roadmap to best practices promotion and communication in healthcare massimo vergnano

ROADMAP TO BEST PRACTICES PROMOTION AND COMMUNICATION IN

HEALTHCARE

Massimo Vergnano

STREAMS

BACKGROUNDER

Extreme demographics

Maslow Insights

ROLE OF MEDIA

INTEGRATED COMMUNICATION

Communication quadrant

Resouce Files

Canadians Resource Kit

HEALTH 2.0

Definition

Patient compliance

Patient Empowerment

BUILDING GKEN BRAND

Insights driven brand strategy

GKEN Positioning

COMMUNICATION

MODELS

Health belief

Socio-cognitive

Extreme futures

Health attitudes

Media effects on health

Social health campaigns

GKEN Vision

Patient segmentation

Compliance

Celebrities

Television contents

EXTREME FUTURES

4

EXTREME DEMOGRAPHICS

6

AGING BOOMERS YOUTH BOOMERS

CHRONIC DISEASES

• Diabetes• Obesity• CAD• COPD• Alzheimer• Depression•CHF

RISKY LIFESTYLES•Tobacco•Alcohol •Food•Drugs•Sex

9 BILLION WORLD POPULATION IN 2030

MASLOW' NEEDS THEORY

(Not so extreme people insights)

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MASLOW

8

Needs and Values

PEOPLE ARE CLASSIFIED BY THEIR DOMINANT VALUEENLIGHTENMENT REFORMER

DISCOVERY EXPLORER

CONTROL SUCCEEDER

STATUS ASPIRER

SECURITY MAINSTREAM

ESCAPE STRUGGLER

SURVIVAL RESIGNED

9

10

ADOPTION CURVE

ADOPTION CURVE

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Mature

12

ADOPTION CURVEYoung

PEOPLE ATTITUDES TO HEALTH ISSUESResignedStruggler

SurvivalEmergency

MainstreamRemedy

Protection

AspirerSucceeder

CosmeticAvoidance/Control

ExplorerReformer

General wellbeingHolistic

13

Needs Driven

Problem Driven

Benefit Driven

Ideology Driven

CHRONICALLY ILL PATIENTS ATTITUDES

Better informed More demandingMore critical than patient suffering from acute diseases

14Patient insights – a typology of chronically ill patients - Joachim

Scholz Ligma

CHRONICALLY ILL PATIENTS SEGMENTATION

disease-related information behaviorwillingness to involve in therapy decisionsbrand awareness of pharmaceutical productswillingness to make co-paymentshealth consciousnesscomplianceself-efficacyattitude towards physician

Dimensions


Scholz Ligma

CHRONICALLY ILL PATIENTS SEGMENTATIONDistribution of patient types


Scholz Ligma

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CHRONICALLY ILL PATIENTS SEGMENTATIONSocio demographics of patient types

CHRONICALLY ILL PATIENTS SEGMENTATIONOverall profile of patient types


Scholz Ligma

PATIENT COMPLIANCE

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PATIENT COMPLIANCE

20

21

PATIENT COMPLIANCE

22

PATIENT COMPLIANCE

23

PATIENT COMPLIANCE

CHRONICALLY ILL PATIENTS SEGMENTATIONOverall profile of patient types


Scholz Ligma

CHRONICALLY ILL PATIENTS SEGMENTATIONInportance of information sources


Scholz Ligma

COMMUNICATION MODELS

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COMMUNICATION MODELS

HEALTH BELIEFSOCIO-

COGNITIVE

AUSTRALIA SMOKING

HEART ATTACK

PARTY GIRL

UK

BENCH

ENGLAND

HEALTHY LIFESTYLES

BrainLungsArtery

RISKY LIFESTYLES

CHANGING ATTITUDES TO HEALTHOLD HEALTH PARADIGM “NEW PARADIGM”

Physical health Holistic health- physical mental , emotional and spiritual

Genetics and disease as problems

Genetics and disease plus stress, lifestyle, nutrition, mood and evitoment

Passive acceptance Active control

Physician as healthcare authority

Many authorities, resources, partners and self

Drugs Nutrition, diet, healthy regime

Absence of disease Wellness

LAGGARD INNOVATOR

38

CH

AN

GE

CHANGING ATTITUDES TO HEALTH

“NEW PARADIGM”

Health 2.0 ???

EMPOWERED ??

39

CH

AN

GE

HEALTH 2.0

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HEALTH 2.0 DEFINITION

Health 2.0 goes way beyond just the pervasive social networking technology to include a complete renaissance in the way Healthcare is actually delivered.

41

Scott Shreeve Founder of CrossOver Healthcare

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.

44

HEALTH 2.02. 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.

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HEALTH 2.0

3. 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.

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HEALTH 2.0

4. 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.

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HEALTH 2.0 5. 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.

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MEDICINE 2.0/3.0

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Next generation medicine

HEALTH 2.0

Patient empowerment philosophy is under the effect of different drivers and resistance that at each European country…

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INFLUENCE BY DIFFERENT DRIVERS

DRIVER FRANCEGERMAN

YITALY SPAIN UK JAPAN US

The healthcare system

Powerful Advocacy Groups

The strength of media

Influence in healthcare issues

Use of internet

Direct to consumer marketing

Overall effect

51eHealth for patient empowerment in Europe – Josè Luis Moneagudo et.all. - 2007

eHealth in Europe

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

The ACM model

eHealth for patient empowerment in Europe – Josè Luis Moneagudo et.all. - 2007 52

THE ACM MODEL

Is the capacity of the user to be electronically connect to Internet Services ( at home or alternatively sufficiently good access elsewhere) and the no existence of barriers to operate the terminal devices and the user interface because personal limitations or mismatches

Access

53

THE ACM MODEL

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.

Competence

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THE ACM MODEL

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)

Motivation

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Access

Motivation

Competence

PATIENT EMPOWERMENT

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VIIV II

I

VIII

VII

Access

Motivation

Competence

Access

Motivation

Competence

PATIENT EMPOWERMENT

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VIIV II

IVIII

VII

Access

Motivation

Competence

Has all three factors – access, motivation and competence. Rapresents the group of potential users ready to adopt the eHealth service

Access

Motivation

Competence

PATIENT EMPOWERMENT

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VIIV II

I

VIII

VII

Access

Motivation

Competence

Only has motivation; will require both infrastuctrural and training interventions. It should be explorer if traditional channels are not more appropriate to provide this group with services

Access

Motivation

Competence

PATIENT EMPOWERMENT

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VIIV II

I

VIII

VII

None of the three conditions exist; multi- dimentional interventions will be needed

Access

Motivation

Competence

PATIENT EMPOWERMENT

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VIIV II

I

VIII

VII

Access

Motivation

Competence

Personalized Patient Education

Solutions to Actual needs (Chronic Care)

Accesibility & Design for All in eHealth

Mobile

PATIENT EMPOWERMENT BEWARE OF MASLOW

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ROLE OF MEDIAIN SHAPING BEHAVIOURS

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ROLE OF MEDIA IN SHAPING BEHAVIORS

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ROLE OF MEDIA IN SHAPING BEHAVIORS

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MEDIA EFFECTS ON HEALTHCelebrities

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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.

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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.

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MEDIA EFFECTS ON HEALTHContents

Advertising , consumer behavior and health : Exploring possibilities for health promotion Bob. F Fennis .International

Journal of Medical Marketing - 200268


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

Program contents advertising and health

69Advertising , consumer behavior and health : Exploring possibilities for health promotion Bob. F Fennis .International Journal of Medical

Marketing - 2002


1) The media advocacy approach:1.Creative epidemiology2.Issue framing3.Gaining access to news media outlets

Using television programming as a health promotion tool


Marketing - 2002


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



Marketing - 2002


3) The consumer behaviour approach“ A strategy aimed at modifying health-

related aspects of consumer behaviors through commercial advertising in cooperation with manufactures and marketers of health-related products and services”



Marketing - 2002


… 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…

Relationship between health behavior and consumer behaviour – a warning


Marketing - 2002

INTEGRATED COMMUNICATION

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SOCIAL HEALTH CAMPAIGNS

A wider challenge than before

A need to engage a wide number of stakeholder

Utilize 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

75

Key issues

PLANNING THE INTEGRATION

76

The communication quadrant

Professional/ Public Relations

Events

Education Advertising

Professional/ Public Relations

Events

Education Advertising

Credibility Action

Involvement Theme Message

77

PLANNING THE INTEGRATIONThe communication quadrant

TOBACCO CONTROL CAMPAIGN IN UK

78How the Integration of Advertisers made Advertising more Powerful than Word of Mout - Frank Reitgassl

RESOURCE FILE

Resource File is a comprehensive tool-kit distributed to by Corporate HQs to the local AffiliatesIts main goal is to provide the local companies with all the elements which will be necessary to implement a successful communication programResource file should include both strategic guidelines and tactical directions, as well as templates to facilitate the local development and production of relevant materialsThe overall function of the Resources File is to ensure consistent communication strategy, both in terms of key messages and branding and designThe Resource File includes electronic files of all the elements in order to facilitate local execution and production

Learning from big Pharma

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RESOURCE FILELearning from big Pharma

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RESOURCE FILELearning from Canada

82

The Tool, Worksheets and Resources presents eight Critical Success Factors for strengthening chronic disease prevention and management, with guiding questions for each.

THE TOOL, WORKSHEETS

AND RESOURCES

HOWTO GUIDE

The How-to Guide includes a series of modules that outline the key stages involved in using the Tool.

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CASE STUDIES

The Case Studies present information on how the tool was piloted in four sites across Canada.

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RESOURCE FILEMore learning from Canada

BUILDING GKEN BRAND

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INSIGHTS DRIVEN BRAND STRATEGYBack to basics

87Customer Insights 2007 - How to pharmaceutical industry can connet with customers - 2007

GKEN POSITIONING

For ________ <target audience>GKEN is _______<summary statement>That will _______<customer benefits>[because] ______<reason to believe>

What is your overall positioning?

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What customer segment are we targeting?

What single statement most reflects the GKEN distinctive value to each customer segment?

What emotional and end-use benefits will we choose to emphasize?

What data / information reinforces the credibility of those benefits?

GKEN VISION

89

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GKEN VISION

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ROAD BLOCKS

92

KEY SUCCESS FACTORS

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STRATEGIES TACTICS

GKEN

yes we can!

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Massimo Vergnano

[email protected]

[email protected]

95

roadmap to best practices promotion and communication in healthcare massimo vergnano

Documents

patient compliance slide

smoking slide

mature slide

patient insights

ideology driven slide

adoption curve slide

patient suffering

ill patients attitudes