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ROADMAP TO BEST
 PRACTICES PROMOTION
AND COMMUNICATION IN
     HEALTHCARE

            Massimo Vergnano
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
EXTREME FUTURES




                  3
http://www.globalfuturist.com/   4
EXTREME DEMOGRAPHICS
  AGING BOOMERS                YOUTH BOOMERS


CHRONIC DISEASES               RISKY LIFESTYLES
• Diabetes                    •Tobacco
• Obesity                     •Alcohol
• CAD                         •Food
• COPD                        •Drugs
• Alzheimer                   •Sex
• Depression
•CHF



         9 BILLION WORLD POPULATION IN 2030

                                              5
MASLOW' NEEDS THEORY
(Not so extreme people insights)



                                   6
MASLOW
Motivation and personality




                             7
PEOPLE ARE CLASSIFIED BY
THEIR DOMINANT VALUE
ENLIGHTENMENT      REFORMER

DISCOVERY           EXPLORER

CONTROL            SUCCEEDER

STATUS               ASPIRER

SECURITY          MAINSTREAM

ESCAPE             STRUGGLER

SURVIVAL            RESIGNED

                          8
ADOPTION CURVE
Mature




                 9
ADOPTION CURVE
Mature




                 10
ADOPTION CURVE
Young




                 11
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
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
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
CHRONICALLY ILL PATIENTS
     SEGMENTATION
     Distribution of patient types




Patient insights – a typology of chronically ill patients - Joachim Scholz Ligma   15
CHRONICALLY ILL PATIENTS
SEGMENTATION
Socio demographics of patient types




                                  16
CHRONICALLY ILL PATIENTS
     SEGMENTATION
     Overall profile of patient types




Patient insights – a typology of chronically ill patients - Joachim Scholz Ligma   17
PATIENT COMPLIANCE




                     18
PATIENT COMPLIANCE




                     19
PATIENT COMPLIANCE




                     20
PATIENT COMPLIANCE




                     21
PATIENT COMPLIANCE




                     22
CHRONICALLY ILL PATIENTS
     SEGMENTATION
     Overall profile of patient types




Patient insights – A typology of chronically ill patients - Joachim Scholz Ligma   23
CHRONICALLY ILL PATIENTS
     SEGMENTATION
     Inportance of information souces




Patient insights – a typology of chronically ill patients - Joachim Scholz Ligma   24
COMMUNICATION MODELS




                   25
COMMUNICATION MODELS
  HEALTH BELIEF     SOCIO- COGNITIVE


AUSTRALIA SMOKING         UK
      Brain
      Lungs            SCOTLAND
     Arthery            ENGLAND

 CARDIOVASCULAR         ALCOHOL

  HYPERTENSION          ALCOHOL


                                  26
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
CHANGING ATTITUDES TO
HEALTH
         “NEW PARADIGM”
CHANGE




         Health 2.0 ???




                          EMPOWERED ??


                                         28
HEALTH 2.0




             29
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
http://health20.org/wiki/Health_2.0_Definition   31
http://health20.org/wiki/Health_2.0_Definition   32
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
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
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
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
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
MEDICINE 2.0/3.0
Next generation medicine




        http://health20.org/wiki/Health_2.0_Definition   38
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
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
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
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
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
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
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
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
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
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
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
PATIENT EMPOWERMENT
BEWARE OF MASLOW




eHealth for patient empowerment in Europe – Josè Luis Moneagudo
                                                    et.all. - 2007   50
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
ROLE OF MEDIA
IN SHAPING BEHAVIOURS




                   52
MEDIA EFFECTS ON HEALTH




                      53
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
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
MEDIA EFFECTS ON HEALTH




Advertising , consumer behavior and health : Exploring possibilities for health
                                                                                  56
 promotion Bob. F Fennis .International Journal of Medical Marketing - 2002
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
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
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
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
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
INTEGRATED
COMMUNICATION




                62
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
PLANNING THE INTEGRATION
The communication quadrant


   Professional/
                         Events
   Public Relations




      Education        Advertising




                                  64
PLANNING THE INTEGRATION
 The communication quadrant
Credibility                        Action

    Professional/
                          Events
    Public Relations




       Education        Advertising


Involvement            Theme Message
                                   65
TOBACCO CONTROL
 CAMPAIGN IN UK




How the Integration of Advertisers made Advertising more Powerful than
                                         Word of Mout - Frank Reitgassl   66
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
RESOURCE FILE
Learning from Canada




            http://www.cpha.ca/en/default.aspx   68
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
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
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
RESOURCE FILE
Learning from Canada




            http://www.cpha.ca/en/default.aspx   72
MASLOW' NEEDS THEORY
(Not so extreme people insights)



                                   73
Building Gken as brand




                     74
INSIGHTS DRIVEN BRAND
STRATEGY
Back to basics




Customer Insights 2007 - How to pharmaceutical industry can connet
                                            with customers - 2007    75
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
GKEN VISION
ROAD BLOCKS




              77
GKEN VISION
KEY SUCCESS FACTOR




                     78
GKEN VISION
STRATEGIES    TACTICS




                        79
GKEN:

yes we can!




              80
Massimo Vergnano

massimo.vergnano@multimediasystems.eu
massimo.vergnano@argonnetwork.com




                                    81

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Gken

  • 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
  • 5. EXTREME DEMOGRAPHICS AGING BOOMERS YOUTH BOOMERS CHRONIC DISEASES RISKY LIFESTYLES • Diabetes •Tobacco • Obesity •Alcohol • CAD •Food • COPD •Drugs • Alzheimer •Sex • Depression •CHF 9 BILLION WORLD POPULATION IN 2030 5
  • 6. MASLOW' NEEDS THEORY (Not so extreme people insights) 6
  • 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
  • 16. CHRONICALLY ILL PATIENTS SEGMENTATION Socio demographics of patient types 16
  • 17. CHRONICALLY ILL PATIENTS SEGMENTATION Overall profile of patient types Patient insights – a typology of chronically ill patients - Joachim Scholz Ligma 17
  • 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
  • 28. CHANGING ATTITUDES TO HEALTH “NEW PARADIGM” CHANGE Health 2.0 ??? EMPOWERED ?? 28
  • 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
  • 38. MEDICINE 2.0/3.0 Next generation medicine http://health20.org/wiki/Health_2.0_Definition 38
  • 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
  • 52. ROLE OF MEDIA IN SHAPING BEHAVIOURS 52
  • 53. MEDIA EFFECTS ON HEALTH 53
  • 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
  • 68. RESOURCE FILE Learning from Canada http://www.cpha.ca/en/default.aspx 68
  • 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
  • 72. RESOURCE FILE Learning from Canada http://www.cpha.ca/en/default.aspx 72
  • 73. MASLOW' NEEDS THEORY (Not so extreme people insights) 73
  • 74. Building Gken as brand 74
  • 75. INSIGHTS DRIVEN BRAND STRATEGY Back to basics Customer Insights 2007 - How to pharmaceutical industry can connet with customers - 2007 75
  • 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