Advertising and Health

I threw this question at the beginning of the workshop on Twitter for pharmacists in the I Congress EXPO Nutrition from the pharmacy . About 30 attendees raised their hands 4. So, it was mostly to accompany the first steps to virtual platform. There were two things that caught the attention of a special in the audience: first, to find that in WikiSanidad could find all the information about the Health 2.0 and more specifically, to colleagues who are already walking in the area of 2.0 . On the other hand, we also were interested in having Twitter connectivity with other platforms, namely the fact that Twitter is understood so well with other social networks and can easily send updates to Twitter from other networks.

The diversity of ways to take advantage of Twitter by pharmacists (tool relative to other professionals, to promote products, to retain the publishing community health councils, etc..) Is generally viewed as positive, but can sometimes hinder the process of focusing the strategy to follow. Given this, I think consistency is key (aside time daily to publish tweets and interact with other users) and to define from the beginning if you decide to opt for a single approach (the professional relationship, for example) or a mix of topics.

In general, I saw that there was some fear of opening a platform and it is full of questions to be answered and can not find time to do so. Obviously arrive, but not a flood and there are ways to manage that we can take a minimum of time. Also, as someone pointed out the room, using tools like Twitter can help us relieve the call, especially when there are questions about a recurring theme.

Beyond strategy, time, perseverance and desire to explore and enjoy are the basic ingredients to get started in this or other networks.

Good luck to all entrants!

I leave you with the presentation I used in the workshop.

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Van Group, dress strangely and identify them according to whether they believe that Justin Bieber is the best in the world or whether Selena should really go out with Nick. If you do not understand what I mean, you're not one of them. You're not a digital native.

Now you may wonder: Who are the digital natives ?, do you really want to be one of them? And why care about Disney teen stars? (Okay, not all digital natives like Bieber, but I called your attention).

Wikipedia defines a digital native as a person born during or after the general introduction of digital technology (1980) and that, having interacted with her at an early age, he understands better how it works. Other sources described as digital natives who understand the value of digital technology and use it to look for opportunities to apply it.

According to this second definition, all Millennials are digital natives, but I, despite being born in 1981, I think digital native, I sent my first email to 16 years and I had my first PC to 17 . Going to libraries and read encyclopedias. By contrast, my niece 13 years looking for information on Google, send whatsapps your friends and listen to Spotify, all from your iPhone 3 inherited during homework on your PC.

The ease with which digital natives to select information and use new technologies means that there are great opportunities to build links with them on issues related to health. But how can we communicate health issues to the digital natives? Here are 5 tips:

1. Provide them the information they need: There is a huge amount of health information on the web and digital natives know how to navigate, select and share. Above all, the intrinsic knowledge of the Internet by means of digital natives who are able to distinguish information "bad" for good. In this sense, it is important that medical information is credible and is supported by third party.
2. Be original: Digital natives have grown up in a world saturated with advertising and do not pay much attention. Understand what marketing is and do not like to not connect with them. The originality when communicating with them to capture your attention and make your brand stand out health among the rest.
3. Make them feel part of the group: Digital natives do not want to hear how great your brand, they just want to comment on how to make it better. Do not want to just learn about a disease, they want to talk about it with people like them. They are social and believe in your right to share their views and experiences. They feel comfortable creating and do not like being told what to do.
4. Challenge them with games: A digital natives like to compete and require higher levels of engagement. The games are fast becoming the best way to capture their attention and provide relevant health information.
5. Go where they are: New technologies are where they are. They have one eye on the TV and the other in your Facebook news feed for the iPad. While waiting for the bus, watch the web for moving the carrier to know when the bus will arrive, read a QR code on an ad and send a tweet about the strange man sitting next to you smells like cheese. They are active participants who require active enagement, and opportunities for this to happen for a brand of health are everywhere.

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Receiving a phone call and that is Stevie Wonder who tell you your ' Superstitious ', one of my favorite songs, is a rush for the soul! And no wonder with an artist who breaks all the barriers ... Born blind and anosmic after 23 years (lost the sense of smell due to an accident), has enjoyed a musical career full of successes and masterpieces in of modern R & B, Soul and Funk. And what remains to offer!

It is no coincidence that you talk about Stevie. Last week I was in a conversation about music and neuroscience in which they talked about brain plasticity and the importance of music in its development, a phenomenon that does not occur with visual stimuli and the hearing itself. Several studies have investigated the mechanism by which the brains of people with visual impairment is more skilled in music. However, science has shown that musical training from an early age can shape the brain in anyone, not just those who have a disability. Therefore, we refer to a plastic organ capable of adapting to the role and environment, which would be like saying that our "hardware" and "software" may be modified by cultural stimuli.

Music and brain share language and music is part of humanity since it exists. However, this does not mean that music is a fact of human beings only. What differentiates us from other living beings is that we are able to develop instruments. This exceptional characteristic of humans has led us to build tools unimaginable to our ancestors, technologies that allow us to push the limits of human capabilities. What that once seemed like science fiction today is real, I could mention thousands of inventions that help us be closer than that of the human superhero, but today I want to talk about technologies that help some people to normalize their lives. Before we go ... A bit of Rock!

But to get the Stevie Wonder nivelón we still have far to go, U.S. researchers have developed a new version of the popular game Guitar Hero with the aim of assisting the rehabilitation of amputees. The system is based on electromyographic signals emitted from muscles to contract, after several steps, the signal reaches the Wii console and from there, vibrating with the guitar playing!

But besides having a good time, the technologies also facilitate the day to day, everyday things. Proof of this came last month in the interactive exhibition Mòbil-U. Connectivity, Company Creativity Center Arts Santa Monica , located in Barcelona. The tour was based on the experiences of three characters that represent the users type in the most common in use today mobile devices: in the human and social relations in the workplace and as tools to facilitate adaptation to people with disabilities. I share some of the most curious that you could read over exposure (very didactic and easy user-level, and aesthetics of the most attractive):

• 1 in 3 Spanish surf the Internet via mobile phone rather than in the United Kingdom, France and Italy.
• 40% of social network users do via mobile.
• In 2011 it published an average of 200 million tweets a day.
• Every second 15 pictures are shared on the network through Instagram.
• In 2011 it has sold more smartphones than computers, which seems to indicate that in 2013 there will be more connections to the Internet via mobile computer.
• It is estimated that in 2012 there will be 1700 million smartphones worldwide.

But personally, areas to improve the quality of life for people with disabilities were the most interest caused me. Here you have some examples:

VoiceOver : screen reading technology for people with blindness or low vision to obtain written information from websites or other digital texts. In addition, management is very simple via small gestures.

Tweri : suitable mobile application for iPhone and Android, to facilitate the independence of people with Alzheimer's disease in the early stages. Via GPS is possible to know the position of the person by the family and alert with a button in case of disorientation.

Big Launcher : Android. The elderly or visually impaired may have difficulty managing smartphones by the small size of the icons and text. This app is expanding its size and has a function to quickly make an emergency call or send a text message for help.

Braille devices : Connected via Bluetooth with your smartphone, for blind people.

HelpTalk : Android app aimed at people who have difficulty communicating in written and oral, which allows to express basic needs through simple graphic representations.

Wheelmap : iPhone app through which disabled people can recommend sites accessible to others and rate the degree of accessibility.

Accessibility FAMMA : mobile application that, by geolocation and augmented reality, allowing real-time information of the place of interest at which we want to go the distance, accessibility and adaptation of space for the disabled. Available for iPhone and Android.

LookTel : mobile application for iPhone that helps blind and visually impaired to recognize coins and bills.

These are just some of the mobile applications that were displayed in the exhibition and a very small representation of the existing network. To get an idea of growing importance in the present application, in 2010 the term "app" became so popular that the American Dialect Society recognized him as word of the year. It is true that the development of new mobile applications is the order of the day, but if we differentiate ourselves and create a world without barriers, both in life as in life offline online, be worth in the skin of all users, well just get universal access.

Guidelines such as the White Paper for the design of mobile technology accessible and easy to use , published in late 2011, may be helpful to design new mobile applications accessible to all groups, ultimately, to build an inclusive society that takes into has all its diversity .

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One of the latest and most successful social networking is Pinterest , a visually appealing interface in which users collect pictures and links to all kinds of content they like and they are interesting, inspiring or curious. One of its strengths is that allows you various content to educate and generate commitment to patients. Since I was born in March 2010, Pinterest has become one of 10 major social networks, and has great prospects as we see in the following graphics .

But what is the real potential for social media Pinterest in the health sector, and what can bring the brand to the audience?

The issue lies in finding a creative strategy that allows companies to connect the health sector with patients and professionals by providing knowledge and the generation of an emotional bond. Some of the ways to harness the potential of Pinterest are:

• Thinking visually: The basis of the viral in Pinterest the images. Thus, users share with their followers content that seem more interesting and more like them. Therefore, the first strategy to carry out is to think what you want to communicate and share the best images (either themselves or others) that represent the brand. A good example is the Pinterest of Livestrong , which seeks to raise consciousness about cancer and work with boards showing activities that explain their actions, presenting its volunteers and its founder ....
• Creating computer graphics: The computer graphics are useful tools to spread awareness and educate in a light and clear. In addition, attractive designs that let you make your reading more enjoyable. Facing Cancer Together , for example, has created a computer graphics board to disseminate knowledge about cancer is accessible to all.
• Show the brand personality: Users feel more connected to people with businesses. Thus, companies that show your personality get a more emotional bond with the audience that they do not. Pinterest opportunity to humanize the brand through images of its employees, the daily offices of the actions they take ... and even allowed to go further and show the preferences of their workers, their hobbies, etc..
• Optimize the user profile: Pinterest still does not differentiate between personal profiles and job profiles for companies. It is therefore recommended that once created the profile, is optimized through the configurations: put the company name as your username, fill out the profile information with business data, use the logo as a profile picture, add links the website, etc.. Pinterest should also link with the user of Facebook and Twitter for the company.
• SEO Optimizing the boards and pins: As Pinterest is growing, it becomes clear their effectiveness in SEO strategy of brands. All pins have a link to the site, a fact that makes Google's recognition as reference links to the website and, consequently, improve your positioning. For this reason, it is important that the settings have canceled the option to "Hide your profile from search engines Pinterest."

In addition, we must work carefully categorizing the boards to let people see our pins, and must be carefully drafted descriptions of each of the boards to respond to the keywords that are interested in working for the company.

Brands and companies are still seeing the best way to get the most from this tool, but there is no doubt that this is a great opportunity to reach patients and health professionals through this new form of socialization and exchange visual resources.

Innuo already in Pinterest, visit and help spread the best images of health communication through innuo - communicating health .

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Whenever I walk through Google + I have a feeling I'm in a newly built urbanization and although it has all occupied dwellings. I see the houses, streets well paved and streetlights and although I know many of my neighbors, we take great pains to talk and we usually tell what we are doing. And when we do, everything we say is repeated sounds to us that we had already heard before elsewhere.

In this new development we are 90 million residents . All we are clear that it pays to be there, but how? Look at the infrastructure that gives us different from Google + Facebook for a health mark may have a different strategy and achieve engagement with the other neighbors through a page:

- A common interaction space which allows us to organize "Meetups" in real-time video, with a maximum of 10 participants.

ChefHangOut has managed to monetize their presence on this social network offering cooking classes for payment through the Meetups. For $ 10 you can buy the class for you or give it to someone else. Before you say the ingredients that are needed to participate in class and time, just log in and be like having a chef guiding you in your own kitchen. If one of our objectives is to promote healthy eating habits, why not make it through Meetups inspired by this experience?

- Circles that allow us to bring together the followers of a page in our sole discretion and users who follow us.

Imagine that we are about to launch a video related to the global day of awareness of a disease. We can offer the possibility of exclusive after passing a group of users who follow our interests and those of us who know the opinion. If we have grouped these people in the same circle, we will post the video so that only they see them. So we have a pre-release feedback we may find very useful, plus it is very likely that these people feel more involved and therefore more involved in the dissemination of the project.

Continuing with the features of the circles, we can leave that to the people who follow our site that will decide how they prefer to be circle. Page Cadbury in Google + offers the possibility that once we became fans can also choose which circle (corresponding to different brands of the company) want to enter. This allows us to see the updates that correspond to the marks we have chosen. The user decides what information you want to view, and therefore exerts more control, and can further customize our messages since we are sending to a group of people who have previously expressed interest in a specific topic. Here we can think of a pharmaceutical company that offers the possibility to be added to different circles depending on whether users are health professionals or the general public.

The functionality offered by the circles and Meetups in Google + can serve to inspire our strategy to differentiate ourselves in this social network. Do you place more ideas or examples of how to use them in health?

For more information, please consult the manual for company Google + s .

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Smartphones are increasingly present in our day to day. In fact, the study said "Our Mobile Planet: Global Smartphone Users" presented at the Mobile World Congress last February, the use of smartphones in Spain increased by 11% between February and October 2011. This same study also notes that the use of mobile applications is becoming more widespread: the respondents were, on average, 16 applications on their smartphones, and had used 8 of them in the last month.

This prevalence of the use of smartphones and mobile applications, together with the fact that the Internet has facilitated access to information, making more and more we take responsibility for our health and becoming e-patients , patients "empowered" and involved in making decisions about our health, makes applications take health relevance and become a clear trend for the coming years.

In fact, are increasing efforts focused on creating applications to improve population health, streamline processes and reduce health spending in the health system. Not long ago, the Secretary of Health, United Kingdom indicated that it will encourage doctors to prescribe health applications to their patients to share information about their illness, speeding up decision-making about treatment and reducing the number of hospitalizations.

It is in chronic diseases where there may be a greater benefit from the use of applications that are generating the greatest cost to the healthcare system. There are already many applications for various chronic diseases, but what features should take these applications to continue using the patients after the first moment of novelty? The following are some of the qualities that health applications should be to create engagement with the user:

• Ease of use. Integrated into the lives of patients so that their use does not involve an effort is essential to the use of long-term implementation. An example might be iBGStar ® , which together with a device to measure blood glucose connected to the iPhone allows you to collect data and share it with my health, integrated into the daily routine of patients.
• Clear focus to target. Study and adapt well to target the entire application to him, both in terms of content, language, design, utility. An example would be SocialDiabetes , one of the finalists applications which took place last weekend in AppsOnHealth is an app designed to improve diabetes control by diabetics developped in collaboration with health professionals.
• Scientific backing. Like when searching the Internet for information on health issues is important to separate the gold from the straw in health applications is important that they are supported by health professionals.
• An attractive design creativity or original presentation will help generate a link to the patient as the use of the application to become a habit. Carbs & Cals is an application created by a dietitian specializing in diabetes and a photographic artist who facilitates people with diabetes can keep count of calories and carbohydrates they consume from photographs of different portions of food and beverages, an attractive and useful to facilitate the day to day in these patients.
• Create an application updated content requires a commitment not to update obsolete over time.

However, only 20% of applications come to have over 1000 downloads and 1 in 4 never reused once downloaded. This is often due to a failure in communication. It is therefore vital to develop a communication plan of implementation from the beginning of the project, that both offline marketing to reach users who are not yet in the online environment, such as online marketing (communication and social networking sites , relationships with bloggers), not to mention mobile marketing (ie, all those communication strategies within the app store).

A good communication strategy is the best way to reach those persons to whom the application will be helpful.

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On Monday we Took part in Apps on Health , Organised by App Circus and Sant Joan de Deu Hospital in Barcelona , by sponsoring the daylong event and Participating in round-table discussions and presentations. It was the first time the international conference on Health Apps Took place in Europe and Its Objective WAS to explore new business opportunities in health apps. For us at innuo , it was a fantastic Opportunity to share our communications expertise and discuss healthcare innovation within The the sector.

Xavier Lorenz , General Manager innuo, participated in the round table discussion "10 steps to launch your medical app" and also Formed part of the App Circus jury. Just Took Place Before app competition, Amanda Lopez , innuo Account Director, Discussed the 4 key points to take in consideration when to Launching a health app: healthcare expertise, creativity, technology and Strategic communication.

Xavier's presentation on how WAS Focused to Communicate your health app and commenced by asking the question, why 1 in 4 Mobile Applications downloaded are never used again? Outlined Potential One motive is not HAVING Sufficient Knowledge about the end user and Their needs. For this reason, it is Important to ask, does the app meet the user's unmet needs?

When it comes to communicating the app, it is Very Important to Have a target user who you want to reach. This can be done using a variety of communication channels.

Offline communication can be expensive, although Must Be contemplated as yet there are healthcare professionals and Some Patients who are not advanced internet users.

In terms of online channels, can be Efforts Focused on raising awareness of the app via online advertising (promotional microsites, banners or Google Ads), social media or blogger relations (pre-launch tests, free app downloads, etc).

It possible to put también Into Mobile Marketing Campaigns action s, such as App Store SEO With The Objective of Appearing in the top 25 list. This can be Achieved using key words, descriptions, etc.. It is Also Important to Consider mobile advertising, Including banners, in-app ads, SMS or video teasers.

In Any case, Before Deciding the correct Strategic communication plan for your app, it is Important to Have a clear concept of your target. In Addition, eleven Launched it is Important to Maintain your user Engaged by Offering new and updated content, so your app does not end up forgotten Being (next week we'll discuss how to Maintain user Engaged by Providing value-added, updated, novel content).

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On Monday, the day sponsor Apps on Health , organized by App Circus and Sant Joan de Deu Hospital in Barcelona . It is the first time this international conference is taking place in Europe and the objective is to explore business opportunities for mobile health apps. In innuo believe this was a good opportunity to share our expertise in health communication focused on innovation.

Xavier Lorenz , director general innuo, participated in a panel discussion on "The 10 steps to consider launching an app for health" and was also part of the jury that evaluated the apps that were submitted to the contest. Giving way to the presentation of the apps participants also heard Amanda Lopez , director of accounts innuo, who highlighted the 4 key aspects to be successful in launching an app for health: health sector experience, creativity, mastery of technology and strategic communication.

The presentation of Xavier Lorenz focused on the communication of mobile health apps. He left that 1 in 4 mobile applications that are downloaded not ever be reused. Why? Puede que el motivo sea no haber tenido en cuenta las necesidades del usuario en el plan de desarrollo de la aplicación. Así pues, debemos preguntarnos ¿nuestra app cubre las necesidades de los usuarios? Y cuando tengamos la respuesta a esta pregunta ya podremos iniciar el plan de comunicación de nuestra app.

Optar por el marketing offline puede resultar caro, aunque se debe tener en cuenta ya que quizá los profesionales o pacientes a los que queremos llegar aún no son usuarios avanzados de Internet.

En el terreno de la comunicación online , podemos enfocar nuestros esfuerzos en dar a conocer la app a través de publicidad en la web (microsites promocionales, banners o Google ads), Social Media o PR con bloggers (tests de pre-lanzamiento, códigos de descarga gratuita, etc.).

También es posible poner en marcha acciones de marketing móvil para apps de salud, como realizar SEO para la app store con el objetivo de conseguir aparecer en el top 25. Esto se consigue trabajando palabras clave, descripciones, etc. También es importante considerar acciones de publicidad móvil mediante banners, in-app ads, SMS o vídeos teaser.

En cualquier caso, para tomar la decisión correcta, antes de iniciar el desarrollo de la app de salud debemos definir el target al cual queremos dirigirnos. A partir de aquí, hay que seguir aportando novedades y actualizaciones de contenido periódicas para que no se queden en el olvido. La semana que viene hablaremos sobre cómo mantener el engagement del usuario proporcionando contenido con valor añadido, actualizado y novedoso.

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Comunicar ciencia es un acto creativo, sí. Por lo menos comunicar ciencia inteligible para los no científicos. Os muestro un vídeo sobre creatividad a partir de una tableta de jabón que realizaron diferentes escultores. Cada uno de ellos expresó ideas y emociones, propias y sociales, a partir de una materia en bruto que las albergaba todas en potencia; sólo era cuestión de hacerlas aflorar y mostrarlas, eliminando lo sobrante, escogiendo la esencia de lo que se deseaba comunicar y mostrándolo de forma sencilla y emotiva.

Para comunicar ciencia también disponemos de una enorme pastilla de jabón en bruto, toda la evidencia científica disponible para cualquier mensaje que queramos transmitir. Nuestra misión como comunicadores en salud y creativos es descubrir la esencia interna, extraer los conceptos, pulir el mensaje, adaptarlo a las necesidades del receptor, expresar la emoción y aportar la ilusión a través de la honestidad y el respeto a las normas deontológicas.

La ciencia encierra la imagen y la creatividad la muestra al mundo .

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Desde innuo hemos puesto en marcha una breve encuesta sobre aplicaciones móviles de salud (para teléfonos tipo iPhone o tabletas tipo iPad). Tiene como objetivo ampliar el conocimiento sobre los hábitos y necesidades de los españoles en este ámbito para posteriormente divulgarlo con el fin de estimular el desarrollo de soluciones prácticas e innovadoras en el campo de la salud a través de la tecnología móvil .

¡Gracias de antemano por participar!

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