Jim Morrison and the importance of relevance

From my NETT blog:

What are the most important factors to consider when you’re communicating ideas to people? How do you get your message across successfully?

From my days as a journalist writing for newspapers and magazines through to my current work presenting digital marketing messages or lecturing to students, a few common themes have emerged in terms of what works consistently.

Actually, I exaggerate – there is really just one fundamental rule in successful communication: make your concept relevant to your target audience.

This is expressed as a couple of acronyms:

• WIFFM – what’s in it for me?
• WSIC – why should I care?

If you can understand what matters to your audience and work out how to relate your message to their concerns, you’ll get your point across.

This principle isn’t limited to written, visual or verbal communication messages: it extends to the communication of ideas, and can include the dissemination of those ideas through a variety of media.

Take music, for example. My favourite band of all time is the Doors, led by the late great Jim Morrison. The Doors tapped into the Zeitgeist of the 1960s with music that protested against traditional mores.

Their sometimes dark messages about love, fitting in and pushing back against parental barriers struck a chord with young Baby Boomers who were just starting to flex their muscles and question the structures of the world that they were inheriting.

Read the full story

New wine, old bottles

From my NETT blog:

Despite working with new technology every day (or maybe because of it!), I like to collect old wares, and my idea of a good weekend includes some time spent trawling through antique and vintage shops.

A recent acquisition was a set of books on ‘modern business’ produced by the Alexander Hamilton Institute back in the 1950s. I was, of course, drawn to the volume on marketing. On leafing through it, I was surprised by how relevant much of the information still was, after nearly 60 years and several seismic shifts in marketing and selling.

Here are a few snippets from the book (with my annotations):

“Marketing concerns itself with all those business activities which begin in the producer’s shipping room and continue until the goods finally come to rest in the hands of the ultimate user.” (This is a timeless reminder as many people equate marketing with just the advertising and promotional aspects of the process. This broad spectrum definition is today even broader as digital and social media marketing extend the process past the delivery of goods and into an ongoing lifetime relationship with customers.)

“The satisfying of human wants depends to no small degree upon the personal and subjective wants and desires of individual consumers.” (This is increasingly relevant as we have moved from the age of mass marketing, which was gearing up when that book was written, to today’s trend toward mass customisation.)

“The basic law of marketing is the ‘law of convention and revolt’. A new mode of life may be created or established, but it will last only until a new style is introduced, often by quick substitution.” (When that was written they were talking about seasonal changes in fashion; now a style can go in and out with days. It’s not strictly a business marketing example, but how long did the planking craze take over public consciousness – was it a couple of weeks, or even less?)

Read the full story

A healthy market opportunity

I was interviewed recently on the latest developments in digital pharma marketing. Here’s an excerpt of the story from the HotHouse blog:

The rise of digital in all its forms – Internet, mobile, social media, online video – has fuelled the shift from selling and marketing products to selling and marketing services, as consumers have replaced manufacturers at the centre of the marketing universe.

Everything from product development to promotion to post-purchase evaluation is today built around understanding and meeting customer needs.”

This is abundantly apparent in an area like healthcare. From a product-focused sector based solely on convincing doctors to prescribe medications based on scientific evidence (and a few educational dinners), drugmakers are building portfolios of services aimed at patients and doctors around their brands, helping healthcare professionals tackle issues like patient compliance and health education as direct promotion takes a back seat.

Big numbers

I discussed the implications of these trends with healthcare digital strategist (and HotHouse content producer) Ray Welling in this month’sHotHouse podcast. And while the growth of online generally as a medium and a marketing tool has been impressive, the numbers for healthcare are truly staggering.

Read the full story

Feeding the beast without going broke

From my NETT blog:

I’ve written in this blog previously about the extra demands on your business time created by new technology. One of the biggest pressures is the pressure to publish.

Rebecca Lieb, former chief editor of ClickZ and head of information merchant Econsultancy in the US, said to me in an interview, “Brands are not just businesses; they’re now media companies.” As a result, she said, all businesses now have to think like an editor.

That means you need to stop viewing your marketing with a campaign mindset (with a beginning, middle and end) and adopt a long-term perpetual strategy.

Constantly changing content is a necessary feature of this approach. Your online presence – your website, your social media activities, etc. – is now, to use one of my favourite phrases, “the beast that must be fed”.

I make part of my living out of helping large organisations “feed the beast”, while some companies hire their own in-house team of writers and editors to produce search-friendly content for their various online outlets. But most small businesses don’t have a big budget (or any budget at all, in some cases) available to feed this hungry mouth. What can you do?

You need to work smart and plan how you will feed the beast effectively and efficiently. Thinking like an editor, you will want to develop an annual editorial calendar for creating new content for your site, as well as publishing regular features and “sticky stuff”, quirky things that keep people coming back to your site.

So what types of interesting content can a small business produce without breaking the bank? Here are a few examples..

Read the full article

Australians love social networking

The latest Nielsen stats show that Australians spend more time on social networks than any other country. We’re spending nearly seven hours a month on sites such as Facebook, LinkedIn and Twitter, with the US and UK a distant second and third at just more than six hours. Nielsen reports that nearly 10 million Australians are now using social media.

Time Spent on Social Sites by Country, December 2009
Country Unique Audience (000) Time per Person (hh:mm:ss)
United States 142,052 6:09:13
Japan 46,558 2:50:21
Brazil 31,345 4:33:10
United Kingdom 29,129 6:07:54
Germany 28,057 4:11:45
France 26,786 4:04:39
Spain 19,456 5:30:55
Italy 18,256 6:00:07
Australia 9,895 6:52:28
Switzerland 2,451 3:54:34
Source: The Nielsen Company, 2009

E-health in a tangle

Excerpted from Australian Doctor, 20 March 2009:

With so much reform in the offing, does the Rudd Government have the political will to finally make e-health a reality? Ray Welling investigates.

Ordinary Australians can use their bank cards all over the world or seamlessly connect their laptop to a wireless net work from Broome to Berlin, yet their critical health data can’t be shared with their local hospital or even the pharma cist down the road.

This is despite extensive international and Australian research pointing to significant savings in lives as well as public health expense when health IT innovation is applied.

This year researchers in Texas reported in the Archives of Internal Medicine that increasing the automation of hospital notes and records led to a substantial decline in mor tality rates for all conditions studied. An author of the study said that by computeris ing health records, more than 100,000 lives a year could be saved in the US alone.

Closer to home, a 2002 Australian Institute of Health and Welfare study found that up to 18% of medical errors — many of them fatal — were due to inadequate availability of patient information.

According to the study, these adverse events account for as much as 3% of the gov ernment’s total cost of care — $3 billion a year in avoidable cost.

A business case for a national electronic health record program was published last year by the National E- Health Transition Authority (NEHTA), which suggested a net benefit to the Australian economy of between $7.5 billion and $8.7 billion over the first 10 years.

Australia is not the only late adopter of e-health. In the US, just 1.7% of hospitals sur veyed in 2008 had fully imple mented a comprehensive patient e-health records system across all units of their hospi tals and only 7.9% had imple mented a basic system.

However, the US is much closer to fully sharing health data. Electronic health initia tives were specifically men tioned in former US President Mr George W Bush’s last four State of the Union addresses, and USPresident Mr Barack Obama announced shortly before his inauguration that he was dedicated to making 100% of personal health records available electroni cally within five years. He backed that up by allocating $US20 billion in his initial economic stimulus bill to the task. Electronic health records were specifically mentioned in his maiden speech to the US Congress in February.

SO what’s happening in Australia? It’s not that we’ve been ignoring e- health. It is estimated that more than $5 billion has been spent by state and territory governments, GP divisions, and others on e-health devel opment activities in the past 10 years.

Those initiatives include a program by General Practice Network NT to have the entire NT population regis tered for shared electronic health records by 2010, bed side electronic records and clinical decision support tools being trialled in SA hospitals, a $250 million Enterprise Information Repository in Queensland, and a hospital- based electronic health record system deployed in the South Eastern Sydney and Illawarra Area Health Service in NSW, which is soon to be rolled out across the state.

But for e-health to make a real difference, national co- ordination is needed. On a national level, NEHTA was set up with Commonwealth funding in 2005 to develop core technical foundations for e-health in Australia, such as clinical terminologies, infor mation messaging standards and designing unique con sumer and care provider iden tifiers.

Other than this, however, none of the local or state groups developing e-health systems are talking to each other or working to create sys tems that can be integrated across borders. Some can’t even be integrated across hos pitals or surgeries in the same state. It’s a situation that brings to mind the 19th cen tury, when each colony built its railway systems using incompatible rail gauges.

Read the full story here (password required – let me know if you’d like a full copy).

Electronic health records, brought to you by Wal-Mart

The Australian government doesn’t appear keen on consumer-led e-health solutions such as Google Health or Microsoft Health Vault. Well, it could be worse: here’s an excerpt from The New York Times this week:

Wal-Mart Stores is striding into the market for electronic health records, seeking to bring the technology into the mainstream for physicians in small offices, where most of America’s doctors practice medicine.

“Wal-Mart’s move comes as the Obama administration is trying to jump-start the adoption of digital medical records with $19 billion of incentives in the economic stimulus package.

“The company plans to team its Sam’s Club division with Dell for computers and eClinicalWorks, a fast-growing private company, for software. Wal-Mart says its package deal of hardware, software, installation, maintenance and training will make the technology more accessible and affordable, undercutting rival health information technology suppliers by as much as half.

“’We’re a high-volume, low-cost company,’ said Marcus Osborne, senior director for health care business development at Wal-Mart. ‘And I would argue that mentality is sorely lacking in the health care industry.’

“The Sam’s Club offering, to be made available this spring, will be under $25,000 for the first physician in a practice, and about $10,000 for each additional doctor. After the installation and training, continuing annual costs for maintenance and support will be $4,000 to $6,500 a year, the company estimates.”

Read the whole story here

Big Pond content coup for West Australian portal

The Virtual Medical Centre has struck a deal with BigPond to provide health content for Australia’s biggest ISP.

The West Australian-based health site, which has been in operation for more than five years, operates websites for consumers and healthcare professionals across more than 20 therapy areas.

BigPond visitors can link through to the Virtual Medical Centre site, which provides information on diseases, pharmaceuticals and practical remedies, as well as healthy living and diet tips.

It also gives users access to a GP directory, educational videos and a medical dictionary, as well as interactive tools including a BMI calculator, a pregnancy calculator and a blood count evaluation tool.

Medical specialists who join the site are given access to “professional members only” tools which allow them to evaluate a patients’ health, including tools to calculate how many migraines a patient may suffer a month, a durogesic dose calculator and a body surface access calculator.

There are also separate sections for women, men and children, which group together relevant medical topics such as pregnancy, immunisations and prostate health.

More than 1000 medical specialists have contributed to the site.

E-consults begin trials in Queensland

From Medical Observer:

 A new Web portal allowing patients to consult their regular GP online could be a step forward in e-health for Queensland doctors.

GP Partners, one of the state’s biggest divisions, is currently trialling the Dr4U portal which, when fully operational, will provide an e-consultation service for routine matters such as repeat prescriptions or smoking cessation. Patients will also be able to submit results of self-monitoring for chronic conditions and can send a secure message to their regular doctor, who will respond within a few days.

A similar scheme, Ozdocsonline, was launched in NSW in 2002 by a group of Sydney GPs. Patients whose GPs are registered with this secure website can log on to discuss care plans, test results and management of chronic conditions.

Dr Dianne Chambers, a GP and one of the service founders, told MO last year that, since its launch, Ozdocsonline had generated the equivalent of $98,000 in MBS rebates. Dr4U is likely to bill upfront, however a payment system is still being devised.

AMA Queensland council member and GP Dr Richard Kidd said the system would free up face-to-face time for doctors. But he warned against patients expecting instant answers to queries. He said the Dr4U team was aware of the AMA’s position on e-consultations and was adamant any final product wouldn’t replace face-to-face consults.

AMA gets behind eHealth

From the CeBIT website:

The Australian Medical Association has called on the Federal Government to boost spending on eHealth initiatives, as both a means of boosting the economy and delivering health care efficiencies.

In its annual budget submission, Australia’s peak health industry lobby says an eHealth investment should be viewed as part of a “nation building” exercise.

“The economic down turn, individual and family financial stress, and increasing unemployment all mean that the government’s commitment to supporting and funding health is even more important,” AMA president, Dr Rosanna Capolingua said.

“It is times like this that the government’s essential role is to ensure and under pin access to high quality, affordable health care for all Australians,” Dr Capolingua said.

“Healthcare is essential not only for individuals, families and communities but also for a productive workforce.

“Poor health costs the community $7 billion in absenteeism alone, while employees coming to work sick and unproductive costs a further $25.7 billion a year.

“The costs to business and the community are likely to increase as the economic downturn takes its’ toll on health,” she said.

The measures outlined in the submission were cost effective, sensible and achievable, Dr Capolingua said. They include improving access to health services for Indigenous and rural communities, retention of the Medicare safety net, and proper indexation of the medical benefits scheme.

“Investing now will pay major dividends for coming generations as well as immediately addressing the increase in health problems that impact on individuals and communities as a result of economic hardship,” she said.

The AMA’s budget submission outlines a range of measures to support and enhance Australia’s world-class health system, and ensure the broadest possible access to the system.

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