Ogilvy and CSIC_Using Social Media Platforms to Amplify Public Health Messages

8/8/2019 Ogilvy and CSIC_Using Social Media Platforms to Amplify Public Health Messages

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Ogilvy Wshigto &The Ceter for Socil Impct Commuictio t Georgetow Uiversity

Noveber 2010

USInG SOCIa MIa

PaTOMS TOAmpfyPUIC HaTH

MSSaGSa xmitio of Teets d est Prctices

for Commuictig with Key audieces


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or erly two decdes, Ogilvy Wshigto hs bee t the forefrot of socil mrketigdv

persol d public helth d sfety s well s socil issues vi commuictios d public

eductio iititives imed t sprkig positive behvior chge. Withi the public helth

sphere, Ogilvy hs developed umerous cmpigs to successfully rise wreess, educte

d prompt ctio regrdig some of todys lrgest d most complex helth issues, rgig

from aIS to obesity, substce buse to ccer, pdemic u to crdiovsculr helththe list i

extesive. I the U.S. loe, Ogilvys chievemets i socil mrketig icluded providig ldm

support for the Ceters for isese Cotrol d PrevetiosAmerica Responds to AIDS cmp

icludig the ntiol aIS Milig (luded by PR Weeks oe of the top 20 cmpigs of

the 20th cetury); d risig wreess d promptig ctio o womes hert disese fo

the ntiol Hert, ug, d lood Istitute through The Heart Truth d its icoic ed re

(recogized by The Holmes Reports oe of the top ve cmpigs of the pst decde).Ogilvy is lso leder i the pplictio of digitl iuece d socil medi eggemet to

improve persol d public helth. We develop word of mouth d digitl mrketig strte

usig proprietry techology d methodologies rooted i how people get iformtio i th

digitl relm. rom idetifyig d eggig iuecers, to ctivtig etworks to egge i

issues of tiol, commuity, d persol sigicce, to cretig olie commuities for

kowledge exchgewe crete olie experieces tht icrese persol kowledge d

drive dvoccy d ctio.

or more iformtio o Ogilvy, visit www.ogilvypr.com d our group blog, Socil Mrketi

exCHanG, t http://smexchge.ogilvypr.com/.

The Ceter for Socil Impct Commuictio t Georgetow Uiversity uderstds the import

of commuictios s get for positive chge, d ims to educte d tri studets

will led commuictio d socil resposibility iititives for oprots, corportios d

govermets. The Ceter is iititive withi the School of Cotiuig Studies Msters for

Professiol Studies i Public eltios d Corporte Commuictios progrm. The Cete

visio is to crete ledership opportuities for commuictors who wt to use their skills fo

positive socil impct. Its gol is to educte grdute level studets through curriculum desig

to stregthe the socil sector, promote corporte socil resposibility, d build iovtive c

sector prterships. The Ceter lso shres kowledge with the eld s prt of their commitm

to dvce the prctice of socil impct commuictios.

or more iformtio o the Ceter for Socil Impct Commuictio, visit scs.georgetow.edu/cs


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about the Socil Mrketig ellowship

I 2010, Ogilvy Wshigto d the Ceter for Socil Impct Commuictio t Georgetow Uiversity

estblished Socil Mrketig ellowship to eble grdute-level studet i the Msters of

Professiol Studies i Public eltios d Corporte Commuictios progrm to exmie brod

rge of topics i public helth socil mrketig, the rst of which is socil medi best prctices i

public helth socil mrketig. Using Social Media Platforms to Amplify Public Health Messages is the

rst white pper developed uder this ellowship.

about the authoralexdr Hughes, MPS

alexdr Hughes is the 2010 Socil Mrketig ellow for Ogilvy Wshigto d the Ceter for

Socil Impct Commuictio t Georgetow Uiversity.

alexdrs work i helth commuictios d socil mrketig beg i 2003, d hs sped

cross the phrmceuticl, biotechology d o-prot idustries. She received msters degree

i Public eltios d Corporte Commuictios with cocetrtio i digitl commuictios

from Georgetow Uiversity, d bchelors degree i Psychology from the College of Chrlesto.

Methodology

Using Social Media Platforms to Amplify Public Health Messages ws iformed by review of the

publicly-vilble public helth d socil mrketig literture, strtegies d tctics employed by

public helth cmpigs tht hve successfully utilized socil medi to ffect udiece ttitudes,

behviors d/or wreess of issue, d oe-o-oe iterviews with public helth, socil mrketig

d socil medi subject-mtter experts cross the coutr y.

ackowledgemets

My thks to the followig idividuls for their cotributios: ee ase, Mger, Sydictiod Socil Medi, Myo Cliic; all . adrese, MS, Ph, Professor of Mrketig, Georgetow

Uiversity Mcoough School of usiess; eth eck, Ma, CHS, xecutive irector, Cpitol

rest Cre Ceter; nichols Gees, M, Ph, eprtmet of mergecy Medicie, Mout Sii

School of Medicie; ebecc Hmel, Corporte eltios Mger, Globl Helth Coucil; Meg

McWhirter, Progrm Mger, Ofce of the Presidet, Georgetow Uiversity; Terry og, Helth

Commuictios Cosultt d ditor, Social Marketing Quarterly; Joel Selikio, M, irector,

tye; d alliso Whitey, former irec tor of Commuictios, ombrdi Comprehesive

Ccer Ceter, Georgetow Uiversity Medicl Ceter.

Tble of Cotets

1 Social media and the public Heal th Social marketing Environent........................................

1.1 Tenets o Counications planning or the arger Social media E nvironent..................

1.2 Best practices or leenting public Health-driven Social media.....................................

2 Aling Best practices in Counicating with Audiences.....................................................

2.1 Ke Consuer Segents........................................................................................................................

2.1.1 parents..........................................................................................................................................................

2.1.2 mid-lie woen..........................................................................................................................................

2.1.3 Seniors..........................................................................................................................................................

2.1.4 Eerging majorities.................................................................................................................................

2.2 Health Care providers.............................................................................................................................

2.2.1 priar Care phsicians..........................................................................................................................

2.2.2 Nurses...........................................................................................................................................................

2.2.3 Health Sstes and Hositals................................................................................................................

3 Suar Conclusions..............................................................................................................................


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Todys socil etworks hve grow beyod brick

d mortr commuities d re ow thrivig olie

through socil medi pplictios such s cebook

d Twitter. These digitl pltforms re beig used

to id suicide prevetio efforts, commuicte the

risks of hert disese, d fcilitte dilogue mog

members of the public helth provider commuity.

Socil medi pplictios re lso beig used to promote

ofie elemets of socil mrketig cmpigs.

y itegrtig socil medi tctics ito broder socil

mrketig efforts, mrketers re extedig messgig

d rech fr beyod trditiol expecttios.

public health: The sciece of protec

improvig d promotig helth thro

the orgized efforts d iformed cof societies, orgiztios, public d

commuities, d idividuls.

Social arketing: The pplictio o

cosumer mrketig priciples to thpromotio of ides, issues d prct

to crete wreess, d chge tt

itetios d behviors regrdig s

d persol issues. This my iclude

sfety, violece reductio, eviromesustibility, helth d wellbeig,

disese prevetio iititives. The dis

ecompsses idividul behviors s

s the socil d physicl determi

those behviors, d my be used to ttitudes/itetios roud percepti

risk d socil orms, s well s prov

skills eeded to crry out specic be

or gi ccess to product or servic

The focus of this pper is public he

socil mrketig.

Social edia: a commuictios ch

tht c be itegrted ito lrger smrketig cmpig, d icludes l

vrious ctivities tht combie tech

d socil iterctio betwee peop

This c tke my differet forms ic

Iteret forums, messge bords, tevi mobile devices, blogs, socil etw

such s cebook d MySpce, wik

podcsts, pictures, d video. Socil

is less bout the ctul techology,

more bout the wy it ebles idivito iterct olie.

Socil medi hs the ite bility to

commuicte iformtio i rel tim

s well s lik groups of people togeroud commo issues. accordigly,

most effective public helth-drive s

mrketig cmpigs use or icorpo

socil medi techologies to mplify

wreess, d impct ttitudes dhelth behviors.

E-atients: Idividuls who look for

iformtio bout public helth topics

icludig specic diseses or medicprocedures, exercise or tess, d

isurce.4 Sixty percet of e-ptie

ccess socil medi relted to helth

WHAT DO WE mEAN WHEN WE SAy, ONNE?

I the 21st cetury, the term olie c potetilly

hve differet meigs. I this pper, the term refers

to coectio with digitl commuictios chel

vi computer, mobile or smrtphoe device.

The pst three yers i prticulr hve mrked

turig poit i the wy americs obti public

helth iformtio vi the Iteret. Tody oe-third

of dults ccess socil medi relted to helth, d

erly 80 percet of olie physicis use socil medi

chels to crete, cosume, or shre medicl cotet. 2, 3,4

Iteret users who look for public helth iformtio

olie re more likely th o-helth seekers to crete

or work o their ow blog, red someoe elses blog, use

socil etworkig site, d use sttus updte services. 4

Thus, beig e-ptiet hs become ledig idictor

of other forms of socil medi eggemet.4

This rpid evolutio ito digitl iformtio shrig

presets sigict opportuity for socil mrketers

d public helth commuictors like. Cse i poit,

with the brodeig of trditiol socil etworks cross

the Web, millios of cosumers ow hve ccess to reliblepublic helth iformtio d itervetios i rel-time.

I the followig sectios, we will exmie how to leverge

the opportuities socil medi provides by idetifyig

teets d best prctices for public helth-drive socil

medi, s well s provide isights ito how to rech d

egge key cosumer d provider udieces.

ntroduction.

Socil support d strog socil etworks

mke importt cotributios to our helth.

They provide emotiol d prcticl resources,

d mke us feel cred for, loved, esteemed

d vlued.1 Cosequetly, socil mrketers

hve log relied o these etworks s chels

to rise wreess of public helth-reltedissues, fcilitte behvior chge, d ultimtely

help people live helthier, sfer lives.


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Establish digital goals, objectives, and strategies.

Too my mrketers jump o the socil medi

bdwgo simply becuse its the ext big thig,

without estblishig soud set of gols, objectives

d strtegies to orgize efforts d keep cler

focus o meetig the trget udieces ee ds.

igitl gols should remi liged with, d ldder

bck to, broder orgiztiol gols to esure tht

they hve meigful impct o the fudmetl

ttitude d/or behvior you wish to iuece d

chge. after overll digitl gols re estblished,

skig questios such s, m I tryig to crete buzz

roud prticulr issue or topic or sustied word

of mouth? or m I tryig to drive udiece members

to specic olie resource? will help put specic

digitl objectives i plce.

evelopig digitl strtegies mirrors the process for

developig strtegies ofie. or exmple, your digitlstrtegy is ot wht you re goig to do, but howyou

im to do it. It is the best rod to ccomplishig

your digitl gols, d is iformed by combitio

of experiece, udiece lyses, formtive reserch,

d strog digitl objectives.

stblishig digitl gols, objectives, d strtegies lso

esures tht you re ble to mesure your success lter.

Segment and prioritize your audiences online.

Socil mrketers d public helth commuictors

who re tsked with developig brod-rechig

itervetio for lrge popultio ofte choose

the geerl public s their trget udiece. ut this

pproch igores oe of the most bsic teets of

commuictios plig segmetig d prioritizig

udieces improves rech, ehces relevce, d

helps put your resources to the best possible use.

igitl segmettio ivolves lyzig your iteded

udiece d idetifyig distict, mgeble sub-groups

with similr eeds, ttitudes or behviors i regrds to

the Iteret d socil medi. This icludes estblishig

how d where udieces obti iformtio regrdig

the issue i questio, d giig kowledge from

multiple sources bout udieces preferred socil

medi etworks, how ofte they use those etworks,

d for wht purpose.

HOW CAN SOCA mED

CHANNES DEVER pUBC H

mESSAGNG AND CONTEN

Public helth iformtio c trvel vimedi chels i severl differet dire

Here re four key wys i which public

iformtio is delivered d received t

EXAMPLE

Mommy bloggers may

interact and share advice abo

parenting with their peers

through a digital platform.

- -

-

Consumer to

Consumer

EXAMPLE

Nurses can connect and shar

stories through nursing blogs

social media networks create

exclusively for nurses.

Provider to

Provider

EXAMPLE

The Centers for Disease Contr

and Prevention (CDC) may

position advertisement or

blog post on Sermo, a socia

network designed exclusive

for licensed physicians.

Institution to

Provider

EXAMPLE

Mothers Against Drunk Drivin

(MADD) may post informatio

about drunk driving preventio

on its Facebook page.

Institution to

Consumer

1. Socil Medi d the Public HelthSocil Mrketig viromet

Socil mrketers cosistetly rely o strog, formtive

reserch with trget udieces to estblish the potetil

rech d iuece of their messges. ut like commercil

mrketers, socil mrketers hve remied limited i

their bility to egge cosumers through trditiol,

oe-directiol mss medi chels. Cse i poit,

mss medi public service oucemets hve log

bee the commuictios chel of choice withi the

socil mrketig commuity, prevetig mrketers from

trgetig iche udieces of providers d cosumers.

Tody, two-wy coverstios bout socil issues re tkig

plce through vriety of digitl commuictios chels

icludig socil medi. Public helth socil mrketig

cmpigs c ow deliver more trgeted messgig to

greter rge of udieces, d receive feedbck from

those udieces i rel-time. accordigly, s greter umbers

of americs begi relyig o socil medi pltforms to

fulll both persol d public helth gols, socil mrketers

must work together to esure tht these idividuls receive

the most hoest, ccurte iformtio possible.

ets exmie few bsic teets of the lrger socil medi

eviromet, i order to better uderstd how socil

mrketers c deliver more powerful public helth messges

vi socil medi chels.

1.1 Tenets o Counications planning or

the arger Social media Environent

Socil medi prctitioers, much like public helth

commuictors, bide by hdful of bsic priciples

tht help guide their work d orgize their commuictios

plig process, icludig: stblishig digitl gols,

objectives, d strtegies, segmetig d prioritizig

udieces olie, optimizig cotet by listeig,d evlutig.

The followig teets mirror trditiol commuictios

d socil mrketig prctices d pproches, with

few reemets specic to the lrger socil medi

eviromet. These uiversl guideposts re cosidered

essetil elemets i y digitl commuictios or

socil medi cmpig, regrdless of the cmpigs

topic or itet.

UNDERSTANDNG TRADTONA

VERSUS DGTA

COmmUNCATONS CHANNES

Select

Traditional

Channels

Radio

Television

Print

Direct Mail

One-on-one outreach

Event marketing &

traditional media outreach

Select

Digital

Channels

Websites

E-mail

Text messaging

Optimized press releases

available via the Internet

Networks such as Facebook

and MySpace, message boards

and forums, blogs, wikis,podcasts, photo services such

as Flickr, video services such

as YouTube, and status update

services such as Twitter.

Social Media


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blig rel-time feedbck d iput is oe

of the key beets socil medi chels

c provide, d will esure tht your socil

mrketig cmpig is optimized d tilored

to the iteded udieces eeds i rel-time,

icresig the likelihood tht your itervetio

will be successful.

Evaluate, evaluate, evaluate. Socil mrketers

routiely evlute the efccy d rech of

commuictios chels used to dissemite

messgig durig the course of c mpig.

vlutig the socil medi compoet of

socil mrketig cmpig is eqully criticl,

d c be prticulrly chllegig. as with

evlutio of trditiol commuictios chels,

the socil medi evlutio process begis with

settig bechmrk d eds with mesurig

outcomes gist tht bechmrk. echmrks

re estblished by rst cretig digitl situtiolysis of the issue i questio, icludig wht

competitors re doig i the digitl spce, d

how trget udieces re discussig the issue

vi digitl d socil medi chels.

Ogilvy hs estblished proprietry pproch

to mesurig socil medi iititives, Conversation

Impact, which segmets d icorportes metrics

ito three key ctegories: ech/awreess,

Preferece, d actio. These metrics evlute

messgig rech d pull-through, wreess,

preferece, dvoccy d behvior chge.

Commo rech d wreess metrics uder

this pproch iclude: How my members does

messge bord hve? How my followers

does cmpig hve o Twitter? How my

uique mothly visitors re ttrcted to prticulr

blog post? Wht percetge of coverstios

roud your messge or issue re o topic?

To wht extet do olie coverstios roud

our topic reect our messgig? Preferece

metrics iclude, for exmple, setimet of olie

coverstio d f couts.

advoccy d ctio metrics c iclude

the umber of idividuls who shre messge

with frieds or dowlod weight loss pplictio

or widget from cmpig website. Self-reports

of eggig i specic behvior s result of

beig iueced by cmpigs messgig

erig more bout wht udiece does olie

i reltio to prticulr socil issue is criticl step

towrds esurig tht the iteded udieces eeds

d behviors re recogized d ccouted for.

Segmetig d prioritizig udieces lso esures

tht the mesuremet d evlutio process occurs

more efcietly d effectively.

Optimize content by listening. ehid every successful

socil mrketig messge is myrid of reserch ito

wht the messge should sy, s well s where, whe

d how the trget udiece will receive d process

the messge. I the olie spce, this iformtio c

be cptured by listeig to issue-specic coverstios

olie, s well s proctively solicitig feedbck from

trget udieces.

The listeig pproch determies if cmpigs

udieces re ctively egged i seekig d processig

iformtio bout the trget issue, through blog orsocil etwork for exmple. y listeig to coverstios

bout the issue olie, socil mrketers c estblish

if the topic is beig discussed i the wy theyd hoped,

ucover y misperceptios d idetify opportuities

for eggig with the udiece i meigful wys.

Iformtio gleed from this pproch c help

shpe d iform digitl strtegies.

aother uique spect of listeig olie is the

bility to d d correct misiformtio. Iccurte

cotet is rmpt o the Web, d c be potetilly

hzrdous whe the topic is public he lth. ortutely,

socil medi pltforms mke it reltively esy for socil

mrketers d public helth commuictors to correct

misiformtio i rel-time. or exmple, if blogger

promotes the merits of o-a-pproved ltertive

weight loss product i post, obesity prevetio

cmpig could commet o the post with more

ccurte iformtio o weight loss itervetios,

or cotct the blogger bout revisig the post.

Coversely, solicitig feedbck ivolves proctively

seekig opiios from trget udieces regrdig the

cmpigs key issue or messge, ofte through olie

surveys or discussio groups. The resposes grered

from this pproch hve sigict implictios for

future messge cotet d plcemet vitl elemets

i evolvig socil mrketig cmpigs messges.

audieces should be otied whe their feedbck is

trslted ito cotet improvemet, d ecourged

to commet o cotet chges.

CONVERSATION IMPACT:

HOW CAN SOCIAL MEDIA BE

MEASURED AND EVALUATED?

vlutig the impct of coverstios

held vi socil medi chels, whe

these chels re key elemets i socil mrketig cmpig, is criticl to

mesuremet of gols d objectives.

Similr to trditiol process evlutio

metrics, socil medi metrics mesure

the extet to which trget udieces reexposed to prticulr messge, develop

positive opiio o issue, d the

egge roud progrm d/or tke

ctio regrdig tht issue.

or exmple, socil medi metrics my

iclude shre of voice i give ctegory,

volume of olie coverstio, d serch

visibility (for relevt keywords). Iformtiofor these metrics c be grered by

surveyig udieces who hve bee

exposed to the cmpigs messgig,d by listeig to d moitorig olie

coverstios relevt to the topic or issueof iterest. The evlutio of socil medi

chels is similr to trditiol mesuremet

ctivities i other key wy s well

both should produce ctioble dt for

optimiztio dow the rod. I other words,its importt to trck metrics tht will

eble you to optimize your cmpig.

Socil medi metrics re more efciet

th trditiol process mesures i theirbility to guge opiio idictors such

s setimet, d ctio idictors such

s shrig/dvoccy d self-reported

behvior chge, i rel-time. Self-reportig

c lso be mde esier through pltformssuch s Twitter which, for exmple, eble

idividuls to tweet chges i their

helth sttus or behviors.

or dditiol iformtio o socil medimesuremet visit: http://blog.ogilvypr.

com/ctegory/mesuremet/.

is lso cosidered dvoccy d c

metric, d c be mesured usig spe

developed pplictio to llow such rep

espite gis mde i mesurig socil

iheret vlue, skepticism regrdig pr

metrics remis, primrily becuse soci

is still somewht ovel vehicle for mess

Curret metrics relisticlly serve s pr

stroger, yet-to-be-idetied mesurem

1.2 Best practices or lee

public Health-driven Social

now tht we hve idetied the bsic tee

commuictios plig for the lrger soci

eviromet, lets exmie six best prcti

for implemettio. The followig pproc

re rooted i behviorlly-bsed socil m

theories tht id commuictors i risig

wreess of public helth-relted issues o

iuecig/chgig specic helth behv

Abide by the one click rule whenever p

audieces will lwys sk, how does th

iformtio ffect me? e prepred to

this questio, d offer your udiece

of the iformtios vlue d impct, o

or less wy from your ldig site. Provid

udieces with the most vluble d c

iformtio (s well s the cosequece

tkig ctio) oe click or less wy from

ldig site will icrese the likelihood th

will follow your recommedtios.

or exmple, if you wt your t rget ud

to sig olie petitio o bullyig pre

its importt to esure tht the petitio

posted directly o, or oe click wy fro

cmpigs cebook pge or website ho

also, o mtter wht the perceived vlu

the iformtio youre shrig, do ot s

your udiece will follow you from oe d

pltform to other. emostrte the v

of the iformtio youre providig cro

of the digitl pltforms i your c mpig

just few. or exmple, the iformtio

your cebook pge, while optimized fo


7/17

prticulr socil medi pltform, should ot pper

less comprehesive th the iformtio vilble

through cmpig website.

Develop a constantstream of compelling digital content.

Iformtio olie evolves i rel-time t sigictly

more rpid pce th trditiol commuictios

chels, d socil mrketers d public he lth

commuictors must be prepred to respod to this

ow of iformtio t the sme pce s their udieces

re cosumig it.

Whe messgig d itervetios re delivered

vi socil medi chels, socil mrkers d public

helth commuictors must deliver constantstrem

of diverse, compellig digitl cotet to fcilitte

dilogue d keep udieces d iuecers egged.

Cotet c be mde more per susive d compellig,

for exmple, by supplemetig text-bsed copy with

tgged photos or iterctive video, or by ddig mobile pplictio or compoet. This requires sigict

resources, preprtio, d strog commitmet to

updtig cotet s circumstces evolve o d ofie.

or exmple, if brest ccer reserch orgiztio

publishes blog o the ltest ccer reserch, the

blogs followers will expect ew blog post withi dys

(or hours) of ew reserch beig publicly relesed.

This pproch to cotet developmet d delivery

will esure tht your udieces d iuecers follow

the cmpigs messgig, d dd you to their list of

trusted sources for up-to-the-miute iformtio o

your prticulr public helth issue.

Enable people to show their involvement in a visible

way. blig people to tlk opely bout socil

issues such s those relted to public helth, d

promptig their peers to do the sme, c empower

idividuls to chge their behviors for the better.

Public helth socil mrketig c mpigs tht utilize

socil medi to eble udieces to demostrte d

shre iformtio bout how issue ffects their

lives, icludig wht ctios theyve tke towrds

improvemet or uderstdig of their situtio, re

likely to hve greter impct th cmpigs tht do

ot. This is ccomplished i prt through cogitive

dissoce, or the cocept tht eblig idividuls

to publicly commit to behvior icetivizes them to

re-commit to tht behvior gi d gi i order

REAL-WORLD BEST PRACTICES:

ENABLING PEOPLE TO SHOW

THEIR INVOLVEMENT IN A

VISIBLE WAY.

I 2002, the ntiol Hert, ug, d

lood Istitute (nHI) luched The

Heart Truth, tiol cmpig to

icrese wreess mog wome bout

their risk of hert disese, d ecourgethem to tke ctio gist their persol

risk fctors. The cmpigs core udiece

is wome ges 40 to 60 yers.

The socil medi compoet of thecmpig beg i 2007. Specic socil

medi tools which eble wome to

become more ivolved d egged i the

cmpig iclude the followig:

ntiol Wer ed y coutdow

widgets/gdgets

The Heart Truth prole o el.icio.us.com

The Heart Truth photo gllery o lickr

The Heart Truth cebook f pge

I 2009, nHI luched the Helthyactio Commuity pge o The HeartTruth website to eble wome to more

esily demostrte their commitmet

to The Heart Truth d dvce the

cmpigs messges vi word of mouth.This pge liks The Heart Truth cebook

f pge d lickr feed, d icludes hert

helthy bdges for visitors to post o

their blog or socil medi prole.

as result of eblig their core udiece

to ctively demostrte their ivolvemet

i The Heart Truth cmpig olie, the

cmpigs cebook f pge membershipexperieced 447 percet icrese i fs

from ebrury 2008, d the lickr strem

registered 175 dditiol tgged photos

from wht ws posted i ebrury 2008.

or more iformtio o The Heart Truth,

visit: www.HertTruth.gov.

to void the stress ssocited with ctig i mer

tht coicts with their stted beliefs. 5 or exmple, if

cebook user shres the sttemet I follow hert-

helthy diet becuse hert disese rus i my fmily

vi his or her cebook pge, the user will likely be

icetivized to cotiue to follow the diet becuse it

hs bee shred with brod etwork of frieds.

The users cebook frieds my the red the post

d offer words of ecourgemet, d/or sk for more

iformtio o the elemets of the diet pl. oth

rectios reiforce the user s hert-helthy behvior.

It is importt to remember tht eblig people to

demostrte ivolvemet i public helth issue

requires coectig them with the digitl tools to do

so. If providers or cosumers d tht they cot

esily ccess or shre iformtio vi socil medi

pplictio, theyll likely move elsewhere. or exmple,

if you ecourge trget udiece to uplod videos

to your cmpigs blog, its importt to providethem with bsic video uplodig tool, s well s

strightforwrd istructios o how to utilize the tool.

Collaborate with inuencers online. applyig socil

mrketig techiques to public helth chllege ofte

ivolves collbortig with outside prters or istitutios,

whether becuse of budget limittios, the size d scope

of the effort, or to commuicte with udiece tht

does ot ccess mss medi chels for public helth

iformtio. The sme is true of public helth-drive

socil medi. ggig with iuetil blogger,

for exmple, who is willig to be dvocte for your

public helth cmpig my eble you to better rech

d iuece tht bloggers followers. y remiig

ope to collbortig with orgiztios d key opiio

leders who shre your missio d digitl gols, you

c leverge their etwork of prters.

Its importt to ote tht collbortios must remi

trspret. ggig i mutully beecil prterships

is ethicl to the extet tht your udieces uderstd

the ture of the reltioship.

Align efforts with public health providers ofine.

espite the bility to provide public helth iformtio

i rel-time, socil medi is most impctful whe

combied with resources ofie such s physicis,

commuity helth workers or licesed couselors.

Most americs still tur to ofie professiol

REAL-WORLD BEST PRACTIC

ALIGNING EFFORTS WITH

PROVIDERS OFFLINE.

I 2006, the S rcisco eprtm

of Public Helth (SPH) d IterSexulity Iformtio Services, Ic. (

prtered to develop SXInO,

codetil text messgig service

provides tees with bsic fcts bou

sexul helth d reltioships, s ws referrls to youth-orieted cliics

socil services ofie.

The service c be ccessed by text

SXInO to 5-digit umber fromwireless phoe. Tees c lso text s

digits for more tilored iformtio.

or exmple, by textig 5, tees c

receive text messge for free ST

checkup with helth cre provider S rcisco re. a website sext

org lso provides smple texts.

The SXInO progrm does more thjust coect textig tees with pro

ofie. The progrm relies o cos

of commuity orgiztios, icludi

school helth progrms, cliic stff

helth gecies to ssist with idetifculturlly pproprite locl referrl se

The iitil gol of the progrm ws t

decrese sexully trsmitted ifect

(STI) rtes mog dolescets i thercisco re. ad by directly prov

tees with referrl for i-perso

cosulttio with helth cre provi

s opposed to simply textig sexu

helth messges the service hs mstrides towrds ccomplishig this g

a prelimiry evlutio of the prog

foud tht 4,500 iquiries were set

the rst 25 weeks of the SXInO l

over hlf led to iformtio d refeMessges relted to codom brekg

d pregcy were the most comm

or more iformtio bout the SX

progrm, visit www.sexifosf.org.

Sources: The ntiol Cmpig to P

Tee d Upled Pregcy, 200

The S rcisco City Cliic, 2008


8/17


9/17

commuity byCeter, 63 percet of moms use socil

medi regulrly.10

orty-four percet of moms reportedusig socil medi for word-of-mouth recommedtios

o brds d products, d 73 percet reported dig

trustworthy iformtio bout products d services

through olie commuities focused o issues such s

pretig. The byCeter survey lso reveled tht moms

use differet socil etworks for differet purposes.

or exmple, moms reported relyig o lrger socil

etworks for socilizig d etertimet, d mom-

cetric commuities to grer iformtio d dvice

o pretig. Childres helth issues re overwhelmigly

the ledig topic of iterest withi these olie commuities,

followed by dvice regrdig childhood developmet.10

ess is kow bout the socil medi behviors of dds,

however, myrid of ew orgiztios, websites d blogs

idicte tht the dddy blogger er is ow upo us.11,12

Prets re lso usig socil medi to coect with their

ow childre. I recet survey by etrevo, 48 percet

of prets who were o cebook reveled tht they re

frieds with their childre; prets with teege childre

were the most likely to be frieds with their kids.13 Givetht prets re importt itermediry iuecers of

their childres ttitudes d behviors, this dt suggests

tht socil medi pltforms my be vible chel for

prets to shre iformtio bout public helth issues

with their childre.

WHAT ABOUT THE NEARLY 70

MILLION DADS IN THE U.S.?

eserch o prets public helth-relted

socil medi behviors hs lrgely focused

o moms, give tht wome ofte serve

s the gtekeepers of fmilys wellbeig.ut preset-d-ccouted-for dd is

lso ssocited with helthier d hppier

childre. Thus, its importt to uderstd

dds olie behviors, s well s moms.

accordig to the Pew eserch Ceter,

me d wome re eqully likely to hve

prole o socil etwork, suggestig

tht dds re just s likely to use socil medi

techologies s moms. Pew lso reportstht oce olie, wome d me re

eqully s likely to post their ow helth

experieces or to ccess the resources

creted by other people. ikewise, there

is o sigict differece i wome dmes use of socil etworkig services for

public helth queries d updtes, or theimpct of those iquiries.

Geder differeces do begi to emerge

whe the type of iformtio sought

olie is exmied. or exmple, me

re sigictly less likely th wome

to look olie for weight loss iformtio,iformtio bout physicis d helth

cre professiols, d iformtio bout

prescriptio medictios.

While geder-bsed socil medi reserchcot deitively tell us wht dds re

doig olie, it c give us ide. as

the er of the dddy blogger begis,

perhps we will see more reserch o

dds socil medi behviors.

Sources: Pew eserch Ceter, 2009;

TIME, 2010.

NSGHTS ON pARENTS fOR pUBC

HEATH-REATED SOCA mEDA OUTREACH

Facilitate peer-to-peer information sharing.

Pretl peers re perhps the most trusted

source of iformtio o childres issues for

other prets, d socil medi pltforms eble

moms d dds to shre experieces d

expertise with idividuls who were previously

out of rech.14 I fct, oe of the pricipl resos

moms d dds use socil medi is to seek out

d ler from dvice d iformtio shred

by other prets. Thus, eblig peer-to-peer

etworkig d iformtio shrig should be

key compoet of y socil medi c mpig

trgeted towrds prets.

Help busy moms and dads track public health

information. The relities of moder pretig

re ofte deed by demdig schedule lledwith school, doctors ppoitmets, sports prctice

or dycre. This hurried lifestyle ofte leves

moms d dds feelig exhusted, with little free

time to dedicte to their fmilys wellbeig.

Cosequetly, socil medi tools tht eble

prets to esily moitor public helth iformtio

d gols c be ivluble. or exmple, ddig

hshtg such s #childweightloss to Twitter

updtes from childhood obesity reductio

cmpig c eble busy prets to serch for

the cmpigs ofcil messgig d weight loss

recommedtios olie. Similrly, eblig

pret to trck their childs weight cross time usig

digitl body mss idex tool, llows the pret

to moitor their childs progress gist weight

loss gol, s well s see wht remis to be doe.

These tools re gret wy to grer support

for public helth issue, while eblig prets

to keep trck of iformtio d persol

progress cross time.

Remember that not all social networks are

the same. eserch suggests tht prets surf

betwee socil medi pltforms depedig o

the type of iformtio they re seekig. Mss

socil medi etworks such s cebook pper

to be more populr for socilizig, wheres smller

olie commuities re beig used s sources

of dvice d iformtio bout pretig.

I view of this reserch, the type of soci

pltform used to commuicte helth-re

messgig d its fuctio should lwy

cosidered whe prets re the trget

2.1.2 mid-lie woen

Wome re the pricipl helth cre decisio

i two-thirds of americ households, d

their 40s, 50s d 60s, ofte become the

sfety, helth, d welless gtekeeper for

fmilies, icludig their childre, spouse, or

prets or reltives.8

egiig i their erly 40s through their l

wome lso experiece severl chges th

hve profoud impct o their dy-to-d

Meopuse begis durig these yers, s d

eed for ul digostic testig for co

such s brest ccer d hert disese.

accordig to 2009 survey by logHe r, o

42 millio U.S. wome who go olie week

egge i some type of socil medi ctiv

pproximtely 13 millio re betwee the

44 d 62 yers.15 a 2009 study by ShesCo

reported tht wome over 40 yers of ge

for over hlf (53 percet) of core femle so

medi users i the U.S. 16


10/17

rge etworks such s MySpce d cebook

re the most populr socil medi ctivity mog

wome of ll ges, followed by blogs, messge

bords d forums d sttus updtig through

pltforms such s Twitter.15

I 2009 the fstest growig segmet of cebook

users ws wome over ge 55; cebook use

mog wome ge 45 to 5 4 lso grew rpidly

durig this period.17

Wht re wome doig o socil medi

etworks? eserch suggests tht wome

primrily use pltforms like cebook to mke

coectios d shre items from their persol

lives, s well s seek out iformtio bout rel

people experiecig similr coicts. 18

Whe sked which topics do you like to red bout

d/or post commets bout olie? the logHersurvey reveled tht 42 percet of wome who

prticipte i socil etworks me helth d

welless s topic of iterest. I fct, wome rked

helth d welless s the fourth most-populr

topic of iterest overll.15

This dig ligs with womes roles s helth

cre d welless gtekeepers withi their fmilies.

NSGHTS ON mD-fE WOmEN fOR pUBC

HEATH-REATED SOCA mEDA OUTREACH

Leverage their role as gatekeepers for

their families. Give tht mid-life wome re

ofte resposible for the wellbeig d sfety

of diverse etwork of idividuls rgig

from teege childre to elderly reltives

they eed quick ccess to brod rry of

public helth iformtio olie. Socil medi

techologies c provide this ccess, d

ccordigly, should be mrketed to mid-life

wome s oe of the fstest d most efciet

mes of dig swers to public helth-

relted questios. Socil medi techology

c lso provide vluble support etworks for

wome iterested i shrig their experieces

olie, d lerig from others.

Blend wellness issues with other topics

of interest. While sfety, helth d

welless my ot be t the top of mid-life

womes iterests olie, whe bleded

with more populr ctegories such s fmily

or etertimet, these issues c potetilly

become more ppelig.

Socil medi techologies preset excellet

pltform for this type of topic meldig.

or exmple, fshio blogger could esily

icorporte cotet regrdig brest ccer

screeig by ecourgig reders to wer

pik durig the moth of October ntiol

rest Ccer awreess Moth. This type

of cotet c be shred esily mog

reders withi their ow socil etworks.

Balance public health information with

lifestyle solutions. Mid-life wome re

iterested i more th just sttic iformtio

they re lso ctively seekig c tioble

lifestyle or welless solutios. or exmple,

whe serchig for iformtio bout the

risks of dibetes, wome my lso seek out

tips o how to miti dibetic food pl,

or where to purchse sugr-free products.

Thus, whe commuictig with mid-life

wome bout public helth-relted issues vi

socil medi, its importt to offer equl

blce of iformtio regrdig welless,

prevetio, d positive lifestyle modictio.

2.1.3 Seniors

Seiors re mog the fstest-growig d most importt

cosumer segmets for public helth messgig d

itervetios. My of todys most sigict socil

mrketig iititives focus o commuictig with older

americs, d with the bby boomer geertio ow

eterig their 60s d 70s, this trget udiece will oly

cotiue to expd.

a persos ge c tell us gret del bout their digitl

behvior, d seiors re o exceptio. They hve log

bee oe of the most chllegig cosumer segmets

to rech olie d through socil medi chels.

This is lrgely ttributed to the very low rte of Iteret

d socil medi usge mog dults over 65 yers.

My seiors simply rely o more trditiol commuictios

pltforms, such s ewsppers d televisio, to obti

iformtio. or this reso, socil mrketers ofte rely

o word of mouth mrketig to commuicte with

seiors. This essetilly mes tht mrketers build

ctive, mutully beecil cosumer-to-cosumer d

cosumer-to-mrketer commuictios tht motivte

seiors to discuss issue, d mke it esier for those

discussios to tke plce.19

ut 2009 mrked sigict shift i the umber of

seiors usig socil medi. eserch from e -Mrketer

idictes tht the umber of Iteret users betwee

the ges of 63 d 75 who miti prole o socil

etwork grew from 10 percet i 2007 to 36 percet i

2009.20 This dt suggests tht seiors re oe of the

fstest-growig groups of socil medi users i the U.S .

nerly ll seiors who miti socil etwork prole

do so o cebook (90 percet).20 Oly 17 percet utilize

Twitter.20 as we ge, our socil etworks ofie begi to

deteriorte d coectios mde olie hve the potetil

to help ll the gp.21 Seiors doptio of pltforms such s

cebook suggests tht they my be usig socil medi

to ll the void creted by the loss of frieds or spouse.

espite the gis mde i the lst three yers, seiors

re still sigictly less likely th youger americs

to go olie d utilize socil medi i geerl, s well

s utilize socil medi d the Iteret to ccess helth

iformtio. The Pew Iteret & americ ife Project

reports tht oly 7 percet of the totl dult Iteret-usig

popultio is ge 64-72, d oly 4 percet of this

popultio is over the ge of 73.22 Seiors Iteret usge

SENORS ON SOCA NETWO

The percetge of Iteret users ge 6

75 yers who miti prole o so

etwork grew sigictly betwee 20

d 2010 (from 10 percet to 36 perce

respectively).

Source: Pew eserch Ceter, 2009

40%

35%

30%

25%

20%

15%

10%

5%

0%

2007

2


11/17

lso decreses with ge. While 56 percet of seiors

ge 65-69 re olie, oly 45 percet ge 70-75

yers d 27 percet ge 76+ yers re olie.22

urther, of the 61 percet of americ dults

who go olie for helth iformtio, oly 27

percet re 65 yers d older.4 Seiors re lso

sigictly less likely to ccess user-geerted

cotet relted to helth whe compred with

dults ges 18 to 49 yers, d e-ptiets ges

30-64 re more likely th older e-ptiets to

hve tgged helth-relted cotet olie.4

NSGHTS ON SENORS fOR pUBC HEATH-

REATED SOCA mEDA OUTREACH

Consider starting ofine. Most seiors still

rely o trditiol medi etworks such s

ewsppers d televisio to obti iformtio.

ad while this is slowly chgig, seiors stilleed ecourgemet ofie to begi lookig

for cotet olie. or exmple, icorportig

liks to socil medi etworks d iterctive

websites, withi the coes of trditiol

dvertisig pltforms, my ecourge seior

cosumers to egge i socil medi cmpig.

adoptio my be lower th other cosumer

segmets, but c still be impctful.

Look to inuencers and intervening audiences.

My seiors rely o etwork of cregivers to

mge their persol helth. This etwork c

iclude dult childre, grdchildre or locl helth

cre providers, d these idividuls re mog

seiors most trusted sources of iformtio

regrdig how, whe d where to obti c re.

This etwork c lso be leverged to ecourge

more seiors, vi word of mouth techiques, to

use socil medi to obti public helth-relted

iformtio olie. octors c ecourge seior

ptiets to log o d ler more bout

medictios. Childre d grdchildre c tech

prets d grdprets how to use socil

medi etworks to iterct with fellow seiors.

all of these digitl itervetios c hve

profoud impct o seiors doptio of socil

medi techologies.

Watch for growth in social media adoption.

Medicre-eligible cosumers should o loger

be cosidered urechble vi socil medi

chels. Seiors socil medi usge grew

sigictly betwee 2007 d 2009, d reserch

suggests tht more growth is likely o the wy.

Socil mrketers d public helth commuictors

should tke ote of this tred, d wtch for

other socil medi treds mog americs

65 d older.

2.1.4 Eerging majorities

The socil medi eviromet is becomig

icresigly ethiclly d socio-ecoomiclly

diverse. mergig mjorities such s afric

americs d Hispics, who re ofte wrogly

ssocited with digitl divide or gp i

Iteret ccess d use cused by vriety of

socioecoomic d culturl fctors, re oe of the

fstest growig d most dymic users of socil

medi techologies. The emergece of smrtphoe

techology, combied with less expesive computers

d greter public Iteret ccess hs fueled this

growth. accordig to the Pew Iteret & americ

ife Project, afric americs re ow the

fstest-growig d most ctive users of the mobile

Iteret.23 amog hdheld device users, both afric

americs d Hispics re more likely to go olie usig

their hdheld device th Whites (48 percet d 47

percet versus 28 percet, respectively).23

eserch lso idictes tht emergig mjorities re usig

socil medi techologies i greter umbers th Whites.

a recet study by the Pew Iteret & americ ife

Project reveled tht Whites re less likely th afric

americs or Hispics to hve prole o socil

etworkig site (31 percet versus 43 percet d 48

percet, respectively), suggestig tht socil medi my

be highly effective mes to rech emergig mjority

udieces.24 Whites re lso less likely to use sttus updte

services, such s Twitter oly 19 percet of Whites use

these services wheres 26 percet of afric americs

do so.25

I regrds to helth, afric americ d Hispic

e-ptiets re more likely th Whites to report thttheir lst olie helth sessio hd mjor impct

(26% d 16% versus 11%, respectively).4 Yet afric

americs d Hispics re less likely th Whites to

reserch medicl problem olie, serch for iformtio

for prescriptio drugs d look for iformtio bout

doctors or helth professiols.4

Ufortutely, the growth i emergig mjorities use of

socil medi techologies hs ot resulted i improved

ccess to cre mog these popultios. This my be

due i prt to lck of comprehesive helth isurce.26

I 2009, the U.S. eprtmet of Helth d Hum

Services lbeled uisurce importt cotributor

to disprities i helth cre, d subsequet studies by the

Kiser mily oudtio hve reported tht emergig

mjorities such s afric americs d Hispics re

less likely th Whites to be isured.26,27 accordigly,

specic emergig mjorities re more likely to hve

less ccess to helth cre d experiece poorer helth

outcomes compred with Whites, mkig it ll the more

criticl to rech this cosumer segmet with effective

public helth-specic messgig.

EmERGNG mAJORTES AND

SOCA mEDA

afric americs d Hispics ow

Whites i their use of socil medi. O

percet of Whites olie hve prolsocil etworkig site, wheres 43 pe

afric americs d 48 percet of

olie do.

Source: Pew eserch Ceter, 2009

Whites

60%

50%

40%

30%

10%

20%

0%

African

AmericansH

- -

-


12/17

INSIGHTS ON EMERGING MAORITIES FOR PUBLIC

HEALTH-RELATED SOCIAL MEDIA OUTREACH

Dont fear the digital divide. Specic emergig

mjority popultios re ow more likely to

use socil medi techologies th Whites,

idictig tht socil mrketers d public

helth commuictors should ot void

pprochig these popultios usig Web 2.0

techology. eserch hs reveled tht afric

americ d Hispic e-ptiets re more likely

to be impcted by helth iformtio olie,

suggestig tht commuictig with these

udieces vi socil medi my i fct be s

effective s commuictios ofie.

Ensure that all tools are mobile Web compliant. Give tht emergig mjorities frequetly rely

o mobile devices to ccess the Iteret, it is

importt to esure tht public helth-drive

socil medi efforts trgeted towrds these

udieces be ccessible usig mobile device.

This ofte mes tht socil mrketers must

rely o text-bsed messgig, d void more

dymic tools tht tke loger for cellulr

etworks to dowlod.

Sttus updte services such s Twitter mke

idel text-bsed chels for socil medi

messgig vi mobile techology, d should

be cosidered s key pltform for rechig

emergig mjority udieces.

Focus on easily implementable health care

solutions. espite growth i the use of socil

medi techologies, emergig mjority fmilies

still suffer from poorer helth outcomes d fce

lesser ccess to helth cre services th Whites.

This my be ttributed i prt to the cil

hrdships my of these fmilies experiece,

combied with the growig costs of helth cre.

or these resos, public helth messgig to

emergig mjority udieces should provide cler,

low-cost solutios or recommedtios regrdig

the issue t hd. Messgig d tools cot

be perceived s cretig dditiol burde

for these commuities.

2.2 Health Care providers

I idustry where compestio is ofte tied

to the umber of ptiets treted, helth cre

providers re discoverig tht socil medi is oe

of the most efciet d lest costly iformtio-

shrig resources vilble. More d more, providers

re drive towrds deliverig more persolized,

better-iformed cre, d hve strted usig

socil medi techologies to do so. Yet, brriers

to socil medi doptio mog these idividuls

remi. Whe it comes to ptiet-to-provider

iterctios vi socil medi, providers of te hesitte

to egge becuse of their medicl triig, which

stresses the importce of privcy d mitiig

professiol distce.28 My providers lso

feel tht eggig with ptiets vi socil medi

blurs the lie betwee HIPaa violtio d

good-fith iformtio shrig.

ut it is eggemet betwee fellow providers tht

is ofte most vitl to effective socil mrketig d

public helth itervetios. Thus, it is importt

to uderstd why my physicis still perceive

relice o peer-to-peer socil medi resources

s ultimtely uproductive. It is eqully criticl to

idetify why providers ofte still questio the

premise tht doptio of socil medi techologies

will ultimtely beet ptiet helth outcomes.

These public helth professiols re witig

stroger evidece from mrketers of socil

medis iheret vlue.

So how c we overcome these brriers roud

physicis perceptio of socil medi?

The swer my lie i the diffusios of iovtio

theory, which sserts tht people do ot embrce

ides just becuse they re ovel or re promoted

through mss medi.5 Helth cre providers, like

cosumers, re iueced by the ctios of their

iuetil peers. Thus, if more key opiio leders

i the public helth commuity c be persuded

to leverge socil medi pltforms, greter umbers

of providers will follow suit.

2.2 .1 priar Care phsicians

Primry cre physicis re oe of the lichpis

of the americ public helth system. They re

ofte the rst poit of cotct for iformtio-

seekig cosumers, d for tht reso, re

importt udiece for public helth-focused

socil mrketig cmpigs.

Historiclly, physicis hve bee wry of e

i socil medi. ut s youger, more Web

geertios of doctors begi prcticig m

the medicl commuity hs see shift i p

cre physicis level of socil medi egg

Severl recet surveys hve documeted th

accordig to Mhtt eserch survey

published i 2009, 60 percet of U.S. phy

re either ctively usig socil medi etw

re iterested i doig so. 29 nerly 90 per

olie U.S. physicis sy the Iteret is es

to their professiol prctice, d 2008

by orrester eserch idicted tht 76 pe

of olie physicis used oe form of soc

medi or other to crete, cosume, or sh

medicl cotet.3,30

Physicis eggemet i socil medi do

occur frequetly, however. ess th 50 peolie physicis report tht they crete, c

or shre medicl cotet o mothly bs

supportig the ssertio tht my provid

perceive frequet or dily use of socil me

ieffectul. Whe physicis do use socil

for professiol purposes, it predomitl

vi peer-to-peer etworks. I 2008, 73 per

of specilists olie icludig primry c

physicis reported usig physici port

to d iformtio or sty updted o cli

mtters d tretmets.3 a 2010 study by n

Kovc of ew medi use mog physicis

88 percet hve visited cebook d 16 p

idicte they re usig or hve visited Twit

xclusive physici-trgeted socil medi e

such s Sermo, SocilM d Ozmosis re

providig physicis with sfe, secure evir

i which to shre ides. These etworks h

ttrcted tes of thousds of members

loe hd over 100,000 members i 2009

of their ppel is the ssurce tht oly li

physicis my become members d shre

This wlled grde pproch bolsters phy

codece i the relibility d ccurcy o

etworks cotet d sources.


13/17

0

pHySCANS pREfERRED CNCA

AND TREATmENT RESOURCES ONNE

a 2008 orrester eserch survey idictes

tht physicis re ow relyig o the digitl

equivlet of trditiol commuictioschels for cliicl d tretmet iformtio.

Source: orrester eserch, 2008

- -

-

0% 20% 40% 60% 80% 100%

Association or

professional

society

Online journals

Literature

databases

Physician

portals

Drug reference

tools or

databases

Wht re physicis discussig o these etworks? Most

olie specilists coect vi the Iteret to improve their

prctice d busiess, or d or shre cses, iformtio

o prescriptio drugs or tretmets, d reserch.3

eserch preseted by Joel Selzer, Co-ouder d CO

of Ozmosis, suggests tht physicis re focused o skig

d swerig questios, etworkig with peers, cosultig

o cliicl cses, discussig product efccy, reviewig

public helth lerts d cosumig cotiuig medicl

eductio d eductiol videos.32

These digs suggest tht key medicl opiio leders

d iformed peers remi two of the key iuecers of

physicis behvior d cliicl prctices.

NSGHTS ON pRmARy CARE pHySCANS fOR

pUBC HEATH-fOCUSED SOCA mEDA OUTREACH

Authenticate your evidence online. Primry crephysicis vlue the iformtio tht is vilble to

them olie, but wt to kow where it comes from

d who they re commuictig with. Thus its

importt to iclude evidetiry iformtio whe

deliverig prticulr dig or set of public helth

recommedtios to primry cre physicis vi

socil medi chel. It my lso be criticlly importt

to require tht physicis submit some type of professiol

idetictio before prticiptig i peer-to-peer

socil medi etwork or olie coverstio.

tig d sourcig the iformtio you provide c

be ccomplished reltively esily usig digitl tctics.

or exmple, hyperlikig to origil source or

jourl bstrct is gret wy to iclude referece

without ddig dditiol cotet. This is lso key

opportuity for govermet-sposored websites,

if the iformtio is esy to d d ccess.

Keep it simple (or risk losing your audience). Time is

precious commodity mog primry cre physicis,

who re ofte tsked with tretig ptiets bck-to-bck

throughout the workdy. Cosequetly, these providers

must be ble to icorporte socil medi pplictios

ito their dy-to-dy lives simply d efcietly. Time or

lbor-itesive pplictios will likely be igored i fvor

of tools tht re more esily utilized.

Oe wy to icrese the efciecy d

effectiveess of socil medi pplictios trgeted

towrds providers is to iclude tool for users

to seek help if they eed dditiol iformtio

or ssistce olie. Offerig digitl help desk,

for exmple, is gret wy for physicis to ler

how to vigte your socil medi pplictio

i rel-time, without the dded time d

complictio of cotctig you directly.

Look to digital champions and ambassadors.

ike my of us, physicis ted to rely o

etworks of trusted peers d well-estblished

public helth istitutios for cliicl d tretmet

iformtio. Socil lerig theory supports this

otio, d tells us tht chmpios ply

sigict role i ecourgig positive behvior.5

a like-mided key opiio leder or istitutioo the frot lies of public helth issue c

ofte become digitl mbssdor for

cmpigs socil medi messgig, give his

or her bility to dissemite trusted cotet

to lrge etworks of peers o d ofie.

These etworks c i tur become importt

iformtio pipelies durig cmpig or

public helth crisis. igitl mbssdors c lso

provide isights o how to rech d iuece

specic groups of cosumers d providers.

Its importt to ote tht y reltioship with

public helth professiols withi the cotext

of socil mrketig cmpig should remi

trspret d uthetic to esure the credibility

of the cmpig d its messgig remis itct.

2.2.2 Nurses

nurses re ofte the rst poit of cotct for

cosumers seekig helth cre d, like primry

cre physicis, they hve historiclly bee skepticl

of socil medis potetil to improve ptiet cre.

Yet urses re ofte more willig to egge i

ptiet-to-provider iterctios vi socil medi

pltforms. as urse blogs such s Codeblog d

mergiblog d ursig commuities such s

allnurses d nurseCoect hve grow, more

d more urses re begiig to shre olie.

Ptiet-to-urse iterctios vi socil medi

occur i my wys. or exmple, pproxi

three out of four U.S. urses recommed h

websites to ptiets.33 nurses re lso utili

micro-bloggig d sttus updte services

commuicte with ptiets, s well s oe

I 2010 survey, 11 percet of urses reporte

Twitter d 77 percet reported visitig c

egrdig exclusively peer-to-peer egg

reported 65 percet of urses pl to e

i socil medi i the future for professio

developmet resos.34 nursig blogs driv

sigict portio of this eggemet mos

report usig blogs for eductio d profe

developmet.34 also, erly 25 percet of

report visitig the professiol developme

etwork ikedI.

NSGHTS ON NURSES fOR pUBC

HEATH-fOCUSED SOCA mEDA OUTR

Nae our sources. ike physicis, ur

vlue iformtio vilble olie d th

socil medi etworks, but wt to kow

it comes from. Iformtio shred vi socichels tht is ot thoroughly referec

sourced is ot likely to be used by urse

cliicl settig ofie. blig urses to

iformtio o their bckgroud or cliic

before shrig public helth recommed

with ptiets or peers c lso be impor

or exmple, disclosig if urse is reg

urse or certied urse prctitioer,

dd to the credibility of the iformtio


14/17

2

manage but dont control dialogue. Whe it comes to

socil medi, urses vlue isights d feedbck from

ptiets d fellow urses like. Thus, socil medi

commuities d tools desiged for urses should

eble everyoe to ler d shre, provided tht the

iformtio give remis trspret. attempts t

cotrollig the coverstio my drive urses wy,

d dimiish the vlue of the socil medi pplictio.

Create a cliate that acilitates education and ersonal

inoration sharing. nursig is very persol professio,

d urses ofte crete ptiet composites msh-up

of severl similr ptiet experieces ito sigle

ptiet whe discussig their experieces olie.

Other urses c ler from these composites d

shre them with ech other.

ut urses re lso iterested i coectig with oe

other d shrig stories bout their dy-to-dy lives.

Idelly, socil medi etwork gered towrds ursesshould eble them to do both.

2.2 .3 Health Sstes and Hositals

Helth cre systems d hospitls re criticl udiece

for socil mrketers d public helth commuictors. They

house ptiets o their jourey towrds welless d ofte

serve s trusted uthorities for public helth iformtio.

The umber of hospitls doptig socil medi techologies

hs skyrocketed i recet yers.35 Socil medi pltforms

such s cebook, YouTube d Twitter re ow beig used

i customer service, medi reltios, d provider recruitmet

efforts. or exmple, the Myo Cliic i Miepolis hs

creted cebook Pge d Twitter feed dedicted

to helpig people d job t the Cliic. Job seekers c

see sttus updtes o ew opeigs, or post commets

or questios bout workig t oe of the Cliics fcilities.

d eett, irector of Web Strtegy t the Uiversity

of Mryld Medicl System, hs estimted tht the

socil medi doptio rte mog hospitls i the U. S.

is pproximtely 53 percet.36 The rte of doptio is

hevily skewed to lrger hospitls, but this my chge

s more fcilities gi better ude rstdig of the

low-cost beets socil medi pplictios c provide.

Ptiets re lso respodig to hospitls efforts. nerly

oe-qurter of e-ptiets lredy cosult rkigs or

reviews olie of hospitls or other medicl fcilities.4

Still oly four percet post review of hospitl olie.4

AUDENCE NSGHTS ON HEATH SySTEmS AND

HOSpTAS fOR pUBC HEATH-fOCUSED

SOCA mEDA OUTREACH

Turn roviders into advocates.

eserch hs demostrted tht growig

umber of americs re seekig iformtio

olie bout where to obti helth cre.

accordigly, hospitls flited providers should

be give socil medi tools to commuicte with

potetil ptiets bout the type of cre they c

expect to receive t prticulr fcility, s well

s covey relible public helth iformtio to

members of the hospitls commuity. Physicis

d urses c become hospitls strogest

dvoctes through socil medi pltforms such

s blogs d podcsts, ll of which c be mde

vilble through hospitls website.

Counicate intentions and exectations.Helth cre fcilities tht utilize socil medi

should clerly commuicte their socil medi

policies d procedures to their ledership,

stff d ptiets. This my be doe i writig

or vi the hospitls website or blog, if oe exists.

Clerly displyig socil medi policies elimites

cofusio regrdig the itet of hospitls socil

medi efforts, d helps mitigte potetil risks.

ook to social edia in a crisis. Give tht

socil medi techology c eble two-wy

commuictios i rel-time, it c be vluble

tool for hospitl durig public helth crisis.

More speciclly, socil medi pltforms c be

used to recruit medicl voluteers to disster site,

rpidly covey criticl iformtio to commuity,

d lig respose efforts o the groud.

after the crisis hs subsided, the goodwill creted

by these types of socil medi-bsed respose

efforts c result i hospitl becomig more

trusted source of public helth iformtio

mog its costituets.

WHAT SOCA mEDA NETWORKS

DO HOSpTAS pREfER?

Hospitls use of socil medi pltforms grew

expoetilly betwee 2009 d 2010. amog

smple of 660 hospitls i the U.S. whoutilize socil medi, 507 utilize Twitter, 459

utilize cebook, 308 utilize YouTube, d 85

utilize blogs.

Sources: Ogilvy, 2010; d eett.org, 2010

- -

-

0 100 200 300 400 500 600

Twitter

Blogs

Facebook

YouTube

3. Summry Coclusios

Socil mrketig is rooted i the belief tht g

udiece eggemet trsltes ito more p

solutios d itervetios.5 Socil etwor

fcilitte eggemet, d with the dvet o

medi etworks olie, peoples prticiptio

mrketig itervetios is ow greter th

Public helth progrms hve leverged this

d re successfully doptig pltforms su

cebook d YouTube to iuece d ch

peoples behviors for the better.37 eelig

hve the right iformtio to live helthier,

fulllig lives is empowerig, d socil me

fuel tht sese of empowermet.

ut ot ll of us re e-ptiets coected tsocil etwork of public helth iformtio

If socil mrketig is truly bout protectig

improvig the wellbeig of others, we must

wys to rech d egge those who re

ctively seekig public helth iformtio

the Web. Perhps givig providers d co

equl shre of voice i the developme

public helth messgig d itervetios w

us overcome this chllege. Socil mrkete

udoubtedly be usig socil medi techo

to seek d d the swer.


15/17

4

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Documents

Ogilvy and CSIC_Using Social Media Platforms to Amplify Public Health Messages