Trends in Public Health Communication

Prepared for Health Promotion Board Dec 2013

Trends in the Public Healthcare Communications

The New Demographics

Real Time Measured Me

Big and Linked

New Partners

An ageing population needs more positive messages about later life

This is about more than obvious demographic changes. Its also about the attitude and 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 65 years 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. Amongst older generations, as healthy life expectancy extends, people are living longer active lives, with older people opting - as well as being obliged - to continue working into their 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 a redefinition of the way we live and work. Life today exists with fewer clear boundaries between its composite elements with a blurring of traditional life stages and new blends of work and life, real and virtual worlds emerging.

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 population narrative 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

New technology is enabling the tracking of behaviour and communications effects more dynamically than ever before. 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.

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

Real-Time - Implication:
Real time analysis changes the game for social marketing programmes. 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.

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 allow consumers to track personal metrics like heart rate, steps taken and calories burned. Technology developers like Fitbit and Jawbone are competing on a global basis 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 a personal account where users can monitor their own metrics.

Linking this reporting to timely feedback and tailored advice, offers powerful opportunities for public health marketers not only to monitor habits, but also to trigger behaviour change. And integrating this data with wider social research metrics means that evaluation can enter a whole new era with more concrete tangible measures.

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Measured Me - Implication:
The development of consumer biometric tracking undoubtedly offers exciting opportunities to public health marketers.. Whats interesting is how in the current climate of data privacy issues, platforms like Nike+ where consumers willingly 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 to connect 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 use our 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 it together 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; no understanding of context or whats meaningful in the data; and limited capability to use the data. To address these challenges, communicators must be clear on the question 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 an agile 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 a minimum data set to make informed decisions.

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Using Search data to uncover insights surrounding health issues

Kleenex Analysed Google search trends for 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 at city level, in real-time. UK Department of Health Analysed Google search trends for intentions to quit smoking which allowed an identification of a new peak other than the usual January.

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

http://www.telegraph.co.uk/health/healthnews/9529999/Stoptober-antismoking-campaign-launched-by-Government.html

Big and Linked Implication:

We cannot ignore the fact that people are turning 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 also incorporate 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 untapped opportunity either as a insight platform or even to steer conversations and nudge behaviour.
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Need to channel businesses desire to do good 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 in public 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 and that 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.
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Trends in the Public Healthcare Communications

The New Demographics

Real Time Measured Me

Big and Linked

New Partners

Trends in Public Health Communication

Prepared for Health Promotion Board Dec 2013