Healthcare Engagement Strategy 2010: Insights from winning strategies

Hilton Park Lane, London

15th April 2010Paul Grant / Daniel Ghinn

2010 AWARDS

Healthcare engagement in a digital world

VIDEO: What does healthcare engagement mean to you?

http://www.youtube.com/watch?v=Kj-8fdMqRRY




ANOTHER AWARD?

• Recognise more than just creative work or buzz

• ‘Engaging content’ versus actual engagement

• Real engagement is good for “us”, but importantly can bring real difference to healthcare and to patients

• Opportunity for us and the industry to learn:• What can we all take away from best practices?

• Humility of winners - showing a willingness to learn, yet they themselves are leading

• Goal to see improvements in real engagement in 2010


Develop

Design

Direct

Define

Determine

Deploy

DISCOVERYCreation Healthcare discovery

methodology for informed engagement strategy

DiscoverDiscover


JUDGING PROCESS


NOMINATIONS

• Predominantly received via Twitter

• Some verbal

• Some via email

• >50 different projects or people for consideration


METHODOLOGY

• Pub-chat opinion awards were the model initially

• The process consisted of;• Nominations sent to international judges panel for initial review and

opinion sharing (Spain, Mexico, Australia, USA, UK)

• Criteria and weighting based on actual engagement (patients, HCPs, marketing, tangible outcome, beneficial to human healthcare)

• Short-listed entrants

• Interviews with finalists (objectives and outcomes)

• Awards announced


HES AWARD WINNERS


JOHNSON & JOHNSON HEALTH

CHANNEL ON YOUTUBE

Best Engagement Through Video


OVERVIEW

• Over 1.5 million views since 2008

• Proactive engagement, interacting with comments: • Puts a human face on the corporation and goes to core values of

connecting with the customer, engaging and having 1-to-1 dialogue

• 90-95% videos are not product specific

• Good source of objective healthcare information

• Let’s take a closer look...


WHAT WE LIKE

• Actually engaging proactively

• Honest and open stance on what is and isn’t within the control of the company - plain English legalities

• Consistency in moderation of conversation;• Allowing controversial content, but drawing the line on off-topic,

obscene, or inappropriate behaviour

• Reaching a population where over 50% are women with ages between 40-55 - not that this is a goal


WHAT WE LIKE

• Reputational ROI; • Objective evidence that a lot of people have seen these videos

• Subjective evidence that people are appreciating it, and that appreciation is rolling over to appreciation of the company

• Just one part of J&J’s engagement strategy

• Responding to comments, and keeping a balance with when and whether to signpost information• Not providing medical advice

• Historical evidence suggests fear of AEs is a ‘red herring’


IN THEIR WORDS

• Allowing the community to publish controversial content;

“It’s an open forum, except for inappropriate or off-topic comments... and what I’ve found is that the community corrects itself. If somebody says, ‘bipolar doesn’t exist, you’re all crazy!’ then somebody will say ‘yes it does, and if you had a loved one

in this situation then you would understand’.”

Rob Halper, Director of Video Communication for Johnson & Johnson


IN THEIR WORDS

• Rather than talking about products;

“I’m more interested in telling the good story about patients who are coping with a disorder, or doing things to make

themselves more healthy, and if people become more aware of that disease state and want to look into it more, great. And if they are just interested in the information that’s great too.”

Rob Halper, Director of Video Communication for Johnson & Johnson


THEIR ADVICE

• Keep the content fresh

• Monitor comments every day, all day long. Views, what’s being said, who’s subscribing.

• It’s important to be really open & honest. If you make a mistake, or offend somebody, take responsibility about it.

• Don’t try to sneak in a commercial message without being transparent about it. If there’s a product video, don’t pretend that it’s an objective video. People won’t be fooled.


OBSERVATIONS

• Allowing comments - a brave new world

• The community will self-regulate to a large extent

• Legally distance from 3rd party content

• Lo-cost channels can be highly engaging

• Content is king

• Openness and transparency are the best tenets


RELEVANT LINKS

• http://creationinteractive.com/articles/best-engagement-through-video-award/

• http://www.youtube.com/user/JNJhealth

• http://jnjbtw.com/

http://creationinteractive.com/articles/best-engagement-through-video-award/




http://www.youtube.com/user/JNJhealth

http://www.youtube.com/user/JNJhealth

http://jnjbtw.com

http://jnjbtw.com


TUDIABETESBest Patient Community


OVERVIEW

• Providing a platform for people touched by diabetes, to connect

• 20,000 members in two language communities

• Strong awareness campaigns using social networks and media which transcends language or culture• Video, photos, creative expression

• Partnership with industry



WHAT WE LIKE

• Community is centred on patients and caregivers

• Helping to overcome ‘closet condition’ and provide a safe place for support and openness

• Clear about complimenting interactions with the patient’s medical team - never a substitute, yet some types of support through the community simply could not be offered by even the most committed medical team


CASE STUDY

• Founder was diagnosed with Type II Diabetes, and seemed like a typical case.

• Treated by a general practitioner with strong relationship and history, but not a specialist - failing treatment

• Eventually referred to an endocrinologist, diagnosed as Type I through two different tests

• Many members of the community are in a similar situation when they join. Treatment is not working, GP trying many things.

• Community identifies these cases and can advise the patient to speak with the GP about the two tests - sometimes makes a big difference


WHAT WE LIKE

• Toe in the water on community participative projects;• Testing blood sugar glucose at the same time

• 1400 people sharing a personal, individual moment

• People respectfully encouraging high/low value patients to treat as soon as possible, or asking why they thought it was this way.

• Self-supporting

• A big success!

• Next step was to take it outside the community...


CASE STUDY

• November 2009 “The Big Blue Test”, participation project with other Diabetes patient groups;• Goal to break into trending topics on Twitter

• Dimension of physical activity;

• Test, exercise for 14 minutes, test

• 80% of 2000 participants reported a drop of 20 points

• Shocked to discover or rediscover this was possible

• A powerful community moment, group learning through shared experience


IN THEIR WORDS

• Support empowers patients in times of emotional strain

“We have a lot of testimonials from people who describe specifically how they’ve been able to reduce their haemoglobin A1C number from a higher

place to a number in the 6’s or sometimes in the 5’s – that’s practically normal, non-diabetic A1C... by simply participating with others with diabetes

who are doing things differently, then going back and discussing with their doctors and incorporating new things into their therapy.”

Manny Hernandez, Founder of TuDiabetes


WHAT WE LIKE

• Started using other channels with a goal to increase membership... • Realised that different people need different channels, it is not about

having all people using all channels.

• Creating contests and syndicating through other channels

• Integrating online content with offline initiatives• Diabetes poetry book, 40 members and 100 submissions

• Using 6” x 4” postcards in surgeries to grow online members


CASE STUDY

• October 2009 “Making sense of Diabetes”, participation project sponsored by Boehringer Ingelheim Pharmaceuticals;

• Each week of October dedicated to a different sense. “Life with Diabetes through that sense”

• Winners each week

• Compilation video in time for World Diabetes Day


http://www.youtube.com/watch?v=29bng1H4XTs




THEIR ADVICE

• It’s critical to have at the helm of the community - running the community - people that are directly impacted by the condition.• The kind of passion you have when you live with it on a daily basis goes a

long way.

• You need to nurture a community, and make sure it stays on track. And you need to define what ‘on track’ means for you. • Define what the guiding principles are for your community

• It helps if you have some clear rules that you are expecting people to follow


THEIR ADVICE

• Listen to people who are not engaged in the community and incorporate their feedback E.g. ‘Sign-up’ button “Without your members, your community is meaningless, pointless. It’s

important to listen to what your members have to say.”

• People in both communities take time to manage day to day activities – members moderating members for approval before joining, to keep spammers at bay.;

“...we need to keep an eye on the conversation to make sure that the spirit and the overall environment in the community stays true to the

values that we have articulated for the community.”


OBSERVATIONS

• Evolve - the vision may not be the reality

• Health is controversial, let the conversations take place;• Foster the conversations that need to happen

• Healthcare reform, politics, religion - respect and flow

• Not just moderating, but highlighting the positive

• Use ‘Lo-tech’ and offline creative ideas, facilitated through social networks and participative sharing

• Allow people to engage where it is most convenient for them


RELEVANT LINKS

• http://creationinteractive.com/articles/best-patient-community-award/

• http://www.tudiabetes.org/

• http://www.estudiabetes.org/

• http://www.tudiabetes.org/notes/Making_Sense_of_Diabetes

• http://www.tudiabetes.org/profiles/blogs/world-diabetes-day-2009-1

http://creationinteractive.com/articles/best-patient-community-award/




http://www.tudiabetes.org

http://www.tudiabetes.org

http://www.estudiabetes.org

http://www.estudiabetes.org

http://www.tudiabetes.org/notes/Making_Sense_of_Diabetes

http://www.tudiabetes.org/notes/Making_Sense_of_Diabetes

http://www.tudiabetes.org/profiles/blogs/world-diabetes-day-2009-1





SKCIN’S COMPUTERTAN

CAMPAIGNBest health issue awareness

campaign


OVERVIEW

• “Don’t be fooled. UV exposure can kill”• A simple campaign about raising awareness

• Presented with ‘state-of-the-art’ components• iPhone application, web application, supporting products and e-

commerce facility, viral sharing tools, seeded through bloggers

• Big traditional media support, 25,000 free tanning session pamphlets, 50 digital cross-tracks, 1000 London Taxi screens

• More than 1.5 million visitors



WHAT WE LIKE

• More people (+35%) die of skin cancer in the UK than in Australia - an awareness issue that needs solving

• Thinking about engagement from a viral point of view - the mechanism is ‘spoof ’

• Actually principally hooks the target audience and reveals the message after they have fully engaged

• Always a challenge to get a message to the younger generation - meets them in their domain


IN THEIR WORDS“I think we’ve learned that the desire for UV tanning is even more prevalent

than we’d anticipated, and clearly the problem doesn’t exist only in this country. Because of the nature of the world wide web, it’s opened up the campaign to a further 180 countries, from which we’ve had a huge media response in those

countries. It makes you realise that on a global scale it’s a huge problem.

In particular the campaign was aimed at a younger audience really, and teenagers, who use and interact with the web.

They seem to be less knowledgeable or concerned about cancer in general. ...and are really unaware of the dangers of UV tanning.”

Kathryn Clifford, Marketing & Creative, Skcin (The Karen Clifford Skin Cancer Charity)


THEIR ADVICE

• Utilising spoof is a great way to do it; “It achieved a lot of press coverage. We were very lucky because the

creative idea was the brainchild of McCann Erickson. We were extremely lucky to have had them work with us on this.”

• Utilising the web is a great way of doing it – far more cost-effective. And it’s quantifiable; you know how many people have got your message. And it’s the way to go when you’re trying to reach a younger audience.


OBSERVATIONS

• The Internet has no boundaries - any campaign is a global campaign

• Right message, right platform, right people

• Attention to detail and investment in multiple channels gives the message more ‘authenticity’

• A big idea is a winning idea - traditional media still love a story

• Engagement can be about how ‘bought in’ the audience is


RELEVANT LINKS

• http://creationinteractive.com/articles/best-health-issue-awareness-campaign-award/

• http://computertan.com/

• http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=305194397&mt=8

• http://www.skcin.org/skcin_media_coverage.php

• http://www.skcin.org/media/Computertan%20Case%20Study.pdf

http://creationinteractive.com/articles/best-health-issue-awareness-campaign-award/




http://computertan.com

http://computertan.com

http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=305194397&mt=8




http://www.skcin.org/skcin_media_coverage.php

http://www.skcin.org/skcin_media_coverage.php

http://www.skcin.org/media/Computertan%20Case%20Study.pdf





GET REAL. GET A PRESCRIPTIONBest integrated engagement

strategy


OVERVIEW

• Anti-counterfeit medicine campaign

• Stakeholder engagement collaboration;• Pfizer, UK government regulator the MHRA, the Royal Pharmaceutical

Society of Great Britain (RPSGB), and patient groups such as HEART UK and The Patients Association

• Full channel integration: • Cinema, TV, Print, Outdoor, online, PPC, social media sharing - goal of

affecting and demonstrating change in online behaviour



WHAT WE LIKE

• Tackling an issue as a consortium and therefore reaching stakeholders across every area of healthcare - educating even professionals

• A research informed initiative - evidence justified the approach

• Phased approach with continuous improvement through discovery - minor tweaks with major benefits

• Innovation within guidelines and continuing to use channels that have constraints - such as paid online advertising

• Syndicated by police, NHS Trusts, Pharmacy chains


WHAT WE LIKE

• Mechanisms for gathering evidence of a tangible outcome• Sharing analytics between stakeholders, building measurable user journey across

multiple domains and stakeholders

• Providing opportunities for two-way engagement through appropriate channels and partners

• Sign-posting patients back into the legitimate healthcare system for correct care

• 85% of people intercepted by therapy specific pages said that they would change the way they buy medicine online, based on their new understanding of the safety issues around unregistered online sources


IN THEIR WORDS

• Fighting the war on counterfeit medicine at the front line;

“Working online itself was an important element, as evidence shows that a high proportion of illicit medicine purchases are conducted via

the web, and through the web site we were able to direct consumers in the way we set out to, explain more about the campaign, and employ a variety of strategies to try and intervene directly in that online illicit

‘patient journey’ and ultimately try and change behaviour.”

Andrew Widger, Associate Director, Communications UK/Europe at Pfizer


IN THEIR WORDS

• Evidence at every point of the campaign;

“It should be remembered that while this campaign seems simple – a ’shocking’ visual representation of the dangers, as a hook to encourage people to find out more – it is firmly rooted in evidence from a variety of sources, and validated by in-house medical colleagues, legal counsel, and partner regulatory organisations. This provided an important basis for the campaign to push boundaries, in terms of memorable creative and the use of new channels and techniques, while being assured that any criticism could be met with robust, evidence based justification.”

Andrew Widger, Associate Director, Communications UK/Europe at Pfizer


THEIR ADVICE• Be brave;

• If a message is worth delivering, it is worth investing in the time to be creative

• Be prepared; • If you want people to take notice, and discuss your campaign and its messages, you need to

be prepared to let them do so, and you need to be ready to offer further guidance, or respond to enquiries, or offer support to people and groups who want to join in - for example, we didn't expect a local police force to adopt our materials.

• Be ‘future-proof ’; • Develop resources that can grow, change, or be repurposed as your campaign gains

momentum. For example, our web assets have all been designed for future growth; while the video advert has been created in such a way that it can quickly be translated and repurposed for other markets. Consequently assets from the Get Real campaign have reached audiences in the Netherlands and Israel to date, and plans exist for use in other countries.


OBSERVATIONS

• Research can make budget expenditure more focused

• Measure everything, but know what the questions are

• Do not ‘set and forget’. Continuous improvement increases effectiveness over time.

• Be flexible, if a message is noteworthy the community can ‘run-away’ with it on their own terms

• Partnerships strengthen the transparency and intent of the cause, and create momentum through other stakeholders


RELEVANT LINKS

• http://creationinteractive.com/articles/best-integrated-engagement-strategy-award/

• http://realdanger.co.uk

• http://www.youtube.com/pfizeruk

• www.mhra.gov.uk/buy-medicines-online

• www.internetpharmacylogo.org

http://creationinteractive.com/articles/best-integrated-engagement-strategy-award/




http://realdanger.co.uk

http://realdanger.co.uk

http://www.youtube.com/pfizeruk

http://www.youtube.com/pfizeruk

http://www.mhra.gov.uk/Safetyinformation/Generalsafetyinformationandadvice/Adviceandinformationforconsumers/BuyingmedicinesovertheInternet/index.htm?utm_source=mhra&utm_medium=link&utm_content=healthconditions&utm_campaign=realdanger

http://www.mhra.gov.uk/Safetyinformation/Generalsafetyinformationandadvice/Adviceandinformationforconsumers/BuyingmedicinesovertheInternet/index.htm?utm_source=mhra&utm_medium=link&utm_content=healthconditions&utm_campaign=realdanger

http://www.internetpharmacylogo.org/?utm_source=rpsgb&utm_medium=link&utm_content=registration&utm_campaign=realdanger

http://www.internetpharmacylogo.org/?utm_source=rpsgb&utm_medium=link&utm_content=registration&utm_campaign=realdanger


MAYO CLINICBest hospital or clinic


OVERVIEW

• “The needs of the patient come first”

• Treating more than 500,000 patients per year

• Reaching beyond physical clinic locations using a mix of old and new channels• Radio, streaming podcasts, video, Twitter, Facebook, Blogs, video FAQs,

private online groups, and more.

• Using digital channels to increase engagement internally



WHAT WE LIKE

• They build on what is already going on and extend it; • “MacGyver-ize” - taking old assets and moving into new channels

• Provided radio content for more than 20 years

• Started moving it into podcast format around 2005

• Also lifted audio from TV interviews and other video collateral

• Evolved to two-way engagement through Twitter and email

• Questions come in (#mayoradio) and experts reply on the MedicalEdge Weekend radio show - streamed live and OnDemand

• Information is traveling further than the reach of their clinics


CASE STUDY

• Rare diseases - gaps in knowledge or support

• Postural Orthostatic Tachycardia Syndrome (POTS)• Affects teenage girls - sudden change in heart function

• Often misdiagnosed as stress by doctors

• Received letters from out of area people who have heard the podcast and travelled to the clinic, after finally finding someone who recognises the condition

• Heard more than 20,000 times


IN THEIR WORDS

• Publishing plays a clear role in online engagement

“It is really helpful when you have some of world’s leading experts on a particular condition – if you can have them talk for 10 or 20 minutes on that topic – that is highly valuable to patients or their families, who are looking for the kind of in-depth information that previously was not possible to get.”

Lee Aase, Manager for Syndication & Social Media, Mayo Clinic


CASE STUDY

• Piloting a digital FAQ / video FAQ for first-time patients in the Dental Specialty Area

• Physicians spending a lot of time with patients in the first visit going over the same information• Video content provided prior to first visit

• Achieving more specialist care on that first visit

• Assessing patient and provider satisfaction

• Secret Facebook groups with a medical staff person, where patients can ask questions and find mutual support or feedback


WHAT WE LIKE

• Thinking about engagement holistically, both internally and externally

• Looking at how to create strategies for collaboration using social media, within the organisation• E.g. Internal blog about corporate strategic plan;

• Employees engage on how to apply strategic themes (core values) to their role and work

• Look for and appoint leaders for the strategic themes

• Allow groups to self-organise

• Teams can be assembled around patients better


THEIR ADVICE

• Develop a personal familiarity with social media before applying it in the workplace; “Take the time to understand the ‘ways of the world’ of social media so that

you don’t end up with faux-pas that would be embarrassing to your organisation and hinder adoption.”

• Start with what you have, and look for ways to gradually take steps towards better engagement, one thing at a time. Rather than hiring lots of people to ‘blast through’. Inefficient if a blast approach;

“If you have significant expenses involved, you will be looking for the payback too soon, and will act in ways that are not in keeping with social media. You

will end up being too ‘hard sell’.”


OBSERVATIONS

• Start small, continuous improvement through discovery

• Develop internal expertise in social media so that you can train the subject matter experts to engage effectively. • Find the evangelists.

• Then empower your people.

• Find ways to keep costs down – don’t build up big overheads.

• Shoot a video, rather than a blog post – people will see the real doctor, which is much more reassuring (and credible).


RELEVANT LINKS

• http://creationinteractive.com/articles/best-hospital-or-clinic-award/

• http://www.mayoclinic.com/health/stress-management/MY00435/TAB=expertblog

• http://radio.mayoclinic.org/

• http://www.facebook.com/MayoClinic

• http://www.youtube.com/user/mayoclinic

http://creationinteractive.com/articles/best-hospital-or-clinic-award/




http://www.mayoclinic.com/health/stress-management/MY00435/TAB=expertblog




http://radio.mayoclinic.org

http://radio.mayoclinic.org

http://www.facebook.com/MayoClinic

http://www.facebook.com/MayoClinic

http://www.youtube.com/user/mayoclinic

http://www.youtube.com/user/mayoclinic


PATIENTSLIKEMEChanging Healthcare


OVERVIEW

• 50,000 patient members• Capturing 10% of newly-diagnosed MS patients in the US

• Capturing 20% of newly-diagnosed ALS patients in the US

• Putting the patient at the centre of healthcare

• Providing tools for patient to patient dialogue

• Observational study data for the benefit of industry



WHAT WE LIKE

• Engagement strategy most likely to change healthcare• 21% of patients changed physician as a result of the community

• Helping people with rare diseases find others;• 85% of respondents said that they felt better about themselves because

of recognition from others that their condition is real.

• Giving information that the patient needs, not what the healthcare industry defines as being the right information

• Comparative analysis to find similarities to learn from


WHAT WE LIKE

• Trying to understand and define what ‘patient-centric’ medicine actually could mean• Privacy and openness

• Started with what they had to give;• Sharing their life-experience and research

• Discovery model for continuous improvement - learning about how different therapeutic areas have different measurement needs; It’s not one size fits all


WHAT WE LIKE

• Making a difference to patients• An open framework for patients to measure on health

• Experimentation;

• ‘Mood’ community detailed scale did not measure mania with the sensitivity that was needed - evolutionary fixes

“This isn’t a controlled clinical trial, this is an evolutionary platform that’s continuously trying to measure better and better, human health.”

• Aligning interests of patients with interests of industry (UCB)


CASE STUDY

• Fibromyalgia community launched at end of 2008, and has been fastest growing community. • Grown to over 10,000 patients already, 856 new patients in 3 weeks of 2010

• Added chronic fatigue syndrome to this community in response to new science information about XMRV virus;• Scientists found that XMRV virus is much more common in chronic fatigue

patients.

• Brand new science very quickly deployed into the community

• Ability to be part of the quickening and acceleration of science in a specific space


IN THEIR WORDS

• On the philosophy of giving patients tools to discover and learn from others;

“...given where I’m at; everyone else who got to where I am; what’s their path so I know the range of outcomes and then how do I get there if I wanted to go on the best path that I

can hope to achieve? What are the interventions, techniques, things that can change my quality of life, my outcomes.”

Ben Heywood, Co-Founder & President, Patientslikeme


IN THEIR WORDS

• On proving to industry where their observational data sits in the evidence spectrum;

“We look to work in the clinical research space with our data and our information. We know there’s a hurdle as a healthcare

pro or trained expert, to coming to the idea about this info that’s collected through shared experiences; ‘wisdom of crowds’.

We have a long way to go to achieve full acceptance of this data”

Ben Heywood, Co-Founder & President, Patientslikeme


THEIR ADVICE

• Health data is individual, so doing something meaningful with it is a challenge. It’s not simply about adding IT to healthcare.

• Start by aiming to solve an individual patient’s problem; then solving two patients’ problems; before solving the whole community’s problems. Otherwise, it becomes too big a challenge.


OBSERVATIONS

• Innovation - by measuring everything there is a wealth of intelligence. Make it useful

• Give to the community

• Start with the needs of the community, not the needs of the organisation or message

• Continuous improvement through discovery


RELEVANT LINKS

• http://creationinteractive.com/articles/changing-healthcare-award/

• http://www.patientslikeme.com/

• http://www.patientslikeme.com/als/community

• http://blog.patientslikeme.com/

http://creationinteractive.com/articles/changing-healthcare-award/




http://www.patientslikeme.com

http://www.patientslikeme.com

http://www.patientslikeme.com/als/community

http://www.patientslikeme.com/als/community

http://blog.patientslikeme.com

http://blog.patientslikeme.com


LOCAL TO GLOBAL


RECAPPING ’09

• So what did we see in 2009?• Some good progress in healthcare engagement strategies, as evidenced

by the nominees and winners of HES Awards

• Lots of buzz about social media;

• Some regulatory confusion - FDA hearings

• Who did what first - does it matter?

• Yet, social media is only one piece of the engagement puzzle

• An amazing number of social media experts

“After all is said and done, there is a lot more said than done”


TIMES ARE A CHANGING

• Privacy default setting to ‘public’, average person still not very aware

• Increasingly ‘long-tail’ of individual touch points and ways to experience the informational and networking opportunities of the Internet; • So is Facebook a certainty? (Remember FriendsReunited, MySpace?)

• YouTube?

• Google?

• etc


TRUTHS

• So if we were seeking to distill some concrete overarching concepts:• Change is certain

• There is a human appetite for knowledge and information;

• There is potentially a value to building intelligence assets

• The Internet provides a new way to have community and a sense of belonging - and the global population is now embracing it

• Sharing and need to participate - Maslow’s hierarchy of needs


UNIVERSAL NEEDS


NEW RULES• By now, it is pretty clear - this whole Internet thing has no respect for

established territories and local regulations

• Any web property is an international provision of information

• Empowered online health consumers are seeking answers, and will not be confined to the information that is given to them based on their location or language

• The environment has already moved to two-way engagement• Local regulation hasn’t caught up - simply cannot catch up: Future shock

• "too much change in too short a period of time"• Dynamic, fluctuating landscape requires dynamic, evolving strategy

• Have to move and respond quickly - but have solid guiding principles


PROPOSITION

• 2010 could well be the year where the most innovative companies develop comprehensive and overarching global engagement strategies

• Multi-channel, fully integrated, holistic strategy which evolves based on continuous measurement and discovery

• Central tenets - global framework - local implementation

• Consistency and continuity of brand


DISCUSSION

• What do you believe are the challenges to defining an overarching global engagement strategy?

• What opportunities exist for developing global engagement guidelines that are not technology specific?

• What are some of the lowest common denominator aspects of engagement - as observed in the HES Award winners?• People - we are human, want to be treated as humans (not users, or

patients, or any other label)

• Respect - cultural, lingual, integrity, openness


LESSONS LEARNED


INSIGHTS FROM HES

• Engagement brings returns internally and externally

• Look for champions

• Allow groups to self-organise

• “MacGyver-ize” - use what you have

• Content is king - use experts, real people, rich media

• Digitise repetitive content to improve efficiencies

• Take time to understand the changing landscape


INSIGHTS FROM HES

• Undertake projects with partners, and competitors

• Use shared human experiences offline (competitions, experiments etc) to forge bonds and learning online

• Passion counts in healthcare

• Clear guidelines - we are human

• Seek and listen to those who are NOT engaged, incorporate their feedback

• Foster controversy, don’t shy away from it


INSIGHTS FROM HES

• A big idea is still a big idea

• Measure everything - but start with the right questions• Intelligence - Passive versus active (submarine)

• Data/Trends – without necessarily delving into verbatim (AEs)

• Listen, learn, engage, DISCOVER

• Funnels, alerts, events, assignment rules

• Money and scale doesn’t equal success (innovation is born from adversity) – start small


INSIGHTS FROM HES

• Think about what you can give;

“I asked of life, ‘What have you to offer me?’ The answer came, ‘What have you got to give?”

• Go where they are – convenience

• Integrate with offline/other channels

• Sidewiki, Google – can’t control everything

• No territories anymore (think global)


INSIGHTS FROM HES

• Actually not that complicated;• Remembering that this ‘engagement stuff ’ is about people

• Honesty and openness, plain English

• Human: considering their needs

• Passion: it is about their life

• Respect – religion and politics

• No hidden agendas - betrayal

• Although it certainly take some serious thought = strategy


DISCUSSION

• Break into groups where you can discuss areas where you believe you could see improvements in engagement strategy• What have you learned today that you can implement?

• What advice do your peers have for your situation?

• What is an obstacle to engagement success in your organisation?

• What will you do next?


Develop

Design

Direct

Define

Determine

Deploy

DISCOVERYCreation Healthcare discovery

methodology for informed engagement strategy

DiscoverDiscover


FINAL THOUGHTS

Healthcare Engagement Strategy 2010: Insights from winning strategies

Education

Transcript of Healthcare Engagement Strategy 2010: Insights from winning strategies