Socialize Your Patient Engagement Strategy

Socialize Your Patient Engagement Strategy makes the case for a fundamentally new approach to healthcare communication; one that mobilizes patients, healthcare professionals and uses new media to enable gathering, sharing and communication of information to achieve patient-centricity and provide better value for both organizations (in terms of profit) and patients (in terms of better service and improved health). Letizia Affinito and John Mack focus on three priority areas for actions: Improving Health Literacy (e.g. web sites; targeted mass digital campaigns), Improving Self-care (e.g. self-management education; self-monitoring; self-treatment), Improving Patient Safety (e.g. adherence to treatment regimens; equipping patients for safer selfcare). The authors explain the healthcare context to the digital communications revolution; the emerging digital marketing and communications techniques that enable this revolution and the core elements behind a patient-driven digital strategy. Drawing on the authors' research and consulting practices, as well as on the practical experience of managers in medium-large companies worldwide, the book provides a proven framework for improving the development and implementation of patient-centered digital communication programs in healthcare organizations. It is an engaging how-to/how-not-to book which includes tips, advice, and critical reviews that every stakeholder dealing with the healthcare system must have in order to participate in the evolving healthcare system and be more active in making strategic patient-centered choices. Socialize Your Patient Engagement Strategy includes interviews with experts and leading case histories of successful digital communication programs in the healthcare arena. While there are books that focus on specific healthcare communicators within different types of organizations, in their book the authors recognize that effective patient-centric communication crosses all organizational boundar

Letizia Affinito (@laffinito) - Founder and CEO of Brandnew MC, has worked for over 20 years in Strategic Marketing Communications both as manager and consultant. She advised several multinational companies and organizations on online/offline communication strategy matters. Letizia owns a PhD in Management and teaches as Adjunct Professor at leading international universities and business schools. Her education includes the Case Method Teaching Seminar (Part I and II), the Executive Program in Digital Marketing at Harvard Business School, and the Young Managers Executive Programme at INSEAD. John Mack - also known as Pharmaguy (@pharmaguy) - is the Publisher and Editor of Pharma Marketing News, an independent monthly electronic newsletter focused on issues of importance to pharmaceutical marketing executives. Pharmaguy is also an accomplished blogger. In January 2005, he created Pharma Marketing Blog, which focuses on commentary about topical pharmaceutical marketing issues. John has an MS and MPhil in Biochemistry from Columbia University and an MA in Communication Arts from the New York Institute of Technology.

Introduction; Part I Approaching Digital Health Communication; Chapter 1 Creating and Capturing Patient Value, LetiziaAffinito; Chapter 2 Digital Health Content Regulations, Guidelines, and Ethics, JohnMack; Part II Understanding the Marketplace and Consumers; Chapter 3 Listening to Patients Can Fuel More Personalized Communication, LetiziaAffinito; Chapter 4 The Emergence of Online Opinion Leaders, JohnMack; Chapter 5 Building a Winning Digital Communication Strategy for Patients, LetiziaAffinito; Part III Designing and Implementing a Patient-Centered Digital Strategy; Chapter 6 Developing an Integrated Marketing Communications Strategy, LetiziaAffinito; Chapter 7 Integrating Digital into Your Marketing Communication Mix, LetiziaAffinito, JohnMack; Chapter 8 Digital Patient Storytelling and Peer-Influenced Marketing, JohnMack; Chapter 9 Measuring the Results of Your Digital Efforts, LetiziaAffinito; Chapter 10 Crowdsourcing and Co-creating for a Patient-Centered Health Communication, LetiziaAffinito;