trends in public health communication

8/13/2019 Trends in Public Health Communication

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Trends in Public HealthCommunication

Prepared for Health Promotion Board

Dec 2013


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Trends in the Public Healthcare Communications

The New Demographics

Real Time

Measured Me

Big and Linked

New Partners


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An ageing population needsmore positive messagesabout later life


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This is about more than obvious demographic changes. Its also about the attitudeand lifestyle changes were seeing across the population where expectations have

shifted universally.

Our population is getting older - today, 10.5% of our people in Singapore are over 65years old. We are living longer too - Singapores life expectancy has increased by 10

years over the last 3 decades: from 72 years in 1980 to 82 years in 2010.

Perhaps more significantly, the attitudes of generations are also changing. Amongstolder generations, as healthy life expectancy extends, people are living longer active

lives, with older people opting - as well as being obliged - to continue working intotheir 70s and beyond (22% of the elderly are still in our labour force, the highest

ever). And driven by younger generations of digital natives, were seeing aredefinition of the way we live and work. Life today exists with fewer clear

boundaries between its composite elements with a blurring of traditional life stagesand new blends of work and life, real and virtual worlds emerging.


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The New Demographic

- Implication:

Given the extent and impact of the

population changes were seeing, the

issues of dignity in old age and

personal responsibility in social care

will continue to prevail. But theres

also an important opportunity to

reframe the ageing populationnarrative from negative to positive,

as older people remain active

members of society, with a huge

social and economic contribution still

to make.


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The ability to do adaptive

healthcare communications

with technology


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New technology is enabling the tracking

of behaviour and communications

effects more dynamically than everbefore. It enables more proactive and

responsive campaigns with technology

simultaneously acting as a channel to

prompt as well as record behaviour live

amongst target audiences. .

Communicators can respond to

feedback immediately and iteratively

for a more agile execution of

campaigns, like encouraging individuals

to maintain healthy resolutions, like

drinking less or exercising more, by

providing live targeted feedback,prompts and advice at the moments

when temptation or the need for

encouragement is strongest.


8/21

UKs Department of Health Stoptober (anti-smoking

campaign)Use of social media monitoring allowed for understanding of consumers

daily difficulties and pushing of relevant nudging messages

8


9/21

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Real-Time - Implication:

Real time analysis changes the game

for social marketingprogrammes. Where before we used

communications to try and create a

need for change, we can now use data

from social media and search to spot

the signals where people are asking for

help. This presents us with the

opportunity for a more tailored and

dynamic programme of

communications one which responds

to peoples needs in the moment.


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The start of a self-measured

revolution?


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Biometrics opens up a whole new dimension for behaviour change and evaluation in

health.

Already technology exists and products are available off-the-shelf which allowconsumers to track personal metrics like heart rate, steps taken and calories

burned. Technology developers like Fitbit and Jawbone are competing on a globalbasis to grow the market and seize share for human-centred, wearable devices like

headsets and wrist bands which use wireless enabled mobile apps to upload data to apersonal account where users can monitor their own metrics.

Linking this reporting to timely feedback and tailored advice, offers powerfulopportunities for public health marketers not only to monitor habits, but also totrigger behaviour change. And integrating this data with wider social research

metrics means that evaluation can enter a whole new era with more concrete tangiblemeasures.


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Measured Me - Implication:

The development of consumer

biometric tracking undoubtedly offersexciting opportunities to public health

marketers..

Whats interesting is how in the current

climate of data privacy issues,

platforms like Nike+ where consumerswillingly share their workout

information are thriving.

This points to the need to tap into

consumers desire for connection which

is what is behind the success of such

connected communities.


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Weve got the data

now we need toconnect it, understand

it and use it


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Living in the digital age, insight-rich data is generated minute-by-minute as we useour phones, shop at the supermarket, search and buy online, and post on social

media. But although the data is out there and the technology exists to map ittogether for deep and granular consumer understanding, few organisations to date

have fully embraced big data and the opportunities it presents.

Organisations can be held back by three things: no control of the data; nounderstanding of context or whats meaningful in the data; and limited capability to

use the data. To address these challenges, communicators must be clear on thequestion to be answered, the hypotheses to be tested and the target outcome

sought. Then the relevant data can be sourced, connected and built up in layers in anagile way as needed, for example: time of day, day or week, location; then influences

like weather, media, reviews. Its about creating a critical mass of data, or aminimum data set to make informed decisions.


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Using Search data to uncover insights surrounding healthissues

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Kleenex Analysed Google search trendsfor flu-related keywords, comparing with

GP visits data, proving a robust statistical

relationship between flu searches and flu

GP visits.

Built a model using this data that allowed

them to predict relevant flu outbreaks atcity level, in real-time.

UK Department of Health Analysed Googlesearch trends for intentions to quit smoking

which allowed an identification of a new peak

other than the usual January.

http://www.creamglobal.com/17798/32114/kleenex-flu-predictor

http://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.html
http://www.creamglobal.com/17798/32114/kleenex-flu-predictorhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-anti-smoking-campaign-launched-by-Government.htmlhttp://www.creamglobal.com/17798/32114/kleenex-flu-predictorhttp://www.creamglobal.com/17798/32114/kleenex-flu-predictorhttp://www.creamglobal.com/17798/32114/kleenex-flu-predictorhttp://www.creamglobal.com/17798/32114/kleenex-flu-predictorhttp://www.creamglobal.com/17798/32114/kleenex-flu-predictor


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Big and Linked

Implication:

We cannot ignore the fact that people areturning to the Internet to self-diagnose.

Data and insights exist not only in search,

but also in social media where all kinds of

health issues are being asked and discussed.

In public health, if big data can alsoincorporate a layer of clinical and

epidemiological data linking behaviour to

risk factors, causes and effects, the

opportunities for communications and

targeting are almost limitless.

It is a readily-available but untappedopportunity either as a insight platform or

even to steer conversations and nudge

behaviour.


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Need to channel businesses desire to dogood towards real outcomes


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New models of working, where the state

collaborates with the private and social

sectors to deliver services and achieve

outcomes, offer powerful opportunities inpublic health.

With consumer and employee expectations

rising, boards are recognising more and

more that doing the right thing is also

good for business, and they are looking

beyond traditional fundraising to work with

social and government partners to create

tangible social impact.

Governments and social organisations are

acknowledging that far from being in

conflict, industry has a vital role to play andthat social outcomes can be achieved more

effectively when industry and the state

collaborate to drive change using their

combined levers.


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New Partners -

Implication:

Private sector partnerships offer huge

potential in public health

communications, especially when it

comes to harnessing their creativity,

but we need to ensure we have the

right models in place to monitor and

evaluate their impact across

marketing and health outcomes so

that we can continue to learn.

With lines blurring across sectors,

clear definition of goals, expectations

and responsibilities will be more

important than ever.


20/21

Trends in the Public Healthcare Communications

The New Demographics

Real Time

Measured Me

Big and Linked

New Partners


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Trends in Public Health

Communication

Prepared for Health Promotion Board

Dec 2013

trends in public health communication

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