People not patients
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Transcript of People not patients
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People Not Patients
H+K’s approach to digital healthcare
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© Hill+Knowlton Strategies2
Core components of creative content+ Problem to solve
+ People to talk to
+ Purpose to serve
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© Hill+Knowlton Strategies
Problem: Lack of empathy and understanding
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© Hill+Knowlton Strategies
People: The ones who know best
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Purpose: Better resources in partnership with community
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Toolkit
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What can we learn from other regulated spaces?
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▪ A good tone of voice document will save you time, investment, sanity
▪ Make legal part of the team
▪ Lessons you don’t have to learn the hard way:
– Anyone who will be measuring the success of your work later must agree to its objectives now
– Commit to reality checks as new world order in content—you may not be who you think you are to your audience
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© Hill+Knowlton Strategies
When it comes to approvals
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▪ Be very clear on what the rules for your specific campaign will be from the outset
▪ Don’t rely on one source when it comes to regulatory, particularly if your campaign will be global
▪ Work with CMLR and/or ZINC to ensure your timelines are accurate
▪ Have a back-up plan for your back-up plan
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Formats
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Where’s the work that works?
Curated videos
Games
Infographics
Guest blogs
Celebrity social media
posts
Ads featuring celebrities
Trend reportsProduct / service
guidesWebinars
Product features
Reports and whitepapers
Curated news
How-to videos
Interactive demos
Articles
Case studies
Blogger social posts
Ratings
Twitter parties
Events
Blogger reviews
Data sheet + price guide
User reviews
Media reviews
Media features Video news
Community forums / Q&ANewsletters
E-books
Press releases
Professional/academic journals
Webisodes
Congress materials
Advertorial video
Chat bots / AI
Shorthand
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Favourite Latest Format: Shorthand
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People Not Patients
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