H+K's approach to communicating empathetically using digital healthcare. Analysing the work that works, using different mediums and channels to reach out to patients as people. Case studies of different patient groups, uncovering the toolkits and language that works.

1. People Not Patients
H+K’s approach to
digital healthcare

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Core components of creative content
+ Problem to solve
+ People to talk to
+ Purpose to serve

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Problem: Lack of empathy and understanding

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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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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
guides
Webinars
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/academi
c 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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