2. Breakthrough year for health care
Economic, political and regulatory uncertainties will
force the health care industry to connect in a new
way.
In 2012 health care organizations will invest more in
IT and rethink data-sharing with partners and even
competitors. *
* PwC’s Health Research Institute
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3. Looking back: 2011 trends in health care
Focus on preventative care and
wellness
Empowered, engaged and better
informed patients
Advancement of health care
technology
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4. Focus on preventative care and
wellness
Health organizations are under pressure to reduce costs
and demonstrate better care delivery
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5. Empowered, engaged and better
informed patients
e-Patients are increasingly powerful and active
• Of internet users look online for health
80% information*
• Read someone else’s experience about health issues
34% on an online news group, website, or blog
• Track their wellness indicators
27% (weight, diet, exercise) online
• Of patients go to social media for medical
41% content**
94% • Of them turn to Facebook
* Pew Internet & American Life Project “The Social Life of Health Information, 2011”
** National Research Corporation
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6. Advancement of health care technology
• Surge of the use of smartphones and tablets in
health care delivery
• Increased adoption of EHRs/ EMRs
• Strong growth of mHealth
• Swift expansion of telehealth, telemedicine and
remote care monitoring technologies
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7. Close relationships between
patients, HCPs, insurers, health
care brands and general public
New opportunities for
health care
communicators to
engage and educate
customers
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8. 2012 Health Care Communications
Trends
I. Increased role of social media
strategies
II. Growing need for integrated
communications
III. Explosive growth of mobile
marketing
IV. Focus on measuring success
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9. I. Increased role of social media
strategies
To improve care delivery and health
outcomes, health care organizations will pay a
great attention to social media.
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10. I. Increased role of social media
strategies (cont’d)
Experimental use of
Twitter, YouTube,
Facebook and other social
media channels by health
communicators
More strategic digital
strategies to recruit
new customers and
increase brand visibility
and loyalty
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11. I. Increased role of social media
strategies (cont’d)
Challenges to
Trends to consider
overcome
• e-Patient engagement will • Medical advice vs. medical
force social media to evolve information
• Social media for medical • Adverse event reporting
providers • Important safety information
• Online health care within restricting formats
communities • Privacy and security
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12. II. Growing need for integrated
communications
Traditional PR, digital strategies, advertising and
marketing should complement and amplify each
other
Reach and engage patients, HCPs and other
stakeholders in the efficient way
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13. III. Explosive growth of mobile
marketing
The adoption of mobile
technologies by HCPs has been
faster than by patients
– 81 % of doctors own a smartphone
and 25 % use tablets
– 40% of doctors use a medical app for
work purposes
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14. III. Explosive growth of mobile
marketing (cont’d)
Search
Referral Email
HCPs’
mobile
Clinical Clinical
notes use resources
Patient
EMR data
education
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15. III. Explosive growth of mobile
marketing (cont’d)
Mobile technologies
allows HCPs and patients
to access information on
the go
Reach target audience
when they are open to
brand communications
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16. IV. Focus on measuring success
The time of media clips and impressions is gone
In 2012 PR should :
– show the measurable value
– demonstrate how it supports business goals
– be highly targeted to influence key audiences
Discuss how you measure
successbeforedeveloping strategies
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17. Last thought: Don’t lose a personal
touch
With new technologies and new ways to
communicate, don’t lose a sight of personal
focus.
Health care communications are and will be
about building strong relationships.
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18. If you have any questions or
comments, let’s chat on Twitter
@Spector_Health
#HealthPR
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