Hill+Knowlton Strategies

A few weeks ago, this blog talked about how the rise of healthcare apps may have been cemented by the news that Apple were creating lists of the best apps for healthcare professionals. Now, the NHS has launched their own library of apps to help people manage their health. There are already around 70 apps in the library, which have been reviewed to ensure they are clinically safe and relevant to people in the UK. This process involves checking that all apps submitted comply with data protection laws and with trusted sources of information, such as NHS Choices, which are both minimum requirements. Apps that meet these minimum requirements will then be reviewed to see whether they could potentially cause harm to a person’s health or condition, and a clinical assurance team made up of doctors, nurses and safety specialists, will potentially work with app developers to make sure an app adheres to the required safety standards.

Of course, the NHS library could become a sort of stamp of approval for health apps in the UK, although with 70 apps already featured and seemingly minimal entry requirements, it will be interesting to see how they ensure people are being directed to the most useful and relevant apps for them. One consideration is that the scale of apps included could become overwhelming, while the quality and effectiveness of an app in itself will not necessarily be guaranteed provided it is not unsafe. The website does state that the review process will be updated and improved over time though, and this is still an important development for the industry.

In a similar vein, this post on The Health Care Blog by Leslie Kernisan, who practices in geriatrics, provides some excellent insight into how and why health apps should, if at all, be prescribed. Kernisan suggests that while many digital health enthusiasts expect that apps will become routinely used tools in healthcare, clinicians need be more thoughtful when recommending apps, basing their recommendation on medical rather than marketing considerations.

The article is an absolute must-read for people with an interest in digital within the health industry. It is really interesting to see someone take a step back from all the noise there is about apps and provide some genuine insight. Although the post focuses on the attitudes of healthcare professionals, there’s a lesson in there for communications professionals and the industry too. While it might be tempting to develop an app or some other creative digital tool every time you are handed a brief, it is worth taking a step back and assessing how appropriate and valuable this will actually be on a case-by-case basis.

Finally, it is worth reading this from the social media team at Intouch Solutions. On March 7, Facebook announced a major redesign to its News Feed and this article looks specifically at the implications the design change will have on pharma Facebook pages. If you or a client you work with community manage any pharma Facebook pages this is absolutely essential reading.

On Rare Disease Day last week, a new online community was launched for patients with Idiopathic Pulmonary Fibrosis (IPF) on the existing patient website, RareConnect. RareConnect is led by the non-governmental, patient driven, rare disease organisation EURORDIS, and makes information available via patient advocacy groups from a variety of countries. RareConnect also provides a forum style platform for patients to meet and interact, allowing users to share individual experiences about how IPF has affected them, creating a sense of community between users. The website even has a translation service for all of its posts, making information available in five different languages and allowing its reach to be truly global.

Rare Disease Day also saw the announcement of Boheringer Ingelheim (BI) working with the online patient community Patient’s Like Me to enhance the website’s IPF community. Patients Like Me is a similar type of platform to RareConnect, but the main differences are that it has not been set up by patient advocates and is not just for rare diseases. With BI’s involvement, it looks like the IPF community now have online spaces on the platform where they can meet others with similar diseases, also allowing patients to input their health info and track their diseases. Although these communities have been around for a few years now, the involvement of patient advocacy groups and pharmaceutical companies to help strengthen these sites is new, developing the pages to be more patient focussed and giving them more of a ‘community feel’. 

Tracking patients’ health data in apps and online is a trend we have seen increasingly and now, patient data tracking company, Qualcomm, and patient information site, WebMD, have forged a partnership to track patient data and make information searched for on WebMD, more relevant for the user. Qualcomm partner with a large range of medical devices, such as blood pressure and blood glucose monitors that are connected to the internet and have a cloud based platform, which stores and tracks the health data from these devices. The idea behind partnering with WebMD, is that rather than receiving generic information when searching, you can receive information that is relevant to you. The idea is not new, and we have seen Google collect search information to make searches more relevant, but this is one of the first ways we’ve seen the potential for this style of tailored information for patients in the healthcare setting. The partnership is still early in its development, but it will be very important to see how this develops, and if this style of searching for patient information catches on in the future.

Last week, a study was released in the American Journal of Medical Quality, looking at the correlation between hospital Facebook likes and the quality of the hospital. Not only were the hospitals that had the higher number of Facebook likes more likely to be recommended by patients, it was also positively correlated with the mortality rate, meaning that based on this study, the more likes a hospital had, the better it was. This study shows the importance of having a strong and engaging Facebook presence as well as demonstrating that patients increasingly want more information from hospitals to make a more informed decision about where they seek treatment.

In the past few weeks, we have talked about the growing trend for articles and blogs, which are digging deeper into social media and digital within the healthcare industry, providing more specific and detailed insight as the industry continues to grow in this space, and it looks like this trend is set to continue,

We have selected some must-reads for anyone with an interest in digital communications in the healthcare industry. This article on PMLive’s Smart Thinking blog addresses this issue specifically, stating that while we all tend to judge how well pharmaceutical companies are doing in social media by looking at their presence on Facebook, Twitter and YouTube, there are in fact many other ways of using social media that should be considered, including what is known as social innovation.

Although Twitter and Facebook are obviously parts of this, they are not the whole story, the blog argues. Other aspects of social media such as social bookmarking, wikis, virtual social worlds and crowdsourcing are also part of the equation and further inspection suggests pharma companies might not be as far behind as some people think when it comes to these less obvious forms of digital innovation. Indeed, the blog suggests that there are in fact plenty of examples of internal social media projects within the industry that are on a par with other sectors, with three of the top ten pharma companies (GSK, Janssen and Merck) using the enterprise social network service Yammer.

The article pulls out some encouraging examples of social media innovation within the pharma industry which back this up. Definitely worth a read.

Another article that caught our eye here at An Apple a Day was this one from Pharmafile, which covered some of the platforms more traditionally associated with digital and social media engagement such as Twitter and Facebook. The article looks at the ‘received wisdom’ that suggests pharma should be joining the online conversation and asks some very important questions about what sort of conversations are appropriate and inappropriate, as well as conversations actually worth engaging in.

As social and digital media continue to secure their place on almost everyone’s agenda, communications professionals will increasingly be expected to show they are capable of answering these sorts of questions and provide genuine insight, to ensure they are not just suggesting digital for digital’s sake, but are actually able to identify the most appropriate and effective solution to meet specific objectives.

(image: Cancer Research UK: Cell Slider)

In other news, Cancer Research UK has teamed up with Amazon, Facebook and Google to create a mobile game for analysing genetic mutations. Data is integral to finding a cure for cancer, however the challenge is getting the data investigated by human rather than machine eyes in order to be properly analysed. With this in mind, Cancer Research UK has teamed up with these US tech firms to try and build an engaging, fun and user-friendly mobile game, which can be used on the move. The charity has already developed a web-based game called Cell Slider where users look through archived tissue samples.

Finally, if you work in the oncology disease area, this interview on the Cancer Network website is really worth checking out. Dr Michael A. Thompson, an oncology specialist who writes a blog for ASCO (American Society of Clinical Oncology) Connection, talks to Cancer Network about the use of social media by oncologists, providing some great insights into the dissemination of research results, clinical trials, and other oncology news using social media.

This is the first in a series of nine blog posts which takes inspiration from a Cabinet Office commissioned report entitled MINDSPACE. The report sets out nine of the most robust (non-coercive) influences on our behaviour, which is captured in the simple mnemonic MINDSPACE:

MINDSPACE (Dolan et al., 2010)

The vast majority of government public policy aims to change or shape behaviour – changing or shaping behaviour and inspiring or engaging people is often a perquisite of many of the work we do for clients at H+K. “Hard” instruments such as legislation or regulation is the most effective way for policy-makers to compel us to act in certain ways. However, these instruments are not readily available, of course, to PR professionals aiming to change people’s behaviour and attitudes towards detergents, gin, football boots and the like – “hard” approaches are not appropriate. Policy-makers are increasingly turning to less coercive measures, such as incentives and sophisticated communications techniques, to change and shape behaviour. These less coercive approaches, summarised by MINDSPACE, are directly applicable to the work we do in marketing, advertising and communications. My series of posts in the coming months will work through each of the influences outlined in the MINDSPACE framework, giving examples and explaining how the framework is applicable to our industry.

+  +  +         #1  Messenger         +  +  +

The way we respond to information depends greatly on the reactions we have to the source of that information.We are heavily influenced by who communicates information. Whatever our considered judgment about the value of a message, we automatically give it more or less weight according to the messenger. For example, we are often swayed by authority that has associations of expertise: public trust in expert public sector workers like doctors and teachers is much higher than for politicians.

Brands understand the importance of ‘the messenger’ with regard to influencing consumer choices and driving sales. Celebrity brand ambassadors are effective marketing techniques, because who communicates determines the consumer response and engagement to brand messages. Marketing spends are increasing in budget for the celebrity brand ambassador - PepsiCo struck a $50 million deal with Beyonce to be Pepsi’s brand ambassador.

Beyonce - Pepsi Brand Ambassador

Of course there are plenty of notable examples in UK/global brand marketing campaigns, and include Walkers veteran Gary Linekar, Marc Jacobs and Taylor Swift for Diet Coke, and Blackberry and Alicia Keys. However, sometimes brands can get it wrong – Alexander ‘Hooray Henry’ Armstrong was dropped in 2009 after 7 years as Pimms brand ambassador, reportedly for being ‘too posh’.

Brad Pitt - Chanel No. 5

In order to quantify and qualify the use of celebrities in marketing campaigns it is important to evaluate their awareness, appeal, and relevance to a brand’s image and the celebrity’s influence on consumer buying behaviour. Advertisers are using celebrities for voice overs, and public relations + communications agencies understand the importance of influential celebrities to engage and shape behaviour. Harnessing the power of celebrities social media platforms can be a very powerful marketing tool. We saw that this week at H+K in which Ricky Gervais and Stephen Fry’s Twitter accounts generated a huge amount of consumer engagement with a hashtag campaign for our client Aviva.

Post your comments below on which celebrity brand ambassadors you think are the good, the bad and the ugly!

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Sometimes, nothing can help make a point better than some good quality raw data, which is why in this post we’ve looked at a few studies investigating different aspects of digital health.

This week it was interesting to see a study published investigating how patients were managing their chronic conditions and the extent to which they used digital to do this. The study, which came out of the Pew Research Centre in the US, found that 62% of patients that had two chronic conditions tracked specific health measures, with 56% of these people saying the tracking had affected their overall approach to maintaining their health. 53% of these people also stated that the tracking had led them to ask doctors new questions or to seek a second opinion. Whilst tracking health measures demonstrated a change in behaviour towards a patient’s disease, what was really interesting is the data the researchers found on the use of ‘health tracking’ apps or devices. They found that a minority 21% used some form of technology to track their health, with 34% tracking it on paper and largest chunk (49%) of patients did so ‘in their heads’.

Apps such as GSK’s MyAsthma app, which intuitively build in an Asthma management diary, tests to track the progress of the condition and various other useful content for Asthma sufferers, can offer a patient much more than simply tracking in their heads. The MyNetDiary Diabetes app goes as far as helping with diet planning, with a barcode scanner to allow for easier tracking of a diabetes patient’s diet, and the iBGStar product combines an app with a blood glucose meter as an attachment, which offers a seamless mix of blood glucose testing, tracking and sharing with HCPs.

21% is not a small number by any means, and the fact that a significant amount of people are using these apps after only a few years of them being available is definitely positive. But the data shows that while there is still a relatively large market for these types of apps, more needs to be done to get people engaged and using them. Looking on the app market place there is no shortage of these apps; it appears raising patient awareness of the benefits of using them could be key.   

Moving on to the evolution of public health, a trend that has been surfacing recently is how powerful Twitter is becoming at helping predict public health trends. A study carried out by Bringham University looked at over 24 million tweets from 10 million users globally, and concluded that by monitoring health mentions in tweets, health officials can track, and even use the site as an early-warning system for, disease outbreaks. The speed and volume of tweets meant the information could be gathered faster than ever. This has evolved drastically from the previous days of health professionals having to collect health data over time before analysing.

Building on this, another study showcased how by collating what people said in Tweets, where they were when they said it, and when they were there, researchers could go as far as to estimate potential spread of disease between two users or even between users and their environment. The video below shows how researchers are even developing a web application, called GermTracker, which uses Twitter information to allow people to stay away from areas of ‘high risk of germs’. This is all in early development, but it will be interesting to see if this prediction of high risk areas can help pharmaceutical companies keep ahead of the trend and engage with patients in the right areas more effectively.

Since starting ‘An Apple a Day’, we’ve talked a lot about the rise of mobile technology, and with the healthcare industry increasingly viewing apps as worthwhile investments, we’ve seen plenty of examples, which cater to both healthcare professionals and patients.

In the last week, it has been interesting to see a number of new apps emerging aimed specifically at children. Take, for example, the new free iPhone app from Healthline Networks, as part of their “Big Shots Get Shots” campaign. The app is intended to help children overcome their fear of needles ahead of flu season, using an interactive storybook to distract them while they are on the examining table. The campaign also encourages parents to take an online pledge to end needle phobia.

Brush DJ is an award-winning app for improving children’s dental health by making brushing teeth both fun and effective. The app plays two minutes of music randomly selected from the child’s phone to encourage brushing for an effective length of time. It also allows them to set reminders to brush twice a day, floss, and prompts them about when next to see their dentist. Parents who are used to the daily hassle of getting their kids to brush properly will no doubt welcome this app!

In the US, the Apps for Healthy Kids competition, backed by Michelle Obama, challenged developers to come up with fun and engaging ways to get children to eat better and be more physically active. The winner, Smash Your Food, provides a fun, mess-free way for kids to “play” with their food whilst learning about nutrition. A multi-user game, the app asks players to enter their age, gender and level of physical activity. The app then tells the player what their maximum levels of consumption should be for sugar, salt and oil per meal.

What is particularly interesting about health apps for children is the potential to engage both them and their parents. There is arguably no harsher judge than a child, if content is not fun and engaging they simply will not use it, no matter what the health benefits may be. Children today are also among the first generation for which smartphones are the norm and social media is second nature, while parents are arguably more likely to engage in something in the digital sphere if they think it is going to benefit their little ones. Beyond this, somewhat blurring traditional ideas around target audiences and aiming apps at other family members, particularly those more likely to be using this type of technology, is certainly worth exploring. This could include apps for younger adults that provide info about their parents’ health or even apps for women about men’s health, which they can use with their partners. It will be interesting to see if this trend grows as the mobile health industry continues to evolve.

Welcome to the first post of An Apple a Day in 2013 – we hope you had a great festive break!

Before we look ahead to another year that promises to be full of interesting developments in the world of digital healthcare, we wanted to review some of our 2012 highlights. 

Here at An Apple a Day, we love a good infographic and last year we certainly saw our fair share of really creative examples. HIT Consultant has listed their top 20 most insightful healthcare infographics in 2012 – certainly worth filing away for future reference.

2012 was the year when Pinterest took over as the latest social media craze to emerge. While other industries were quick to adopt the new trend, many in healthcare digital communications were faced with the rather familiar challenge of trying to navigate around the regulatory environment to deliver something genuinely engaging.

Step in GE Healthcare, who have for some time now been a great example of how the healthcare industry can use digital and social media creatively and effectively.

Back in September 2012, we wrote about GE Healthcare’s Pinterest board, which capitalised on the clout of its parent group and the innovative work done in other areas of the business to transform apparently visually unappealing engineering and energy operations into captivating images and video.

If others in the healthcare industry can take the lead from GE Healthcare in the coming year, 2013 could be a really progressive year.

Another theme throughout 2012 was the popularity of mobile, with barely a week going by where we didn’t mention the launch of an exciting new app on this blog. This post on the website iMedicalApps looks at the most innovative medical apps of 2012 from a physician / HCP perspective and is well worth a read. Some highlights include Wrist Repair, which allows dynamic interaction to help doctors educate patients on the steps of a common orthopedic surgery; Doctor Mole, a skin cancer app which assesses moles and SimMon, a remote controlled patient monitor for medical training and simulation.

Finally, for a quick overview of the biggest hits in social media during 2012 check out this comprehensive infographic from The SEO Company.

That’s all for this week, here’s to an innovative and engaging 2013!

At our Demystifying Digital conference on content marketing (#HKD2), I spoke about the concept of brands becoming Contentrepreneurs. Taking advantage of the super smart people on our stage that day, we asked them to give us a soundbite worth of advice for clients who want to become Contentrepreneurs. In fast, furious D2 fashion, here are some great tips, including these wise words from Tumblr:

“Have fun. And don’t be afraid.”

Enjoy the video and share your tip below or via tweet.

1. Value Creation.

2. Commitment.

3. “Create Once. Distribute Everywhere.”

“One of the nicest things about life is the way we must regularly stop whatever it is we are doing and devote our attention to eating.” Luciano Pavarotti

After characteristically losing the afternoon tea voucher I bought for my mum’s birthday this year, I made a last minute booking at Soho House on Sunday. Having hit the shops for a few hours beforehand, to say that we arrived with empty stomachs is an understatement.

On arrival, we were ushered into the drawing room where our places had already been laid with beautiful afternoon teapots and plates. After a few minutes, our tea cups were full and on the waiter’s recommendation, opted for the quintessentially British ‘traditional’ option on the menu.

We were soon presented with an elegant, vintage style cake stand, almost toppling over for what it was carrying – a selection of ‘crusts cut off’ finger sandwiches, as well as more cakes than you could imagine. As most of my teeth are sweet, I was in heaven – the hot sultana scones were enclosed in a white cotton cloth, and accompanied by a pretty pot of clotted cream and fresh raspberry jam. Moving up the tiered stand, we worked our way through the mouth-watering banana cake, éclairs, chocolate cake, pannacotta and orange jelly and cupcakes. Yes we sampled all of them. The service was impeccable, particularly as the waiter gave us an additional platter of complimentary sandwiches.  Although he did mention that he thought it was needed.

We left contented, and thoroughly enjoyed the whole experience. A full stomach makes a happy heart after all.

If you fancy an afternoon of indulgence, see below for a selection of the best of offer in London:

Le Chandelier

Both tea and cake are in plentiful supply at Le Chandelier. More than 30 varieties of loose leaf tea by Jing are stacked in jars while the cakes cause passers by to ogle from the window. The salon setting – a sort of grand French, British and Middle Eastern fusion – is a suitably special backdrop.

Claridge’s

With bookings being made up to three months in advance, you will need to get in quick to enjoy ‘London’s Top Afternoon Tea’. While a slightly pricier option, this spread has triumphed consistently in the ‘Awards of Excellence by the Tea Guild’, so is worth checking out for the tea connoisseur.

Drink Shop & Do

Drink, Shop & Do is a great for those that have a passion for crafting, vintage shopping and tea. This trendy establishment manages to combine all three trends to great effect. Originally launched as a pop-up enterprise, the concept proved so popular it became a permanent fixture.  Afternoon teas are good value at £12 (you’ll need to book after 5pm and on weekends) and can be combined with a craft tutorial – hugely popular with hen do’s and the like.

(Recommendations courtesy of Time Out magazine)

Hannah Ryan