Envisioning 2.0

I recently received an e-mail from a former healthcare blogger who is currently seeking post-graduate school employment.  He asked me to change a few posts on my blog to hide his identity.  He is finding that human resource professionals have a negative view of his online activities.  Because of this, he has embarked on a campaign to clean up his digital reputation.

Unfortunately, he is going to have a hard time succeeding.  Even if he erases his blog and convinces other bloggers to censor his online commentary, the Internet never forgets.  Search engines like Google regularly store content and his missives will only be a few clicks away.

As noted marketing expert BL Ochman likes to say, “online content is forever.” She continues: “Online, for all the world to see, will be every post you ever made to a blog, forum, discussion group or mail list; every mention of your name on Websites, newsletters and blogs anywhere on the Internet; articles you have written or been mentioned or featured in; and if they are properly search engine optimized: all the press releases you have issued.”

Yep, it’s all there and it never goes away.

So, here’s a piece of communications advice for those of you worried about how you come across online: think first, write second.  This goes for individuals as well as corporations.  One or more slips of the key and you could be in for a difficult and unsuccessful clean up job.

By the way, according to the Wall Street Journal (subscription required), there are firms that will take your hard earned money and attempt to “tidy up” your online reputation.  However, unless these companies are seeking to correct a legitimate error, their efforts could backfire.

Now kids have a better role model than Shrek to help them conquer childhood obesity.  According to USA Today, basketball star Shaquille O’Neal is starring in a six-part reality TV series designed to get kids moving.  The show, Shaq’s Big Challenge, follows six obese children as they work with O’Neal and a team of health professionals to get in shape.

Up until a few years ago O’Neal starred in commercials for the fast-food giant Burger King, but later changed his tune.  According to USA Today “he stopped a few years ago when he realized the scope of the ‘horrible’ childhood obesity epidemic.”  Currently, 1/3 of US children and teenagers are either overweight or clinically obese.  This is leading to an epidemic of health problems once reserved for adults like type 2 diabetes.

From a communications standpoint, sustained, powerful messages from a host of government agencies, public (like O’Neal) and private role models will only benefit children. Unfortunately, many kids face an uphill battle because of cuts to gym time and other sports-related activities in public schools across the country.

There is a saying amongst some pharmaceutical industry critics that government fines have lost their potency.  They charge that companies continue to engage in questionable marketing activities because the amounts they are forced to pay are miniscule compared to their overall profits.

However, Purdue Pharma’s executives learned why this is not always the case.  The company recently pled guilty to making false statements about its highly addictive pain killer OxyContin.  The firm agreed to pay a record fine of $635 million.  Yesterday the New York Times reported that this amount represents 90% of the profits the Purdue “initially made from the drug.”  This fine does not include the $34 million company executives agreed to pay.

Before the 90% figure was released critics said that the fine was too low given that Purdue made $2.8 billion from the drug.  However, prosecutors believe that the fine will prevent other pharmaceutical executives from engaging in improper behavior.

Source: BrandWeekNRx

The Society for New Communications Research has published the Spring/Summer edition of its journal, New Communications Research.  An article featuring new data from the Envision Solutions/The Medical Blog Network (now Trusted.MD) survey of healthcare bloggers is in it.

You can purchase this article and additional social media-focused research for $60 at Lulu, a Website featuring self-published material.

Yesterday, the Wall Street Journal published an article highlighting an issue many of us in the health policy sphere have known for a long time: consumers are not embracing health savings accounts.  Why?  Well, according to the Journal:

- Most employers are not investing the resources – in coverage or education – needed to jumpstart enrollment in the plans

- Many consumers are confused and dissatisfied with the plans.  In fact, those seeking information on the cost and quality of medical services are often frustrated and ill-informed.

The litany of consumer complaints about health savings plans goes on.  In fact, perceptions were so negative that one expert said the data indicates that consumer-driven plans should be significantly retooled.

Clearly, the solution is better education and communication with employees.  But, with few companies having the time and resources to invest in these tools, the future of consumer-driven health plans looks very grim.

As readers of this blog are aware, my firm, Envision Solutions, recently published a report focusing on Americans’ views of pharmaceutical industry support of non-profits. Shortly after it appeared, Eli Lilly and Company announced that it would fully disclose grants it awarded to US based non-profits for continuing medical education and other purposes. I think Eli Lilly’s move is a good one, as I observed last month in PR Week.

Now, a coalition of advocacy organizations, including Public Citizen, has released a letter urging pharmaceutical companies to “disclose industry funding to charitable and educational organizations” on a global basis. News reports indicate that some companies are thinking about disclosing this information, but will need to think about the policy, financial and communications implications of such a move.

As I’ve said before, non-profits and pharma companies should be looking for ways to proactively communicate about their cause alliances. For those interested in getting ahead of this issue, Envision Solutions’ report offers some guidance. To learn more about it, please click here.

Source: Pharmalot