Outline Messaging for Digital Healthcare Prepared by Weber Shandwick

What’s your story?

Messaging document Overview This document is an initial step in preparing a set of key messages to be used to promote the role of Digital Healthcare. The document has been drawn together following a messaging workshop held during the P4 Digital Healthcare Convention in Inverness. The messaging needs further development, however it provides a good base for going forward and to be used in all materials promoting Digital Healthcare, be that media releases, leaflets, external documents, video, website etc. The messaging forms a guide as to the structure of all communications and what we want the audience to think and talk about. The next key step is to create a story plan and case studies to bring Digital Healthcare alive, understandable and accessible. Word Cloud All the words and phrases minuted from the messaging session have been turned into a word cloud. The word cloud places the most commonly used words in the centre of the cloud and in the biggest type, giving a clear indication as to what the most popular words were from the group. Messaging House Three messaging house have been drawn up to define Digital Healthcare, its purpose and what it will deliver. They cover three target audiences: Government / Investors; National Media; Healthcare Sector. Each messaging house is supported by four key pillars which underpin all activities. Each of these activities should have a number of “proof points” which can be used to provide evidence for our messaging claims. The key pillars are intended to act as prompts and embrace core messaging points which define Digital Healthcare. Proof points/facts should be used as examples to illustrate and ‘paint pictures’ to support these messages. The ‘picture pillars’ are a method of easily remembering key words and messages which will be used to ‘pass on’ negative or difficult lines of questioning.

The most popular words, the largest, should be considered for use in all key communications about digital healthcare.

What is it important for audiences to know about digital healthcare? That we need it Culture change How do I use it What’s in it for me Cost Safe Saves lives Accessible Confidentiality What happens when it breaks What do you want people to say about digital healthcare? I recommend it It worked for me Fabulous Why didn’t this happen before Expert help from home Next level Improved my quality of life I feel safe Better than before What do you need people to do? Be flexible Accommodate change Realise there are votes in it Cherry pick this one Build cross party support Not an excuse for cuts Be a champion Buy in Be honest about the need for change

What general messages do you want to put across? Government / Investors Beneficial to you Carbon footprint Case Studies Travel Time Status Quo not sustainable System – no magic bullet Ownership of your own health Promoting independence A major shift in care Economics – private and public markets Not about lower quality healthcare – higher quality Collaborative approach Messaging about public/private Channel to market National / Media Brand new concept which will change lives People need to be educated This is a single pathway of care A revolution in technology Live saving on a national level Rural healthcare to change forever Healthcare issues are addressed faster and better Healthcare Sector Remote Comms Amazing It works Savings Changes lives Better than normal One place Provision can be anywhere Reassuring

What crafted messages do you want to put across? Government & Investors We need digital healthcare investment now to deliver world class health care across the country Job creation in the Highlands Advances the Highlands onto a world stage Centre for Health Science, unique collaborations (businesses and universities) The status quo cannot continue (will reduce pressure on hospitals and carers) National Media This healthcare revolution will change lives, save valuable time and resources Cutting edge technology Future solutions for healthcare Socially inclusive Positive impact on patients Saves lives Healthcare Sector Reach out to your patients any time, anywhere Investment will eventually lead to savings It works Accessible Expertise is here Socially inclusive Access to healthcare through laptop, phone and TV

Some newsworthy stories we have identified Healthy Space Website Translation of ECG (Stornoway to Raigmore) Remote patient monitoring from Aviemore Mountain Rescue Healthsystems (Remote diagnosis pods) Dufftown Hypertension Project Guided Endoscope HIE pledge to have blanket broadband coverage Distancelab Grampian alter systems Moray walk to the moon project

Objectives During our short session we identified the following short to medium-term communications objectives for P4 in the Highlands and Islands: To secure buy-in from the UK healthcare sector To secure political support for P4, which will lessen the burden on our hospitals and healthcare providers To position P4 as a credible subsector of the healthcare industry To promote P4 locally as a growing industry that will improve our health, provide jobs and improve the local economy To position the Highlands as a leader in the development of P4 Healthcare nationally and internationally To attract new research organisations and businesses to the Highlands and Islands, where there is support for them to incubate and grow