Italian Social Marketing Network - Newsletter 155
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Italian Social Marketing Network - Newsletter 155
Social marketing. Health promotion. Social media.
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Social Marketing Conference  June 27-28, 2018 University of South Florida

https://thesocialmarketingconference.org/

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Philip Kotler: Marketing Strategy

Philip Kotler is the undisputed heavyweight champion of marketing. He's authored or co-authored around 70 books, addressed huge audiences around the world and consulted some of the biggest brands. In this video, he shares his insights with the London Business Forum.

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TIME – Finding home. First Prize at World Press Photo in the Innovative Storytelling category.

TIME – Finding home. First Prize at World Press Photo in the Innovative Storytelling category. | Italian Social Marketing Network - Newsletter 155 | Scoop.it

The story so far

Since September 2016, TIME has been following three Syrian refugees as they prepared to give birth and raise a child in a foreign land. All of the women learned of their pregnancies on the road and none expected to deliver in a refugee camp, far from the homes they fled in Syria. These women are among the more than 1,000 refugees who gave birth in Greek refugee camps in 2016 alone. As babies, born of no nation, take their first steps, they face an uncertain future. Their parents continue their search for a home in a world that is increasingly hostile to refugees.

Follow us as the story unfolds daily on InstagramwatchHeln’s First Yearand see the journey mapped across the globe on Google EarthClick here to find out how you can help.

This daily struggle plays out against the backdrop of Europe’s newest experiment to integrate hundreds of thousands of refugees, some into countries that have very little experience with outsiders. With our year-long multimedia project, “Finding Home,” TIME brings you their stories.

PHOTOGRAPHS BY LYNSEY ADDARIO | REPORTING BY ARYN BAKER | VIDEO BY FRANCESCA TRIANNI

 

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Case Study: Always #LikeAGirl - Creative Advertising and Design Case Study | Awards 2018

Case Study: Always #LikeAGirl - Creative Advertising and Design Case Study |  Awards 2018 | Italian Social Marketing Network - Newsletter 155 | Scoop.it
Case Study: Always #LikeAGirl

Always needed a way to appeal to a next generation of consumers in the face of growing competition from rivals that were gaining traction with Millennial girls via social media. The award-winning response was the Always #LikeAGirl campaign, that turned a phrase that had become an insult into an empowering message. 

Together Leo Burnett Chicago, Holler and Always scooped up a Black Pencil 2015 Award for their #LikeAGirl campaign. 

The Brief

Always’ commitment to empowering girls through puberty education dates back decades. Yet in 2013, P&G realised the brand’s purpose wasn’t apparent to the new generation of consumers. Always’ brand communications had remained focused on product performance, while its main rivals had moved on. The challenge was to build a fresh and more meaningful understanding of confidence which would resonate with the next generation of consumers....

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A 5-Point Guide to Choosing the Right Social Channel for Your Campaign - Mayo Clinic Social Media Network. Marie Ennis-O’Connor

A 5-Point Guide to Choosing the Right Social Channel for Your Campaign - Mayo Clinic Social Media Network. Marie Ennis-O’Connor | Italian Social Marketing Network - Newsletter 155 | Scoop.it

In my webinar, How to Create an Awareness Campaign with Social Media, I outlined a step-by-step plan to create an awareness campaign from setting campaign objectives right through to measuring a campaign’s impact.  Before you jump into the tactical details of your plan, you should take time for some preparatory research. In previous posts, I shared my tips for conducting a social media audit and advice on getting to know your audience better.  In this post, I will share with you a 5-point plan to help you choose which social media channel is right for your campaign.

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The Effects of Digital Marketing of Unhealthy Commodities on Young People: A Systematic Review 

The Effects of Digital Marketing of Unhealthy Commodities on Young People: A Systematic Review  | Italian Social Marketing Network - Newsletter 155 | Scoop.it

The marketing of unhealthy commodities through traditional media is known to impact consumers’ product attitudes and behaviors. Less is known about the impacts of digital marketing (online promotional activities), especially among young people who have a strong online presence. This review systematically assesses the relationship between digital marketing and young people’s attitudes and behaviors towards unhealthy commodities. Literature was identified in June 2017 by searches in six electronic databases. Primary studies (both qualitative and quantitative) that examined the effect of digital marketing of unhealthy food or beverages, alcohol and tobacco products on young people’s (12 to 30 years) attitudes, intended and actual consumption were reviewed. 

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UNIBO - Master in Politiche Sanitarie: Il ruolo dei social media nella comunicazione per la salute.

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Collegarsi: la sanità mobile (mHealth)

Collegarsi: la sanità mobile (mHealth) | Italian Social Marketing Network - Newsletter 155 | Scoop.it

Il seguente Policy Precis fa il punto sulle politiche e i programmi europei inerenti la cosiddetta sanità mobile (mHealth) e sull’importanza che questa assume rispetto alla riduzione delle disuguaglianze di salute. Sono indicate buone pratiche e suggerite strategie di sviluppo.

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ISMA: Global Consensus On Social Marketing Principles, Concepts and Techniques

ISMA: Global Consensus On Social Marketing Principles, Concepts and Techniques | Italian Social Marketing Network - Newsletter 155 | Scoop.it

 Developed by a 13-member working group chaired by Professor Jeff French (ESMA) over the past two and half years, the Global Consensus paper represents a broad agreement about the fundamental concepts and central principle of social marketing.  The consensus definition of Social Marketing:

Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviour that benefit individuals and communities for the greater social good. Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable

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Use of Social Network Sites for Communication Among Health Professionals: Systematic Review

Use of Social Network Sites for Communication Among Health Professionals: Systematic Review | Italian Social Marketing Network - Newsletter 155 | Scoop.it

 

Conclusions: SNSs provide platforms facilitating efficient communication, interactions, and connections among health professionals in frontline clinical practice, professional networks, education, and training with limitations identified as technical knowledge, professionalism, and risks of data protection. The evolving use of SNSs necessitates robust research to explore the full potential and the relative effectiveness of SNSs in professional communication.

 

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Pratiques, compétences, organisation : comment le digital « disrupte  et réinvente la communication… « –

Pratiques, compétences, organisation : comment le digital « disrupte  et réinvente la communication… « – | Italian Social Marketing Network - Newsletter 155 | Scoop.it

Les marketeurs et les communicants seraient-ils obsédés par la révolution numérique et ses impacts ? On pourrait finir par le croire, si on s’en tient à la quantité de nouvelles publications et de contributions qui sortent chaque semaine sur ces sujets dans nos sphères professionnelles.

A l’exception notable de quelques réfractaires aux évolutions technologiques et de celles et ceux qui, quand ils le peuvent, osent encore prendre un peu de recul (ou de hauteur), le « digital » et la #TransfoNum sont il est vrai sur toutes les lèvres. Et font les choux gras des magazines, blogs et autres sites d’information dédiés au marketing et à la communication, quand ce sont ne sont pas les réseaux sociaux qui s’y mettent…

 


Via Pascal BAUDOIN, juandoming, Antoine POIGNANT, MD, Lionel Reichardt / le Pharmageek, Giuseppe Fattori
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The Anatomy of a Tweet: Social Media in Surgical Practice

The Anatomy of a Tweet: Social Media in Surgical Practice | Italian Social Marketing Network - Newsletter 155 | Scoop.it

Adham Elmously, MD, Arash Salemi, MD, and T. Sloane Guy,MD

 

The use of social media by surgeons is not only encouraged, but should be seen as an obligation to patients and colleagues to help disseminate impor-tant information. In a rapidly expanding digital revolution, engagement in social media allows surgeons to network with the community and leverage content to a wide audience while owning their online presence.

 

It has been over a decade since the conception of social media, and despite its nearly ubiquitous use in modern life, many phy-sicians have opted out of participating in this platform. The main barriers to social media use for physicians seem to be lack of time, lack of perceived value, as well as concerns about personal and patient privacy.1 Currently, Facebook has over 1 billion active users and Twitter has over 300 million active users, with studies demonstrating that 84% of adults use the Internet and spend an average of 6 hours per week on social media,2,3 figures that are rising each year (Fig. 1). 

 

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What patients want from doctors online and off

What patients want from doctors online and off | Italian Social Marketing Network - Newsletter 155 | Scoop.it

Overall, consumers cite three key things that could improve the doctor-patient relationship: greater connectivity, better convenience via text and online tools, and more time with the doctor.

 

Brands and marketers alike have many things to consider in today’s ever-changing healthcare landscape. Are patients happy with their relationships with their healthcare providers? How likely are they to switch doctors? What could be improved with the doctor-patient experience? How do people want to be communicated with by their providers’ offices?

Millennials
Among the three generations, Millennials are the least satisfied with their doctors and are most likely to switch practices. Not surprisingly, the researchers found that they are also the generation that is most likely to want to receive e-mail and text communication from offices.

Generation X
Many Generation Xers control healthcare decisions across multiple generations, and their preferences and satisfaction levels both fall somewhere between younger and older consumers. Overall, the researchers found that they are fairly similar to Millennials, with an openness to digital communication and to switching providers.

Baby Boomers
Baby Boomers, the biggest consumers of healthcare services, are the least likely to switch doctors. However that doesn’t necessarily mean they’re happy: less than half are satisfied with their current providers. Boomers are also the generation least interested in receiving communications from doctors’ offices digitally.

 

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Forum della Comunicazione  Milano, 7 giugno 2018

Forum della Comunicazione  Milano, 7 giugno 2018 | Italian Social Marketing Network - Newsletter 155 | Scoop.it

OPPORTUNITÀ AUMENTATE #forumcom18
Questo il tema ufficiale dell’undicesima edizione del 

FORUM DELLA COMUNICAZIONE 2018

La nuova sfida è sull’intelligenza esponenziale. Intelligenza artificiale, realtà aumentata: la trasformazione digitale che stiamo vivendo è talmente veloce da non essere neanche percepita. Quanto l’Uomo con la sua intelligenza riuscirà a trarre vantaggio ....

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ICAR 2018 - Social marketing: strategies and tools to promote HIV prevention 

ICAR 2018 - Social marketing:  strategies and tools to promote HIV prevention  | Italian Social Marketing Network - Newsletter 155 | Scoop.it

"Italian Conference on AIDS and Antiviral  Research"

 Roma, ERGIFE Palace Hotel, 22-24 maggio 2018

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Università: 10 opportunità di salute. Didattica ricerca e… responsabilità sociale

Università: 10 opportunità di salute. Didattica ricerca e… responsabilità sociale | Italian Social Marketing Network - Newsletter 155 | Scoop.it

Per abbonarsi:

"La Salute umana" pubblicata a cura del

Centro Sperimentale per la Promozione della Salute e l'Educazione Sanitaria - Università degli Studi di Perugia 

tel. 075 585.7357 / http://cespes.unipg.it

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"Il fumo brucia il cuore". L'installazione che scoraggia l'uso di sigarette

www.siciliatv.org - “Il fumo brucia il cuore”, singolare installazione nella sede dell’ASP di di Agrigento

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Public health use of digital technology to advance health equity

Public health use of digital technology to advance health equity | Italian Social Marketing Network - Newsletter 155 | Scoop.it

Social media has become an ever-present aspect of life. Public health can increase its influence and impact on the social determinants of health and health equity by harnessing social media.

The NCCDH conducted surveys in 2012 and 2016 to assess how public health used social media and other digital tools for knowledge translation, relationship building, and specific public health roles to advance health equity.

A version of this report is also published in the Journal of Public Health Policy: Ndumbe-Eyoh, S. & Mazzucco, A. Social media, knowledge translation, and action on the social determinants of health and health equity: A survey of public health practices. J Public Health Pol (2016) 37(Suppl 2): 249.

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L’evoluzione della Rete Oncologica Piemonte-Valle D’Aosta. La comunicazione alla base del processo della clinical governance - A cura di Loredana Masseria

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Web 2.0 e Sistema Sanitario Italiano. Analisi sull’utilizzo dei Social Media all’interno delle Aziende Sanitarie Locali - Claudia Maria Pecorari

Web 2.0 e Sistema Sanitario Italiano. Analisi sull’utilizzo dei Social Media all’interno delle Aziende Sanitarie Locali - Claudia Maria Pecorari | Italian Social Marketing Network - Newsletter 155 | Scoop.it
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Guide Fact Sheet: Health Literacy - A critically important, often overlooked, determinant of health

Guide Fact Sheet: Health Literacy - A critically important, often overlooked, determinant of health | Italian Social Marketing Network - Newsletter 155 | Scoop.it

Health literacy is the capacity to obtain, interpret and understand basic health information and services and the competence to use such information and services to enhance health. People’s health behaviors and choices, and ultimately health and well-being are significantly shaped by the ability to obtain, process, and turn good information into action. Health literacy reflects the dual nature of effective health communication. Health literacy is functional. It occurs when skills and abilities to get and use information are aligned with the complexity/clarity of demands/tasks required for health. A health literate population is one where skills of the public are concordant with the demands of tasks required for health.

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Social media e salute: giornalismo di pubblica utilità. Lo sviluppo della rete oncologica Piemonte Valle d'Aosta

Social media e salute: giornalismo di pubblica utilità. Lo sviluppo della rete oncologica Piemonte Valle d'Aosta | Italian Social Marketing Network - Newsletter 155 | Scoop.it

La Rete Oncologica esempio di attuazione del Piano della cronicità

La rete Oncologica è fiore all’occhiello della sanità piemontese, punto di riferimento delle altre regioni italiane eccellenza del Servizio Sanitario Nazionale.
Non è solo un modello organizzativo e operativo ma un modello culturale di gestione della persona attraverso la presa in carico globale e continuativa del paziente e l’intervento nel sostegno ai familiari, o accompagnatori, a partire dalle fasi iniziali del percorso di assistenza e per tutta la durata dello stesso.

 

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M•Train: DISEGNARE E PERCORRERE LA STRADA PER ACCRESCERE LE COMPETENZE NEL DIGITAL MARKETING FARMACEUTICO

M•Train: DISEGNARE E PERCORRERE LA STRADA PER ACCRESCERE LE COMPETENZE NEL DIGITAL MARKETING FARMACEUTICO | Italian Social Marketing Network - Newsletter 155 | Scoop.it

M•Train è un programma formativo di Digital Marketing Farmaceutico che accompagna i manager dalla costruzione strategica di un solido nucleo fino all’applicazione in specifici contesti operativi.

Obiettivo: acquisire o rafforzare le competenze necessarie per competere in un mercato in continuo cambiamento

 

L’evoluzione del marketing digitale rappresenta un’opportunità per il manager che desidera valorizzare il proprio ruolo operando sulla base di nuovi modelli organizzativi riuscendo a integrare le competenze già consolidate con innovativi strumenti e modalità di gestione, nuovi sistemi di misurazione dei risultati ed ottimizzazione degli investimenti.

 

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Evaluating Patient Perspectives of Provider Professionalism on Twitter in an Academic Obstetrics and Gynecology Clinic: Patient Survey

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Hans Jonas, la ricerca della vita buona. "Sulle cause e gli usi della filosofia e altri scritti inediti"

Hans Jonas, la ricerca della vita buona. "Sulle cause e gli usi della filosofia e altri scritti inediti" | Italian Social Marketing Network - Newsletter 155 | Scoop.it
Secondo il pensatore tedesco Hans Jonas l’uomo si realizza in un sano pensiero filosofico, evitando gnosticismo e storture scientiste Per non diventare delle «formiche tecnologiche»

 

«Che l’immagine dell’uomo non vacilli, si offuschi e sbiadisca, che gli uomini non si riducano a formiche tecnologiche o edonisti senza anima o marionette frastornate dal nostro furibondo potere». A cosa attingere per evitare questa deriva? All’uso adeguato della filosofia che instrada verso la vita buona e all’esercizio della virtù? Sono dilemmi che hanno il sapore dell’attualità benché sollevate da Hans Jonas nel 1955. Potrebbe d’altro canto essere diversamente se «le questioni filosofiche - puntualizzava il pensatore sei anni prima - si ripropongono ad ogni nuova epoca tanto daccapo, quanto alla luce della loro intera vicenda storica antecedente?». Le citazioni provengono dalle annotazioni del filosofo appartenenti alla sua stagione canadese, dal 1949 al ’55.

 

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