Different voices, different channels: Delivering information for patients through multiple channels in a multimedia age Developing a strategy to integrate traditional & social media to reach a diverse population with different levels of access to technology

Track 3: Improving patients and family experiences

Session code: 109M-T3

Disclosure of interest: None

Presenting author: Sharon Lee

Malaysia a diverse culture

• It is estimated that 1 in 4 Malaysians will develop cancer by the age of 75

• Majority of cases are presented at late stage, reducing the probability of successful treatment

67% 7% 26%

Young population with a median age of 24 years

Communication goal: Reach a diverse target audience with impact and cost efficiency

Evolution of the media scene

Source: eMarketer, US , July 2013

Radio

Television

Digital

Mobile

1950 1960 2000 2010

Digital media in Malaysia

52% of Malaysians are active on FB

MALAYSIA 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000

ANUGERAH BINTANG POPULAR BH(L) LUTH MAHFUZ

AKASIA KABHI KHUSHI KABHIE GHAM

LESTARY Total R top 5

Facebook Total F 18+ Facebook Total F 25-35

Reach - Facebook and TV3

Digital media in Malaysia

Communication planning process

Business objective Strategy Tools &

tactics

Execute for engagemen

t

Track the results

• Start with business goals

• Whom are we targeting

• Define KPIs

• Communication channels

• Content • Scheduling • Relationship with the

media • Collaborations

• How they will work together

• Resourcing them • Measurement

process

• Commit team members to take initiatives on conversations

• Encourage the target to share & discuss with others

• Reporting schedule

• Review for improvement

Business objective & communication strategy

Education Reach more Be relevant

Focus areas Prevention Detection

Primary target audience : 35 to 55 years old

Support Easy access

Helpful

Focus areas Survivorship

Support resources

Go digital Reach more, be relevant, be cost effective

Education posts in Facebook

Pink October Our dietician speaks in Facebook

ABC microsite

Go digital for easy access

Mobile app

Go digital Collaborations

Cllbr8 with BBDO Advocacy Asia; www.woop.my

• 89% of the women to learn new information

• 1,000 unique pieces of consumer generated content , reaching out to 39,000 of their peers.

Reaching out immediately

Chat forums featured in the ABC microsite and mobile app

Helpline for CA information, resources and counselling.

Nurses are multilingual

Reaching out through the traditional media

Survivors and doctors interviewed to appeal to a diverse community @ various radio stations

… and on national television to reach the Malay viewers

Reaching out through the traditional media

Newspaper is a medium to reach the urban Chinese population

Business objective & communication strategy The messenger needs to carry weight

Raise the brand profile

Awareness & credibility

Increase presence

in the media

Leader in education

Raise the brand profile Leader in education

Align with global campaigns

Advocacy focused New angles on familiar topics

Raise the brand profile Increasing presence in the media

Collaboration with KOLs … and multinationals

Tools & tactics

Reaches the older set of the audience Radio and TV a popular medium among

the Malay community. Newspapers are effective on reaching out

to the Chinese group Regarded as credible source of

information

Reaches the younger set of the audience

Professional support services Easy access to information

Track the results Traditional media

3667987

8541456 2467627

683246

1072008

281520

223569

201682

0

2000000

4000000

6000000

8000000

10000000

12000000

YTD Aug 2015 FY 2015 YTD Aug 2016

Publicity Value

NPP. TV. Mag. Radio

+31% Media buy = RM 0

Tracking the results Facebook Likes

0

2000

4000

6000

8000

10000

12000

14000

+ 41%

Tracking the results Facebook Reach

0

2000

4000

6000

8000

10000

12000

14000

16000

In summary

One size does not fit all

• Understanding of media consumption habits within segments of the target audience is imperative to reach out effectively

• Traditional and digital media has its own unique role and set of audiences

Accessibility

Speed, easy access and free information is valued by our audience

Have a strategy

Apply a communication planning model to guide your effort

Developing a strategy to integrate traditional & social media to meet a diverse population with different levels of access to technology