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extreme weather events
flooding 2011
global health
NHS
NZ Election 2017
WHO
health
Healthcare and health reform
abortion
adverse events
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allied health care
Australian Medical Association
cancer
cardiovascular disease
child health
Choosing Wisely
chronic diseases
co-payments
Cochrane Collaboration
complementary medicines
conflicts of interest
death and dying
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digital technology
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hospitals
HRT
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international medical graduates
journal articles
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medical marijuana
Medicare Locals
men's health
mental health
MyHospitals website
National Commission of Audit 2014
National Health Performance Authority
naturopathy
NDIS
NHMRC
non communicable diseases
nurses and nursing
oral health
organ transplants
out of pocket costs
pain
palliative care
paramedics
pathology
Pharmaceutical Benefits Scheme
pharmaceutical industry
pharmacy
Pregnancy and childbirth
primary health care
Primary Health Networks
private health insurance
quality and safety of health care
rural and remote health
screening
sexual health
social media and healthcare
suicide
surgery
swine flu
telehealth
tests
TGA
trauma
women's health
youth health
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#CTG10
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Acknowledgement
cultural safety
Indigenous education
Lowitja Institute
NT Intervention
social and emotional wellbeing
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air pollution
alcohol
consumer health matters
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environmental health
Fetal Alcohol Spectrum Disorders (FASD)
food and nutrition
gambling
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gun control
health communications
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injuries
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media-related issues
nanny state
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obesity
occupational health
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plain packaging
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public health
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sport
sugar tax
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Health sector is far from smart when it comes to social media

Croakey’s previous post suggesting that social media is changing the world of health was more than just a touch over-optimistic, says health policy consultant Margo Saunders.

She writes:

“You were talking about, ummm, social media? And health? Compared to what we’re up against, we ain’t even close.

This news story, ‘PepsiCo moves away from “big brand” marketing’ tells the instructional tale of how one company’s recognition that they need to ‘become a catalyst in the culture rather than act like a big brand announcing something’ led to their innovative and sophisticated use of social media.

This should not exactly come as a revelation: in 2004, in a speech entitled, ‘Social Marketing – Helping Australians to Help Themselves’, presented to the Fifth National Public Affairs Convention, Jane Halton, Secretary of the Department of Health & Ageing, acknowledged that, ‘We need to be innovative … to counter the health negative forces. Like them, we also need to address the link between lifestyle and popular culture’.

We are just completely out-classed and out-resourced when it comes to doing it, even when it just comes to TV advertising, much less social media.

One basic thing that ‘they’ understand is what it is they are selling. I recall a pivotal brainstorming session some years ago when staff from a particular health charity met with a marketing advisor who forced them to keep drilling down until they got to what their real product was – and it wasn’t anything to do with their particular aspect of health.

They realised that it was — surprise surprise – happy families: the same marketing focus of KFC, McDonald’s and the rest. What those companies do very well, in 30 seconds or less, is establish a connection with an audience using mood and emotion.

Other forms of media then extend the connection to different audiences in different way, but all engendering a sense of connection and identity which translates as a ‘feel-good’ relationship with the product.

Social marketing for health, in comparison, often comes across as one-dimensional, amateurish and dated.

While questions remain about whether Australia’s yet-to-be-established National Preventive Health Agency will be any more than a glorified social marketing agency, the UK has already established the National Social Marketing Centre.

The Centre’s main area of work has been health, but it works ‘with anyone who is either commissioning, or developing, behavioural interventions for a social good.’ There is some good information on its website, although I have not yet been able to find anything profound to suggest that, ‘the social media juggernaut is changing the world of health.’

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