Utilizing New Web 2.0 and Social Media Strategies to ...– Microblogging (Tweet, Tweet) • Sharing...

The Past and Future of Health 2.0

Utilizing New Web 2.0 and Social Media Strategies to Engage Citizens

Matthew HoltCo-founder, Health 2.0 &Founder/Author, The Health Care Blog

Source: Globescan/BBC/Reuters 2006

What’s he going to talk about?*

Web 2.0 Health 2.0—The Present• Search, Communities & ToolsSerious interlude Health 2.0—What’s Next• Data utility layers & unplatforms

*A relatively good faith effort will be made to stick to this agenda but no guarantees will be given that I’ll actually stick to it, especially if I can find a marketing guru in the audience who can make me as famous or as rich as the guy who lives 4 doors down from me and started YouTube

What the hell is Web 2.0?

Web 2.0 Ecosystem

eThis, That & The other vs. Web 2.0WWW, born 1994-5

publishing, searching, readingContent Management

Syndicated

Subscribed

Internally created

Integrated from data sources

“Webmaster” regulated

Institutional publishing standards

Prescribed branding

Dominant letters

e, later i

Dash optional

Web 2.0, nee. 2003-5uploading, sharing, searching• Social networks

– Blogs– Wikis– Forums, Groups, Discussions– Video/content sharing– Microblogging (Tweet, Tweet)

• Sharing Tools– Community policing– Posting guidelines

• Dominant letters– r, z, x, 2.0– Periods, but no vowels allowed

Source: Tim O’Reilly What is Web2.0, 9/2005

Web 2.0: O’Reilly’s Core Competencies

• Services, not packaged software• Data sources that get richer as more people use them• Trusting users as co-developers• Harnessing collective intelligence• Leveraging the long tail through customer self-service• Software above the level of a single device• Lightweight user interfaces

Whatis ?

Americans’ on the Internet for Health

Source: Social Life of Health Information, Pew Internet & American Life Project, June 2009;

Pew: Percentage of Internet Users and Adults Who Have Looked Online for Information About a Specific Disease or Medical Problem, 2002-2008

10

7 in 10 adults demand engagement… especially for personal health issues that matter most to them

• 22% of the population are Health Info-entials• Most frequently accessed channels of health information:

– Conversations with friends/family (69%)

– Conversations with my doctor or healthcare provider (65%)• Social media is more credible when coupled with health expertise

– Top social medium: Health expert blogs (86%)

– Other most credible media include personal blogs, social networking sites, video-sharing sites, and Wikipedia

Source: Edelman Health Engagement Barometer, survey of 5,000 consumers in US, UK, France, Russia, China.

Highlights from the 1st Edelman Health Engagement Barometer

“...Social software and lightweight tools that promote collaboration between... stakeholders”

- Matthew Holt and Jane Sarasohn-Kahn

“...Social software and lightweight tools that promote collaboration between... stakeholders”

- Matthew Holt and Jane Sarasohn-Kahn

“... all the constituents focus on health value…improving safety, efficiency and quality of healthcare”

- Scott Shreeve

“... all the constituents focus on health value…improving safety, efficiency and quality of healthcare”

- Scott Shreeve

"health 2.0 is participatory healthcare... we the patients can be effective partners in healthcare.”

- Ted Eytan

"health 2.0 is participatory healthcare... we the patients can be effective partners in healthcare.”

- Ted Eytan

What is “Health 2.0”Matthew Holt’s best guess at the constituent parts

• Personalized search that looks into the long tail, and cares about the user experience

• Communities that capture the accumulated knowledge of patients and caregivers – and explain it to the world

• Intelligent tools for content delivery -- and transactions• Better integration of data with content

And not just a maybe….Technologies fusing as patients increasingly guide their own care

Social Networks

ToolsSearch

TransactionData

Health 2.0: User-Generated Healthcare

Content

SEARCH:Gets deeper and more personalized

• Presentation

• Deep Search

• Real Time

• Answers

SEARCH:Presentation

SEARCH:Deep Search

SEARCH:RealTime

Doctors Hospitals, Procedures Clinical Trials

SEARCH: Answers.one example is

Matching, Rating & Recommendation

COMMUNITIES: Providing support, answering questions,

aggregating data & tracking outcomes

Connecting with others is integral

34% of adult online users connected to others or to the content others created online about health and wellness during the past year (Jupiter Research, 2007)

Search & Online Communities

+

Emergence of Consumer-Focused Tools

1. Personalized

2. Analytical

3. Supporting Decisions

4. Enabling Transactions

TOOLS: Unlocking databases with

new interfaces and analytics

engagewithgrace.org The One Slide Project

1.

On a scale of 1 to 5, where do you fall on this continuum?

2.

If there were a choice, would you prefer to die at home, or in a

hospital?

3.

Could a loved one correctly describe how you’d like to be treated in the 

case of a terminal illness?

4.

Is there someone you trust whom you’ve appointed to advocate on your  

behalf when the time is near?

5.

Have you completed any of the following: written a living will, appointed 

a healthcare power of attorney, or completed an advanced directive?

Can You and Your Loved Ones Answer These  Questions?

1 2 3 4 5

Don't give up on me no matter what, try any proven 

and unproven intervention possible

Let me die in my own bed, without any 

medical intervention

A Continuum of Health 2.0?

User-generated health care

Users connect to providers

Partnerships to reform delivery

Data drives decisions and discovery

Health 2.0:What’s coming next?

• Integration of the three constituent parts (search, communities, tools—all mash up)

• The data utility layer allows easy inclusion of same data between different services (liquidity)

(You may have heard of HealthVault, Google Health)• Greater diversity in data types• The emergence of new “unplatforms”

Unplatforms

• For Applications• Over Channels• Intermingling of Applications• Integration of Data

Unplatforms for applications

Unplatforms over channels

Intermingling of applications sharing Unplatforms

Integration of data across Unplatforms

Social Networks

Tools

Search

TransactionData

Health 2.0: User-Generated Healthcare

Content

Data Utility Layer

A Continuum of Health 2.0?

User-generated health care

Users connect to providers

Partnerships to reform delivery

Data drives decisions and discovery