New Powers for Medical Health Officers over Swine Flu

I should have seen this one coming from a mile away. While a lot of people still have their heads in the sand, the New Zealand Government have made Swine Flu a notifiable disease. In itself, that just makes sense, but in fact according to a NZ Herald story this morning, this means that they have authority to demand that people isolate themselves at home, or face fines or mandatory isolation in hospital or worse. 

There are many things to start thinking now, even if you still think it won’t happen to you. If you are isolated at home, do you have everything you need for at least a week? Will this mean that your family that lives with you or your flatmates will also have to stay home too? After all they will be at a higher risk of also getting infected. So if your whole house is quarantined, how do you get your basic supplies like bread and milk?

If pundits are right and it effects up to 60% of the population, or even only 10% are isolated, what happens to business? Grocery stores and other retailers who are in spittle distance of their customers will be at high risk because they are dealing with large volumes of people all day.

The schools represent a high risk, they have always helped spread illnesses, if one child has the measles, flu or any other contagious disease, it is a given that several others will also get it.

If people disobey the isolation requirements, then there are even greater risks, because this group will very likely carry the virus, so I have no problem with the mandate. However, the risk of people not obeying the rules is also high. In today’s economy, people don’t want to risk losing their jobs and many will continue to work because they need the money. In my office for example, staff get 5 days of sick leave a year, which is pretty easy to bite into if you have a flu or cold. There are people who will therefore have no sick leave, or not enough available and don’t want to use their holidays, but can’t afford to be sick without leave, so for as long as they can, they will continue to work.

Schools have been given detailed instructions on what to do in the case of an outbreak, including hygiene instructions, but in my opinion, most businesses are thinking that Bird Flu went nowhere and Swine Flu will do the same, so they aren’t taking precautions and they don’t have contingency plans should a large group of staff fall ill. The air conditioning systems will do a good job of spreading the virus, and some businesses may have to cease trading for several weeks, because while the illness might be gone in 7 days or so, people won’t be considerate enough to all catch the Swine Flu at the same time. 

Of course they could go to a Swine Flu Party. What sort of idiots would do something like that? Well it appears they are, using the same rationale that moms use when their friends children have chicken pox, “Let’s get it over with now”. The problem with Swine Flu is that unlike traditional flu, the virus has no respect for age or health and is capable of killing people of all ages and of course the domino effect would hasten the spread of this nasty illness. 

The new powers aren’t just a NZ initiative however, the same is occuring around the world, in Australia, Mexico of course and most other countries are now drafting legislation that will help them try to fight this problem.

So, are you ready? Do you still think it won’t happen to you, your friends or family, or perhaps your work mates? How prepared are you?

Proximity Based Marketing and Trust

In a previous blog I talked about how brands such as Subway could use Location Based Services (LBS) to promote their products to school students as a next step from their service where you can text your order through to the store. Location (x3) used to be the mantra of the retail industry, especially when consumers didn’t move far from their homes or work area. Of course today people are far more mobile.

I have frequently spoken about the value of PR as being far superior to advertising, which is a major problem for advertisers themselves. With Tivo, MySky and other services we can avoid TVC’s and with more and more people going online for their news, the advertising in print gets less views. The key point I make though is that people don’t trust advertising. In my Geosmart Blog, I wrote about the impact of this and the need to find different ways to deal with this.

Earlier this year in Amsterdam I spoke to a number of people who are developing expertise in the areas of social networking’ LBS and proximity based marketing and a common thread to this was in fact trust.

The marketers tell us that if the guys wear Lynx hygiene products, the girls will come running. In a previous blog, Why Do People Still Smoke? I showed a video of a doctor expousing the benefits of smoking. It’s no wonder that marketers and sales people are often looked at as shiny shoed spin doctors.

In 2006 Gallup asked pollsters to rate the values and ethics of a number of industry groups. Advertisers scored 11% on the high trust scale. Harris did a similar poll the same year and found that in contrast 66% of people trusted the ordinary man or woman in the street.

Amongst the changes that are happening in many areas these days are consumer advocates. Because people don’t trust advertising, and in many cases with good cause, they are turning to other consumers for advice. When I went to Jamaica a couple of years ago, I used Travelocity to read reviews from people who stayed at various resorts and used their feedback to book my stay and was pleased to find everything as I expected. As a consequence, I also used them to make my booking.

If 66% of consumers are happy to trust the man in the street, then what if we could give them access to their peers. This is of course where social networking comes in. Typically in a social networking environment, whether it is Twitter, LinkedIn, Facebook, MySpace, doesn’t matter, we end up developing online relationships (and real ones) with people that we associate with, that share our values and interests.

Mobile phones now offer a vehicle to extend the social networks into location. People now meet up in different parts of the world as a consequence of their location. I can use a number of applications to ask people in my network about local shops, accomodation or anything else. If I’m in LAX  for 6 hours waiting for a connecting flight, I can go onto Twitter on my mobile and see if any of my friends are nearby, or ask them what’s worth seeing, where is a good place for a coffee or a meal etc. I will then get their recommendation based on their local knowledge or experience. I can trust their feedback.

So I was talking about Proximity Based Marketing. If consumer advocacy is the most reliable form of marketing, there is an opportunity for brands to harness this. Off course the codicil is that they have to provide a great product or service because otherwise the mention will be poor and they need to be consistent.

One concept I’ve considered is a loyalty program around a hospitality brand, it could be a chain of bars, cafes or any other organisation. They could have a program whereby you got rewards for bringing other people to their establishment. For example, use a social network around their brand (a starting point could be as simple as a Facebook Fan Page) and then use your mobile to see which of your friends are in the neighbourhood. You could have an impromptu meet up at Starbucks and have the ability to send your friends an electronic coupon on their mobile, together with turn by turn directions and a map, to show them how to get there.

I’ve blogged previously about distressed inventory and Proximity Based Marketing. Imagine you go to the Cirque du Soleil and book via your ticket agency who is also a social networking site, such as EventFinder. A few hours before the show you get a TXT message offering you a deal if you can entice some other people to come along. You then use the location part of their application on your mobile to see where your friends are (as I do with Google Latitude) and send them a message with an electronic coupon to join you at the show, with a 40% discount.

A number of popular web portals, such as AA Maps, Wises, Google, allow you to rate / review businesses or locations on their portal. Wouldn’t it be good if you could access this data on your mobile in real time? But it would be even better if you can link a real time recommendation from a ‘friend’ to a location based service. Where’s a good place to get a coffee at Miami Beach? A friend replies with a name of a cafe, which automatically gets linked to their geocode (location coordinates) and as your mobile knows where you are, it can then request and display turn by turn directions and the map. The friend then adds, “If you can get there for 2PM I’ll meet you there.”

All the pieces are already in place and Beta sites are starting to pop up, offering these sorts of services. GeoSmart can provide the tools and data required for New Zealand and are already working with parties to support better maps and Location Based Service for New Zealand. Perhaps you should start thinking about how you can use location and consumer advocacy to drive forward your business.

If you feel that my blog is interesting I would be very grateful if you would vote for me in the category of best blog at the NetGuide Web Awards. Note that the form starts each site with www whereas my blog doesn’t and is of course http://luigicappel.wordpress.com.

Thanks so much for your support:)