All of us who did not fall down in the last day or two are aware of the media management and spin NEHTA is prone to.
Well, for the first time we are now able to provide interested readers with the ‘communications strategies’ (read spin crib sheets) NEHTA is planning to use to sell the Health Identifier Service to consumers and health care providers.
The documents are very current – being dated 29 Jan, 2010
There is little doubt that there is a substantial ‘spin’ component when we read.
“Communication Objectives
The objectives of this strategy is to:
· Increase the national awareness of e-health and its associated benefits to all Australians – this is in conjunction with specific campaigns focused on the introduction of healthcare identifiers to the Australian public.
· Foreground the introduction identifiers as a fundamental component to enabling e-health.
· Articulate strategies and tactics to manage media issues and unfavourable and inaccurate messages about the HI Service and e-health.
· Shape public ‘consumer’ opinion to support and embrace the concept of e-health and the introduction of identifiers to the Australian public.”
The talk for shaping opinion says it all.
We learn of all sorts of things we are going to be subjected to.
First and most amusingly we read that your inoffensive blogger is to have paid for competition!
“E-health Blog
NEHTA is sponsoring an e-health blog that is being established and managed by blogger Charles Wright. The purpose of the blog is to give consumers with an interest in technology factual information about e-health and the HI Service and to combat other sources of misinformation.”
Could that be little old me?
Next a new website is about to be launched in a few days.
“e-health website
www.ehealthinfo.gov.au is a jurisdiction (federal and state health departments) owned website to serve as the primary internet gateway to e-health information and knowledge. This website will be the focal point for sharing the combined activities and knowledge of e-health stakeholders, delivering information and knowledge to healthcare managers and providers, as well as providing healthcare consumers with an authoritative information source.
The site will serve to raise awareness of e-health and provide general information in addition to information that’s specific to particular industry audiences.
This site will have a soft launch on February 5th with a large public launch by the end of February.”
Third we are going to muck about with Google to get more attention.
“Search Engine Optimisation
Google Searches/ Search Engine Optimization – leveraging key word searches and tactics to place targeted content online. An online and search engine strategy is being developed to drive traffic to the blog and ehealthinfo.gov.au including other online material we need to highlight.”
Fourth there seems to might be a bit of secret influence peddling going on.
“RACGP Co sponsorship
NEHTA and the RACGP have entered into an agreement whereby NEHTA will assist the RACGP as they prepare the next version of the RACGP Standards for General Practices which is the foundation for Practice Accreditation. NEHTA will also be the major sponsor of the RACGP National Conference in 2010. As part of this sponsorship, 12 topics that relate to the Standards will be developed as topics to promote e-health to consumers. One topic is being developed each month and a news release is being distributed to media outlets with a view to them picking up the story. This is mainly a mainstream print media campaign.”
I wonder how the membership would see this? An assault on College independence maybe? I sure would.
Fifth it seems there are some really expensive heavy spinners involved.
“E-health Promotion
To increase the national awareness of e-health and its associated benefits to all Australians, in conjunction with specific campaigns focused on the introduction of identifiers, we have engaged integrated marketing and communications agency The Campaign Palace.
The Campaign Palace will leverage our communications messages around wellness, personal empowerment, health, positive lifestyle experiences and preventive care in a variety of online and offline media.
To counterpoint the work of the Campaign Palace, international public relations firm Hill and Knowlton will implement a mainstream media campaign that involves engaging e-health champions to be the expert and trusted “voice” to present credibility of our messages to the Australian public.”
The experts who they seem to indicate they may use are a diverse bunch from Delta Goodrem to Professor Kerryn Phelps and Ita Buttrose. I wonder have they all agreed?
We are also to be Issues Managed.
“Issues Management
To manage media issues and unfavourable and inaccurate messages about the HI Service and e-health we have employed the services of specialist Canberra public relations firm McManus, Skotnicki and Associates to assist with proactive and reactive issues. Principals Gerard McManus and Tom Skotnicki have strong connections with the Canberra press gallery and Canberra political media and understand the process of government. They have notable experience in issues management and dealing with contentious media issues.
Issues are managed proactively and potential issues that may negatively impact on the progress of e-health are responded to quickly.”
Last we are to be subjected to paid articles in the medical press – advertorials!
“Advertorial
This is a paid form of editorial and provides an effective means of conveying information in a controlled and strategic manner. NEHTA will explore opportunities to promote key developments through advertorial in specialist publications such as Australian Doctor and Medical Observer. Consideration will have to be given to MCGC processes if this is undertaken.”
Enough – read the gory details for yourself!
The files can be downloaded here:
Removed at NEHTA Request
Removed At NEHTA Request
Enjoy reading and as they say forewarned is forearmed!
I will note in passing – as free advice to NEHTA – their case for fostering provider adoption looks flimsy at best.
David.
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