Socialize Your Patient Engagement Strategy

Letizia Affinito (@laffinito) - Founder and CEO of Brandnew MC, has worked for over 20 years in Strategic Marketing Communications both as manager and consultant. She advised several multinational companies and organizations on online/offline communication strategy matters. Letizia owns a PhD in Management and teaches as Adjunct Professor at leading international universities and business schools. Her education includes the Case Method Teaching Seminar (Part I and II), the Executive Program in Digital Marketing at Harvard Business School, and the Young Managers Executive Programme at INSEAD. John Mack - also known as Pharmaguy (@pharmaguy) - is the Publisher and Editor of Pharma Marketing News, an independent monthly electronic newsletter focused on issues of importance to pharmaceutical marketing executives. Pharmaguy is also an accomplished blogger. In January 2005, he created Pharma Marketing Blog, which focuses on commentary about topical pharmaceutical marketing issues. John has an MS and MPhil in Biochemistry from Columbia University and an MA in Communication Arts from the New York Institute of Technology.

• Introduction; Part I Approaching Digital Health Communication; Chapter 1 Creating and Capturing Patient Value, LetiziaAffinito; Chapter 2 Digital Health Content Regulations, Guidelines, and Ethics, JohnMack; Part II Understanding the Marketplace and Consumers; Chapter 3 Listening to Patients Can Fuel More Personalized Communication, LetiziaAffinito; Chapter 4 The Emergence of Online Opinion Leaders, JohnMack; Chapter 5 Building a Winning Digital Communication Strategy for Patients, LetiziaAffinito; Part III Designing and Implementing a Patient-Centered Digital Strategy; Chapter 6 Developing an Integrated Marketing Communications Strategy, LetiziaAffinito; Chapter 7 Integrating Digital into Your Marketing Communication Mix, LetiziaAffinito, JohnMack; Chapter 8 Digital Patient Storytelling and Peer-Influenced Marketing, JohnMack; Chapter 9 Measuring the Results of Your Digital Efforts, LetiziaAffinito; Chapter 10 Crowdsourcing and Co-creating for a Patient-Centered Health Communication, LetiziaAffinito;

’An engaged patient is a healthier patient, yet patient-centered activities are just getting started. Affinito and Mack’s book, offering extensive and practical advice about how to incorporate digital techniques into marketing and communication strategies, is a great introduction to this rapidly expanding focus. A must read for anyone involved with moving their organization toward integrated care.’ Joel S. Weissman, Harvard Medical School, USA ’The past decade has ushered in challenges and opportunities for those seeking to use technology to optimize health and wellness on a broader scale. As patients increasingly embrace technology to learn, manage, and track their own health outcomes, providers and vendors seeking to engage or motivate consumers to take action (or change behavior) must embrace a patient-focused strategy within their overall marketing and communications strategy. Affinito and Mack provide a historical overview of the market trends as well as a future roadmap that is helpful to anyone charged with making the shift to patient-centered care today - and planning for what is possible tomorrow.’ Mark Bard, Co-founder Digital Health Coalition ’My colleague and trusted friend John Mack, and his co-author, Letizia Affinito, have prescribed an end-to-end tome that serves as both vaccine and novel treatment to advance patient-centered digital communications. Their guidance informs and gives thoughtful consideration on how to design and create digital communication strategy, maintain relevance, and ultimately transform the conversation with the ultimate end-user of all of our work - the patient. In an increasingly commoditized industry sector, these profound insights proclaim the value of digital, mobile, and social, that no one engaged in health care should be without. Mack and Affinito have dispensed a patient-centered imperative embracing new media, methodologies, and messaging, inviting us each to reflect and accelerate this