What Makes A Good Healthcare Campaign
By Elisabetta Moroni, General Manager MSL Italia & practice leader, MSLGROUP EMEA HEALTHCARE
We believe that there is a profound transformation going on in the healthcare space. In these increasingly digital times, the peer-to-peer revolution represents a change in trust. Patients are becoming advocates, and sometimes they put more trust in those who are closer to them, than the traditional KOL or stakeholder, even if they might be more knowledgeable. And this is a fact today.
With the “You share, We care” project, we attempt to answer some of the hottest questions being discussed in the industry:
- What is the impact of the crisis and recession in Europe on the healthcare industry, given the fact that the cost of healthcare is now being borne by patients?
- Is the healthcare industry facing a cultural issue?
- Is it suffering from a lack of understanding of the value created by pharma communication?
- Is aggressive media coverage and social networking a challenge?
Healthcare In EU
Our ‘You Share We Care’ project involved Great Britain, France, Germany, Italy, Poland, Scandinavia, Spain and Switzerland and focused specifically on market access, advocacy and digital communication. With our deep understanding of the EMEA healthcare market, and the recent survey of executives, we believe that the guidelines announced recently will help companies roll out better campaigns and initiatives. However, this revolution is incorrectly interpreted by decision-makers, who show resistance to change.
In this context, the role of the consultant is crucial in order to offer a rational mapping of the effects of the digital revolution on healthcare on a global and local level. Consultants can advise companies on finding the right balance between creativity and realistic execution. Here’s our take on how pharmaceutical companies can improve their communications strategies and outlook:
What Makes A Good Healthcare Campaign
Social Media: A good healthcare campaign should include a social media component. And, according to the EMEA framework and local application, every target – patients, people, GPs and media – must be approached differently on social media. Brands need to keep in mind what the campaign is trying to get from each of them, as well as risks and opportunities.
Innovation must be the cornerstone of a new relationship between pharma companies and institutions. The EU itself is pushing in this direction, so a win-win strategy could be the new paradigm for this industry. Innovation will play a key role in the EU strategy and companies have to be part of the process.
A New Mindset: Convergence between nutrition, wellness, chronic disease prevention and innovative therapies is growing: we need a new mindset to embrace the meaning of health and the future of medicine.
MSLGROUP is an “always on” network of professionals who share information, visions and actions in order to bring innovations to the sector at a tangible level, and be as close as possible to the needs of citizens and institutions. Connect with us to learn more about how we can help your brand generate conversations and projects in the healthcare sector.
You Share We Care:
A specialist in healthcare communication in both the OTC and RX area, Elisabetta co-ordinates the Corporate and Healthcare units at MSLGROUP’s Italian operation, as well as leading the network’s EMEA Healthcare Practice. In charge of international and national clients in the pharmaceutical and nutrition areas, Elisabetta and her teams work with opinion leaders, the scientific community and the media.
Many problems between doctors and patients are related to a lack of proper communication between them: on one hand, doctors are under increasing pressure and no longer able to take the time needed to adequately communicate, on the other patients who heal their doubts searching on the web, but often without properly evaluating the information found.
@NadiaGalliano Thank you for reading Critical Conversations, Nadia..yes, this very aptly describes the current challenges that are facing the healthcare sector. The managers we spoke to (results of our survey are here - http://blog.mslgroup.com/healthcares-new-ecosystem-power-to-the-patients/ ) also agreed that they need to use social media to listen to patients.