) The consumer behaviour approach
“ A strategy aimed at modifying health-related
aspects of consumer behaviours through
commercial advertising in cooperation with
manufactures and marketers of health-related
products and services”
Advertising , consumer behavior and health : Exploring possibilities for health
60
promotion Bob. F Fennis .International Journal of Medical Marketing - 2002
61. MEDIA EFFECTS ON HEALTH
Relationship between health behavior
and consumer behaviour – a warning
… eating, smoking, drug, alcohol use, and sex are
primarily health behaviors to only a few (notably
health professionals while on the job)…
For most people, in most situations, the social and
hedonic consequences of these behaviors are far
more salient than health consequences…
Advertising , consumer behavior and health : Exploring possibilities for health
61
promotion Bob. F Fennis .International Journal of Medical Marketing - 2002
63. SOCIAL HEALTH CAMPAIGN
Key issues
A wider challenge than before
A need to engage a wide number of stakeholder
Utilise a wider number of channels, than even before
Importance of "persuasion" not just information
Importance of activities that "engage" the target
audience
Importance of offering solutions, not just telling the
public about the problems
63
64. PLANNING THE INTEGRATION
The communication quadrant
Professional/
Events
Public Relations
Education Advertising
64
65. PLANNING THE INTEGRATION
The communication quadrant
Credibility Action
Professional/
Events
Public Relations
Education Advertising
Involvement Theme Message
65
66. TOBACCO CONTROL
CAMPAIGN IN UK
How the Integration of Advertisers made Advertising more Powerful than
Word of Mout - Frank Reitgassl 66
67. RESOURCE FILE
Learning from big Pharma
Resource File is a comprehensive tool-kit distributed to by Corporate
HQs to the local Affiliates
Its main goal is to provide the local companies with all the elements
which will be necessary to implement a successful communication
program
Resource file should include both strategic guidelines and tactical
directions, as well as templates to facilitate the local development
and production of relevant materials
The overall function of the Resources File is to ensure consistent
communication strategy, both in terms of key messages and
branding and design
The Resource File includes electronic files of all the elements in
order to facilitate local execution and production
67
69. THE TOOL,
WORKSHEETS
AND
RESOURCES
The Tool, Worksheets
and Resources presents
eight Critical Success
Factors for strengthening
chronic disease
prevention and
management, with
guiding questions for
each.
http://www.cpha.ca/en/default.aspx 69
70. HOWTO GUIDE
The How-to Guide
includes a series of
modules that outline the
key stages involved in
using the Tool.
http://www.cpha.ca/en/default.aspx 70
71. CASE STUDIES
The Case Studies
present information on
how the tool was piloted
in four sites across
Canada.
http://www.cpha.ca/en/default.aspx 71
76. GKEN POSITIONING
What is your overall positioning?
What customer segment are we
targeting?
What single statement most
For ________ <target audience> reflects the Gken distinctive value
Gken _______<summary statement> to each customer segment?
That will _______<customer benefits>
[because] ______<reason to believe> What emotional and end-use
benefits will we choose to
emphasize?
What data / information
reinforces the credibility of those
benefits?
76