Outline Messaging for Digital Healthcare
Prepared by Weber Shandwick
What’s your
story?
Messaging document
Overview
This document is an initial step in preparing a set of key messages to be used to promote the role of Digital Healthcare. The
document has been drawn together following a messaging workshop held during the P4 Digital Healthcare Convention in
Inverness.
The messaging needs further development, however it provides a good base for going forward and to be used in all materials
promoting Digital Healthcare, be that media releases, leaflets, external documents, video, website etc. The messaging forms a
guide as to the structure of all communications and what we want the audience to think and talk about. The next key step is to
create a story plan and case studies to bring Digital Healthcare alive, understandable and accessible.
Word Cloud
All the words and phrases minuted from the messaging session have been turned into a word cloud. The word cloud places the
most commonly used words in the centre of the cloud and in the biggest type, giving a clear indication as to what the most
popular words were from the group.
Messaging House
Three messaging house have been drawn up to define Digital Healthcare, its purpose and what it will deliver. They cover three
target audiences: Government / Investors; National Media; Healthcare Sector. Each messaging house is supported by four key
pillars which underpin all activities. Each of these activities should have a number of “proof points” which can be used to
provide evidence for our messaging claims.
The key pillars are intended to act as prompts and embrace core messaging points which define Digital Healthcare.
Proof points/facts should be used as examples to illustrate and ‘paint pictures’ to support these messages. The ‘picture pillars’
are a method of easily remembering key words and messages which will be used to ‘pass on’ negative or difficult lines of
questioning.
The most popular words, the largest, should be considered for use in all key
communications about digital healthcare.
What is it important for
audiences to know about digital
healthcare?
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That we need it
Culture change
How do I use it
What’s in it for me
Cost
Safe
Saves lives
Accessible
Confidentiality
What happens when it breaks
What do you need people to do?
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Be flexible
Accommodate change
Realise there are votes in it
Cherry pick this one
Build cross party support
Not an excuse for cuts
Be a champion
Buy in
Be honest about the need for change
What do you want people to say
about digital healthcare?
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I recommend it
It worked for me
Fabulous
Why didn’t this happen before
Expert help from home
Next level
Improved my quality of life
I feel safe
Better than before
What general messages do you want to put across?
Government / Investors
National / Media
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Beneficial to you
Carbon footprint
Case Studies
Travel Time
Status Quo not sustainable
System – no magic bullet
Ownership of your own
health
Promoting independence
A major shift in care
Economics – private and
public markets
Not about lower quality
healthcare – higher quality
Collaborative approach
Messaging about
public/private
Channel to market
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Brand new concept which
will change lives
People need to be educated
This is a single pathway of
care
A revolution in technology
Live saving on a national level
Rural healthcare to change
forever
Healthcare issues are
addressed faster and better
Healthcare Sector
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Remote Comms
Amazing
It works
Savings
Changes lives
Better than normal
One place
Provision can be anywhere
Reassuring
What crafted messages do you want to put across?
Government
&
Investors
National
Media
We need
digital
healthcare
investment
now to deliver
world class
health care
across the
country
This healthcare
revolution will
change lives, save
valuable time and
resources
Job creation in the Highlands
Advances the Highlands onto a world
stage
Centre for Health Science, unique
collaborations (businesses and
universities)
The status quo cannot continue (will
reduce pressure on hospitals and carers)
Cutting edge technology
Future solutions for healthcare
Socially inclusive
Positive impact on patients
Saves lives
Investment will eventually lead to savings
Healthcare
Sector
Reach out to
your patients
any time,
anywhere
It works
Accessible
Expertise is here
Socially inclusive
Access to healthcare through laptop, phone
and TV
Some newsworthy stories we have identified
Healthy Space
Website
Guided Endoscope
HIE pledge to have
blanket broadband
coverage
Translation of ECG
(Stornoway to
Raigmore)
Dufftown
Hypertension
Project
Distancelab
Grampian alter
systems
Remote patient
monitoring from
Aviemore
Mountain Rescue
Healthsystems
(Remote diagnosis
pods)
Moray walk to the
moon project
Objectives
During our short session we identified the following short to medium-term
communications objectives for P4 in the Highlands and Islands:
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To secure buy-in from the UK healthcare sector
To secure political support for P4, which will lessen the burden on our hospitals and
healthcare providers
To position P4 as a credible subsector of the healthcare industry
To promote P4 locally as a growing industry that will improve our health, provide jobs
and improve the local economy
To position the Highlands as a leader in the development of P4 Healthcare nationally
and internationally
To attract new research organisations and businesses to the Highlands and Islands,
where there is support for them to incubate and grow
www.webershandwick.co.uk