Get the latest dna news and our perspectives on pertinent topics within healthcare communications.
dna Spotlight: Hispanic Heritage Month
During National Hispanic Heritage Month, we continue to recognize the achievements, contributions and history of Hispanic American individuals. We had the pleasure of speaking to our own colleagues, Mike, dna General Manager, Angelique, Manager of Client Experience, and Claudia, Associate of Client Experience.
Listen Up – Podcasts As an Avenue for Healthcare Communication
It’s no question that there has been an explosion of interest in podcasts in recent years, with a podcast for virtually any topic imaginable (espionage, baking, mythology and comedy don’t even scratch the surface of the spectrum of content out there). While podcasts are commonplace today, some may be surprised to know they’ve been around for almost two decades.
The majority of people who have searched for advice on the internet have landed in the wild west of what we like to call, Reddit. With thousands of active communities and millions of subreddits, the platform is a digital oasis for those trying to connect with others on a certain topic. From a brand perspective, Reddit was mostly used for company executive’s “Ask Me Anything” (AMA) threads but we are now seeing that we can take advantage of other methods of engagement within the platform.
Consumers are increasingly holding brands accountable and social media platforms are not exempt. In fact, social bohemeths have extra work to do when it comes to gaining user trust, with nearly a third of Americans saying they do not trust any major social media channel, according to a recent survey
As the world continues to receive everchanging information around emerging COVID-19 variants, booster shots and restriction reinstatements, we are seeing how important it is to be agile and swift in order to communicate complex information to respective audiences.
Describing conditions and disease states does not need to be complicated. Medical systems and brands have a responsibility to effectively communicate with their patient community according to their levels of health literacy.
HCP influencers have created mainstream health trends. Take for example #dermtok on TikTok. As digital-native HCPs gain loyal followings, there is an opportunity to partner with them to resonate and reach new audiences. Consider these points if you plan to engage with these healthcare influencers.
Telehealth and Your Brand:Communicating Around this Rising Tech
Telehealth offers pros and cons, but one bet we’re willing to make is that telehealth is here to stay. If your brand is considering integrating telehealth CTAs into your communications, here are some things to consider.
Health news takes center stage: What does this mean for brands?
With the world’s eyes firmly on COVID-19, health news has taken center stage, creating a health-literate army that’s paying attention and seeking honest information from all sources. So what does this mean for your organization?
The pandemic and recent social issues have brought increased attention to equity in healthcare, or lack thereof. Many health brands have realized the potential they have to ensure health equity. How does a brand ensure they are effectively communicating their goals and desired plan?
Unexpected Brands Are Playing in Health – What We Can Learn
In a year unlike any others, one brand made a particularly bold move that took the media by surprise. What can we, as healthcare communicators, learn from an unexpected brand playing in the health space?
dna Communications Names Mike Rosich New York General Manager
dna Communications today announced the appointment of Mike Rosich as executive vice president, general manager, New York. Rosich joins dna from Marina Maher Communications, where he was executive director of creative strategy and storytelling. In his new role, Rosich will lead strategy and operations for the New York office, responsible for the growth of the agency’s largest operation and for driving innovative solutions for clients. He will report to Laura Schoen, chief healthcare officer, Constituency Management Group, and president, Global Healthcare, Weber Shandwick.
How Will COVID-19 Leave Its Imprint on Scientific Exchange?
Complex science is at the core of our business at dna Communications. It’s through that lens that we are closely monitoring how the spread of COVID-19 — otherwise known as the coronavirus — is affecting the global communications landscape in healthcare. It seems that the effects of COVID-19 will alter our methods of scientific exchange, driven by the need to reduce direct contact and by the proliferation of digital advances that make such a change possible.
Improving American Healthcare: The Implications of Politics and Communications
Reform in America doesn’t come easy. Look no further than the U.S. healthcare system. The debate over the American public’s right to healthcare emerged in the early 20th century, and it remains divisive to this day. Sweeping reforms that made it to law—from Medicare to ‘Obamacare’—have faced staunch opposition and calls for repeal.
Do you think about what you eat for lunch every day? If not, maybe you should. After all, being in the client-service industry is a high-energy job, so you need plenty of fuel to get you through the day. And the foods you eat may affect you more than you realize. Studies show food has a direct impact on productivity, which is why a poor decision at lunch can derail an entire afternoon.
My Creative Sabbatical: The Importance of New Perspective
I have a love/hate relationship with New York, the city that I’ve called home for almost twelve years. Upon graduating from Syracuse University with the “useful” degree I received in music, I moved here for the music business, the big-city lifestyle, the many friends I had and most importantly for the inspiration. As it turns out, it inspired me so much that I almost exhausted it. This year, I learned that significant time in a different environment brings new perspective and a new flow of inspiration. Music, as with any
form of communication, needs a broader perspective to grow, to reach more listeners.
If, like me, you’ve ever taken melatonin to help you sleep, eaten sauerkraut purely for the probiotics, or even sat in on a yoga class to de-stress, then you too are an “alternative medicine” consumer. And according to the latest National Health Statistics Report from the Centers for Disease Control and Prevention, you’re not alone; as of 2012, about a third of U.S. adults have used a complementary health approach — such as acupuncture or a special diet – in the past year.
With the explosion of technology in the past two decades, we demand instant connectivity. The proliferation of the internet and mobile devices allows us to access answers, buy products and book services any time, any place. As the pace of life continues to accelerate thanks to rapid innovation, today’s brands are looking to be more “on demand.”
Making Meaningful Connections with the Next Generation
Millennials. The Boomers’ offspring. Founders of the social media movement. Constantly connected. Educated. Diverse. Pro-community. Socially dependent. Intensely brand-loyal. Cause-oriented. Self-expressive. Frugal. Savvy. 75 million+ persons and $1.3 trillion strong in buying power.[i] Me.
The Cultural Context of Health Messages — a Myanmar Case Study
There is nothing more awkward, in my opinion, than teaching a group of young girls how to use sanitary napkins — especially when they have never seen one before.
This occurred to me on a hot summer’s day, as I stood at the front of a small audience of women in a traditional long house belonging to an ethnic minority group called the Wa in eastern Shan State, Myanmar. The purpose of my visit was to execute a health education initiative in several small villages to promote proper hygiene, sanitation and preventative health.
In her 15 years as president of the global healthcare practice, Laura has worked closely with established practices in North America, Europe, Asia and Latin America to expand Weber’s healthcare footprint worldwide and elevate the practice’s reputation. Laura also spearheaded the expansion of dna Communications into the United States. A pioneer in the industry, she has provided strategic counsel for some of the most visible multinational healthcare-related campaigns.
On your Google searches, have you ever noticed the grouping of facts and images on the right side of the page? Wonder what that is?
It’s known as the “Knowledge Graph,” and it represents Google’s best efforts to move online searches away from focusing on identifying keywords and toward collating valuable content. So rather than retrieving a laundry list of unrelated articles, Google will fulfill a given search with the relevant, related and well-organized information the searcher actually needs.
I knew the answer to the teacher’s question. I was four years old and confident that broccoli was a vegetable, not a fruit. But instead of raising my hand to answer, I stared quietly and hoped the teacher would call on someone else. She must have sensed there was something behind my tacit facade, because she called on me to answer.
dna Blog Interview with Alex Reid, Global Program Strategy Lead for the Bill & Melinda Gates Foundation
As the global program strategy lead for the Bill & Melinda Gates Foundation, Alex Reid leads communications for agriculture and nutrition, two of the largest program areas at the organization. Alex has a communications background but now also supports advocacy initiatives for the foundation. She sat down with us to answer some questions about communicating about public policy issues with a global audience.
dna Dispatch: Using LinkedIn for Executive Positioning
In dna Dispatch we share interesting content we have found online relating to health care, branding, communications and more. Check back regularly for more topics of interest.
This compelling piece shares an example of how LinkedIn can be used for executive positioning and suggests how to better use this tool. The piece was originally posted on the blog Reputation xChange, by Leslie Gaines-Ros, Weber Shandwick’s Chief Reputation Strategist. See the piece and a link to the original article below.
With more than 100,000 mHealth apps on the market as of last year,1 the use of mHealth and fitness apps is out-pacing the overall app industry by a whopping 87 percent.2 And the dollars and cents behind the mHealth trend are significant. According to research2guidance’s highly touted mHealth App Developer Economics 2014 report, total mHealth market revenue reached $2.4 billion in 2013 and is expected to grow to $26 billion by 2017.
We tend to think of healthcare at the broadest levels. We speak of pandemics, epidemics and outbreaks. We search for trends, look for common causes and amass epidemiological data. Screenings, by nature, assess the benefit of early detection on populations, not individuals. Vaccines, as we should all well know by now, are meant to protect the masses. And for decades, drug development — and by extension clinical trials — focused mostly on large, diverse populations in search of benefit for the most people possible.
Rethinking Healthcare Communications through the Prism of Rare Diseases
There is increased attention these days on rare diseases. It’s a positive development for people in dire need of support and good news. Rare diseases require targeted marketing approaches. It makes sense, of course, given the small and highly-specific group of people affected by the ailment.
Old-school Methods Key to Fostering Global Relationships
In the age of digital connectivity, you can work collaboratively with colleagues in China in the morning, Skype at lunchtime with the team in Germany, and develop a plan in the afternoon for a launch in Brazil using digital channels that provide vast amounts of information.
Digital is the most important platform for healthcare communications. Outside of the big three cities — Beijing, Shanghai and Guangzhou — awareness of many health issues is low. So once we move beyond these big cities, we have to ask how consumers are getting access to healthcare information. The answer in most cases is through online platforms.