Happy Thanksgiving eve! This week, I took time to reflect on the topics, guests, and intentions of this year’s shows with the content producer of the podcast, Maya Ollie. It was fun to be on the “other side of the mic”, take a listen below.
The Oxford Dictionary declared the 2020 word of the year “unprecedented,” and we couldn’t agree more. This week alone fits the bill of a “typical” 2020 news cycle, jammed packed with updates reflective of a truly unpredictable time: Microsoft and Zoom are removing time caps for Thanksgiving, Pinterest is suddenly the platform to watch in 2021, Snap is giving away $1M to creators for their new inspiring in-app update called Spotlight and TikTok teens are following senior citizens. We’re grateful to be able to share the latest and greatest with you all, so ping us if you want to hear more on these topics or the ones below. Happy Thanksgiving to our American family and friends. 🦃
Is Local News Making a Comeback?
The COVID-19 pandemic has not only accelerated innovation within healthcare, it has also sped up trends and revealed new opportunities within the local media landscape. Media companies including Axios and NPR – and entrepreneurs like David Klotz – are looking to fill the void of regional newspapers by introducing localized e-newsletters and podcasts. The pandemic also has resulted in media talent spreading beyond the hubs of New York and D.C. as people move to remote work models. Additionally, the evolution of the media landscape in response to the pandemic has shown the value of local news coverage. The specificity of different local regulations leading to higher audience numbers and increased subscriptions shows how some of these organizations will become digitally based in the future to reach local audiences.
The New Streaming Service Every Healthcare Marketer Should Know About
The Able Channel is set to fill what it believes is an “information void” with a streaming channel dedicated to healthcare content. CEO and former Novartis and Disney exec Brian McCourt says he can’t believe this void exists in a world where healthcare represents approximately 18% of U.S. GDP. The debut of this new channel may be perfectly timed as new reports suggest connected TV will be the only device to grow its share of video ad impressions, up to 41% from 33% just a year ago. Viewers can preview the channel’s fresh storytelling approach now by watching “Surviving Suicide,” its first series. Produced in partnership with the Cleveland Clinic, the series profiles survivors who have gone on to help others struggling with suicide. With the right conditions and advertisers such as Ochsner Lafayette already on board as its first hospital system partner, advertising opportunities are primed to grow.
“Point of Care” Advertising Is in It for the Long Haul
Despite dips in in-office doctors’ appointments due to the pandemic, industry experts still tout the enduring value of point of care (POC) media as new deals are being struck with content developers such as Meredith, which has just joined forces with Health Media Network. Doctors’ offices around the country will now be displaying video content from several Meredith brands through Health Media Network’s existing relationships with healthcare professionals (HCPs). The POC advertising will focus on TV (as magazines have been removed from waiting rooms) and is designed to educate patients about treatment options, facilitate patient and doctor engagement, and improve health outcomes through engaging and informative content. While targeting in an in-office setting seems limited, much of the audience for healthcare marketers has proven to be those sitting in a waiting room. POC is rapidly growing as experts have found that targeting a patient while they are currently seeking medical care is critical and effective.
Fostering Community and Influence with Social “Hubs”
The purpose of social media has evolved since its initial development, and platforms that served to connect us with others now also serve largely as educational resources. YouTube, one of the most searched platforms, has long been a hub for educators and influencers alike to share longform, informative videos on a variety of topics and now offers learning-focused playlists and URLs. TikTok is working to strengthen this area within the platform as well, testing a “Learn” tab in the UK market. And LinkedIn recently followed in similar fashion with the launch of its resource hub dedicated to supporting underrepresented groups. Specific “Learning” focused sections of platforms could be key areas for HCP influencers to congregate and help consumers find the resources they are seeking. These hubs also go a step further to reinforce the benefits of social media.
…AND IN OTHER NEWS
Slowing the spread: Twitter may slow down users’ ability to “like” tweets containing misinformation.
Need a screen break? Check out the New York Times’ annual list of 100 notable books.
W2O’s The Scoop is brought to you by an editorial collective, featuring industry updates and insights from subject matter experts across social media, digital and influencer activation teams.
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Prioritizing mental health is important to your overall well-being, productivity, and happiness. Tiffany Shlain, Emmy-nominated Filmmaker, Author & Founder of The Webby Awards, shares the power of giving up screens one day a week. Take a listen below.
If you’re interested in learning about W2O, check out our About and Healthcare page.
It was almost a year ago. I was walking through Philly’s holiday market, sipping mulled cider and finishing my Christmas shopping, between business flights and train rides up and down the East Coast. I was later stopped going through TSA thanks to a bacon bourbon hot sauce I bought for my dad. Ah, the days of business travel.
Amid my yuletide merriment, I got a call from a colleague. She said her client was seeking a “big idea” for 2020 and she was hoping that our analytics team could brainstorm ways to use data to help. The ask: What would happen if we peeled back the curtain on chronic kidney disease (CKD) and looked at the holistic patient experience, beyond being defined by traditional quality of life measures or creatinine levels? How could we develop a better understanding of the whole person, not just the patient, living with CKD every day?
This question reflects a challenge that many of our clients are grappling with as we hurdle toward “modernized healthcare,” where personalization and consumerization are becoming tablestakes and patients have more access to their own health data and more choice over how they manage their disease. As such, our clients are asking: how do we capture and support the human, lived experience – with a focus on how the burden of disease can impact every facet of a patient’s life? And how can data help us be more precise and thoughtful with our actions?
As an applied sociologist and analyst at W2O, my question is never “can we find answers to these questions?” Rather, my question is “what types of data can we leverage from our robust data engine?” In partnership with a team of smart colleagues – a scientific strategist, a communications specialist, and a seasoned marketer researcher – we developed a three-phase multi-modal approach that aggregated data from a geographically diverse cohort of patients living with CKD. Leveraging social media data, qualitative phone interviews, and an online quantitative patient survey, we created a global CKD-Personal Impact Index (PII) that derived the daily personal impact of the disease on individuals diagnosed with CKD (and their families). The CKD-PII uncovered the direct and indirect impact of living with CKD on patients’ activities of daily living and overall quality of life (QoL), providing unique insights into the patient experience that other studies have not traditionally assessed.
Our research showed the burden of a CKD diagnosis is profound: 56% of patients living with CKD said the disease has an extreme impact on their overall QoL, and 13% said they felt an impact almost immediately post-diagnosis. Mental well-being and sleep schedule were most severely impacted by CKD, followed by planning of life events/holidays/trips, diet/meal management, exercise schedule, and time for medical appointments. These findings were recently presented in a poster session at the American Society of Nephrology’s Kidney Week and are being submitted for presentation at the upcoming World Congress of Nephrology.
But beyond garnering recognition in academia, this research reflects an emerging imperative in the healthcare industry. How do we use data to humanize the patient experience? How do we uncover the real, lived day-to-day burden of disease and its outcomes? If living with CKD results in poorer mental health and running on little sleep, how can we better reach and serve the patient community? In a year where COVID-19 has had mental health implications for many of us, we have gotten a taste of how it feels to have a disease interfere with our day-to-day life. Perhaps we can carry this perspective into the future – leaning a little more into the data and appreciating the whole person behind the patient.
A very special thanks to Jillian Guiglotto and the AstraZeneca CRVM team, who were instrumental in pushing this important work forward.
Welcome to our second episode of #MedicallySpeaking! A video series aimed at uncovering the what, why and how of marketing and communications in the healthcare industry.
In this episode I speak to Dafnie Prodromou, Senior Analyst for W2O Group to discuss how a career in pharmacy changed to a career in data and analytics for some of the biggest healthcare companies in the world.
Watch to find out more about what it’s like to work in data and analytics.