Schme of united conception disease prevention, edutacion and helth protection

The point of the project is to unify and strengthen all initiatives leading to the awareness of the public in the field of diseases prevention, of increasing the cognizance of the general public of basic issues and problems of health service, in the sphere of awareness of patients and structure of the health-care facilities and their possibilities. The topics for this project are obtained from all accessible sources offering relevant and valid information. The priority is the use of generally beneficial information of institutions such as MZ (Ministry of Health), VZP (General Health Insurance Company), IPVZ (Institute for Postgraduate Medical Education) and others and fulfilling the aims of these institutions. The project will become a significant nationwide platform for presentations of specialized papers and studies of top-class experts in individual fields. The information obtained are processed within the project to all relevant forms and communicated to the target groups.

Aims of the project:

• disease prevention
• prevention of negative phenomena (drugs, smoking, healthy life style)
• informing the public of topical problems (care cover, additional charges for medicines)
• informing the public of therapeutical possibilities (self-treatment, medication records)
• informing the public of the structure of health-care facilities
• increasing of the positive image of medical facilities (trust of the public)

Sources of information and programs

• educational cycle of our own production
• educational cycles and programs of outside sources
• conception and projects of health-care institutions and professional organizations
• consultations with top professionals
• specialized papers output
• business communication, presentations
• other sources

Means of communication of information to general public

• audiovisual information program of health-care facilities
• information areas of medical facilities
• information areas of pharmacies
• transaction information server
• press materials - physicians, patients, companies
• CD, DVD media - physicians, patients, companies

1) Audiovisual information program of medical facilities

Audiovisual information program is a multimedia information system communicated to patients and visitors of a health-care facility by means of screens situated in waiting rooms of individual wards and other largely visited spaces. This system is currently successfully operated in tens of facilities within the Czech Republic and it is supposed to be expanded nationwide. A project of the internal ward of Motol Teaching Hospital has become a pilot project.

The main aim of the material presented is not only to make the time spent by waiting in a medical institution more pleasant but especially to provide the information about a hospital, a particular ward and to contribute to health education and prevention - those are important duties of medical facilities.

The presentation of the hospital and individual wards is communicated by means of material taken in cooperation with the management of the hospital and individual clinics. The program presents the employees of a clinic as well as its main spheres of activity.

Health education is then represented by putting on educational programs which deal with a healthy life style, prevention of diseases and analyze causes and impacts of certain health problems troubling our population. At present other programs are being prepared which, besides health problems, deal with current situation of the Czech health service. Program is completed with the presentations of the partners of the whole scheme.

The program presented contains three basic sections:

• regularly updated part for a presentation of a health-care facility of its own (the contents is determined by the facility itself)
• health education part
• presentation of marketing partners serving for partial cover of the installation and operation of the system

Composition of audiovisual information program

Main aims pursued are:

• creation of a specific information system of a hospital
• cooperation on creation of nationwide conception of disease prevention
• informing patients about operation, planned future and results of a visited hospital
• emphasis on regional or nationwide significance of individual activities of a hospital
• encouragement of patients' trust in a visited medical institution
• offer of other services provided by a hospital
• completion of health-educational function of a hospital by putting on the educational program
• making the waiting time more pleasant for the patient and his/her companion

The whole system is (inclusive the manufacture section devoted to a hospital in a basic version for a medical institution) is free of charge. The installation and operation of the system is supposed to be paid by means of sponsor grants and payments for the broadcast presentations.

2) Information areas of medical institutions

Indoor as well as outdoor spaces are used as information areas of medical institutions. In these areas static marketing tools are placed which fully exploit a high effectivness in receiving information. The character and atmosphere of health-care facilities themselves contribute to this high effectivness. Information communicated to the public in this way must form a varied and interesting complex that will arouse interest of the public. Besides the health information and promotion of OTC preparations it also contains information of non-medical branches and not least it serves for the Brand marketing towards the medical staff, medical students, visiting doctors, patients with their companions and the visitors of in-patients. Strengthening of the make not only creates the relationship with a customer but also influences other participants of the distribution process, physicians and pharmacists in favor of the company. Together with the procession of information and management of marketing activities of external companies it is possible to create actively a conception of the use of these means and thus complete the operation of multimedia information system. Emphasis is especially on refinement, ethic, and above all on total effect of materials presented, which should contribute to the improvement of the atmosphere of surrounding areas and not in reverse.

The list of marketing tools available within:

Fakultní Nemocnice (The Teaching Hospital) Motol

Outdoor spaces at the main entrances to FN Motol - billboards, advertising areas, benches
Indoor spaces: main communication intersections - B1, fliers
Common spaces - B1, fliers
Pharmacies of FN Motol - B1, fliers, windows, stands
Waiting rooms of individual wards - B1, fliers
Spaces of specialist outpatient departments - B1, fliers
Lifts - B1

Basic characteristics of FN Motol:

• it treats 777 000 outpatients per year
• with the capacity of 2380 beds it treats 70 000 inpatients per year
• it has more than 5000 employees
• provides background for students of 3 faculties of medicine - ca 3000 prospective doctors

In the first stage of the project of marketing use of Teaching Hospital Motol areas outdoor areas on the grounds of the hospital are offered that are situated on the routes of the main entrance to the hospital. Of indoor spaces especially the main intersections, passage-ways with waiting rooms and main lifts are available.

Other medical institutions within the Czech Republic - hospitals, health centers, specialist institutes etc.

Audiovisual information program - waiting rooms - TV
- common spaces - TV, information board

3) Information areas of pharmacies

Within the project it is possible to communicate information to the public by means of all marketing tools in the premises of pharmacies. There belong advertising areas, fliers, information materials, media displays, floor advertisements, windows and others. Within pharmacies merchandising principles can be realized.

Information and education activity in pharmacies is carried out under the active support of professionally trained staff. Specialist seminars, lectures, product presentations and sampling actions are held.

4) Transaction internet server

Within the project it is possible to communicate information to the public by means of electronic advertisement and presentations on the medical server, which is used by several thousand customers from the ranks of physicians, pharmacists, distributors and hospitals.

5) Press materials - physicians, patients, companies

Within the project is possible to communicate the information to the public by means of all press materials. Company or other prospectuses, fliers, posters, billboards etc are involved. Furthermore, it is possible to use all means of a high frequency of circulation to present a logo, slogan or similar means.

6) CD, DVD media - physicians, patients, companies

Possibilities of a CD and DVD promotion and postproduction.

• educational projects
• company presentations
• video trainings for employees
• instructional films
• record of company events
• product promotion
• video business card
• multilingual versions
• animation, graphics
• printmaking on media, packaging

The authors of the project, its authors, operators and all the institutions that participated in the scheme strongly believe that this project will fill the empty space in the sphere of health service and will contribute to overall increase of the quality of the health service and the awareness of patients. Further they believe that the project will help all the business partners strengthen their activities and be successful in their daily work.

Company IPC Marketing, s.r.o. (ltd)

is one of the service companies of International Pharmaceutical Corporation a.s. (stock company). It offers marketing and promotion bacground not only to its own organizations but especially to pharmaceutical and health care subjects. More

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