Question 13. Developing a program of measures to attract young mothers as K2M clients
Due to the outstanding intellectual contribution of the OmniExpert team it became possible to decide on the priority of working with young mothers. We offer to discuss what special functionality the platform should have and what marketing steps need to be taken to ensure the inflow of a large number of young mothers from different regions and countries as clients.
Women mostly like to go shopping. Can not large international trading networks (primarily those aimed at mothers and children) become a channel for disseminating information about K2M? For example, together with a check for a purchase, issue some K2M promotional code
Among possible candidates to me come Mother Care and Hamleys. But, for sure, the list is much larger.
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Perhaps a dubious but tempting proposal is the public nature of distance counseling for a particular mother of a particular child
Before setting forth my new idea, I will make a reservation that I am not 100% sure of its ethics. When we talk about counseling for adults or adolescents, strict adherence to medical secrecy is absolutely necessary. But if we are talking about advising a baby, maybe, his mom's advice (with the consent of the mom herself, of course) can be made public and open
This will be a public example that many other mothers may be interested in. And decided to take such a step, my mother will get consultations for free.
But here remains an important ethical question: can mother disclose information about the health of her, say, a month-old baby. Because in 30 years the child can say: why on earth did a lot of people find out that I had colic? Maybe I'm exaggerating, but I see this decision in the marketing plan as a winning one, but I do not know how ethically.
Certainly there are moms, who are concerned about the confidentiality of information about the health of the child. But there are several examples that prove that the other mummies are the majority: Program Let They Say + Male / Female Show on Channel 1. In these programs, the most intimate details of people's lives, including children, are exposed for show.
And also different activities of young mothers - competitions from diapers, children's jewelry brands, clothing brands, where photos and personal data of children are sent.
In addition, there are many forums where sickness stories and photographs of child extracts are downloaded.
There is one more point: In China, as is known, introduce a rating system for all citizens of the country. Orientalists in this regard say that historically it happened that the inhabitants of the Middle Kingdom are not particularly zamorocheny on the privacy of private life. Therefore, through this move, you can try to go to Asia.
The fact that you can find such mothers, I have no doubt. The question is, can they be entrusted to manage personal information about their children, even small ones. And this is not a legal, but an ethical question. Probably, this is an occasion for the work of the Ethics Committee.
Perhaps, K2M should pay attention to countries like Laos. And in general, partnership with this project can be promising, because it is directly related to medicine.
I propose this approach to the solution of the ethical question. By analogy with the legal: everything that is not forbidden is allowed.
That is, it is perfectly logical to ban certain outstanding things from the list, and leave the rest at the discretion of prudent moms. Issue warnings about borderline cases. Create ethical recommendations and cases - which topics should be discussed publicly, and which should not be advertised.
There will be "moms-trolls", but I think they will be miserable. And in case of abnormal behavior, they can be blocked.
Perhaps I did not explain very clearly what I mean. In my opinion, the platform should, from the very first steps, demonstrate increased attention to ethical issues (given that telemedicine has not raised many ethical issues due to its very short history). Such an emphasis on ethical issues will make the platform the ideological leader of the industry.
Returning to the topic under discussion. Let her mother be prudent, but does she have the right to dispose of personal information about her child's health, let him be one month or one week old? Probably, this question can be answered positively, but the Ethics Committee, in my opinion, should disclose the reasons why the mother is given such a right. In addition, probably, it is necessary to approve the list of information about the health of the baby, which can not be made public under any circumstances, regardless of the opinion of the mother. For example, the delay in mental development, since such information after many years hypothetically can interfere with his career. About colds and colic without problems, you can tell, of course, if your mother does not mind.
The emphasis on caring for an ethical component must be compulsory, I fully agree with this. But over the list of such information should work well. After all, the disease can be cured only by naming it.
You can enter restrictions on the tone of statements (rude, offensive, etc.) when discussing a topic or in general to limit the access to public discussion in a number of cases. But the topic itself should be formulated in medical terms in an exhaustive way.
Publicity does not necessarily involve the disclosure of all data. Consultation can be considered public without specifying the real names of the parent and the child?
Theoretically, of course, you can not specify names. But will the marketing effect be lost because of this? It's quite another thing, if it's about a specific mother of Maria Sidorova, who has two children: Seryozha and Dasha. Serezha often has a cold, Dasha has an allergy ... And it would be nice if Mary would blog (you can directly on the platform site).
I'm not bothered by rude statements. The ethical problem I see is that if the mother is given the right to publicly talk about the health of the child, then this can somehow interfere with his future (work, personal life) after many years. Or just be personally unpleasant to him when he finds out about it. Therefore, some restrictions and assurances are needed.
If the platform artificially restricts it, it may not please the mother.
Central Asia - mothers. They consider themselves reasonable and adequate. If initially to say that the platform is limited by some rights of mothers, even with the purpose of caring about the future of their children, it can strongly repel.
For example, I'm not sure that my mother already has this right. The mother is responsible for ensuring that her child has grown up healthy and happy (including mentally). Legislation in many countries even presupposes "taking away" the child from the mother, if she treats him improperly.
However, as I said, here in my opinion the issue is not legal, but ethical.
Telemedicine is a previously unprecedented phenomenon due to the fact that "doctor's reception" does not take place in the office, but on the Internet. And K2M, in my opinion, should demonstrate that it takes very seriously all emerging ethical issues, even in small things. And if she takes a decision with a non-obvious ethical interpretation, she must be able to explain it and identify the limitations under which the decision will act.
If K2M does not do this itself, then there will be its critics and then have to defend themselves. And this is not the best situation.
As for the impact on Central Asia, it will be minimal, because it can be about making stories with two or three mothers (for example, Russian, Vietnamese and Canadian - or some other to show the diversity). But even if we are talking about the destinies of only two or three children, they can not help but be a preldlament of platform care. And the platform should show that it has taken reasonable steps to ensure that such publicity does not become a problem for these children in the future. Special agreement of these mothers - it is necessary (perhaps, their fathers too). But in addition, it also requires certain restrictions on the nature of the information disclosed, for example, in the form of the premoderation of the posts of these mothers.
The mother is responsible for ensuring that her child has grown up healthy and happy (including mentally).
Accordingly, if a child has health problems, then she chooses the way to solve them. If in order to solve the problems of the child, it is necessary to disclose information about his health, she does so.
There are many cases where for charitable gatherings the mother discovers all information about the disease and adds emotional details.
After all, in this case, more people will donate money, and the child can be cured better. In this case also.
But in this case, the discovery of information will not help the child's health. It can spend mother's motherlessness, perhaps, to bring her some money.
I'm really only for publicity for marketing purposes. But I would like to precede such publications with a notification that before the publicity was allowed, some work was done to investigate the ethical aspects of such a resolution and this ethically responsible decision, because not any mothers were invited and reasonable restrictions were introduced, Taking into account the possible interests of the child. In my opinion, every opportunity should be used to emphasize how deep the platform is working on all issues of an ethical nature. In my opinion, this should strengthen confidence in it.
In this case, the care of the child should be positioned as a continuation of the care of the mother about the child, and not opposed to one another. Because in this form it is possible to interpret the platform's concern for the child in the form of protection against inappropriate actions by the mother.
It's not about caring for a child, it's about caring for a person (big or small) in general. This is about the fact that in any case, whether it is a question of treating a child, an old man. Women, men, dogs or cats, the platform is guided by the principle of "do no harm" and therefore pays an emphatically increased attention to all ethical issues, and the addressees of this message must be doctors and authorities and patients, including moms, dads, grandparents. It will confuse, but the lack of it will confuse even more.
We are discussing the common goal of making the platform a success. The breakdown into individual questions is of an auxiliary nature.
I think that whenever a decision implemented on the platform deals with ethical issues, a disclaimer should be published explaining the reasons why the Ethics Committee has made just such an implementation and the restrictions that have been made. For example, how the rights of the child were taken into account, if we talk about this case.
Parents already and so officially are the official representatives of the child before his majority - in a nutshell, this is the case in all countries. Another question is that in different countries, age is considered to be of legal age. This, too, will have to be taken into account somehow.
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Benefit or "freebie" as an excuse to run word of mouth in a mummy environment
Communities mozlozhyh mom - a very common and useful thing. In communities, moms share useful information, make joint purchases and plan joint activities. Communities are different - from benches in yards, meetings in cafes and clubs to a variety of Internet forums. The bottom line is to come up with a cool product for mothers who want to share. The use of this product should go off scale, and the time limit - to press. The product should be directly connected with the services of K2M. Having tacos
I'm not Mom, but it seems to me that it should be just a package of services (counseling, a "child development diary" service that is filled by the mother, but the doctor is looking after, etc.). And you can make gift certificates for this package, which you can give to moms after giving birth from their friends and acquaintances.
It is easier to answer the last question. In my opinion, should be in several, because the project from the very beginning should position itself as global.
That's how they find out - the question is more complicated. Are there, for example, popular mom bloggers read by other moms
Or, maybe, it is more correct to focus not on mothers, but on pregnant women. There are channels for rapid dissemination of information among them
Or pay attention to dads - how to catch themPerhaps, it is necessary to place advertisements in sports bars, for example
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Cooperation with internet resources focused on young mothers
Internet resources targeted at pregnant women and moms are popular all over the world. Perhaps it makes sense to negotiate with several online sites about cooperation. Alternatively, it could be a section of medical consultations at the forum on a number of issues where pediatricians of K2M will consult, possibly in the form of free on-call consultations. For all other issues, a transition will be offered for consultations on the K2M platform. Where to start - popular in Russia resource www.materinstvo.ru. The creator is Anna Khrustaleva. Currently there is a section of online psychological counseling, previously there was a series of medical consultations - a pediatrician, a neurologist, an orthodontist, an allergist, etc., but now they are all in the archive and many questions remained unanswered. Http://forum.materinstvo.ru/index.php?showforum=144. With the help of K2M, you could "revive" this section of the forum. The second variant of interaction is placement of articles of an advertising nature on forums, sites for mothers. Also cooperation with bloggers specializing in children's topics.
There is but - no concept of "pediatricians K2M". There are doctors of different specialties who register for K2M confirm their qualifications and use K2M as a platform for communication with patients. But at the same time employees of K2M do not become - to force them to give free consultations somewhere not. Idea And are not young moms interested in the theme of toys and educational games Question Maybe catch them through this. At the same time you can find partners whose games and pears will be sold via K2M - another channel of monetization.
I heard that now a particularly urgent issue - the problem of breastfeeding. Perhaps the environmental situation has greatly deteriorated, perhaps, the stresses of modern life - many complain about the problems in this matter. A lot of prejudice exists on this topic - what to eat and drink, how to behave, to improve breastfeeding and maintain the health of a young mother. Here it would be important to highlight the issues of the influence of breastfeeding or its absence on the child's future health - not only physical, but also psychological. Let the authoritative experts publish modern views on this issue - and the mass of readers will be immediately interested, especially if it's not just text, but video interviews - so more visible, and you can watch on the road, in line ... now, smartphones are almost everyone.
About the game there are doubts - here doctors mums without special need. It is important for moms from a medical point of view - a healthy healthy diet, for children of different ages. What to believe? - "not all yoghurts (juices, cookies ...) are equally useful." Every manufacturer praises his product - maybe it's true, but for another age of the child, or not for any state of health ... There are allergic children. Diabetics .... and many other difficulties. Here, many mothers could be interested in exactly the medical advice, and purchase baby food, approved by doctors K2M. That is, a respected independent children's nutritionist is seen as necessary here.
The nutritionist - yes. But I would not refuse to play games either. After all, intellectual development, development of motor skills - it's mom, too, cares. And I would go to the border "medical - not medical." If this helps to attract moms to the platform - not necessarily everything should be strictly medical, the main thing is that remote Internet consultations are appropriate and attractive.
How can K2M be useful to such Internet resources? Internet portals, of course, are the most obvious partners. Only in what can be their interest in such cooperation?
Perhaps doctors cooperating with K2M could publish some articles summarizing their experience with mothers and children through K2M on various aspects of child health on these Internet portals. It would be help with content.
Mummies participate in all sorts of actions. Often, diapers are sold in promotional packages. One of such actions can be medical K2M-escort of the first year of a child's life. We need to negotiate with P & G. Pros - an outlet to the target audience, attracting attention to the platform and scale. We need to think over what to interest P & G.
Generally, it may be worth considering some kind of customer service - for example, accompanying and caring for the health and development of the child during the first year of life. And here the approach can be quite different than with adults. It is not the patient who writes for a consultation with a doctor, but the platform itself is reminiscent of, say, weekly consultations, and perhaps not only pediatricians (and not just doctors). And enrolled in this program could receive some packages from partners (including, say the same Procter and Gamble) with a certain periodicity.
Tatyana, I will raise the task you set - what can be of interest to P & G and other companies? Can P & G view K2M as yet another promotion channel? We will try to draw up a program of cooperation.
I think that to attract both P & G, and other similar companies, you can only one - a very large audience that could become an audience for the sale of their goods. Or at least the plans to win such an audience.
That is, K2M in my opinion should say: look, I have (for example) a plan to attract one million mothers from ten countries during the year. And for three (five) years I have even more ambitious plans. And we will achieve this at the expense of such and such factors. But what factors - we must come up with
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Grandmothers of newborn grandchildren are also interesting
I propose to clarify the wording - a group of priority interest to call - young mothers and grandmothers of newborn grandchildren. Grandmothers of newborns are usually very concerned about the health of a newborn and young mother. However, due to changes in living conditions and the emergence of medical and pharmaceutical innovations - they are worried about catching new trends, learning new tips that have recently appeared, new effective prevention measures that they are unfamiliar with.
With grandmothers - a very interesting idea, but here is an important ethical issue. It is known that sometimes between parents and grandparents, there are disputes about the upbringing and treatment of children. If both mother and grandmother will have access to advice on the same child - will this not become a ground for conflict Question How generally it is necessary to regulate access to consultations of relatives of this or that child is a big and interesting question for discussion.
Who consults with whom and what kind of advice he/she has got - this is a medical secret! So it's impossible to find out about such a coincidence - that means there is no ground for conflicts.
The question is, can such a coincidence be allowed in principle. Every person in the system has a medical file. If it's an adult, then you can only discuss it with him personally. If this is a child, then you can discuss it with your parents or guardians. Can I be allowed to discuss it with my grandmother - a great ethical question Question
Now there are such options when, after the divorce, both the mother and the father have new families, new children ... and the child (or children) from the family that was before, they are already uninteresting (yes, it happens, unfortunately! ). Grandparents become parents in a way - but they are much more worrisome, because they find it difficult to grasp modern concepts, they are lost from the abundance of new new drugs, from the variety of conflicting tips that the Internet is full of ... Here, to such grandparents, this service is simply necessary !! I talked with such a family - they called me very often and asked for everything - although I have nothing to do with medicine - they just wanted to understand, in the modern world it is considered right to do it-unlike what they remember from experience in Old times .... They know how to go online, but just drown in it, and it is not clear who and what can be entrusted to the health of a precious grandson - especially since a child after a divorce is always morally injured ...
If the grandmother is the legal guardian of the child - the question, of course, is clear. And if not Question Only parents can represent the interests of the child. Of course, parents can neglect their duties, but this platform is not known, Can a doctor of the platform discuss the state of the child's health with a person who by law is not his representative, although very attached to him Question
From the point of view of the Russian legislation it is quite obvious that grandmothers can not be advised on child health issues (if the child does not have parents). Therefore, counseling is possible only in the form of impersonal consultations (hypothetical, theoretical).
And then there is a greater ethical question - whether the impersonal consultations are permissible. Let's imagine that the grandmother asks an abstract question about, say, "a boy of five years," meaning, of course, his grandson. Gets the doctor's answer and try to apply the received recommendation already to a specific child. Do not hurt such a recommendation to an "encrypted" child? Will not this undermine the reputation of the platform?
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Cooperation with popular pediatricians and other doctors
Many people use the Internet to visit well-known doctors, authors of books. You can invite famous doctors from different countries to participate in the K2M project. 1. You can organize special sections on personal websites of such doctors with the transition to K2M. This kind of section on the doctor's website can be organized similarly to consultations on the site of the famous American doctor Dr. Oz (www.doctoroz.com): 1) Introduce the symptoms for the consultation 2) get the results - what it can be, what measures should be taken and how it can be managed 3) Referral to the appropriate section of K2M (Dr. Oz here - fast Organization of your visit to the doctor). I think for well-known doctors, this is an opportunity to cope with a large flow of questions. If the doctor does not have the opportunity to respond to everyone, K2M doctors can advise, and for a link you can pay a certain percentage. 2. It is possible to provide for K2M separate exclusive consultations with well-known doctors, who have great authority and confidence - like Komarovsky, for example.
Also, there are doctors who are registered as mothers in relevant forums and communicate on different issues with other users. They share their experience and such mothers-doctors use authority on relevant resources. The fact of advising these doctors (bloggers and forum participants) on the K2M platform will undoubtedly attract new users and will promote the dissemination of information about K2M.
I do not see any motivation for such doctors-owners of sites to cooperate with K2M. It turns out that they refer patients to a competing solution. Because by going to K2M the patient can choose a cheaper doctor, for example. May need to cooperate not with doctors at all, but with other characters that are directly related to children or young mothers Question
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And what about farthers
They need advices on the health of kids quite often as well. Especially after divorce.
Women mostly like to go shopping. Can not large international trading networks (primarily those aimed at mothers and children) become a channel for disseminating information about K2M? For example, together with a check for a purchase, issue some K2M promotional code
Among possible candidates to me come Mother Care and Hamleys. But, for sure, the list is much larger.
Before setting forth my new idea, I will make a reservation that I am not 100% sure of its ethics. When we talk about counseling for adults or adolescents, strict adherence to medical secrecy is absolutely necessary. But if we are talking about advising a baby, maybe, his mom's advice (with the consent of the mom herself, of course) can be made public and open
This will be a public example that many other mothers may be interested in. And decided to take such a step, my mother will get consultations for free.
But here remains an important ethical question: can mother disclose information about the health of her, say, a month-old baby. Because in 30 years the child can say: why on earth did a lot of people find out that I had colic? Maybe I'm exaggerating, but I see this decision in the marketing plan as a winning one, but I do not know how ethically.