Crowdsourcing and Co-creating for a Patient-Centered Health Communication

If one metric by which to determine the relevance of communication and marketing to public health practice is the extent to which they are capable of creating—or contributing to—beneficial changes in each of the five fields of influence synthesized in the People & Places Framework proposed by Maibach et al. (2007) ¹ (see Chapter 1) and most people are driven by a need to influence the outcomes that affect their everyday lives (Edward Deci and Richard Ryan, 2002) ² then crowdsourcing and co-creation can represent a very effective way to encourage communication among patients and between patients and health providers (both physicians and pharma/biomedical managers). If well planned and implemented a crowdsourcing or co-creation project may become an “innovative” way to engage patients and generate change while communicating a message that is, disease prevention) or a brand. In fact, as a significant part of a crowdsourcing competition/co-creation project it is crucial to focus on: https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9781315609713/7cc4f82f-8236-482b-b136-a9cedd2893ce/content/fig10_0_B.jpg" xmlns:xlink="https://www.w3.org/1999/xlink"/>

developing the marketing campaign;

developing and realizing events aiming at amplifying the message;

planning an effective social media campaign.