a chandler chicco publication

a chandler chicco publication
ISSUE 18 DECEMBER 2011
ISSUE 18 DECEMBER 2011
INSIDE THIS ISSUE
A Letter from Bob Chandler
3
Making Medical Education
Relevant for the Changing World
4
Forging New Frontiers: A Recap
of Chandler Chicco Companies’
Pioneers in Digital Health Forum
8
Healthcare Communications
in India: Adaptation is the Key
10
Focus on China
11
Around CCC
12
About Chandler Chicco Companies
• Allidura Consumer is a public relations
• Determinus is a strategic research company
agency that combines pure-play healthcare and
focused on using research at every level of
lifestyle expertise to deliver fresh thinking for
the communications process, from insights to
consumer healthcare, wellness and beauty clients
program development to evaluation
Since 2007
Chandler Chicco
Companies has
been part of
inVentiv Health.
InVentiv Health
offers best-in-class
Clinical, Consulting
and Commercial
services to global
companies seeking
to accelerate
performance. With
13,000 employees
in 40 countries,
inVentiv Health
rapidly transforms
promising ideas into
commercial reality.
• Biosector 2 is a global healthcare public
relations agency that partners with visionary
clients to deliver groundbreaking programs that
improve people’s lives
• Brandtectonics Access is a specialist
market access agency that designs, facilitates
and delivers tailored solutions to optimize
patient access to our clients’ brands
• Brandtectonics ID collaborates with clients
to become agents of brand change within their
organizations, providing the tools, ideation and
creative execution to support any branding directive
• Ingenda Communications is a healthcare
communications agency that specializes
in dimensionalizing target audiences and
developing gender-specific communication
programs within the healthcare environment
• Litmus is a medical marketing and education
agency that offers innovative approaches to
opinion-leader development and mobilization,
health economic modeling and communications,
educational events and publications
• ‘nition is a full-service design company
with deep expertise in healthcare creative,
advertising, interactive and production services
• Chamberlain Healthcare
Public Relations is a full-service agency that • SharedVoice Public Relations is a fullrelies on science as the backbone of its brand
service integrated communications agency led by
promise to help clients create enduring, positive
veteran healthcare PR professionals with diverse
agendas within the healthcare marketplace
backgrounds serving small-to-mid-sized healthfocused companies and company divisions
• Chandler Chicco Agency is a global pureplay healthcare public relations agency with a
• VerStone Digital is dedicated to
longstanding reputation for doing some of the
establishing community-based digital and
best work in the communications industry
social health innovations that will influence
and, ultimately, change the way individuals,
• Chandler Chicco Productions creates
organizations and governments approach and
experiential initiatives on behalf of clients
interact with healthcare
and sponsors that raise awareness of issues,
explore problems and motivate people to make
behavioral changes in their lives
PRimeCut December 2011
Another year is closing. That’s hard for me to
get my head around, given summer was— in
my mind—only a few weeks ago. So here we
are introducing the final issue of PRimeCut for
2011. In it, we look ahead to our role in bringing
about better collaboration and dialog aimed at
producing improved outcomes across several
major disease categories.
Relationships between pharma and its customers
and other important stakeholders are changing
profoundly. Many once-routine interactions are now
restricted and alternate ways to engage must be
found. Innovative approaches to medical education
can help overcome many of the challenges pharma
faces. Read more about the need for “smart,
personal and integrated” med ed efforts in our
feature article, “Making Medical Education Relevant
for the Changing World” (p. 4).
There is no “one-size-fits-all” in healthcare and our
work in India and China exemplifies this. The second
feature in this issue, “Healthcare Communications
in India: Adaptation is the Key” (p. 10), discusses the
importance of creativity and flexibility in helping
clients engage at a meaningful level in this culturally
diverse nation of 28 states, 16 national languages
and wide disparities in healthcare delivery and
access. “Focus on China” (p.11) explains why
successful participation in the healthcare arena
in that country requires local market savvy and a
willingness to share expertise, build relationships
and communicate on many levels.
In India, China and everywhere else we turn, the
digital revolution is generating countless new
opportunities for our clients to participate in
productive conversations about health.
3
Our Pioneers in Digital Health forum, held in London
in October, explored those opportunities from some
exciting vantage points and “Forging New Frontiers”
on page 8 provides a food-for-thought recap of the
day’s discussions.
Considering all this, it’s clear to me that our
ultimate focus must still remain on the patient
encounter—that critical moment when a message
actually reaches a patient, whether via a healthcare
professional, a friend, family member or social
network, or from our clients. Ensuring it’s the right
message that will “flip the switch” to fully engage
someone depends on knowing a great deal about
that particular moment. The critical questions we
ask about this require all of our insights to answer
and all of our creativity to address, and to me, that’s
what makes our work so consistently rewarding.
We had an exciting year here at Chandler Chicco
Companies. It started with the addition of
Chamberlain Healthcare Public Relations and
SharedVoice PR to our organization, and has
included numerous awards and global recognitions,
including PRWeek’s Healthcare Campaign of
the Year, multiple CLIO Healthcare Awards, and
once again being ranked as the #1 Healthcare
Communications Consultancy in PRWeek’s Top
League Tables. And, to close the year, we are
excited to announce the acquisitions of Haas &
Health Partner Public Relations and SanCom
Creative Communication Solutions, both leading
German healthcare communications firms.
As we bid farewell to 2011, all of us at Chandler
Chicco Companies wish you and yours a very happy
holiday season and all the best for the coming year.
Best,
Bob Chandler
WHAT IS PRimeCut?
PRimeCut is a Chandler Chicco Companies publication designed to share our perspectives on trends affecting the industry, our thoughts on best practices and
new developments at CCC. We’ve called the publication PRimeCut because we think it represents cutting-edge PR theory and application, and also one of the
neighborhoods where we work and live: New York’s dynamic Meatpacking District.
We hope you enjoy it.
Comments? Suggestions? Ideas? E-mail us at [email protected].
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4
PRimeCut December 2011
Making medical education relevant for
the
changing world
by Chris Adriaanse and Elaine Ferguson
As agents of change, our role as medical education specialists is to ensure our clients can respond
appropriately to the challenges they face and to differentiate them from their competition. And the last ten
years has seen an inexorable wave of change that has brought new challenges from every direction.
A reliance on blockbusters has been replaced by a focus on targeted medicine which has defined unmet needs
for specific patients. This has transformed how medicines are evaluated for reimbursement. Yet, pivotal trial
design and chosen endpoints for regulatory approval have remained largely unchanged, further challenging
the pharmaceutical industry to gain access to their medicines at a national and local level.
PRimeCut December 2011
Decisions for payors are made based on populations and not
individual patients, therefore traditional tools and messages
often fail to resonate.
Cost containment measures mean that benefits in efficacy
and safety are no longer enough; innovation is defined by
whole system benefits. Bringing a new product to market and
ensuring access depends on demonstrating total value and
affordability — endpoints rarely evaluated as part of the prelicence package of clinical trials.
The role of medical education
The interface between industry and customers has also
changed. There are fewer pharmaceutical sales representatives
than ever before and many traditional sales forces are blocked
from clinics or individual prescribers. Time constraints limit
interaction — both with field force and in traditional medical
education activities and stand-alone meetings. For some
healthcare professionals, congresses remain the focus of their
education calendar, but increased restrictions for industry
make this traditional channel less attractive. Companies are
investing in far fewer congresses and some are choosing to
cease sponsoring doctors to these events altogether.
» R
ecognition – that a company is committed to a
therapy area and stakeholder community
The type of customer has also changed for pharma — payors
and non-clinical decision-makers are now integral for many
markets and services. Decisions for payors are made based on
populations and not individual patients, therefore traditional
tools and messages often fail to resonate.
The diversification of stakeholders in health decisions and
their specific needs places additional demand on industry
resources and capability.
Medical education provides a vehicle to influence perceptions
and change behaviours. But medical education programmes
must be tailored to the specific needs of the target stakeholder
group. Effective medical education is defined by its relevance,
reach and impact for a particular group of stakeholders —
whether they are clinical or non-clinical decision-makers
or influencers.
As a tool, medical education can be used to overcome many
of the challenges pharma now faces in bringing a new
product to market and sustaining appropriate access over
a product’s lifetime:
» E
ngagement – with the key decision-makers and
influencers for a category and market
» I ntervention – when changing clinical practice is
paramount to commercial success
The specific role of medical education will vary depending on
the status of a product and client, and will be tightly linked to
the critical success factors for a brand or franchise.
Recognition and engagement may take precedence in the
early stages of drug development when a company needs to
establish a presence in a category and drive recruitment to
clinical trials. Post-launch, medical education as a specific
intervention, for example, to increase diagnosis rates, may be
the primary objective. Throughout a product’s lifecycle, the
balance and evolution of these performance parameters is
fundamental to the success of medical education and overall
return on investment.
Irrespective of the objective, successful medical education
must be relevant to the audience and designed with input
from experts in the field. This does not mean a blank cheque
to an academic institution. Pharma — as investors in health —
has a credible role in the development of medical education.
Working with the healthcare community to design and
develop relevant and effective education is a powerful area of
added value. To be acknowledged as a respected collaborator
should be a primary goal of the pharmaceutical and medical
device industry.
5
6
PRimeCut December 2011
Digital Case Study App
To be successful, medical education cannot be a one-size-fits-all.
Its effectiveness as a tool to influence change depends entirely
on how well it is tailored and targeted to meet the needs of a
brand and the stakeholder base it is designed to reach.
Changing with the environment
Digital innovation and the readiness of technology have
transformed all communication, medical education included.
Approximately 30 percent of all medical education is now
delivered via online or mobile technology. This is likely to
increase to at least 50 percent in the next three years. As well as
changing with the environment, a shift to digital also enhances
the potential to reach and influence a broader audience base
— so much so that a programme designed to reach primary
care will be almost entirely digitally based. In addition to the
rapid dissemination of information, digital allows for two-way
conversation and connection with the healthcare community.
It is widely acknowledged that enduring medical education
is critical to achieve a positive behaviour change and digital
channels provide an opportunity to sustain an educational
intervention. Beyond reach and endurance, digital channels
and tools provide an opportunity to achieve greater specificity
with fewer resources.
Materials can be broken down into manageable chunks best
suited for the end-user. We can package the same essential
information in a variety of ways for different audiences and
learning styles to tell a story that is relevant for each group,
whether for payors, primary and secondary care clinicians,
or patients.
While the debate about how to manage the rapidity of
communication enabled by digital — and responsibility of
pharma — continues in developed countries, in emerging
markets such as Russia and China, digital is already the
mainstay of medical education. In these vast and fragmented
markets, digital technologies are helping to disseminate
information to isolated regions, thus enabling connections
among healthcare professionals.
In all markets, digital is best when integrated into the core
of a programme and objectives — designed specifically
to enhance reach, relevance and experience. It is about the
appropriate use of digital, not maximal use.
PRimeCut December 2011
Digital
Facilitating local access to a product was a core objective for our client. Our role was to develop a
communications strategy and materials for their key account managers across Europe. The therapy area
was not diabetes or a key priority for payors, therefore it was fundamental that the strategy and story built
upon universal key priorities, including medicine wastage and unnecessary referral and hospitalisation. By
tying the communications strategy to hooks in the payor agenda, we were able to support the key account
managers in building the payor confident and collaboration to drive change in an area they would have
otherwise ignored. Tools to facilitate the creation of local data, including a cost calculator and business case,
ensured that a pan-European programme was relevant in each market and locality.
CASE STUDY
CASE STUDY
We developed an iPad app for a recent educational meeting on inflammation to create a unique form of
keypad voting. The app tested clinicians by asking them to touch the area of relevant clinical interest on
an image and allowed the results to be instantly shared and discussed. By going beyond the limitations of
conventional voting systems, the app provided greater interactivity and allowed delegates to really engage
with the presentations. Over 90 percent of participants rated the system as good or excellent, and the UK
Pharmaceutical Marketing Society recognised our work with a Digital Media Awards 2011 award for
“digital solution for congress/symposium.”
Market
access
Medical education is changing. The audience has grown and diversified. To get the most
from medical education initiatives, they need to be smart, personal and integrated.
In all markets,
digital is best when
integrated into the
core of a programme
and objectives —
designed specifically
to enhance reach,
relevance and
experience.
Market access as a key objective
Achieving appropriate access to medicines is an objective shared by industry
and providers. Effective medical education is a core element of the market
access strategy — to define and quantify the unmet need and impact for
a local health economy; characterise best practice for the patient pathway;
and shift beliefs to support a change in clinical practice. Medical education
is as important for payors as it is for providers and prescribers. Effective
definition of the need and overall system benefit of new product or change
in service is critical to determining a positive access decision — at a national
or local level.
For many companies, the link to payors is via key account managers. A
successful key account management strategy enables the company to
interface with stakeholders beyond a single brand or objective and provides
an opportunity to seek solutions that will benefit the company and the local
health economy. A successful key account manager will have a range of
resources and skills with which to engage a diverse stakeholder group and
offer solutions with demonstrable gain. Medical education plays an important
role in the training of key account managers as well as being part of the
solution offered. n
For more information on the changing face of medical education, contact Elaine Ferguson at Chandler Chicco Companies’ medical
education division, Litmus: [email protected]
7
8
PRimeCut December 2011
Forging New Frontiers:
A Recap of Chandler Chicco
Companies’ Pioneers in
Digital Health Forum
By James Hadfield and Karine Jegard
The pharmaceutical industry has finally begun to show
willingness to invest in and adapt to the new demands
of the digital revolution. At the start of 2011, an Ernst &
Young industry report showed that global pharmaceutical
company investments in digital projects (smart phone
apps, educational websites, social media platforms,
wireless devices and other programmes) rose by 78
percent in 2010. Based on our experience this year,
the trend has continued and shows no sign of abating in
2012 and beyond.
Yet it still feels as if the pharmaceutical and healthcare industries as a
whole have been slow to adapt to this dramatic change in the way we
live our lives. The free and fast moving nature of the online, connected
world can be daunting to those with a responsibility for monitoring
regulatory compliance. As healthcare systems take time to ponder the
risk of sharing health data, opportunities to improve health via digital
and social media are being missed.
This inspired us to organise Pioneers in Digital Health. This forum,
held on the tenth of October at the King’s Fund, London, was the
inaugural event in the CCC VitalSigns series. When developing the
agenda, we were conscious that many industry digital events focused
too much on what you can’t do, such as the challenges of approving
and implementing a compliant campaign on open, ever-evolving social
media platforms such as Facebook.
So we focused on opportunities, solutions and great things that can be
done and have been done using digital to improve healthcare across
marketing, medical education, PR, communications and beyond. The
agenda featured inspirational digital innovators from within and outside
the healthcare industry who covered a huge spectrum of digital
communications, including guideline curation, digital devices, gaming,
online news media and artificial intelligence.
James Bromley, Head of Digital of the UK daily newspaper
The Daily Mail (which has the third largest online presence of any
traditional newspaper in the UK) kicked off the day by discussing the
relentless pace of change and how it has embraced this new way of
publishing rather than limiting it behind paywalls. As a result, the Mail
Online (www.dailymail.co.uk) as well as sales of the print newspaper
itself, is thriving.
Dr Mohammed Al-Ubaydli, CEO of www.patientsknowbest.com,
shared his passionate belief that patients (and sometimes their
caregivers) are the only people who attend every one of their medical
appointments and are therefore the best resource to link clarity health
services by controlling their own patient records. This empowers
patients to become experts in their own health and manage their
chronic illnesses.
The second session of the day focused on how those involved in
providing healthcare are harnessing the opportunities. It started with
Dr. Pritpal Tamber showcasing www.mapofmedicine.com, a site that
curates clinical guidelines from across the world to enable healthcare
providers to develop their own care pathways, thus driving efficiency
and best practice.
Dr. David Cox then illustrated how his startup Healthy Apps, has
responded to the UK government’s drive for transparency in healthcare
by creating mobile apps to give the general public access to hospital
statistics on subjects as diverse as maternity care and “superbugs”
such as MRSA and C. difficile.
Sophia Christie, from the UK Department of Health, rounded off the
morning by illustrating that intelligent interpretation of the plethora of data
available and engagement with the end user can lead to more targeted and
effective health campaigns. She also highlighted how digital innovation
could perhaps make some progress in alleviating the the £20bn that the
UK government is aiming to save in healthcare by 2015.
The afternoon session was focused on how digital can improve marketing.
Pranav Yadav, CEO of Neuro-Insight US, kicked off proceedings
by demonstrating that researchers can determine what people pay
attention to and find the most engaging content by analysing
subconscious indicators that are often missed in traditional responsebased market research.
Simon Campbell, Chief Executive of SoDash, then showed how
artificial intelligence, by applying features like smart tagging, can
effectively be used to manage and monitor what is being said about
brands on social media. He illustrated how a “head in the sand”
mentality could ultimately lead to the collapse of a brand.
Building on the social media discussion, Andrew Davies, co-founder
of Idio, reminded us that now that every organisation is a publisher
of media, content is still king, but that it is now shared rather than
published. He argued that organisations should be approaching
customer interaction as a conversation rather than a campaign. He
also shared, in our opinion, the most amusing quote of the day: “If
you talk to people the way advertising talks to people, they’d punch
you in the face!”
PRimeCut December 2011
In the final session, we aimed to bring the learnings of the day back
to the pharmaceutical industry and share what can be done within
regulatory guidelines. John Pugh from Boehringer Ingelheim
announced the launch of a new non-promotional Facebook game,
Syrum (www.syrum-game.com), aimed at the general public to engage
and educate on health through a compelling and entertaining platform.
Lastly, Chandler Chicco Companies’ Head of Digital, Ritesh Patel,
brought together the day’s discussions in an overview of healthcare
digital activities. Ritesh showcased best practice examples of
pharmaceutical campaigns and explored digital key trends and
opportunities for the future. His session was complemented by
award-winning iPad technology, which allowed the audience to
interactively vote on a series of discussion points. (See a sample of
the results in the accompanying illustrations.)
The audience at Pioneers in Digital Health rated themselves as
passionate about and comfortable with digital work
The Pioneers in Digital Health forum showcased a selection of
the incredible innovators in digital health that are out there today.
With just a day to fit in all the presentations, we were only able to
briefly touch on other areas, such as doctor and patient forums,
virtual meetings/medical consultations and medical crowd sourcing.
The general outcome of the day was that we must continue to
embrace digital innovation and focus on the end users, whether
they are doctors, media, patients or carers, to provide them with
engaging content that seeks to improve their lives and, of course,
their healthcare. n
Videos of the presentations will be shared on
the Pioneers in Digital Health website soon:
www.pioneersindigitalhealth.eu
The audience mostly felt that regulatory guidelines needed
updating to address social media and that they needed to be
covered in a separate set of guidelines
Social media should be covered in a
separate set of guidelines
Passionate about using digital
in a work context
Comfortable
exploiting digital
technology
Uncomfortable
exploiting digital
technology
Regulatory
guidelines do
not need
updating to
address
social media
Regulatory
guidelines
need updating
to address
social media
Social media should be covered as part
of the traditional guidelines
Ambivalent about using
digital in a work context
There was a mixed response with regard to the future of
digital in healthcare
My organisation will be
digital innovators
The audience rated regulatory/medicolegal constraints as the
main barrier to the industry embracing digital
100%
80
60
The healthcare
industry will lag
behind digital
trends
The
healthcare
industry will
by digital
pioneers
of the future
40
20
Internal Fear
of Digital
0
My organisation will be slower
to adopt digital
Regulatory/
Medicolegal
Constraints
Hard to Find The
Right Partner/
Supplier
Budget
Constraints
For more information about Pioneers in Digital Health or how Chandler Chicco Companies can help you harness the power of digital in
your healthcare communication, please contact Ritesh Patel at [email protected]
9
10 PRimeCut December 2011
Healthcare Communications in India:
Adaptation is the Key The role and opportunity for healthcare on the vast continent
of India — with a population totaling 1.2B, representing 16.7
percent of the world’s population — is enormous. However,
while the need for healthcare has grown, there’s still no clear
roadmap on how to create a more effective health system to
deliver improved patient outcomes — specifically for India’s
most vulnerable.
The Indian healthcare sector
is experiencing tremendous
growth, expanding 25 percent
year over year for the last five
years, with current forecasts
anticipating that this sector
will be valued at around
$280B by 2012.
India is often referred to as a continent as opposed to a
country, and with 28 independent states — each speaking its
own vernacular, dialect and/or language — issues with care
distribution and access are significant. Factors contributing
to disparities include inequalities in socio-economic status,
geography and gender. Adding to this complexity, the
government is not a visible player in terms of regulation,
guidelines or care delivery. Coupled with a lagging government
and a private sector looking to realise a return on investment,
the current system is inherently flawed, with services geared
toward the 80 percent privately paying population.
It’s often said that while China thrives because of the
government, India operates despite the government.
Despite this situation, trends such as a growing awareness
about health and longevity, new insurance schemes, premium
corporate hospitals, innovative medical devices, and the
booming CRO and medical tourism industries, hold promise
to make healthcare a vital industry in the world’s second
largest market.
By Robyn Cabarrao
“The Indian healthcare industry is growing by leaps and
bounds for many economic and social reasons,” says Shyam
Grover, CEO and founder of Positive Communications India.
“Vital amongst them are the increasing income levels for the
massive middle class, corporatisation of healthcare delivery,
rapid growth in health insurance and global companies seeing
India as a key emerging market.”
This enormous growth of the Indian healthcare sector
provides an opportunity for healthcare communicators to
grow as the market grows by showing a willingness to adapt
and a commitment to “Indianising” their business model.
“Healthcare communication assumes a unique dimension in
India,” adds Shyam, “owing to cultural diversity, indigenously
developed treatment routes, ancient life-sciences, a market
that is largely generics and compliance adherence issues
besides multiple regulatory bodies. On the media front, the
challenge for effective communications is multi-fold with 16
national languages, hundreds of dialects, thousands of media
titles, and a whole new generation opting for online and social
media. In a nutshell, healthcare communications in India is
not only a professionally satisfying space to be in, but equally
lucrative and exciting.”
All of the above demonstrates a market need for a pureplay healthcare communication agency that can help clients
navigate their way through an increasingly complex landscape.
This agency will easily liaise with clients on clinical content,
reach the 28 states at the grassroots level and demonstrate
that PR can be more than just media relations.
India is indeed a market ripe for the picking.
About Positive Communications
Positive Interactive Pvt. Ltd (formerly known as Positive
Communications), Chandler Chicco Companies’ exclusive
Indian affiliate, is one of the premier public relations and
marketing communications agencies headquartered in New
Delhi, India. Positive Interactive has evolved into a fullservice, integrated and strategic marketing communication
and public relations firm, providing 360° communications
solutions to its customers. n
For more information about healthcare communication in India or Chandler Chicco Companies’ global affiliate network, please
contact Robyn Cabarrao at [email protected]
PRimeCut December 2011 11
By Marianne Eisenmann
Focus on China
Though the global economic downturn has certainly impacted China, it is clear that recovery is already well underway.
China continues to be the focus for many global businesses that are making consistent profits and anticipate continued
growth. Representatives of the US-China Business Council reported that among their members, 18 percent say that China
is their number one market, and 74 percent say it is among their top five.
But rapid growth has created considerable challenges for business,
including rising costs, talent wars, intellectual property rights,
increased protectionism and competition from state-owned
enterprises (SOEs). There are multiple layers of regulation in
China, particularly in the health and pharma areas. Successful
communication requires regulatory expertise at the national,
regional, local and street levels. Relationships — ‘guangxi’ —
are of critical importance.
There is increasing recognition that with the growing influence of
the middle class and proposed government healthcare reforms as
part of the 12th five-year plan (FYP), there will be a need for more
sophisticated outreach and communication.
China’s 12th five-year plan includes an initiative to improve
access to healthcare, particularly in the rural areas, through drug
pricing controls and building clinics to provide basic primary
care. Currently without gatekeepers, patients access medical care
directly through big hospitals and focus on the top ubran facilities
to provide them with the best care. But the demand on these toplevel hospitals is enormous, with people lining up for many hours
to get their name on a list to see a doctor and doctors seeing up to
200 patients in a single day. Often patients will offer hong bao, a red
envelope, to improve their position in the queue
The Ministry of Health is encouraging the growth of private
hospitals, which are now exploding in the key urban areas,
serving expats and the burgeoning middle class Chinese who
are well insured or willing to pay cash. They offer sophisticated
marketing programs to attract patients, such as a free stroller for
new parents and a dedicated customer service representative for
Japanese clientele.
Part of the reform is the establishment of the NEDL (National
Essential Drug List), limiting markups and subsequently profits
for pharma, but with local-level interpretation of the regulations, it
remains to be seen how this plays out. Sentiment on the ground is
that it is unlikely there will be any change in the major urban areas
and that healthcare reform in China is really about social stability
and making some effort to bring healthcare to the rural areas
where there is limited or no access to facilities. So, the real change
will be seen in the emergence of rural, community healthcare
centers that will be the first line for treatment, deflecting patients
from the overtaxed urban hospitals.
Healthcare reform is also creating more demand for software,
hardware and information technology services, as China plans to
promote electronic medical records and the “all-in-one” hospital
smart card, which stores user information and insurance money.
Commercial health insurance also seems set to gain more
government backing with a goal to have 90 percent of the
population covered by some level of health insurance.
These initiatives may present more opportunities to foreign
companies in related areas, including health information
technology (HIT), infrastructure construction, insurance, medical
devices, healthcare personnel training and pharmaceuticals.
While it is unclear how healthcare reform in China will play
out in the long term, it is a space to watch across all sectors of
the healthcare industry. Successful participation will require
local market savvy and a willingness to share expertise, build
relationships and communicate on many levels. n
Focus on China is a new column in PRime Cut where
we will explore current issues in one of the world’s
most important global markets. If you would like
more information on Chandler Chicco Companies’
presence in China, please contact Fiona Hall at
[email protected]
Introducing
Nearly two decades ago, Chandler Chicco Companies set out with a unique aim to deliver
innovative and inspiring work in health communications. Today, the dynamic and broadly
defined health environment demands even more of its participants, including immediate
insights and leading-edge expertise into the multi-disciplinary world that is healthcare today.
Following our commitment to innovative communications, we’ve created CCC VitalSigns,
a forum to share our perspective and keep our clients and the public informed about the
constantly evolving health landscape. Our goal is to provide better health content from our
colleagues across the globe, working at the forefront of social and digital media, news media
and policy and market access.
Much more than just reporting, CCC VitalSigns was created as a venue for conversation. In
the true spirit of social media, we look forward to engaging with industry leaders, clients and
the general public about key topics and hope to foster a venue for collaboration — to share,
to converse, to learn.
After all, no matter what you do or where you are: Health Unites Us.
Join the conversation at
www.CCCVitalSigns.com, or
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And the winner is…
It has been a banner year for Chandler Chicco Companies and our clients, taking home some of the industry’s most prestigious awards for our groundbreaking
work. We couldn’t be more proud of the impact our work has had on patients and providers around the globe. Our 2011 awards included:
• Number 1 European Healthcare Consultancy, PRWeek League Tables
• CCA Ranked #13 in The Holmes Report’s “30 Best Agencies to Work for
in North America”
• Biosector 2 Ranked #23 in The Holmes Report’s “30 Best Agencies to
Work for in North America”
• PRWeek Healthcare Campaign of the Year Award for the DRIVE4COPD
Races to Find the “Missing Millions” Campaign
• Gold CLIO Healthcare Award in Public Relations – Cause-Related
category for the campaign DRIVE4COPD
• Silver CLIO Healthcare Award in Public Relations – Social Media
category for HealthSeeker™, a first-of-its-kind Facebook game
• Silver CLIO Healthcare Award in Public Relations – Special Event
category for Diabetes Close to the Heart, a theater- and film-based
education campaign
• Silver Merit Award in Measurement at the Institute for Public Relations’
Jack Felton Golden Ruler Awards for Determinus and the STOP Obesity
Alliance’s METRIC Model
• Communiqué Award in the Best Medical Communications via Meetings
or Congresses Category for the Navigating the Mind in HIV Campaign
• Platinum Hermes Creative Award in the Best Public Relations Campaign
category for the DRIVE4COPD campaign
• Platinum Hermes Creative Award in the Best Social Media Campaign
category for the HealthSeeker mobile game
• Platinum Hermes Creative Award in the Magazine Media Placement
category for the American Profile with Danica Patrick
• Platinum Hermes Creative Award in the Tune Up Television category for
the PSA featuring Danica Patrick
• Gold Hermes Creative Award in the Best TV Placement category for the
HealthSeeker mobile game
• Gold Hermes Creative Award in the Best Radio Placement category for
the HealthSeeker mobile game
• Platinum MarCom Award in the Social Media Campaign category for the
HealthSeeker mobile game
• GOLD Medical Marketing & Media Award in the Best Use of PR category
for the DRIVE4COPD campaign
• Platinum MarCom Award in the TV/PSA Campaign category for the
Breath Brake Smartphone App Launch and PSA Campaign for Kids
Kicking Cancer
• GOLD Medical Marketing & Media Award in the Best Use of Social
Media category for the DRIVE4COPD campaign
• Gold MarCom Award in the website/other category for work in educating
healthcare professionals on infection prevention
• SILVER Medical Marketing & Media Award in the Best Use of PR
category for the AF Stat: A Call to Action for Atrial Fibrillation campaign
• PRism Award in government/public affairs campaign of the year category
for the LAP-BAND C.H.O.I.C.E. Campaign
• SILVER Medical Marketing & Media Award in the Best Use of Social
Media category for the HealthSeeker: Simple Steps, Healthier Together
mobile game
• PRism Award of Excellence for shaping media coverage with the National
Fisheries Institute
• Bronze SABRE Award in the Public Service Announcement Category for
the Drive4COPD Races to Find the “Missing Millions” campaign
• Silver Health at Work Awards for “excellence in and commitment to
promoting health and wellness for employees.”
• EMEA SABRE Award in the Pharmaceuticals category for the “Approval
of Botox for the Treatment of Chronic Migraine” campaign
© Chandler Chicco Companies
• PM360 Trailblazer Award in the PR Campaign of the year category for
the DRIVE4COPD campaign
• PM360 Trailblazer Award in the Unbranded Campaign category for the
DRIVE4COPD campaign
• RX Club Silver Award for Danica Patrick PSA/DRIVE4COPD