EU healthcare communicators weigh-in on engagement

Uploaded by CreationHealthcare on 24.05.2010

[intro music]
>> LAWRENCE CHRISTENSEN: My name is Lawrence Christensen, and I am Head of Communications
at Benenden Healthcare Society.
>> BURAK BORAHAN: My name is Burak Borahan. I am a Global Category Director for Systagenix,
which is a wound care company.
>> LUCY IRVINE: Hi, I'm Lucy Irvine from Napp Pharmaceuticals.
My role is Website Project Manager.
>> RYAN EDWARDS: My name is Ryan Edwards. I'm the Engagement Manager
for NHS Barking and Dagenham.
>> ANDREW WIDGER: I'm Andrew Widger. I'm Associate Director of Communications for Pfizer.
>> JOHN PUGH: Hi I'm John Pugh. I'm from Boehringer Ingelheim and my role is Head of Online Communications.
>> CARWYN JONES: My name is Carwyn Jones; I'm Head of Pharma for
>> CARWYN JONES: I think the case studies which were discussed this morning were all
very interesting, as probably leaders and great examples of digital that has been going
on at the moment.
>> BURAK BORAHAN: Very exciting; very interesting. I've thoroughly enjoyed all the case studies
today that we've seen.
>> LUCY IRVINE: It has been a really informative day actually. It has been good to get a perspective
from different companies; both pharma and other areas of the healthcare sector.
>> JOHN PUGH: We've done a kind of a deep-dive into them really, and had a look at: what
were the factors and why they were successful in engaging? What types of engagement they
So taking that back, moving forward, I can really use those examples. It is inspiring
me in my work, going forward in the future.
>> LAWRENCE CHRISTENSEN: It is really to do with the learning from the case studies and
the discussion and seeing what other organisations out there are doing; the risks they are taking;
the entrepreneurial role they are taking within their organisations; and applying that to
the social media domain. To me, that is very live and relevant to what I am trying to put
in place as an engagement strategy at my organisation.
>> ANDREW WIDGER: It is useful to hear about some of the - let's call them growing pains
- of people who are working in this space. Actually I think we are probably all sharing
in some of the problems, the issues, or the challenges, that are sent our way when we
are trying to engage in digital projects and social media projects.
>> CARWYN JONES: It was most interesting to share within the groups some of the thoughts
and knowledge that we all have on this. That was something that was very interesting.
>> JOHN PUGH: For me healthcare engagement means getting a better understanding of who
we are trying to communicate with, whether that be through entertainment, whether that
be through dialogue, or listening, and it is more about understanding their needs; Understanding
the needs of the customer or audience that you are trying to communicate with, and creating
strategies on - doesn't matter what the platform is - creating strategies to engage with them
in a way which is meaningful to them, and not just to us. Therefore it is about creating
a partnership; a mutually beneficial partnership.
>> RYAN EDWARDS: Certainly from an NHS point of view, it is really about establishing a
two-way communication; a real dialogue - a quality of dialogue - with the local population,
giving them a chance to have their views, their say, and actually where they are influencing
healthcare - making changes, it is actually about going back to them and being realistic
about what changes they have made and when, so that they actually feel that they have
got a local stake in the health economy.
>> BURAK BORAHAN: I think going forward, as we have seen in the case studies as well,
that empowering the patients is going to become more fundamental for healthcare in general
and also bridging that gap between healthcare and physicians and using online as a channel
for doing that.
>> JOHN PUGH: I think the future for healthcare engagement is a fantastic one, because we
are looking at it. We are really focussing on it. So, if you look at what has been happening
over the last couple of years - not just in the pharmaceutical industry - but across the
whole spectrum of healthcare stakeholders whether that be hospitals or payers or patient
groups – the focus is very much on engagement and upon sharing, learning, talking,
dialogue, and creating this fantastic ecosystem of connections, and really learning from each
other. I think engagement is only going to get better, and better, and better. I think
as we learn more, and as we become more adventurous, and we learn where the different parties
- where their boundaries lie, I think it is going to make for a much richer and more beneficial
world; online world.
>> ANDREW WIDGER: The best opportunities for pharmaceuticals are around the fact that it’s
evident that our customers are engaging in this area. There are networks of healthcare
professionals, there are also networks of patients; we just have to find the most appropriate
way of engaging with those audiences and delivering the right message, but also really being mindful
that this is about engagement – and that is a two-way street. It’s not
just about getting our marketing out there to them, but it is about listening, taking
their feedback, engaging them in the process of working towards better health outcomes.
>> RYAN EDWARDS: I think for patients they will increasingly have a real sway in the
way that healthcare is delivered, and ultimately, the money will be attached to the patient
if they’re not happy with their healthcare choices. They’ll have a range of providers
to choose from so I think it will mean that we will all have to sharpen up our engagement
we have with people. Because if they are not happy, they’ll move.