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Larsen, Lack Lenor

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IBA is medical technology company based in Louvain-la-Neuve. It develops, manufactures and commercialize innovative solutions such as proton therapy, which is the most advanced form of treatment in the field of radiation therapy. 
IBA’s current problem is that proton therapy is unknown to the mainstream market as a solution to cure cancer. Moreover, the medical staff does not suggest this type of treatment to its patients because of a lack of scientific proof to support the advantages of proton therapy over conventional x-rays. If patients do not know it exists , they will not look for information in order to be treated in a center. If there are not any patients to treat in centers, there is no need to build some more. Finally, if potential investors or hospitals do not want to invest in a proton therapy center, IBA’s sales will dramatically decrease. 
This is why this project is focused on the development of the awareness and the consideration of proton therapy through a structured online and offline communication strategy. In order to build a relevant content strategy that specifically answers the needs and expectations of patients, a qualitative research has been carried, which the results are detailed in the present document.
The communication objective is to develop the awareness and the consideration of proton therapy in order to make the technology become a more trending practice in the treatment of cancer than it is today.
The final recommendation is represented by the communication plan’s architecture, which is based on two main elements: making sure the owned media are ready in terms of content and properties and driving traffic to these properties through paid media campaigns.

proton therapy --- lack of awareness --- consideration --- communication plan --- communication objectives --- Sciences économiques & de gestion > Marketing

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Allerorten wird über Postfaktizität geklagt. Politische Werte weichen dem Schüren von Ressentiments und der Manipulation von Gefühlen. Fake News, alternative Fakten oder Faktenchecks finden als letzte Rettung immer mehr gläubige Anhänger. Wie können wir dem Postfaktischen begegnen, das inzwischen sogar als geopolitische Strategie - ausgehend von Trump, Orban & Co. - erfolgreich Demokratie und Rechtsstaatlichkeit auszuhöhlen droht? Wir müssen das Phänomen systematisch unter die Lupe nehmen. Lars Distelhorst zufolge wurzelt das Postfaktische in der fortschreitenden kapitalistischen Ökonomisierung der Gesellschaft, in deren Folge Sinn- und Bedeutungsverhältnisse sich zusehends auflösen. Können Affen, die Pfeile auf den Finanzteil einer Zeitung werfen, ein ebenso gutes Aktienportfolio erzielen wie Investmentbanker? Ergibt es ernsthaft Sinn, über alternative Fakten nachzudenken? Oder ist es an der Zeit, grundlegend zu diskutieren, ob die heutige Gesellschaft noch eine Perspektive für die Zukunft darstellt? » ›Fake News‹, also mit Hilfe digitaler Medien in Blitzeseile verbreitete Falschmeldungen sind weitaus mehr als nur ein zeitgemäßes taktisches Mittel politischer Auseinandersetzung. Sie sind vielmehr - das beweist Lars Distelhorsts neue, bahnbrechende Untersuchung - ein, nein, das strukturelle Merkmal der gegenwärtig weltweit herrschenden Ökonomie: des ›Kapitalismus‹ im Zeitalter der Globalisierung. Der von Distelhorst hier erstmals gesellschaftstheoretisch analysierte Begriff der ›Postfaktizität‹ weist auf den historisch so noch nie gekannten Umstand hin, dass erfahrene Sinnlosigkeit nicht nur Aus-druck individueller Lebenskrisen, sondern - mehr noch - die wesentliche Produktionsbedingung des gegenwärtig herrschenden weltweiten Kapitalverhältnisses ist. Mit Distelhorsts neuer Studie ist die Kritische Theorie der Gesellschaft endlich auf der Höhe ihrer Zeit.« - Micha Brumlik

Fake News --- Trump --- Putin --- Kritische Theorie --- Marxismus --- Entfremdung --- Sinnlosigkeit --- Bedeutungslosigkeit --- Narzissmus --- Rechtspopulismus --- Ökonomisierung --- Akkumulation --- Critical Theory --- Marxism --- Alienation --- Lack of Meaning --- Empiness --- Narcissm --- Populism --- Economization --- Accumulation

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65.011.7 --- 65.015.1 --- 159.944 --- 159.944 Werken en vermoeidheid. Efficiënt werken. Prestatie --- Werken en vermoeidheid. Efficiënt werken. Prestatie --- 65.011.7 Errors. Failures. Defects. Faulty use, misuse. Lack of foresight. Business myopia, short-sightedness --- Errors. Failures. Defects. Faulty use, misuse. Lack of foresight. Business myopia, short-sightedness --- Methodeleer. Vereenvoudiging van de arbeid

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This paper presents an overview of the constitutional-legal provisions on access to services in developing countries and shows that rights to public services are not justice-able. It further documents the performance record to show that governments' response to such a weak accountability framework has been predictable - poor performance in service delivery with little accountability. The paper also shows that while there has not been a shortage of ideas on how to deal with this problem, most approaches have failed because they could not diagnose and deal with the underlying causes of government dysfunction. The paper presents an analytical perspective on understanding the causes of dysfunctional governance and the incentives and accountability regimes that have the potential to overcome this dysfunction. The paper also documents practices that have shown some promise in improving access. The paper then integrates ideas from successful practices with conceptual underpinnings for good governance and presents a citizen-centric (rights based) governance approach to access. It further explores how such a citizen empowerment and government accountability framework can be implemented in practice, especially in the context of developing countries, where most governments still operate in a command and control environment with little or no orientation to serve their people. It also presents ideas on how to overcome resistance to such reforms.

Accountability --- Banks & Banking Reform --- Citizens --- Disclosure --- Good governance --- Governance --- Governance Indicators --- Government accountability --- Institutional framework --- Lack of accountability --- National Governance --- Nations --- Public health --- Public sector --- Public Sector Corruption & Anticorruption Measures --- Public Sector Expenditure Analysis & Management