people not patients

People Not Patients

H+K’s approach to digital healthcare

© Hill+Knowlton Strategies2

Core components of creative content+ Problem to solve

+ People to talk to

+ Purpose to serve

© Hill+Knowlton Strategies

Problem: Lack of empathy and understanding


People: The ones who know best


Purpose: Better resources in partnership with community


Toolkit

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What can we learn from other regulated spaces?

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▪ A good tone of voice document will save you time, investment, sanity

▪ Make legal part of the team

▪ Lessons you don’t have to learn the hard way:

– Anyone who will be measuring the success of your work later must agree to its objectives now

– Commit to reality checks as new world order in content—you may not be who you think you are to your audience


When it comes to approvals

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▪ Be very clear on what the rules for your specific campaign will be from the outset

▪ Don’t rely on one source when it comes to regulatory, particularly if your campaign will be global

▪ Work with CMLR and/or ZINC to ensure your timelines are accurate

▪ Have a back-up plan for your back-up plan


Formats


Where’s the work that works?

Curated videos

Games

Infographics

Guest blogs

Celebrity social media

posts

Ads featuring celebrities

Trend reportsProduct / service

guidesWebinars

Product features

Reports and whitepapers

Curated news

How-to videos

Interactive demos

Articles

Case studies

Blogger social posts

Ratings

Twitter parties

Events

Blogger reviews

Data sheet + price guide

User reviews

Media reviews

Media features Video news

Community forums / Q&ANewsletters

E-books

Press releases

Professional/academic journals

Webisodes

Congress materials

Advertorial video

Chat bots / AI

Shorthand


Favourite Latest Format: Shorthand

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People Not Patients

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people not patients

Healthcare