Nearly five years after a virus just 100 nanometers in size, about 200 times smaller than a cell, shook the world and reinvented the way science is communicated, it’s a good time to reflect on what lessons we’ve learned and what challenges we have in health communication. With this spirit, the 1st International Health Communication Congress has started, organized by the Vall d’Hebron University Hospital, with the support of the European University Hospital Alliance (EUHA) and the collaboration of Medtronic. More than 400 professionals from the field of health, communication and political institutions have exchanged reflections and experiences.
The pandemic accelerated existing trends, boosted the digital revolution and today technology and artificial intelligence are even more present in our lives. “It is advisable to be alert, because the generation of content and the flow of data also allow the spread of false information, which in addition to creating confusion, can increase skepticism towards scientific recommendations”warned Fran Garcia, director of Communication, Corporate Strategy and Citizen Attention of Vall d’Hebron, in the welcome speech. For example, it is not true that as we age we do not need to consume milk, since milk and dairy products are the main source of calcium in the diet and it is advisable to consume it at any age. Nor is it true that a mammogram causes breast cancer.
A more preventive health model
The pandemic has redefined the way science is communicated and has given new importance to public institutions in promoting health policies. “One of the lessons learned is that from now on we should avoid improvising decisions and plan the change towards a more preventive model”highlighted Dr. Albert Salazar, manager of the Vall d’Hebron University Hospital, a proposal shared with Johan Van Eldere, general secretary of the European University Hospital Alliance, and Dr. José Antonio Pujalte, director of International Relations and Cooperation of the Ministry of Health.
Communicate science, build trust
The challenges in disseminating public health policies, the role of hospitals and what is the most effective way to reach citizens were discussed at the first table of the congress, with Bhanu Bhatnagar, head of Press and Relations. with Media at the Regional Office for Europe of the World Health Organization (WHO); Marie-Agnes Heine, head of the communication department at the European Medicines Agency; Chantal Verdonschot, senior communications coordinator at EuroHealthNet; Abraham del Moral, communications director of the Health Department of the Catalan Government; and the expert Mariachiara Tallacchini, from the University of Piacenza (Italy). Fred Balvert, strategic science communicator at Erasmus University Medical Center Rotterdam, was the moderator.
To Bhanu Bhatnagar, “the pandemic has had a huge effect on the way science is communicated”. “An example is the visibility in public discourse that scientists, health professionals and other senior officials have gained. But just as data sharing allows for faster dissemination of critical public health information, the use of technical terminology and complex language can lead to confusion and mistrust, and it is also easier to misinform, share fake news and conspiracy theories. ”he has warned. For the person responsible for Press and Media Relations of the WHO in Europe, “The biggest lesson of the pandemic is the urgent need to develop strategies to communicate science more effectively and build public trust”. Marie-Agnes Heine has highlighted that the pandemic has been the biggest public health challenge for the European Medicines Agency since its creation in 1995. “Medicines regulators cannot work in isolation and one of the challenges we faced was consistency in health messages between member states”he recalled. “Different health messages can affect public trust, and thus we begin a new era of collaboration”he explained. This conference is an example of the collaboration you speak of. “We connect with other agencies, health systems, patients, healthcare professionals, the public and stakeholders, to ensure that we are relevant, heard and, most importantly, understood. “Good public health information is a public good.”has concluded.
Maria Chiara Tallachini, in her role as an intellectual and academic at the University of Piacenza (Italy), offered a critical look at institutions. “There are lessons to be learned, I believe that institutions should be more aware that communicating involves sharing knowledge with all its uncertainties with citizens and be very open to discussing it to create a more solid and trusting relationship”he said. Abraham del Moral, communications director of the Health Department, shared with listeners an action by the Catalan Government along these lines: the latest flu + covid vaccination campaign, in which they changed traditional communication in the media for a pilot program that informs to the highest-risk age group, 60 to 80 years old, via SMS, allowing them to get vaccinated outside normal hours and on Saturdays. “In a few days we have reached vaccination rates of 50% and we have saved costs”has shared. Now, they will analyze together with citizens whether a direct message is more effective than a traditional communication campaign that requires more resources.
As a conclusion to this first table, it is worth highlighting the reflection of Chantal Verdonschot, coordinator of EuroHealthNet, who agrees on the need for transparency, collaboration and clarity in messages to connect effectively with diverse audiences.
Institutions and journalists, a good relationship?
The second round table, moderated by Jens Hjalte Madsen Løgstrup, head of communication at Aarhus University Hospital, analyzed how institutions interact with the media and journalists, a relationship that must necessarily be fluid in democracy, although it is not always easy. The heads of communications at institutions such as Hôpitaux de Paris (France) or King’s Health Partners London (United Kingdom) – Isabelle Jourdan and Christie Norris, respectively – exchanged impressions with media journalists.
Corporate communication experts defended strategies to make responses compatible with quality information and the preservation of the institution’s reputation. Journalists, for their part, emphasized the need for transparency and access to experts. For Javier Granda, a journalist specialized in health, there is a before and after 2020: “Now, hospitals have specialized communication teams that make our work much easier, especially to combat fake news, but these same teams must take into account that communication channels change and young people have other sources of information beyond of radio, television and the press.
One of the challenges is that journalists who may ask for expert commentary one week may be on the verge of publishing an article with hard-hitting criticism the next, said Madeleine Svärd Huss. “In these cases, we must investigate the facts and explain them, for example, by organizing an interview with the expert from our organization who can answer your questions”said. “We must not forget that journalists are not the final audience, but the citizens”he pointed out. For her part, Christie Norris added that “Transparency is essential to foster a good relationship with the media”.
“Journalists and institutions work at different paces”Isabelle Jourdan, head of communication at AP-HP, managed to say. Valeria Román, a journalist specialized in health, agreed with him. “I want quick information, that’s right, but above all I want truthful information”he sentenced. “The key is transparency, being critical and comparing information; “Three sources will always be better than one”insisted Koen Wauters, journalist for VRT Radio and TV.
Stories that generate change
The day concluded with a metaphorical journey from the brain (reflection) to the heart (emotions). The third and final table of the day reflected on how interesting health stories are created and what the balance is between emotion and dissemination. The communication team at the Vall d’Hebron University Hospital knows this, which has human stories as one of its insignia. We can say that every day more than 50,000 people cross the doors of Vall d’Hebron or that every day 50,000 people arrive at Vall d’Hebron with fear, hope and a story to tell. “Our work begins here, finding and communicating stories that move people”said Vall d’Hebron Marketing Manager, Júlia Areny. A task that he shares with the two guests at the third table: Camil Roca, CEO of K1000, the agency responsible for La Marató de TV3, and Roxane Philippe, general director of HAVAS Red Health.
Anne de Gaulle airport
Roxanne Philippe’s name is not known in our country, but her actions are. She was responsible for changing the name of the Charles de Gaulle airport in Paris after Anne de Gaulle, her daughter, within the framework of a campaign by the Anne de Gaulle Foundation, which offers assistance to women with mental disabilities and without resources. “It is an example of how a good idea generates an impact on people and has a return”has shared. Another example is La Marató on TV3, heritage of Catalonia, along with the human towers and Sant Jordi. Its creator, Camil Roca, CEO of K1000, the agency responsible for TV3’s La Marató, has created a program that Catalans are proud of and that unites all generations.
The Marató, heritage and pride of Catalonia
Over 25 years, with a program that involves Catalan institutions and citizens, it has achieved 245 million euros for disease research. Each edition deals with a pathology, this year, respiratory diseases. And with a 24-hour program on Catalan public television, which combines dissemination and human stories, and a motto, “The Marathon says a lot about you”obtains millions of euros for research through donations. Each donation is unique, behind each one there is a story and generates this feeling of pride, of being part of a project “made in Catalonia” that crosses borders. Everything adds up: illness, solidarity, research.