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What’s Now and What’s Next for Health Care Communications?

Nina DunnHealth Care Specialist

Spector & Associates, New York @Spector_Health

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Political, economic and regulatory uncertainty

Health care industry

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Agenda

The health care industry in 2012 Looking back to 2011

Health care communications trend: what’s next?

Your predictions

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Health Care Industry Trends in 2012

I. 2012 Presidential election Supreme Court decision on Patient

Protection and Affordable Care Act (PPACA)

II. Getting the best value out of health care

III. Aging baby boomersIV. Shifts in pharma

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I. Presidential election and Supreme Court decision on PPACA

The health care reform debate

Supreme Court decision

March, 2012

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II. Getting the best value out of health care

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III. Aging baby boomers

10,000 baby boomers

will turn 65

every single day for the next

19 years

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IV. Shifts in pharma

Generic vs. brand drugs

Blockbuster Smaller patient

drugs group treatments

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Looking back to 2011

Empowered, engaged and better informed patients

New age in technology and informatics in health care

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Empowered, engaged and better informed patients

80%

Internet users look for health-related information online

41%

Patients go to social media for medical

content

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New age in technology and informatics in health care

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

telemedicine and remote monitoring technologies

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2012 health care communications trends

I. Increasing role of social mediaII. Explosive growth of mobile

marketing III. Growing need for integrated

communications and highly targeted messages

IV. Focus on measuring success

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I. Increasing role of social media

2012: the health care industry — an active participant in social media

65%

Physicians on social media

80%

Patients look for health info online

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I. Increasing role of social media (cont’d)

Reporters sourcing story leads:

47%42%35%

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I. Increasing role of social media (cont’d)

Pharma:

FDA guidelines

42%of patients expect

Pharma companies to participatein online patient communities

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II. Explosive growth of mobile marketing

81% — smartphone

25% — tablet

40%—medical app

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III. Integrated communications and highly targeted messages

PR professional in 2012

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III. Integrated communications and highly targeted messages (cont’d)

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IV. Focus on measuring success

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Last thought

Don’t lose the personal touch

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@PRSAHealth

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