Insights & Trends

In March, a false audio message about the current Dengue fever outbreak in Argentina went viral through WhatsApp, which has nearly 18 million users in in the country (57% of adults with internet access). This caused panic among the population and resulting in widespread accusations of
the government suppressing information about a potential epidemic.

This is not the only such case. At the beginning of the year in Colombia, false news was spread that a group of U.S. specialists would operate on patients with cleft lip for free at a Military Hospital in Bogotá.

Although social media may be useful for disseminating health information, there are obvious drawbacks in terms of quality control and fact checking on a platform where anyone can post anything and claim it as the truth.

In the Argentinian case, a message recorded by a woman who introduced herself as a doctor working at José María Penna Hospital was circulated through WhatsApp. In the message, the woman warned her contacts about a Dengue fever epidemic that is being hidden by the Health System Authorities: “Hi girls, this is a medical notice. I know it´s boring to put on mosquito repellent all the time. The orange can has to be used every two hours and the green can every four hours. The number of dengue fever cases is increasing and the situation is not being made public. At my hospital – Penna Hospital – there are more than 400 diagnosed cases, both in adults and children. Every day, between 7 and 8 new cases are diagnosed and we are expecting a significant epidemic that might occur in March or April…”

The audio circulated very quickly: in just six hours it became a major issue in the media and it forced the health authorities to take action on the matter. As a first step, Penna hospital’s Director, Gustavo San Martin, told the media that there were “nine patients hospitalized, but none in critical condition.” After this clarification the Buenos Aires Minister of Health, Ana Maria Bou Pérez, denied the veracity of the audio recording and indicated that only 216 cases of Dengue were confirmed in the region.

As the message continued spreading and concerns about the concealment of information by health authorities were in the air, Jorge San Juan, the National Director of Epidemiology, released official statistics regarding the number of cases across the country. Minister of Health Dr. Jorge Lemus then delivered a final, authoritative statement on the issue. The panic generated by this viral WhatsApp message lasted only one day, but demanded the attention of the highest authorities in the national health system.

What motivated people nationwide to share this message of panic? The message had typical characteristics of viral content:

• It targeted emotion (to generate concern among listeners);
• It was anonymous (the alleged doctor did not say her name because the message was addressed to her own friends and relatives); and
• It was designed to appear like a genuine “homemade” audio message (her voice is agitated and the sound of ambulance sirens and cars are in the background).

It is interesting to reflect on what people choose to believe. But why do we believe in conspiracies? There are a lot of studies about the high adhesion of conspiracy theories that are a reflection of collective fears. According to professors Eric Oliver of the University of Chicago and Tom Wood of Ohio State University in Columbus, “these kind of theories prove that the brain has not evolved enough to process information on industrial economies, medicine or terrorism. But it did evolve for survival in nature.”

Could it be that the tendency to have fantastic conspiratorial beliefs can be linked to a void of authority and authentic communication? That is, given the lack of confidence in their institutions or political leaders, people seek explanations and guidance from unusual or anonymous sources. For example, a Whatsapp audio note.

What’s really happening with Dengue in Argentina:

The quadrivalent vaccine that was recently launched to prevent Dengue fever has not yet been approved.  For this reason all communications campaigns in the disease area are focused on how to avoid the proliferation of Aedes aegypty -the mosquito that transmits Dengue- through the elimination of breeding sites. One of the most striking aspects of the audio was that it did not refer to this key step in preventing the spread of the disease. But it did mention the need to use repellents more often

 

How do you think institutions can use social media as a positive tool for combatting public health issues such as Dengue? Is there a way potential for abuse and viral misinformation on social media without inhibiting the good it can do? Let us know in the comments.

 

Luciana Acuña Elías is Account Director at GLOBALHealthPR Argentina partner, Paradigma PEL Comunicación

The following article is based on a blog post written by our Australian partner, VIVA! Communications.

Over the past decade, social media has been one of the biggest revolutions in the field of public relations, for companies and communications professionals alike. But, as with all revolutions, questions arise as to who has been left behind. For millennials, the predominant logic might be that anyone outside of their 20’s doesn’t “get it”. How true is this statement? We asked some of our GLOBALHealthPR partners that same question.  

Australia:

“Historically (well, for the past 11 years if we consider Facebook the trailblazer) social media has been a ‘young person’s game.’

Terms like ‘ageism’ are regularly tossed around, but is there a point at which one becomes ‘too old’ to correctly utilise social media? Further, is it fair to assume that the millennial generation should be favored over their predecessors when it comes to social media management in public relations programming?

Australian advertising creative Simon Veskner explored the stance of social media critics in a recent article published in Mumbrella. “Social media is the first communications discipline in history for which ageism is justified. Do you see a lot of over 40’s on Snapchat? You don’t,” cited Veskner.

Age-appropriate management of corporate social media is indeed, a hotly contested topic.

In a controversial piece published in NextGen Journal, University of Iowa student, Cathryn Sloane, argued anyone working as a social media manager should be aged 25 or younger, for they “have grown up with social media integrated into their everyday lives and thus have learned to use social media socially before professionally.”

Is there a genuinely compelling argument that the “Teenies” and Gen Y who have grown up with social media defining their day-to-day lives, can actually better understand the channels than those who are older?

Whatever side of the ‘age fence’ you sit on, it is clear that age affects ones perception’s on the importance of social media’s role in our lives and in our jobs.”

-Mark Henderson, VIVA! Communications

Argentina:

“Social networks can be used and managed properly by people of all ages. However, Gen Y, unlike the rest of the digital-native generation, creates its own vision of the world through social media. It is where they spread their ideas; they voice their opinions, and even build their real-world relationships based on their online social presence.”

– Luciana Acuña Elías, Paradigma PEL Comunicación

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For communications professionals, those who manage clients’ social network presence, especially with more mature industry professionals, must also inject this “insider” mindset into their programs.

In Canada, energiPR CEO Carol Levine, a seasoned healthcare public relations executive, had another perspective.

Canada:

“Different generations bring different strengths to any situation or technology. Social media is no different. Where younger people are more accustomed to have a digital “through the screen” conversation, older social media users also realise that there is a value to remembering that behind each screen is a person, and the merit and qualities of face-to-face interaction. In other words, what is said on social media has a power and resonance beyond the screen, words don’t always transmit the correct emotion, and older generations have a different emotional intelligence that perhaps harnesses that better, or at least differently. Older users may also be more mindful of the fact that what is online lives forever … so be careful what you post.

Social media is all about immediacy and speed, reacting literally ‘in the moment.’ Younger users are more adept at doing this, given the speed with which technology changes, and their eagerness to adopt it and adapt to it. When your first “toy” was a smart phone, rather than a Fisher Price vacuum cleaner, you interact differently with the world from your earliest days.

However, there is more to management than understanding the nuts and bolts of a technology. Of course, some older people are lousy managers, and the same is true of younger managers. And not all younger people “get” technology, either.  Perhaps we would all be better served if we didn’t jump to a ‘one size fits all’ conclusion regarding technology and age.”

-Carol Levine, energiPR

What do you think?

 

 

‘Tis the Season to Give…and Give Back

This time of the year, people around the world are connected by the common thread of gift giving. Though our countries, religions and cultures have unique traditions and celebrations, we are united in the spirit of sharing. This holiday season, we invite you to experience some of our favourite global traditions, brought to you with the insights of GLOBALHealthPR partners worldwide!

 

United Kingdom

In the UK, gifts are traditionally delivered by Father Christmas overnight on Christmas Eve. We hang up stockings near the fireplace so when Father Christmas comes down the chimney he can fill our stockings with presents. We also leave a sherry and mince pie for him, and a carrot for his reindeer. Christmas Day is about giving and receiving presents from friends and family and eating as much food as is humanly possible, followed by the Queen’s speech and a snooze.

Neil Crump: Aurora Communications

 

Singapore

In Singapore, only those who celebrate Christmas will exchange gifts with each other during the Holidays. For Chinese New Year, Ang Pows, red packets containing cash, are the traditional gift of choice. We give them to children, the elderly and the unmarried. You have to make sure the cash in in Ang Pow adds up to an even number like $4, $8 or $10 for good luck.

 Patsy Phay: Mileage

 

Spain

In Spain our most popular giving tradition is about the Three Wise Men (Los Reyes Magos) who came from the East to visit Jesus, bearing gifts of gold, frankincense and myrrh.  We receive gifts from the Three Wise Men on the 6^th of January. However, if you have not been good the past year, you receive coal instead of a present. In every house we prepare some food and traditional sweets for the Wise Men, and the kids leave out potatoes, bread and water for their camels.

Juan Luis Recio Diaz: Berbés Asociados

 

Poland

 

We celebrate the big day on the 24^th of December. Families come together for a big feast that starts when the first stars begin to show. When the children are not paying attention, someone will vanish from the house to dress up as Santa. ‘Santa’ rings a bell to announce his arrival with presents and then hands gifts out to everybody, in exchange for the singing of a song. ‘Santa’ is of course invited for the feast and some vodka. For many years on, kids remember how they either: Did not recognise Santa was their favourite uncle; or recognised their uncle by his old shoes.

Andrzej Kropiwnicki: Alfa Communications  

 

Portugal

In Portugal one of our oldest Christmas giving traditions is to burn a stump on night of the 24^th. Some people do this in the privacy of their homes with family, while public churchyards host big bonfires for the whole community. Everyone gathers around the fire and sings traditional Portuguese songs while waiting for the children to go to sleep, and the arrival of Father Christmas with their gifts.

Jorge Azevedo: Guess What

 

Mexico

What makes our giving tradition Mexican is the piñata. Piñatas are filled with candy and small gifts, and we take turns trying to break them open with a bat or broom stick while blindfolded. When someone finally cracks a piñata open, the candy and presents fall to the floor and the kids launch themselves to the ground trying to grab as many sweets and presents as possible. Though piñatas are often present at birthday parties, the tradition is most strongly associated with Christmas.

Paola de La Barreda and Nallely Moreno: PRP

 

Argentina

 

In Argentina we open gifts on December 24^th, precisely at 12:00 a.m. along with a family toast. Everybody shares a good panettone (a sweetbread with dried fruit), and we throw firecrackers in celebration. The children also receive gifts on January 6^th, from the Three Wise Men. The kids leave their shoes outside the night of the 5^th, with some water and grass for the Wise Men’s camels, and wake up to find presents left by their shoes. At the same time as Christmas we start our summer and school vacations, so common gifts for kids include toys for the beach or the swimming pool.

Eugenia de la Fuente: Paradigma

 

India

In India, we love giving celebrations. All religious festivals are celebrated here, but the most common one is Diwali. The key ingredients for any celebration of Diwali are a lot of lights, yummy food, goodies and gifts to give to each other. We host family gatherings and friends come and visit to share sweets and dry fruits, as well as seasonal specialties depending on the region. And of course, the celebration is not complete without fireworks to light up the night sky.

Priti Mohile: MediaMedic

 

Germany

 

Our best-known giving tradition is that our children, and of course well-behaved grownups, put their polished shoes in front of the door on the eve of December 6^th. Later that night, St. Nicolas arrives to fill the shoes with candy and small gifts. The next morning we decorate the Christmas tree and go to church. After church, we celebrate Christmas with family, sharing gifts, music and a traditional Christmas dinner. Favourite menu items include trout or another fish, potato salad and sausages or duck.

Tina Winter: fischerAppelt

 

United States

Some American families open just one gift on Christmas Eve, and everybody knows what’s in the box – Christmas pajamas! This gets everyone ready for bed and looking spiffy for Christmas morning. That night, after the kids have gone to sleep, Santa Claus sneaks down the chimney and leaves presents under the tree for the good boys and girls. In the morning everyone meets up at the tree, looking fly in our Christmas PJ’s, and shares gifts with friends and family.

Mary Ellen Hackett: Spectrum

 

We hope you enjoyed learning about how we celebrate the giving season.

Best wishes, and have the happiest of holidays from GLOBALHealthPR!

 

 

 

 

Images:

United Kingdom: Brent Flanders via flickr.com

Singapore: Cheon Fong Liew via flickr.com

Spain: Amira A via flickr.com

Poland: KCRA.com

Portugal: Brian Colson via flickr.com

Mexico: Diógene via flickr.com

Argentina: NicolEttone via flickr.com

India: gags9999 via flickr.com

Germany: David Wolfe

United States: EvilErin via flickr.com

 

 

 

 

Recently, I had the opportunity to spend two weeks in the USA as part of the great GLOBALHealthPR Exchange Program. After learning all about Spectrum’s work and the American health PR market, I can say that although there is an ocean between the US and Portugal and we speak different languages, the work we do is pretty similar.

There are many aspects that both Spectrum and Guess What have in common. The context may differ but the challenges are the same. It’s almost like working at the ER. The pace is fast, the requests are urgent, the demand is constant. We live in an increasingly globalized world that spins at the frenetic pace of social networks where you can share information instantly, so it’s natural that this happens. The clients of both companies are also similar: mostly multinational pharmaceutical companies, biotechs, and consumer-goods brands.

The main differences are essentially social and cultural, or related to market dimensions. The US market is more aggressive, and the work has to be conducted with a level of detail that is not demanded by the Portuguese market. The workday also has very few breaks; in Portugal we are passionate about our lunch break! In Portugal, Facebook is king and lord of all social networks, but in the US the most popular social network is Twitter. In the US, the relationships between PR professionals and journalists are often distant and directed by strict ethical guidelines.

 

Our American colleagues were very surprised to learn that in Portugal it is relatively normal for journalists and PR professionals to address each other through their Facebook pages, social networks that the Americans keep more personal. And we Portuguese were impressed by the interaction with and monitoring of patient blogs, where patients write about their illnesses and treatments, which is still  uncommon in the Portuguese market.

 

On the other hand, the characteristics of the Portuguese market allow us to work in a far more “out of the box” way. Indeed, the economic crisis has forced us to be even more original and effective with smaller budgets because “necessity is the mother of invention”.

 

Given these differences and these similarities, we can say that the GHPR partnership not only makes sense but it is the model of the future for PR and communications. As time goes by, we will have to work more and more with and for other markets, and we will always need the experience of those who work and live in these markets.  Communication lives out of social and cultural contexts that we can only know well when we live within them.

 

Furthermore, it was a great privilege to be part of the GHPR exchange program. It’s an excellent way of meeting a new professional reality, new people, and a new country. And I’m really grateful to all the Spectrum team in Washington that went far beyond my best expectations to make me feel welcome.

 

Susana Viana is Senior Communication Consultant at GLOBALHealthPR Portugal Partner, Guess What. Her account is based on an original article that appeared in Portugal’s Meios e Publicidade.

What factors do you consider when selecting a doctor? In Australia as in other countries, payment is a hot topic of discussion. Today’s post comes to us from our GLOBALHealthPR Australia partner, VIVA! Communications.

In Australia, patients may soon begin to see higher bills each time they visit their local doctors as the government has chosen to freeze Medicare rebates for general practitioner (GP) services. This move is expected to generate approximately $1.3 billion in government savings that would otherwise have been directed to GPs by 2018.

In preparing to launch an extensive Medicare review after ruling out a Medicare co-payment, The Federal Health Minister, The Hon. Sussan Ley MP, was reported by The Sydney Morning Herald on April 22, 2015 to have said, “Basically, there’s wide agreement the Medicare system in its current form, is sluggish, bloated and at high risk of long-term chronic problems, and continuing to patch it up with band-aids won’t fix it.”

This brings about a larger question about how co-payments fit into the broader set of considerations that patients must address when selecting a provider.

GPs have warned the ongoing freeze on Medicare fees may attract an additional $8.43 co-payment for non-concession patients by 2018, which is all the more reason why Australians should be asking their GPs if their billing processes are changing.

Factors to consider when selecting a doctor:

If you’re on the hunt for a new general practitioner (GP), there are certain items you need to take into account, including gender, age, availability, qualifications and specialisation, other service provisions and of course, billing.

Associate Professor Helena Britt from The University of Sydney’s Family Medicine Research Centre was reported by The Age on June 16, 2015 to have said age and gender are important considerations in GP selection.

“Female GPs are more likely to conduct longer consultations and ask about psycho-social issues, and some male GPs avoid offering procedures such as pap smears for women altogether.”

Furthermore, older GPs are known to rely more on clinical experience and patient examinations, while younger GPs order more tests to verify their suspicions.

Importantly, you need to be able to establish a connection with your doctor and to be able to engage in open, honest dialogue.

Availability is also critical. On what basis does your GP work, and can you afford to wait? Large corporate clinics tend to operate after-hours and cater to walk-ins, but may involve longer waiting times. On the flip side, small, family-oriented GP practices are open during business hours and offer a more personalised service.

It’s also important to consider a GP’s area of specialisation in order to best meet your healthcare needs. For instance, does your GP specialise in women’s, men’s or sexual health, pediatrics, obstetrics, dermatology, travel medicine, addictions, complementary medicine, or other therapeutic areas?

Furthermore, what other services does your GP offer (e.g. pathology, diagnostic imaging) and are they conveniently located (i.e. in-house, next door, down the road)? In addition, does your GP practice house allied health professionals, such as physiotherapists, psychologists, dieticians and nutritionists?

Perhaps a locum doctor service (such as the Home Doctor Service and Australian Locum Medical Service) is more suited to your healthcare needs? These bulk-billed services operate from 4pm to 8am, seven days a week, with an average waiting time of up to three hours, and cater for sickness that does not warrant hospital attention.

Recently, Ley has vocalized that her views on GP services in general remain the same. She shared her opinions with The Sydney Morning Herald on August 4, 2015, “We are committed to finding better ways to care for people with chronic and complex conditions and ensure they receive the right care, in the right place, at the right time.” Ley agrees with the public that the Medicare system is not supportive enough of chronic and complex health conditions.

So remember to think twice when selecting your GP.

Interested in more details regarding the Australian government’s freeze on indexation of Medicare rebates to GPs? Head over the VIVA! blog for a more in-depth look.

 

 

In many countries, this Sunday marks a very special day in which we celebrate and show our appreciation for the unsung heroes in our lives – our Mothers. In each place where it’s celebrated, Mother’s Day brings its own unique story and traditions. Similarly, we as GLOBALHealthPR partners have our own unique stories of how Mum has impacted us.

Considering this, the executives of our GHPR partner agencies around the globe reflect today on the advice that their Mum gave that helped shape them into the people who they are today. These leaders and their agencies would not be where they are today without their support.

Australia

My mother told me “to be bold and brave, to work hard and to never say die; that you reap what you sow.”

I’ve carried these words of wisdom with me throughout the various trials and tribulations of my life and plan to pass this philosophy onto my three young children.

• Kirsten Bruce, Principal, GLOBALHealthPR Australia partner, VIVA! Communications

Spain

Considering that we are six brothers, and I’m the third, she had always time to spend with everyone, something that if we look now in our own families is really difficult, so lesson learned: do all you can to stay as much time with your children; they will have the best teacher in their lives.

• Pedro Cano, CEO, GLOBALHealthPR Spain partner, Berbés Asociados

Portugal

We all carry some parts of our parents but there are things that stick stronger than others and contribute for who we are.  My dear mother, a lovely and practical woman with a quirky and wonderful sense of humor shared two things that still linger. “A man isn’t measured by how many times he falls; he is measured by how many times he rises,” made me not be afraid of my mistakes and be more entrepreneurial. “Son, if you’re not a doctor it isn’t your job to take care of the craziest people,” made me not take some people too seriously and achieve the inner piece that we, as trusted advisers, need.

• Jorge Azevedo, Managing Partner, GLOBALHealthPR Portugal partner, Guess What

Singapore

My son, Wy-En, wrote a poem (when he was 15 years old) dedicated to me and this poem is part of a collection of poems he published into a book.

 BEACON (Ode to my Mother)

Cherubic face and perpetual smile,
Bring cheer to me when I am down.
Encouraging words and invaluable advice,
Provide the motivation for me to go on.
Selfless and dedicated,
Tender and affectionate;
The embodiment of virtuosity.
Never one to demand reciprocation,
Nor crave recognition,
A truly altruistic woman, simple and plain.
Indeed I wonder sometimes,
What would happen if she were gone,
Pillar of strength lost – I would fall.
Cherubic face and perpetual smile,
I treasure every moment with;
My incandescent beacon;
Illuminating my life….

• Patsy Phay, Executive Director, GLOBALHealthPR Singapore partner, Mileage Communications

Argentina

My grandfather used to tell my mother and my mother always tells me “your children will be better than my children.” She is a very positive woman truly convinced that humanity always progresses. I always take with me this premise in my daily life and in the message to my little sons. Many times the future world looks grey, but we must believe we can do better.

• Eugenia De la Fuente, Principal, GLOBALHealthPR Argentina partner Paradigma

 United Kingdom

My mother has taught me so much but nothing more important than to be yourself and be happy with who you are. Then you are able to accept others for who they are. I thank my mother that I am a confident and strong, independent person who is accepting of people from all walks of life.

•  Claire Eldridge, Owner and MD, GLOBALHealthPR UK partner, Aurora

My Mum repeatedly told my sister, brother and I: “I don’t mind what you do for job when you get older, as long as you are happy.” 

Happiness is at the core of Aurora’s philosophy: that a happy client and a happy team deliver great work. I have my Mum to thank for the importance I place on this state of mind and the benefits it brings to Aurora – cheers Mum :)).

• Neil Crump, Owner and MD, GLOBALHealthPR UK partner, Aurora

 Poland

My Mom was much more special than I often let on.  She taught me how to read when I was barely out of diapers, and trotted me off to museums, art galleries or the Zoo almost every Sunday.  She convinced me I was special and never, ever lost faith in me, no matter how much I might have disappointed her in respect to my religious or political choices, or even that I never wanted to be a doctor or a lawyer…

• Ken Rabin, Senior Consultant, GLOBALHealthPR Poland partner, Alfa

United States

As a student in probably the sixth grade at St. Jude’s School, as I was about to head off to walk to school one morning with my brothers and sisters in tow, my Mother turned to me and commanded, “John, do something outstanding today.”  I’m not sure what caused her to say what she did and why on that particular day, but I’ve never forgotten that moment or the message. Her challenge could apply to anyone on any day. By exceeding our own expectations, we promote greater good throughout the world.

The happy news is that I can still ask my Mother exactly what she meant, and by the way, what did she do extra-special today?

• John Seng, CEO, GLOBALHealthPR US Partner and Chair, Spectrum

 

Let’s salute all the Mums out there – Happy Mother’s Day!