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What’s Now and What’s Next for Health Care Communications?
Nina DunnHealth Care Specialist
Spector & Associates, New York @Spector_Health
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Political, economic and regulatory uncertainty
Health care industry
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Agenda
The health care industry in 2012 Looking back to 2011
Health care communications trend: what’s next?
Your predictions
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Health Care Industry Trends in 2012
I. 2012 Presidential election Supreme Court decision on Patient
Protection and Affordable Care Act (PPACA)
II. Getting the best value out of health care
III. Aging baby boomersIV. Shifts in pharma
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I. Presidential election and Supreme Court decision on PPACA
The health care reform debate
Supreme Court decision
March, 2012
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II. Getting the best value out of health care
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III. Aging baby boomers
10,000 baby boomers
will turn 65
every single day for the next
19 years
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IV. Shifts in pharma
Generic vs. brand drugs
Blockbuster Smaller patient
drugs group treatments
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Looking back to 2011
Empowered, engaged and better informed patients
New age in technology and informatics in health care
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Empowered, engaged and better informed patients
80%
Internet users look for health-related information online
41%
Patients go to social media for medical
content
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New age in technology and informatics in health care
Increased adoption of EHR/EMRs Strong growth of mHealth Swift expansion of telehealth,
telemedicine and remote monitoring technologies
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2012 health care communications trends
I. Increasing role of social mediaII. Explosive growth of mobile
marketing III. Growing need for integrated
communications and highly targeted messages
IV. Focus on measuring success
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I. Increasing role of social media
2012: the health care industry — an active participant in social media
65%
Physicians on social media
80%
Patients look for health info online
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I. Increasing role of social media (cont’d)
Reporters sourcing story leads:
47%42%35%
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I. Increasing role of social media (cont’d)
Pharma:
FDA guidelines
42%of patients expect
Pharma companies to participatein online patient communities
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II. Explosive growth of mobile marketing
81% — smartphone
25% — tablet
40%—medical app
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III. Integrated communications and highly targeted messages
PR professional in 2012
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III. Integrated communications and highly targeted messages (cont’d)
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IV. Focus on measuring success
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Last thought
Don’t lose the personal touch
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