ROADMAP TO BEST PRACTICES PROMOTION AND COMMUNICATION IN HEALTHCARE

1. ROADMAP TO BEST PRACTICES PROMOTION AND COMMUNICATION IN HEALTHCARE Massimo Vergnano

3. STREAMS BACKGROUNDER COMMUNICATION MODELS HEALTH 2.0 ROLE OF MEDIA INTEGRATED COMMUNICATION BUILDING GKEN BRAND Extremefutures Definition Media effects on health Social healthcampaigns Healthbelief Insightsdrivenbrandstrategy Extremedemographics Celebrities Communicationquadrant GKEN Positioning Patientcompliance MaslowInsights Healthattitudes Socio-cognitive Televisioncontents ResouceFiles GKEN Vision PatientEmpowerment Patient segmentation CanadiansResource Kit Compliance

4. EXTREME FUTURES

6. EXTREME DEMOGRAPHICS 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

7. (Not so extreme people insights) MASLOW' NEEDS THEORY

8. MASLOW • Needs and Values

9. PEOPLE ARE CLASSIFIED BY THEIR DOMINANT VALUE

10. ADOPTION CURVE

11. ADOPTION CURVE • Mature

12. ADOPTION CURVE • Young

13. PEOPLE ATTITUDES TO HEALTH ISSUES Needs Driven Problem Driven Benefit Driven Ideology Driven

14. CHRONICALLY ILL PATIENTS ATTITUDES Better informed More demanding More critical than patient suffering from acute diseases Patient insights – a typology of chronically ill patients - Joachim Scholz Ligma

15. CHRONICALLY ILL PATIENTS SEGMENTATION • Dimensions disease-related information behavior willingness to involve in therapy decisions brand awareness of pharmaceutical products willingness to make co-payments health consciousness compliance self-efficacy attitude towards physician Patient insights – a typology of chronically ill patients - Joachim Scholz Ligma

16. CHRONICALLY ILL PATIENTS SEGMENTATION • Distribution of patient types Patient insights – a typology of chronically ill patients - Joachim Scholz Ligma

17. CHRONICALLY ILL PATIENTS SEGMENTATION • Socio demographics of patient types

18. CHRONICALLY ILL PATIENTS SEGMENTATION • Overall profile of patient types Patient insights – a typology of chronically ill patients - Joachim Scholz Ligma

19. PATIENT COMPLIANCE

20. PATIENT COMPLIANCE

21. PATIENT COMPLIANCE

22. PATIENT COMPLIANCE

23. PATIENT COMPLIANCE

24. CHRONICALLY ILL PATIENTS SEGMENTATION • Overall profile of patient types Patient insights – a typology of chronically ill patients - Joachim Scholz Ligma

25. CHRONICALLY ILL PATIENTS SEGMENTATION • Inportance of information sources Patient insights – a typology of chronically ill patients - Joachim Scholz Ligma

26. COMMUNICATION MODELS

27. COMMUNICATION MODELS HEALTH BELIEF SOCIO- COGNITIVE AUSTRALIA SMOKING UK Brain BENCH Lungs Artery ENGLAND HEART ATTACK HEALTHY LIFESTYLES PARTY GIRL RISKY LIFESTYLES

28. CHANGING ATTITUDES TO HEALTH CHANGE

29. CHANGING ATTITUDES TO HEALTH CHANGE

30. HEALTH 2.0

31. 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. Scott Shreeve Founder of CrossOver Healthcare

34. HEALTH 2.0 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.

35. HEALTH 2.0 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.

36. HEALTH 2.0 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.

37. HEALTH 2.0 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.

38. HEALTH 2.0 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.

39. MEDICINE 2.0/3.0 • Next generation medicine

40. HEALTH 2.0 Patient empowerment philosophy is under the effect of different drivers and resistance that at each European country…

41. INFLUENCE BY DIFFERENT DRIVERS eHealth for patient empowerment in Europe – Josè Luis Moneagudo et.all. - 2007

42. eHealth in Europe • The ACM model 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 eHealth for patient empowerment in Europe – Josè Luis Moneagudo et.all. - 2007

43. THE ACM MODEL • Access 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

44. THE ACM MODEL • Competence 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.

45. THE ACM MODEL • Motivation 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)

46. PATIENT EMPOWERMENT Access Competence Access Competence IV II VI I III V VII Motivation Motivation

47. PATIENT EMPOWERMENT Access Competence Access Competence IV II VI Has all three factors – access, motivation and competence. Rapresents the group of potential users ready to adopt the eHealth service I III V VII Motivation Motivation

48. PATIENT EMPOWERMENT Access Competence Access Competence IV II VI 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 I III V VII Motivation Motivation

49. PATIENT EMPOWERMENT Access Competence IV II VI None of the three conditions exist; multi- dimentional interventions will be needed I III V VII Motivation

50. PATIENT EMPOWERMENT Mobile Access Competence Access Competence IV II VI Accesibility & Design for All in eHealth I III V Personalized Patient Education Solutions to Actual needs (Chronic Care) VII Motivation Motivation