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.
12 comments:
Looks like a $20 million+ (at a rough guess) communications and media campaign is about to start. They'd better be sure they can deliver the goods or Mr Rudd will get very angry as the federal election campaign gets underway and Mr Abbott will be delighted. This is a very high risk approach with enormous downside and not too much upside methinks. Who's behind it NEHTA? or MEDICARE?
These documents don't appear to be on the NEHTA web site. Safe to assume that they were leaked to you?
So we are going to have much much more publicity paid for by our taxes telling us how good it will be when we have the fabled e-health working. Pity that NEHTA has not actually produced anything yet that anybody can or would use.
What does it say about all the consultants and program management they put into this if they have to resort to this level of public relations spin? wouldn't want to be in any of their shoes right now. Let's see who is on the payroll but is very, very quiet about it.
Has NEHTA changed its modus operandi and decided to use your blogspot to call for submissions and public comment?
Why didn't they think of that earlier? With such a wide readership that's quite a novel idea.
Has Godwin Gresch changed jobs?
I am dissapointed. There are so many people such as yourself and readers of this blog, myself included, who are passionate about the difference that IT can make in delivering a more sustainable and robust health service, why waste this 20million on a communications strategy with marketing agencies who doesn't understand the way the health service and infrastructure works.
Thursday, February 04, 2010 4:28:00 PM poses a very sensible question on the assumption that the money will be "wasted". His words not mine. The fact of the matter is I agree with him on a number of counts, two of which are:.
1. The organisations chosen don't believe they need to know much about how the health system is structured and operates - they are above that - they are the comms experts and they look to health experts to help them synthesize the message. Those health experts are various people like Kerryn Phelps, Murkesh Haikerwal and others. Are they motivated by the money? Do they believe in the message and the need for a comms program at this time? IF the comms program is premature they should be giving a great deal of thought as to why they are exposing themselves and their reputations in this way.
2. If there is the slightest chance NEHTA has not got the goods and is not able to deliver then a comms program at this point in time will do untold damage to the market environment. The negative impact of a failed comms program through an inability by NEHTA to follow through with the deliverables that back up the claims being made will destroy the slim margin of credibility that ehealth has left in the consumers mind. This should be avoided, but it is unlikely a desperate injured animal flailing away and gasping for oxygen will pay any heed to that if it perceives that its last chance of survival is to beat its drums and blow its trumpets.
The sooner NEHTA is put out of its misery the better - for everyone. Let's face it, NEHTA was a failed experiment from the beginning. I have reviewed your earlier blogs and warnings from when the blogspot first started and the consistency of your message is clear and striking. It's inconceivable that NEHTA and its Board and the Government have not paid more (excuse the pun) attention. It is difficult to disagree with many of your readers comments which I have come across - most seemed pretty balanced.
Looks like the NEHTA spin machine has started firing up. Have a look at:
http://www.myehealthcareer.com.au/
The tagline:
Join a dynamic team, build a better future, create history, become a trailblazer. The Revolution Starts Today!
I certainly wouldn't recommend clicking any further though if you do value your ehealth career. What a joke!!!
Well - at least they got one thing right if the chattering clases are anything to by ------
------ The Revolution Starts Today!
How many of the 20+ jobs advertised are to replace thems that left? The logic is that there is no way NEHTA can be growing given the mess it's in , so the only conclusion one can reach is that these jobs are to fill leaking portholes.
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