1. C OMMUNICATION TO THE PATIENT Kajsa Wilhelmsson 05.03.2009 Prague

2. I MPACTING C HANGE The real incremental change occurs by the small steps forward we take every day Active involvement of the users

3. T HE OVERCOMMUNICATED SOCIETY The oversimplified mind The oversimplified message

4. T HE C HALLENGE “To say something doesn´t mean it is heard” “To hear it doesn´t mean it is understood” “To understand doesn´t mean to agree” “To agree doesn´t mean to do” “To do it doesn´t mean to keep doing it” Konrad Lorent”

5. O VERSIMPLIFIED MESSAGES : Seen from a distance Recognized from a distance Reed from a distance Understood from a distance

6. T EN S IMPLE R ULES Provide context and explain relevance

7. A WARENESS Need for stem cell research – Michael J. Fox http://www.youtube.com/watch?v=a9WB_PXjTBo&feature=related http://www.youtube.com/watch?v=a9WB_PXjTBo&feature=related Breast Examination http://www.breastawarenessguy.org/film.htm Alzheimers http://www.globalcharter.org/film/ Cervical Cancer - Since the reality television star Judy Goody was diagnosed last August, the number of women having the tests has risen 20 per cent in the UK

8. S WEDISH M EDICAL P RODUCTS A GENCY www.crimemedicine.com

9. The Audience The Content The delivery channel Message Received! B UT, IF YOU GET IT ALL RIGHT …

10. K AJSA WILHELMSSON +32-496 23 55 30