Presentation to a workshop for hospital PR managers, capturing some of the current trends in digital health and crediting some amazing work being done. 27 February 2013

1. healthy conversations:
how digital is transforming health
Emily Brooks, Practice Lead go digital health

2. LIFE HAS CHANGED
Access to more information
 connections: volume + value
Faster
Flexibility / on the go
Life

3. FUNDAMENTAL SHIFT
Broadcasting messages Sharing, connecting
Didactic Everything is social!

4. CHANGED / ING CULTURE
Sharing | Creativity | Equality | Visibility | Wisdom | Seeking reviews + others’ experience
Crowdfunding | Social good...
Twitter | Instagram | Facebook | Pinterest | Google+ | blogs | Tripadvisor | Etsy |
Justgiving | Amazon | MySpace | YouTube | Vimeo | forums | comments....

6. IN HEALTH
Technology enabling huge changes
digital revolution is and will create better
healthcare – a ‘superconvergence’ in
health
“one-size-fits-all is being overtaken by
personalised, customised solutions
enabled by breakthroughs in genomics and
mobile devices, and propelled by
consumers looking to live longer, healthier
lives”, co-founder AOL commenting on Eric
Topol’s Creative Destruction of Medicine

7. 72% of European online consumers are social
health users
44% use social networks, 33% read or posted
patient testimonials
34% used health ratings or reviews
Manhattan Research Cybercitizen Health Europe, Nov 2012

8. HEALTH ONLINE
Patients Like Me | NHS Choices | Man MOT | real-time

9. 34% said self tracking affected a health decision
40% of them said it led them to ask their doctor
a new question or seek a second opinion
46% said it changed their overall approach to
health
Pew Internet Project, Mobile Health 2012

10. TRACKING HEALTH
Nike+ FuelBand | FitBit | Misfit Shine

11. PRESUMERS + CUSTOWNERS
“Consumers will embrace even more ways to
participate in the funding and (pre-) launch of
new products and brands”
Trendwatching.com, 10 Trends for 2013

12. CROWDSOURCING HEALTH
Lucien Engelen | Kaggle | challenges

13. TELEHEALTH
Local + national initiatives | savings | future

14. THE FUTURE?
MOBILE “consumers will look to their mobile devices to
maximise absolutely every moment” Trendwatching.com, 10
Trends for 2013
CONVERGENCE industries coming together | start-up boom
INTERNET OF THINGS merging of real and virtual worlds

15. MERGING REAL + VIRTUAL WORLDS
Tech that talks to your personal health behaviours, emotions and symptoms

16. WHAT DOES THIS ALL MEAN?
Consumers demanding shiny + new + fast
Information overload!
Competition for share of engagement

17. AND FOR US...
Be aware of + be part of these trends
Shift in how we think about our audiences
Everyone is a consumer
From one-off campaigns to real-time
Creation of great content

18. JOINING THE CONVERSATION
Clear objectives + alignment to overarching comms
strategy
Be ready internally: real-time + long-term
Understand the audience: who, where, what
Add value
Define your social character: personality, tone and role
Be transparent and open
Consider paid, owned and earned

19. HEALTH HAS CHANGED

20. INSPIRATION NHS Innovation
EXPO 2013: 13-14
March 2013
GENERAL DIGITAL
www.mashable.com PharmaTimes
www.econsultancy.com – brand blog series Partnerships in
www.wired.co.uk Health Speed
www.digitaltrends.com Dating Day:
www.psfk.com 24 April 2013
www.fastcompany.com
www.chinwag.com (events)
DIGITAL HEALTH
www.mobihealthnews.com
www.pmlive.com/digital_intelligence_blog
www.pmlive.com/digital_handbook
#hcsm / #hcsmeu

21. thank you.
emily@godigitalhealth.com+44 7886 003040@emilybrooks