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Health care communications:

2012 trends

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Breakthrough year for health care

Economic, political and regulatory uncertainties will force the health care industry to connect in a new way.

In 2012 health care organizations will invest more in IT and rethink data-sharing with partners and even competitors. *

* PwC’s Health Research Institute

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Looking back: 2011 trends in health care

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Focus on preventative care and wellness

Health organizations are under pressure to reduce costs and demonstrate better care delivery

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Empowered, engaged and better informed patients

e-Patients are increasingly powerful and active

* Pew Internet & American Life Project “The Social Life of Health Information, 2011”** National Research Corporation

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Advancement of health care technology

• Surge of the use of smartphones and tablets in health care delivery

• Increased adoption of EHRs/ EMRs• Strong growth of mHealth• Swift expansion of telehealth,

telemedicine and remote care monitoring technologies

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2012 Health Care Communications Trends

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I. Increased role of social media strategies

To improve care delivery and health outcomes, health care organizations will pay a great attention to social media.

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I. Increased role of social media strategies (cont’d)

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I. Increased role of social media strategies (cont’d)

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II. Growing need for integrated communications

Traditional PR, digital strategies, advertising and marketing should complement and amplify each other

Reach and engage patients, HCPs and other stakeholders in the efficient way

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III. Explosive growth of mobile marketing

The adoption of mobile technologies by HCPs has been faster than by patients– 81 % of doctors own a

smartphone and 25 % use tablets

– 40% of doctors use a medical app for work purposes

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III. Explosive growth of mobile marketing (cont’d)

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III. Explosive growth of mobile marketing (cont’d)

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IV. Focus on measuring success

The time of media clips and impressions is gone

In 2012 PR should : – show the measurable value– demonstrate how it supports business goals– be highly targeted to influence key audiences

Discuss how you measure success before developing strategies

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Last thought: Don’t lose a personal touch

With new technologies and new ways to communicate, don’t lose a sight of personal focus.

Health care communications are and will be about building strong relationships.

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If you have any questions or comments, let’s chat on

Twitter@Spector_Health

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