“We need a stronger cooperation with the media”

Launch of GoDirect: ICT for Health

Published: 10/23/2008

The European Commission (EC) has been heavily involved in health IT for many years already. However, the EC’s eHealth projects have not always attracted the public attention they deserved. Mike Palmer of the EC’s “ICT for Health” unit gives an overview of their communication activities and highlights the reasons why the European Commission supports the GoDirect news channel on eHealth policies, initiatives and technology at www.healthtechwire.com/ictforhealth.

The EC is both supporting and initiating a variety of eHealth activities. How is the EC currently communicating what it does in eHealth?

The European Commission uses various online media. It publishes its own newsletter and provides information through several websites. Our unit frequently responds to requests for media interviews and articles and, of course, we publish reports on eHealth policy activities, projects and studies. These are the first steps towards communicating the EC’s eHealth activities. In future, this should be complemented by a stronger cooperation with the media.

HealthTech Wire is addressing opinion leaders in healthcare. How would you describe their relevance for raising awareness about the EC's eHealth activities?

It is absolutely relevant to address opinion leaders. HealthTech Wire will help us better target specialised news media and get access to the editors in charge of eHealth. An important multiplier, HealthTech Wire will be a key component of our communication strategy - helping us to promote our eHealth activities and projects in research, as well as communicating our eHealth policy.

Can journalists, NGOs and leading CIOs help "localize" EC news and messages to bring them closer to the people in their countries or regions?

Certainly. They are closest to their readers or target groups. They know their audience and the way to address the different topics. They have a precise view of the local information needs. Getting access to local opinion leaders will spread the message widely about the EC’s policy and projects.

Many eHealth projects today take place in the form of public-private partnerships. It is the industry that actually executes much of what is prepared and tested within European eHealth projects. How does the EC cooperate with the industry?

Apart from funding research projects that involve industry representatives on the consortium, the EC has two specific links with the eHealth industry. Firstly, the EC's ICT for Health unit has created the eHealth industry stakeholders' group, which is made up of four key eHealth-related organisations: Continua Health Alliance, European Coordination Committee of the Radiological and Electromedical Industry, European Health Telematics Association, and Integrating the Healthcare Enterprise initiative. The eHealth Industry Stakeholders’ group has made regular presentations to the i2010 sub-group on eHealth, the group of 27 Member State representatives for whom the Commission organises regular meetings. Most recently, the industry group played an active part in contributing to the development of the eHealth strand of the Lead Market Initiative.

And the second link to industry?

The EC is co-organising The World of Health IT. This conference has been designed for and by the healthcare ICT community in the European region, including health technology vendors and providers. The next conference will be held in Copenhagen from 4-6 November, 2008 (www.worldofhealthit.org).  Prominent representatives from major public and private sector organisations will offer perspectives on emerging trends. The multi-track educational programme will highlight current and future challenges for the health ICT community in relation to efficiency and deployed services. The conference will stimulate engaging debates around the most important topics in today's healthcare ICT community, provide practical solutions and enhance eHealth-related learning through thought-provoking educational sessions.

Another key event is the annual high-level conference on European eHealth. What can we expect from the upcoming 2009 event?

The eHealth series of events is a yearly milestone in developing, increasing and strengthening cooperation among Member States in the field of eHealth. The next conference, entitled “eHealth for individuals, society, and the economy”, will take place in Prague in the Czech Republic on 19-20 February, 2009. It will be organised by the Czech Ministry of Health in cooperation with the EC. Topics that will be addressed include the protection of personal data and the right to privacy, accessibility of health information, interoperability and, obviously, multinational EU eHealth projects such as the epSOS project.

Mr. Palmer, thank you for your time and answers. (HTW)

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