版權(quán)說明:本文檔由用戶提供并上傳,收益歸屬內(nèi)容提供方,若內(nèi)容存在侵權(quán),請進(jìn)行舉報或認(rèn)領(lǐng)
文檔簡介
CAMPAIGN1“YourChoiceOfDeliveryWay”O(jiān)bjective:Attractpregnantmom’sattentiononallergyrisk,andthenbuildconversationopportunitieswiththemregardingallergypreventionStrategies:LeverageC-sectionasthetriggertoattractpregnantmoms’attentiononthehighallergyriskandpreventionUtilizeHCPandrealC-sectionmoms’storiestoeducatepre-natalmomsObjective&StrategyMessageHouse為寶寶一生健康慎重選擇分娩方式剖宮產(chǎn)將給寶寶帶來多種健康隱患,寶寶過敏風(fēng)險或增加3倍過敏體質(zhì)會伴隨寶寶一生,并對其健康和生活產(chǎn)生長遠(yuǎn)影響剖宮產(chǎn)兒更需科學(xué)護(hù)理,建議盡早采取過敏預(yù)防措施剖宮產(chǎn)致使寶寶過敏風(fēng)險增加3倍剖宮產(chǎn)寶寶出生時沒有接觸到媽媽產(chǎn)道內(nèi)的細(xì)菌,加上術(shù)后無法立刻開啟母乳喂養(yǎng),使得剖宮產(chǎn)寶寶腸道健康菌群的建立會比自然分娩寶寶晚約6個月,不利于寶寶免疫系統(tǒng)的發(fā)展,同時也增大了罹患過敏的風(fēng)險臨床研究顯示,對于無家族過敏史的剖宮產(chǎn)兒,其過敏風(fēng)險將增加23%,而對有家族過敏史的剖宮產(chǎn)寶寶,過敏風(fēng)險可能提高3倍過敏是一個歷程,在寶寶成長的不同階段,呈現(xiàn)不同癥狀寶寶最早出現(xiàn)的過敏主要是食物過敏,牛奶蛋白是主要的過敏原,并表現(xiàn)為腹瀉和濕疹3歲到7歲是哮喘發(fā)生的高峰期,過敏表現(xiàn)主要為咳嗽、氣喘和胸悶7歲后的過敏類型主要表現(xiàn)為過敏性鼻炎若錯過早期干預(yù),過敏歷程將嚴(yán)重影響寶寶一生健康據(jù)統(tǒng)計,曾患過敏性濕疹的寶寶,日后患哮喘和過敏性鼻炎的風(fēng)險將升高3-8倍過敏的反復(fù)發(fā)作還可能帶來其他健康問題,并發(fā)多種疾病,給孩子身心健康成長和家庭的正常生活帶來長期的影響和壓力提高過敏預(yù)防意識,盡早預(yù)防寶寶過敏,可以阻斷過敏歷程,減少寶寶今后發(fā)生過敏的風(fēng)險母乳具有低致敏性,同時,母乳喂養(yǎng)是有菌喂養(yǎng)的過程,因此,世界多個權(quán)威組織建議,以純母乳喂養(yǎng)4-6個月以上是預(yù)防寶寶過敏的最好方法在因各種原因不能進(jìn)行純母乳喂養(yǎng)或者母乳不足時,應(yīng)在醫(yī)生的指導(dǎo)下,選擇經(jīng)過臨床驗證、效果明確的適度水解蛋白配方,降低寶寶牛奶蛋白過敏風(fēng)險PHASEI(Mar.17-21)PHASEII(Mar.29)PHASEIII(Apr.2–Apr.18)InteractiveLectureQ&ASectionConsumerSalonPhotoShooting(Wenyi&moms)KOLWeibo(Wenyi)WeiChat(父母堂/育兒網(wǎng))MobileApp(LaMaBang)VideoShooting(momsendorsement)ARITestKnowledgeDistributionVideooftheoff-lineeventandmoms’endorsementVideooftheoff-lineeventandmoms’endorsementARITestARITestARITestVideooftheoff-lineeventVideooftheoff-lineeventIncentiveKOLWeibo(Wenyi)MobileApp(LaMaBang)ARITestRegistrationforeventSocialPlatformsAllergyPreventionKnowledge(HCP&KOLmomDialogue)LeaveyourquestionsRegistrationforeventLeaveyourquestionsIncentiveRecruitmentObjective:LeveragerecruitmentactivitytorecruitrealmomsandcreatesocialbuzzaroundinfantallergyPhaseISocialEngagementBeforeTheEventWeiboStaff:Staff:MobileAPPTactics:Announce#防敏媽媽公開課#ConsumerSalononDeliveryWayfromKOL/HCPweibo&MobileAPPAttractpregnantmomstotakeARItestandsubmitquestionstheyliketoask文怡180W+fans巣媽團(tuán)27W+fans辣媽幫1000W+ursers許鵬飛醫(yī)生0.7W+fansConsumerSalonObjective:UtilizeHCPandKOLmoms’influencetoengagerealmothers,andcreatemediaexposureopportunityonC-sectionsandallergypreventionPhaseIIPREvent:ConsumerSalonOnDeliveryWayPhaseIITheme:巢媽防敏公開課之:剖宮產(chǎn)與過敏Time:Mar.29,2014Location:Wenyi’sKitchenFormat:InteractiveLecture文怡Apopularbloggerandnewmom(183Wfans
onWeibo)Pregnantmoms×15SelectedMedia×12HCPs×2KOLMoms×1Selecttargetmediatoattendandreportthesalon;Releasein-deptharticlesorspecialcolumn,tofullydeliverthekeymessage.許鵬飛Theywillhaveaface-to-faceconversationwithHCPandKOLsonC-sectionissues;Learnandshareinformationaboutallergypreventionintheirsocialnetworks.王山米AgendaPhaseII13:30-14:00Signin14:00-14:05Opening(WenYiwillshareherdeliverystoryfirst)
InteractivelecturebyHCPBasedonrecruitedquestionsonphaseI,aseriesofscenariomulti-choicequestionswillbeasked,aftermomsmaketheirchoices,HCPwillgivetherightanswerandexplainWenYicanhostthispartandinteractwithHCPandconsumers14:50-15:05WenYiasksHCPsomequestionsfromherweibofans14:05-14:5015:05-15:30TimeforphototakingWenYihostAskscenarioquestionMomsmakechoicesXPFexplaintherightanswersConsumerInteractionWithHCPAndKOL1.SnackofferedbyWenYi2.WenYiaskquestionsonbehalfofherfans3.TimeforPhototakingLeverageWenYi’sinfluenceandexpertiseincookingasaspecialgifttoattendeesAttheendofthelecture,WenYiwillaskHCPafewquestionscollectedfromherweibofansthedaybeforeAfterthelecture,attendeeswillhavetheopportunitytotakephotowithWenYiPhaseIIAttendeesInterview(Prepareforrealmomcampaignwarmup)Aftertheevent,takevideoforseveraltypicalattendees,interviewingtheirkeytakeawaysfromtheconsumersalonTheconsumerinterviewwillbecombinedattheendoftheconsumersalonvideopromotedinphaseIII,towarmuptherealmomvideo剖宮產(chǎn)竟然會增加三倍過敏風(fēng)險!剖宮產(chǎn)會對寶寶免疫力的建立產(chǎn)生長遠(yuǎn)影響!我一定要堅持母乳喂養(yǎng),幫助寶寶遠(yuǎn)離過敏!過敏是可以預(yù)防的!幫助寶寶遠(yuǎn)離過敏是每個媽媽的責(zé)任!PhaseIIVenueSuggestion文怡美食生活館WenYi’sKitchen朝陽區(qū)南湖西園224號北京香頌2號樓2006室(城鐵13號線望京西站東側(cè))PhaseIIMediaListNO.CategoryMedia
1Mass新京報2Mass北京青年報3Industry健康時報4Verticalwebsite新浪育兒5Verticalwebsite太平洋親子網(wǎng)6Verticalwebsite網(wǎng)易親子7Verticalwebsite騰訊育兒8VerticalwebsiteYY網(wǎng)9Verticalwebsite育兒網(wǎng)10Verticalwebsite寶寶樹11Verticalwebsite搖籃網(wǎng)12Video優(yōu)酷PhaseIIMediaExposureFollowingthePREventMedia:媽咪寶貝·孕媽咪Format:Coverstory+E-magazineTopic:WenYi’spregnancymemory,deliveryway,andknowledgeonallergypreventionPages:6PTiming:MayFormat:In-deptharticle/HCPinterview/SpecialColumnTopic:C-sectionwillbringhighAllergyRisktoinfantsKeymessagepick-uprate:75%Timing:April-MayTopic:March:HowtochoosedeliverywaywhengivingbirthtothesecondbabyApril:RealC-sectionmomssharingKeymessagepick-uprate:80%Timing:March-AprilMagazineCoverstoryMagazineAdvertorialIn-depthMediareportsPhaseIISocialEngagementObjective:UtilizesocialplatformstoamplifythemessagesintheconsumersalonanddrivetraffictoARITestPhaseIIISocialEngagementAfterTheEvent-
VideoPromotion-Makeseveralelaboratevideoclipsfortheconsumersalonwithkeymessage-Combinetheconsumerinterviewwiththevideo,andthelastframewillencourageconsumerstotakeARITest-ThevideowillbeplacedonYFGM.COMandamplifiedonOwnedmediaandsocialplatforms.TakevideooftheconsumersalonforonlinepromotionPreheattherealmomcampaignattheendofvideoATITestAmplifyonsocialmediaPhaseIIISocialEngagement-Weibo巢媽防敏公開課
InfantAllergyPreventionClasseswithWenYiTactics:EngageWenYitoinitiateaWeiboactivity#巢媽防敏公開課#ThefirstWeibowillshareherunderstandingofinfantAllergyriskandinfluence,andfollowedbyacomictipofinfantallergypreventionInthefollowing6days,WenYiwillpostatotalofsixtips(1tip/day)aroundthetopic,andencouragefanstosharetheirtipsandtakeARITestPhaseIII1.懷孕時要創(chuàng)造低敏環(huán)境,遠(yuǎn)離環(huán)境污染2.因為過敏的遺傳性,有家族過敏史的寶寶更應(yīng)當(dāng)注意3.
選擇自然分娩,幫助寶寶腸道菌群盡早定植4.分娩后盡早啟動母乳喂養(yǎng),純母乳喂養(yǎng)6個月以上5.寶寶用品不必過度清潔,鍛煉寶寶的免疫力6.當(dāng)母乳不足時,選擇適度水解蛋白配方7.4-6個月后再添加輔食SocialEngagement-WeChatTactics:EngageinfluentialWeChataccountssuchasFMTtopostarticlesaboutchoiceofdeliverywayandinfantallergyprevention;ARITestwillbeencouragedtobuildtherelevancyofallergypreventiontomoms.SelectedWeChatAccount:父母堂
(20Wfollowers)育兒網(wǎng)(25Wfollowers)媽媽幫(5Wfollowers)WeekOneArticleonWomen’sDaytodeliverthemessagerelevanttoC-sectionandinfantallergyrisk.TopicSample:孕媽必知真相之:剖宮產(chǎn)隱患無窮WeekTwoArticletosumupWenYi’s7tipsaboutinfantallergyprevention,andencouragemomstotakeARITest.Bookmarkswiththesetipswillbepreparedasincentive.TopicSample:【辣媽心經(jīng)】文怡:我是怎樣讓寶寶遠(yuǎn)離過敏的?PhaseIIISocialEngagement-LMBTactics:ReleasetopposttointroduceWenYi’s7comictipsonpregnancyforumFollowedbythreequestionsaboutinfantallergy,andencouragetolearn,answerandwinincentive5luckypregnantmomswiththerightanswerswillgaintheopportunitiestobeinterviewedbyE-magazineMami(《孕媽咪》)withWenYiPromotethroughHomepageBannerToppostaboutWenYi’s7tipsAnswerquestionstowinincentive懂美食也懂育兒,文怡的7條防敏攻略分享PhaseIIISocialEngagement-MMBangPhaseIIITactics:InTreasureBox,introduceARItestasapowerfultooltoknowbaby’sallergyrisk,whichhighlyrelatedtoinfant’slong-termhealth;Encourageconsumerstotakethetestandevengettoknowmoreaboutinfantal
溫馨提示
- 1. 本站所有資源如無特殊說明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請下載最新的WinRAR軟件解壓。
- 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
- 3. 本站RAR壓縮包中若帶圖紙,網(wǎng)頁內(nèi)容里面會有圖紙預(yù)覽,若沒有圖紙預(yù)覽就沒有圖紙。
- 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
- 5. 人人文庫網(wǎng)僅提供信息存儲空間,僅對用戶上傳內(nèi)容的表現(xiàn)方式做保護(hù)處理,對用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯,并不能對任何下載內(nèi)容負(fù)責(zé)。
- 6. 下載文件中如有侵權(quán)或不適當(dāng)內(nèi)容,請與我們聯(lián)系,我們立即糾正。
- 7. 本站不保證下載資源的準(zhǔn)確性、安全性和完整性, 同時也不承擔(dān)用戶因使用這些下載資源對自己和他人造成任何形式的傷害或損失。
最新文檔
- 定量秤相關(guān)行業(yè)投資方案
- 出版物發(fā)行零售行業(yè)相關(guān)投資計劃提議
- 概率復(fù)習(xí)教學(xué)課件公開
- GPS高空探測系統(tǒng)相關(guān)項目投資計劃書
- 幼兒園學(xué)期規(guī)劃潤物無聲造福未來計劃
- 《酒店禮節(jié)禮貌規(guī)范》課件
- 實習(xí)實訓(xùn)基地建設(shè)方案計劃
- DSA腦血管造影術(shù)后皮膚醫(yī)用粘膠相關(guān)損傷的護(hù)理
- 《砂石工業(yè)大氣污染防治技術(shù)指南》(編制說明編寫要求)
- 《設(shè)備的設(shè)計變量》課件
- 2024-2025學(xué)年人教版數(shù)學(xué)五年級上冊期末檢測試卷(含答案)
- 【MOOC】犯罪心理學(xué)-中南財經(jīng)政法大學(xué) 中國大學(xué)慕課MOOC答案
- 【MOOC】商業(yè)銀行管理學(xué)-湖南大學(xué) 中國大學(xué)慕課MOOC答案
- 2024年山西建設(shè)投資集團(tuán)有限公司校園招聘考試筆試試題及答案解析
- 護(hù)理脊柱外科出科
- 2024年陜西省初中學(xué)業(yè)水平考試·數(shù)學(xué)
- 快遞員合同協(xié)議書格式
- 企業(yè)三年規(guī)劃方案
- 2024屆高考英語詞匯3500左右
- 中華人民共和國統(tǒng)計法
- 工程設(shè)計-《工程勘察設(shè)計收費標(biāo)準(zhǔn)》(2002年修訂本)-完整版
評論
0/150
提交評論