STEVE ARMSTRONG
Head of Digital, Marie Curie
DIGITAL TRANSFORMATION
coincides with the clocks going forward. This is a great opportunity to talk about what our nurses are doing, as they work an extra hour through the night. We then use a mix of social and more traditional display channels to reach audiences that we know will have a connection with our cause.
FD: How have customer expectations shaped the way you communicate as a brand?
SA: Storytelling is always at the heart of what we do. We have a very clear social strategy, but I think in some ways it’s a bit dangerous to start thinking in terms of channels. We need to initially rise above that and ask what we’re trying to achieve, who’s the audience we’re trying to connect with, and what are the things that we can talk about as a brand. We’ve created two separate pillars that our content stems from: 'difficult conversations’ and ‘joyful moments'. This distinction is so important to our brand messaging. It’s a myth that what we deal with is all doom and gloom and
spend a lot of time trying to make that experience as smooth as possible.”
sadness. In our hospices, there’s quite a lot of energy and positivity there, despite being faced with terrible things that are affecting families, and we need to celebrate that as much the other. Only then do we start thinking about what channels we should be using to start influencing and reaching those objectives.
FD: How do you see digital transforming the charities sector in the coming years?
SA: I think that in the charities sector, and certainly in our type of charity, most of the innovation potential is actually in our service side, rather than the supporter and donor side. And I think there’s a real opportunity to get digital
Most people who are carers or who are terminally ill access our website via mobile, so we
closer to care. Tech can never replace the support or empathy that a nurse or hospital can provide. But having said that, I think there are opportunities around taking a more humanistic approach to the way we deliver our content online. I think technologies like AI are going to influence the way in which people are accessing the content and services we’ve got. There are already examples in the charities space of chatbots being created which are replacing static ways of navigating to the content that you want, and that is something that we should be trying to look at in terms of helping our patients and their carers get to the right information as quickly as they possibly can. It’s less about donating, but in terms of “Alexa, how do I administer a syringe,” I think that the opportunities presented by voice search, AI, and automation have enormous potential to impact our users and give our content a new level of accessibility. That is definitely the future.
mariecurie.org.uk
37 issue 31 spring 2018
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67
