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Information Overload & Health Decisions

#sxsw #txdecision

Illness is complicated. The tsunami of digital information currently available to most patients and caregivers doesn’t always simplify decision making, but can often make it worse. Further, the new role of patients as healthcare decision makers can leave these vulnerable stakeholders with a new burden to shoulder.
Simply put, to be useful, healthcare information must be delivered in a form where content and context is relevant and comprehensible to patients.
This conversation will facilitate the discussion among a physician, patient and medical communications expert to suggest new ways to successfully negotiate the “digital data dump” and associated patient alienation. Personalized digital storytelling will create a more informed decision maker and allow patients to appropriately contextualize their healthcare choices, to select options that best fit their needs.


John Nosta EVP, Sr Stragetist Ogilvy CommonHealth Worldwide

John is the #1 Kred-ranked social media influencer in health and included in the 2012 Pharma100 top influence list. He has been involved in the development of brand personalities, advertising campaigns and marketing strategies for numerous Fortune 500 companies. He has also been recognized for his ability to translate difficult medical and scientific concepts into material that can be more easily communicated to patients, clinicians and scientists. Earlier in his career, John was a research associate at Harvard medical School. Currently, he is employed by Ogilvy CommonHealth, the world’s largest healthcare communications company and has held a series of positions including Chief Creative Officer, Chief Strategic Officer and unit President.

Joseph Gattuso Chief Strategic Officer Ogilvy CommonHealth Worldwide

Joe has worked in the healthcare communications industry for over twenty-five years as Creative Director, Agency President, and Strategist. In 1999, Joe founded the first research consultancy in the industry dedicated to the study of physician-patient communications. The organization was founded on the premise that the application of state-of-the-art linguistic, behavioral, and cognitive science to the “moments of truth” when influencers and patients are sharing information, personal stories and experiences, applying technology and making life-altering decisions, would result in the creation of actionable insights and enablers to improve healthcare outcomes. Today, his group conducts research, program development and consulting in healthcare interactional linguistics, ethnography, narrative medicine, and computational linguistics. This research has been applied to healthcare professional and patient interactions in the health care professional’s office or clinic, hospital, chemotherapy suite, pharmacy, home and on-line information sources and social media. This research has resulted in over 45 peer-reviewed articles in major medical journals, presentations at the FDA and submission into the Congressional Record. Joe has been a featured speaker at major industry events, has published articles in major industry journals and was named by PharmaVoice as one of the 100 Most Inspiring People in the Biosciences Industry in 2006. Joe is currently Chief Strategic Officer at Ogilvy CommonHealth Worldwide.