Advertising and Health

On Thursday July 15 we held the first conference on health, communication and social networks that organize from Innu in collaboration with BES La Salle . This meeting was intended to bring together different professionals in the health sector and discuss the possibilities opened up in the network for companies, professionals and, of course, patients.

Opening of the Early Days of Health, communication and social networks. From left to right: Gemma Vallet , Ramón Ollé , Xavier Lorenz and Fernando de la Rosa .

And we could not be happier with the result. With a full house since a few days before its conclusion, the Board Auditorium University Center hosted more than six hours of talks and no less magnificent outstanding questions from an audience that since the compound or from Twitter said he was extremely active.
Optimism and clear ideas
The event, described as "impeccable" by one of the speakers, opened with a welcome by Ramon Ollé, president of the Business Engineering School La Salle , followed by a presentation by Fernando de la Rosa , with a casual tone, called to invest in social media, thinking, yes, the strategies most appropriate for our brand. The table title The influencers in the health sector included a presentation of successful project Imma Grau forumclinic , a series of forums where these chronic patients raises questions about their illnesses to the moderators (all doctors) but also given advice and support emotional bond between them. Behind her, Miguel Angel Máñez , health manager and active blogger, showed an overview of online initiatives developed from the health system in Spain while Víctor Puig gave some strategies for managing the good image of the company in the network.
Infatuation 2.0
Monica Moro and Montse Carrasco , the Menarini Group , explained their experiences in the use of Web 2.0 tools, especially the microblogging service Twitter ongoing training both in the management and communication with media and press. Gemma Vallet, online branding director of Innu anticipated some of the trends for the next years of presence in the network of companies, while Albert Lorente online brand reputation analyst for the agency, spoke of how the parameters that we measure in carrying these actions changes over and above traditional advertising: the influence and commitment to consumers. The paper closed the day the lawyer technology law and José Manuel Pérez Marzabal comparing the Spanish and American legislative models in a matter of drug advertising and concluded with a few simple tips: should not do in the network do not beyond and emphasize, above all, transparency.
Final jump training and moderation
Among the conclusions to be drawn from the various presentations and questions from the public highlighted the opportunities created by the final leap to 2.0 platforms and forms of communication based on social media of all actors within the sector health and, of course, the pharmaceutical industry. Furthermore, these actions must be supported by relevant and rigorous content and moderation have health professionals and journalists specializing in health in this environment. If you could not attend both presentations of the speakers as the monitoring was done on Twitter, can be found on page Slideshare to Innu .

Until very recently, the ability to assess publicly the benefits of a drug, its efficacy, interactions or adverse reactions, was almost exclusively in the hands of doctors and pharmacists. Although today begins to seem outrageous, it is certain that the voice of patients has been very little heard of when considering the pros and cons of drug treatments.

New technologies and especially social networks are changing this picture. Patients are increasingly better informed and in the first place many turn to Google to disclose any matter relating to their health or that of their loved ones.

An excellent example of this trend is unstoppable RateADrug . It is a social platform, born barely a year and a half, allowing each patient to assess their treatment, rate it, compare it to other forms of therapy and receive independent information provided by the pharmaceutical company that markets the drug. The comments of other patients taking the same product offer consumers real and direct experience of others who suffer the same disease and living first-hand the effects of treatment prescribed by your doctor.

A collaborative space with information that can be very valuable at the individual level but also for the pharmaceutical industry as it presents an invaluable opportunity for companies to learn the final consumer and apply that knowledge to develop improved products and to improve provided information to both doctors and patients themselves.

It is not as clear as it seems. In power: what is natural and what is artificial? Pasteurized milk: is it natural or artificial?, A dye whose name starts with an E, followed by a number is it natural or artificial? These are just two examples of cases that could, at least, to surprise the consumer, despite the labeling rules and the ubiquitous health CLAIMS, go more confused than ever.

Soft drinks in a Japanese supermarket in a colorful image of love ♡ janine

This raises a few questions for the food industry. Natural Should be accepted by what is perceived as such by the population? Or, the responsible thing is to stick to the legislation is unclear on these issues (plus different in each country and often restrictive)? "

A recent survey conducted by Coca-Cola has shown that consumers have, according to research, "a more holistic view" that the authorities of the concept "natural", based on arguments on extraction techniques and processes very away from the criteria of the population mean. Thus, some ingredients derived from plants and fruits such as orange juice concentrate, are "artificial", with considerable damage to soft drink companies. Similarly, smoking, baking or distilling processes are considered "natural" in front of the pasteurization or hydrogenation. In any case, the industry has positively welcomed a study where, for the first time, is the consumers who have their own criteria for something impossible to distinguish the natural from the artificial.

The struggle of American society against obesity and its health consequences (diabetes, cardiovascular disease and increase a long and known so on) and on the economy (a medical expense of $ 150,000 million in diseases linked to overweight) has its foundations in changing children's habits. With one third of American children are overweight or obese, Barack Obama is the change in their eating habits from an improved school meals on their political agenda, supplemented by educational programs that promote physical activity as Let's Move , led by the First Lady .

The will of introducing fresh fruits and vegetables in school cafeterias Americans is an action against the menu until the date, day in, day out, seem taken from the menus of a (bad) Fast-food chain of the 80 . The consequence of this diet high in meat, sugar and fat also extends today on the health of more and more children, since the percentage of students who eat in school has risen in recent years. The long hours of his parents and the economic crisis are noted as aggravating the situation.

Three examples of school menus listed on the blog Fed up with school lunch

Despite well-intentioned actions of the Obama administration, it appears that these changes are slow to be imposed nationally, and educators begin to despair. This is the case of the teacher who hides under the nickname Mrs Q, who has been dedicated to photograph and publish in a blog simple menus that serve their students. Under the name of Fed up with school lunch ("Tired of school meals"), the aim is to show how unbalanced the menus and the main reasons for high rates of childhood obesity. Because, apparently, these schools can teach many things to the kids, but not healthy habits.

Fed up with school lunch is just one example of the renewed concern of citizens for food and health, which has been found on the Internet (through simple and affordable tools) not only a speaker, but a source of alliances and networks of users. This blog has become a powerful forum for discussion on this issue and, despite starting as a single experiment, has come to accommodate the complaints of "other menus" unhealthy equally across the country.

No one will throw their hands in their head if we say that health communication (as probably happens in other sectors) change lives moments of the influence of social media. Whether in general social networks like Facebook, or specific meeting places for patients and professionals, the network hosts all kinds of conversations about health.

To understand these new settings, discuss its dynamics and give clues to the companies in Innu are preparing a conference in collaboration with the business school BES La Salle for the next 15 July.

Under the heading of health, communication and social networking, the conference will open with a presentation on technological and social transformations that have sponsored these changes on the Internet, with the help of Fernando de la Rosa , entrepreneur, expert in communication and marketing.

The roundtable The influencers in the social network of health, for its part, will include representatives of some of the online initiatives linked to this sector in our country, as Imma Grau, director of platform for the chronically ill Forum forumclínic and Miguel Máñez Angel , that will give voice to the active health blogosphere. For his part Victor Puig , a journalist and director of Reputation and Content Overalia agency, will address the changes in media.

Laboratory experiences Menarini in the field of communication 2.0, open the evening, focusing on the particularities of the pharmaceutical industry on the Internet. That aspect is precisely the question that Gemma Vallet, director of online branding of Innu and professor of BES LaSalle, followed by a talk on the measurement results of the actions of the marks, by Albert Lorente, online analyst for the agency. The day will conclude with a presentation by José Manuel Pérez Marzabal, lawyer and law firm technology Projetcs MTN .

Attendance is free, but seating is limited. The full program, schedule and inscriptions, will find them in the event page at La Salle .

... Forgiveness and for a good cause, though. The Canadian Association of Colorectal Cancer Prevention has launched the campaign Get your butt seen ("Teach your ass") that aims to encourage check-ups in a casual and like the derriere of users, not explored to date.

As always, the difference is in the form rather than substance. Beyond this single spot, which serves as a teaser, whose freshness directs us to a microsite where we can intervene with more than fun pictures, hoping that with the dissemination of this message can save lives. Even the loading enlivened timeout while choosing to send the picture, with devastating message about the crucial importance of early diagnosis.

The campaign follows a trend demystifying that, from my point of view, not trivialize the problem. Through a daring creativity on the message to the target, in the language of the street. Humor is a powerful tool to activate and change behaviors that can also be done effectively, no doubt, in the field of health.

Closer, the Hospital Clinic of Barcelona has also made available to the public a practical tool kit for the same purpose that the Canadian campaign: the prevention . In this case, it is a brochure that informs people with an increased risk of this disease that will soon receive a letter at home with which they can collect from your pharmacy a kit for this test.

Two different approaches (mood against certain pedagogical vocation and informative) for the same goal: colorectal cancer prevention.

Malaria kills one child every 30 seconds, TB 1 person every 15 seconds and HIV / AIDS as one person every 13 seconds. Effective fight against these three pandemics was one of the eight major millennium development goals adopted by 189 countries in 2000, in the context of the Millennium Assembly of the United Nations. UNITAID and the Millennium Foundation was created in 2006 under the auspices UN to promote access to treatment of these diseases in developing countries through innovative financing systems and sustainable. Since then, 93 countries have benefited, who have received more than 11 million treatments and has received significant support from foundations as relevant as that of Clinton or that of Gates.

In 2010, these organizations have launched MASSIVEGOOD , a global social movement that gives travelers the option of making a micro-contribution of € 2 to help achieve a healthier world every time you buy a plane ticket, book a room hotel or rent a car.

In Spain, was launched last June 1 and social networks are being your best allies. MASSIVEGOOD already has over 5,700 followers on Facebook and 2,000 in Twitter and has the support of music stars and sports front. The video of the Spanish team by changing the "red" of Spain for "Multicolor" of Massivegood has already been seen by over 14,000 people on YouTube.

An example of the potential of social networks to promote altruistic strategy that can contribute to global health.

This week has seen the light Seeker Health is an excellent application for Facebook designed to help diabetic patients to change their lifestyle and improve your health.

Seeker Health is a tool that provides real value to those using it:

- Is equipped with high quality content tailored to the language of ordinary people

- Helps you set specific and achievable objectives that can be shared

- Promotes positive reinforcement through a point system and awards

- Power collective motivation among participants, who share successes and difficulties during the process

- Thanks to its design and very user friendly game

- Is integrated into the most popular social network and more global: Facebook

This is an initiative of the Diabetes Hands Foundation , an organization of patients, since 2006, has supported more than 200 000 diabetic patients through their own social network and has Spanish version: estudiabetes.org (with almost 9,000 members assets). The project also helped physicians Joslin Diabetes Center (affiliated to the University of Harvard) and Germanic pharmaceutical company Boehringer Ingelheim.

In the coming months we will assess the degree of acceptance of this application (judgments can patients), but has all the ingredients to become a reference in a case of successful collaboration between patients, health institutions and the pharmaceutical industry through the social networks.

HealthSeeker: a healthy Facebook game from Diabetes Hands Foundation on Vimeo .

Benefits of communities and social networks of patients are beyond dispute: they offer support and information to patients from the hand of people suffering (or suffered) similar experiences, mitigates the loneliness of chronically ill patients and their caregivers or offer a dose of optimism in complicated cases. Through communication among peers, patients are both practical information and emotional solace in the social environment ... but also transmit data that may be critical to medical research. The reaction to treatment, disease cycles, the onset of symptoms or mood changes are dumped on a voluntary basis, freely and often, in real time on these forums and communities.

A popular image of the site Patients Like Me , which shows the evolution of the symptoms of a group of patients. Via Infosthetics

In its health department, the newspaper New York Times last week raised precisely what happens when personal information flows freely through these sites. Data, moreover, that in the real world would be subject to doctor-patient confidentiality. Thus, the popular Patients like me not only serves as a meeting point for those who suffer some type of ailment. The site, according to the American newspaper, has developed a business model from the sale of health information of its users. With more than 65,000 members of all types of backgrounds on their profiles that account for demographic data but also the state of development of their condition or what treatments have continued, the service may be seen as a valuable source of information for researchers, laboratories and professional pharmaceutical marketing.

Obviously, the paper also echoes the ethical implications raised by this use of the data. "Patients share their experiences with the hope to collaborate on best treatments, no more effective marketing strategies," reads the article.

What should be then the role of pharmaceutical companies in these contexts? How should perform it? The transparency of companies as a primary condition obvious to participate in platforms ("create?) Where the patient can feel free and safe to talk about their problems, accompanied by other patients and recommended by professionals. It is also responsible for moderating community dialogues and manage user data. Or perhaps, as James points Heywood of Patients Like Me in that article, "The aim is for companies to learn from patients, not teach patients about the products of the companies."

“Todos los días, cada minuto, nace un niño con el virus del VIH. Debemos acabar con esta situación. Ahora podemos conseguirlo” Así reza el claim de la actual campaña del Fondo Mundial de Lucha contra el SIDA, la Tuberculosis y la Malaria . Esta asociación de alcance global tiene por objetivo, de acuerdo con su web, incrementar los recursos destinados a la lucha contra esas tres enfermedades y dirigirlos a las zonas más necesitadas.

Una iniciativa que presenta grandes retos y cuyo propósito, en esta ocasión, es dar a conocer que ya existe un tratamiento para prevenir la transmisión maternoinfantil del virus. La organización trabaja para que todas las madres tengan acceso a esta medicación y conseguir que en 2010 ningún niño nazca con VIH.

La campaña se basa en excelentes piezas, como el vídeo que abre este post, desarrolladas por las más prestigiosas productoras de animación (algunas de ellas ganadoras de Oscars) que se irán divulgando próximamente.

Pese a tener una web llamada Born HIV Free , que explica a fondo el papel del Fondo Mundial y los objetivos de esta campaña, el proyecto cuenta con la vinculación a una celebrity , Carla Bruni-Sarkozy, que asegura su difusión mediante relaciones públicas. Un despliegue de medios espectacular, que esperamos y deseamos que consiga su propósito.

Nuestra edad cardiovascular pueder ser mucho más elevada que la cronológica. Eso se afirmaba esta misma semana en el Wall Street Journal Digital Network .

“La edad que uno tiene es la edad de sus arterias” (Thomas Sydenham, médico inglés, 1624-1689), una afirmación que no sólo continúa vigente sino que está de más actualidad que nunca, puesto que los hábitos higiénico-dietéticos son cada vez más perjudiciales para nuestro corazón.

Aunque no veamos nuestras arterias, podemos calcular su edad. En la web de la World Heart Federation está disponible una herramienta específica para ello. La idea es que sirva para incentivarnos a cambiar ciertos hábitos, como dejar el tabaco u optar por una comida más sana, ya que esta calculadora nos permite ver cómo puede mejorar la edad de nuestro corazón con pequeños cambios en nuestro estilo de vida.

Imagen de la herramienta de la World Heart Federation que permite conocer la edad de nuestro corazón.

Puedes ver la edad de tu corazón con la calculadora que se adjunta.

Juventud arterial, ¡divino tesoro!

Few days ago, Yahoo! Health , the health seeker Yahoo has made significant new features aimed at meeting the needs of its more than 11 million users. This is a new attempt to lead this market against Google, which at the moment and in the light of what we can find in Google Health , is seeking dudodso magic formula to success. The new features of Yahoo! Health focus on three very thorough search systems on the three items that consumers probably more interested, symptoms, drugs and doctors. Among the new tools, surprised Pill Finder , which allows the identification of drugs from their external characteristics (color, shape, external signs, ...). Perhaps a new way to save on drug spending power "back" capsule that garnet abandoned in a drawer in the bedside table and use it for the corresponding indication, I do not know whether to be very safe ...

All this new package of news supplied by Healthline Inc., a leading provider of health content in the U.S. who was born in 1999 under the name of YourDoctor.com. The curious thing is that Healthline Inc. online platform has its own health and not have to be very able to realize at first glance that the new Yahoo! Health is virtually identical to Healthline.com . We must continue waiting for Yahoo! Contribution to real value can become a true reference in health. Perhaps he will in the future, taking advantage of the enormous potential of over a hundred thousand active groups on health, as it says on his blog Matthew Holt Health 2.0.

The tea has properties conveyed by the protein and theanine that translate into improved care and, in turn, the reduction of anxiety due to stress. A combination of effects may well be generating inspiration and creativity. The inspiration I needed to Lalo Schifrin to compose the soundtrack of the famous series of 60 known Mission: Impossible or creativity of those who have designed and built this impeccable campaign that communicates in an elegant and emotional values of Lipton.

for DDB Paris

An article published by the American Medical Association in its journal on-line Amednews.com echoes of a lecture held at the annual meeting of the American College of Physicians April 2010 where Dr. Haidet and Dr. Onady proposed that physicians take into account and used jazz to improve communication with patients.

The need to be prepared to improvise against unexpected manifestations of the disease the patient, and listening to learn all aspects of their condition and think about each of those involved in the issue when it comes to making decisions, make medical interview with your patient has many similarities with jazz. A blend of individuality and sense of the whole which, if implemented, would allow better harmonize their interaction with patients and their families and make the patient more involved and feel more involved in their healing process.

The American Festival for the Arts Jazz Combo at Methodist Hospital

An application created recently by the Smithsonian National Museum of Natural History , available free to iPhone and Android under the name Meanderthal, to recreate your own image or that of your friends like you're a Neanderthal man, homo floresiensis or another species of hominid. It also provides anthropometric data and information on their (your) habitat and habits. An educational tool and, indeed, fun.

La evolución de Twitter como red social basada en el microblogging parece imparable. Los últimos datos así lo certifican: más de105 millones de usuarios registrados, 180 millones de visitas al mes, 300.000 nuevos usuarios al día,…

Estamos ante una herraminenta fascinante y,a su vez, con alto potencial adictivo que puede ser de gran ayuda para todos los que nos movemos en el sector de la salud. Twitter facilta, como ningún otro medio lo había hecho antes, las relaciones y la colaboración entre profesionales de la salud, pacientes, periodistas de salud, instituciones, industria farmacéutica y comunicadores especializados en el ámbito del healthcare. La otra gran faceta de esta red social es la oportunidad que nos brinda a todos para poder estar al día (o mejor dicho, al segundo) en todo lo que acontece en nuestro sector.

El problema, cada vez más acuciante, es seleccionar y digerir tanta información. Hace escasamente una semana, descubrí The Health Tweeder , un site que facilita enormemente esta labor ya que funciona como una especie de hub que ordena los tweets por especialidad en un formato muy “friendly”.  Más que recomendable.

vía paulatraver

La Cucina Italiana es la publicación decana ( nació en 1929) y la más reputada sobre gastronomía y cultura alimentaria en Italia.  Su website , activo desde 1997, es un sitio de referencia para los incondicionales de la cocina mediterránea y, especialmente, de las exquisiteces que nos regala la rica y saludable cocina italiana. Tiene una relevante presencia en Facebook y Twitter y, entre otros muchos recursos, nos ofrecen un gran variedad de sabrosísimas recetas. En definitiva: prestigio, notoriedad, servicio, adaptación a los nuevos medios, y…una esencia (la “cucina”) que nadie discute. ¿A que daría para una campaña de autobombo?

Aunque no lo parezca, estamos a las puertas del verano y se inicia el periodo del año de mayor exposición solar, con los  beneficios y riesgos que comporta para nuestra salud. La American Cancer Society , preocupada por la alta incidencia de cáncer de piel en EEUU (más de 1.000.000 de casos al año) ha lanzado una campaña preventiva alertando de los peligros de una excesiva exposición a los rayos UV donde ofrece consejos sobre cómo autoexplorarse la piel para detectar cambios que pudieran ser susceptibles de una enfermedad maligna. El objetivo es conseguir una detección precoz, un tratamiento más eficaz y una mayor supervivencia.

Cada vez con más frecuencia aparecen regulaciones que trabajan de forma coherente por la salud pública, en este caso la de los más pequeños y por lo tanto más vulnerables.

A nadie que tenga hijos se le escapa el poder del “pester power” ,o “pedir con insistencia” y cómo algunas marcas nos colocan a los padres, más a menudo de lo que desearíamos, en dilemas fatigosos entre la solución fácil y la oportunidad para seguir educando. La tentación está ahí ya veces cuesta…

Por eso creo que debería ser muy bien recibida la iniciativa de que las marcas no puedan proponer menús poco recomendables, desde el punto de vista nutricional (más de 485 calorías o más de 600mg de sodio, en este caso), asociados a juguetes o regalos de alto poder de insistencia.

California County Wants To Take The Toy Out Of Your Happy Meal

Estaría bien que la reacción de la industria fuera positiva y constructiva ante este condicionante. A todos nos gusta que nuestros hijos jueguen y lo pasen bien, pero si además eso se complementa con una alimentación claramente saludable, el beneficio será doble.

A pesar de todo, la responsabilidad última en la alimentación de los pequeños siempre es de los padres, no de la industria. Hay que saber elegir, aunque… ¡Viva las ensaladas de fruta con juguetes de regalo!

More info:
Santa Clara County: Supervisors ban toys with fast-food meals.

Una aplicación para iPhone e iPod desarrollada por el computational physiology lab. de la Universidad de Houston puede ayudar a las personas a medir su nivel de ejercicio diario y motivarles para lograr el consumo calórico que se marquen como objetivo. La aplicación,  denominada Walk n'Play, es un acelerómetro muy sensible capaz de registrar movimientos tan pequeños como los producidos a 0,8 km/h, convertirlos en unidades de actividad y en gasto energético. Puedes jugar compitiendo contra la máquina y también a través de redes sociales con amigos que lo estén utilizando. Te la puedes descargar gratuitamente desde iTunes .

video subido en Youtube por UHmultimedia

Foursquare is the social network for fashion and one that is experiencing higher growth. It is based on an application for mobile or smartphones through which users can indicate their location in real time, provide information about where they are and share it all via Twitter or Facebook. All this in an environment where the game and competition play a decisive role for "hook" the user. Possible applications Foursquare are almost endless and are developing rapidly. Today our attention this testimony of a patient with Chronic Fatigue Syndrome , which tells us how this first-person social network has restored the motivation to leave home and to re-socialize despite their physical limitations. There are many people with limited mobility who need encouragement to perform daily exertion required to move regularly. For some of them, Foursquare may be the key to improving their quality of life.

Some time ago we heard about social networks, enough to understand that its benefits depend on the eyes that look.

If we look from the marketing point of view, we can see in them points of contact between brands and consumers and discover the benefits one can obtain from such two-way conversation. If we look at them as users beyond marketing, we will see a place of reunion with old friends, and perhaps a platform for maintaining relationships in return for little investment of time.

But ... here's a new point of view, led by a platform called plerts.com, whose name comes from the Personal Alerts, which allows its users via web, iPhone application via Facebook or via network to schedule events and send alerts relief friends and / or family after an hour or user preset time, if not sure why this has made the event successful, either because they have been hospitalized, missing or similar.

Plerts.com Here, a tool that allows the touch of a red button on the iPhone to transmit real-time location via email, SMS, Faceboook and / or Twitter. A platform has a free version and a pay stub. The premium version provides what they call "WatchDogs" personnel platform that monitors user activity, to notify more quickly in case of risk. An application that cause anger to those who are worried all day about a possible diabetic reaction and / or similar.

Have long known, are connected digitally. But every day we learn more about how to use that connection.

The National Health Service of the United Kingdom is available to various health professionals involved in a website, called NHS Evidence , interesting, allowing easy, fast and free to quality scientific information, with a very extensive list of fonts information. El registro, sólo para profesionales de la salud, es gratuito. La población general puede acceder pero no registrarse.

Actualmente ha publicado la 3ª actualización sobre obesidad infantil que abarca el periodo desde marzo 2009 a febrero 2010 e incluye los últimos datos sobre obesidad infantil en el Reino Unido y las guías de actuación y prevención actualizadas

GlaxoSmithKline ha puesto en marcha en EEUU una ambiciosa campaña de prevención del cáncer de cérvix  para la  promoción de Cervarix , su vacuna contra el virus del papiloma. Su máximo exponente es este sorprendente spot lanzado la noche de los Oscar 2010 ante una audiencia de más de 40 millones de telespectadores:

La polémica en la red está servida. Unos tildan la campaña de sexista y poco educativa, mientras que otros la defienden por su capacidad de captar la atención del target en un tema de esta trascendencia. Una polémica que, de momento, lo que más genera es notoriedad, visitas al website de la campaña y, muy probablemente, prescripciones de Cervarix.

Jugar, aventura, correr, competir, zapatillas, deporte, bienestar físico, salud…

Veamos cómo las marcas que marcan tendencia, cruzan sus productos dentro de estrategias amplias, que involucran al consumidor de formas cada vez más sofisticadas.

¿Hasta que punto el sacrificio ha de presidir todos nuestros intentos de mantenernos en forma o alimentarnos equilibradamente?
¡Jugar también vale!

Creo conveniente destacar la reciente presentación que hizo Steve Jobs, CEO de Apple, sobre su nueva manera de entender la publicidad bautizada como iAd:

A grandes rasgos, la publicidad debe ser por un lado interactiva, tal como lo es en Internet. Y en segundo lugar emocional, como logran algunas piezas en TV. Dado que ambos soportes tienen carencias inversamente opuestas, es decir, la publicidad en Internet no transmite tanta emoción como la televisiva y ésta última no tiene interactividad; la idea es mostrar una publicidad con ambas características en el iPhone / iPod / ¿iPad?

¿Cómo se consigue esto? Pues llevando la publicidad al interior de las aplicaciones. Éstas contendrán una aplicación publicitaria que aportará emoción con vídeos, imágenes, etc. y por otro lado toda la interactividad con juegos y otros combinada con la que proporciona el mismo dispositivo.

¿Quién desarrollará esta publicidad? Básicamente los desarrolladores de las aplicaciones, con lo que se les abren las puertas de las agencias para colaborar con éstas…

En resumen: publicidad no intrusiva, atractiva, emocional, con las características del dispositivo (Internet <online shopping>, geolocalización, cámara, acelerómetro, multi-touch screen, mobile, etc.) y con la posibilidad de salir de la publicidad en cualquier momento para seguir con la aplicación tal como la dejamos.

¿Cómo afectará esta publicidad al ámbito de la salud? La posibilidades son realmente muchas y con funcionalidades y creatividades realmente sorprendentes. Por ahora, lo único que sabemos es que estaremos ahí para verlo, entenderlo y por qué no?… implementarlo con nuestros clientes.

En este anuncio, IBM muestra cómo su tecnología ayuda a los médicos del Hospital de Toronto en la evaluación de los datos recogidos a los pacientes. Para su realización se tomaron datos reales de pacientes voluntarios. A través del análisis de la información mediante la tecnología de IBM, los médicos pueden identificar los signos de alarma y tomar decisiones avanzadas para prevenir infecciones que pueden afectar la vida de sus pacientes. La secuencia muestra a un niño que está generando datos en la sala de neonatos, datos sobre su respiración, sus latidos cardiacos,… que según IBM permitirán a los médicos avanzar 24 horas el diagnóstico de una infección. Forma parte de la campaña “crear un mundo más inteligente”. Un spot que sabe unir ciencia y tecnología con humanidad y ternura, razón y emoción.

Recupero esta excelente entrevista de apenas 5 minutos a uno de los cardiólogos más prestigiosos del mundo, Valentín Fuster , que nos cuenta de manera diáfana, a través de su “Regla de las tes”, cómo podemos crecer personal y profesionalmente en la vida.

* Time to reflect

* Talent to discover

* Transmit positivity

* Tutoring

Simply brilliant, doctor Fuster!

No hace mucho que los de mi generación del 80 descartamos el uso de la máquina de escribir para pasarnos a lo digital, y aunque por muy poquito, no nos bautizan con el apodo de “nativos digitales” , siempre hemos crecido cerca de las tecnologías, algunas de las cuales hemos visto morir como el LaserDisc , y otras , como Internet, que las hemos visto eclosionar.

Pero si algo estamos unidos mi generación y la tecnología, son en los videojuegos. Una controvertida tecnología que tiene detractores y fans por igual, y que recientemente me ha vuelto a despertar la curiosidad gracias a un estudio que leí estas vacaciones. En él uno se da cuenta de los favores que nos han hecho en el progreso de lo digital en nuestra sociedad.

Desde sus inicios, los videojuegos buscaban la finalidad de la diversión. Pero en estos 30 años han pasado de aportar jugabilidad por jugabilidad, para aportar funcionalidad a través del estimulo de la diversión. Funcionalidad que se ha cristalizado sobretodo, en todo aquello relacionado con el mundo de la salud.

Y es aquí, en este mundo Health, donde Nintendo siempre ha sido un buen ejemplo de este cambio , ya sea con la tabla de ejercicios Wii Fit, o con el ya famoso Brain Training.

Hace relativamente poco, Nintendo volvió a sorprender a todos con un nuevo accesorio llamado Didget fabricado por Bayer, un accesorio que se conecta a la consola portátil Nintendo DS que permite controlar los niveles de azúcar de los diabéticos más pequeños de la casa. Un éxito en EEUU y Reino Unido, gracias a un juego llamado “Knock 'Em Downs” que potencia la diversión con la funcionalidad. A mayor uso por parte del niño del Didget y por tanto del control de sus niveles de azúcar, más se desbloquean niveles, subjuegos y personajes del juego.

Aunque solo esta en venta en Reino Unido y EEUU, podemos ver sus especificaciones y Demos de producto en la siguiente URL: http://www.bayerdidget.co.uk/

Sin duda es un gran ejemplo que utiliza un buen enfoque a la hora de buscar funcionalidad en un proyecto.

Es tiempo de cambios, tiempos donde las tecnologías evolucionan, o tiempos donde nacen de nuevas. Tiempos de experimentar con ellas. Pero más allá de que las tecnologías impresionen y/o impacten, son tiempos donde la funcionalidad de las mismas hará que sobrevivan o mueran.

Y es que… ¿Cuando hace que no ves una tecnología que no sea funcional?

En la cultura europea está ya arraigado el concepto de solidaridad y de intervención estatal en asuntos que afectan al conjunto de la población de un país o de una comunidad de países. Hay derechos humanos que no nos planteamos como cuestionables, y uno de ellos es la salud. Consideramos oportuno en general, con pequeñas diferencias de criterio entre partidos de diferente signo político, que es oportuno que los gobiernos aseguren una asistencia sanitaria para el conjunto de la población, sea autóctona o foránea, sea rica o pobre.

Pero otras culturas lo ven de diferente manera, aunque sean sociedades de tradición democrática intachable y de base occidentalcomo la nuestra. Así por ejemplo, en Estados Unidos, el hecho que el gobierno asuma responsabilidades que debería estar en manos de los individuos está, por principio, mal visto, aunque estas acciones vayan dirigidas a asegurar para el máximo de la población el disfrute de unos derechos, recogidos en la declaración universal de lo derechos humanos , que son considerados derechos inalienables de los ciudadanos, como es el caso de  la salud.

La osadía política de Obama va a permitir que 48 millones de ciudadanos estadounidenses puedan acceder a una cobertura sanitaria que en estos momentos tenían negada.

President Obama Signs Health Reform Into Law