The Way ‘Digital’ Transforms Healthcare Communications –And Affects Business Strategies

Karvalics Attila, Dty Managing Director, Weber Shandwick

Media Matters

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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.