Santoro - Festival internazionale del giornalismo 2009 - La prevenzione nei media: responsabilità o business?

La prevenzione nei media responsabilità o business?

Eugenio [email protected]

PartecipasaluteLaboratorio di Informatica MedicaIstituto di Ricerche Farmacologiche “Mario Negri”, Milano

Festival internazionale del giornalismo Perugia, 2 aprile 2009

Eugenio Santoro, Istituto Mario NegriEugenio Santoro, Istituto Mario Negri

0 10 20 30 40 50 60

Disease Assoc./Support groups

Pharma Companies

Someone with same condition

Nurse

Pharmacist

Television

Newspaper/Magazines

Relatives/Friends

Doctor

Internet

%

Sources used to find or access health informationSources used to find or access health information

Fonte: iCrossing. How America searches: health and wellness. Gennaio 2008Fonte: iCrossing. How America searches: health and wellness. Gennaio 2008


0 10 20 30 40 50 60 70

Siti per la promozione di farmaciSiti di ospedali

Siti di aziende farmaceutichePortali istituzionali

Motori di ricerca specialistici

Portali giornalistici e di newsPortali di assicurazioni sanitarie

Siti di società scientificheSocial media

Portali sanitariMotori di ricerca generalisti

%

Quali strumenti per trovare info mediche in InternetQuali strumenti per trovare info mediche in Internet



0 10 20 30 40 50 60 70

Drug advertisementHospital sites

Pharma company sitesGovernement sites

Health specific search engines

News sitesHealth plans

Disease/condition association sitesSocial media

Health portalsGeneral search engines

%

Online tools and resources used tolocate health information

Online tools and resources used tolocate health information



PreventionMedical associations

PreventionMedical associations


Web TV – PreventionWeb TV – Prevention


PreventionPharma companies

PreventionPharma companies


Affidabilità delle informazioni su YouTube

• Rischi e benefici dei vaccini e delle vaccinazioni*• Analisi di 153 video• 52% messaggi ambigui o negativi (metà di questi

contro linee guida internazionali)• Tutti i video “positivi” aderiscono alle linee guida• I messaggi negativi più visti e più votati (e con valori

più elevati) di quelli positivi

• I contenuti meno affidabili hanno maggiori possibilitàdi diffusione

*Jama 2007; 298: 2482-4

Eugenio Santoro, Istituto Mario NegriEugenio Santoro, Istituto Mario NegriMar 2009Mar 2009 Nov 2008Nov 2008

Prevention – Users collaborationPrevention – Users collaboration


Confronto dati Goolgle FluTrends – CDC

periodo 2004-2008


Blogs for patientsBlogs for patients


“Around 3,000 to 5,000 new cases of ALS are diagnosed every year in the United States alone. Imagine knowing every

medication, supplement, or device used to treat your disease. Imagine knowing what treatments work for people just like you —

and having the ability to easily connect with those people. That’s what makes

PatientsLikeMe different. Patients share their treatments and outcomes not just to

help themselves, but to help others. Become part of making a difference for

everyone with ALS today. “

“Around 3,000 to 5,000 new cases of ALS are diagnosed every year in the United States alone. Imagine knowing every

medication, supplement, or device used to treat your disease. Imagine knowing what treatments work for people just like you —

and having the ability to easily connect with those people. That’s what makes

PatientsLikeMe different. Patients share their treatments and outcomes not just to

help themselves, but to help others. Become part of making a difference for

everyone with ALS today. “

Social network – Patients and consumersSocial network – Patients and consumers


Ann Pharmacother 2008; 42: 1814-21Ann Pharmacother 2008; 42: 1814-21

Wikipedia as source of information for disease prevention?Wikipedia as source of information for disease prevention?

“Wikipedia was able to answersignificantly fewer drug information

questions (40%) compared with MedscapeDrug Reference (82.5%)”

“Wikipedia was able to answersignificantly fewer drug information

questions (40%) compared with MedscapeDrug Reference (82.5%)”

“Wikipedia may be a useful point of engagement for consumers, but is not authoritative and

should only be a supplemental source of drug information”

“Wikipedia may be a useful point of engagement for consumers, but is not authoritative and

should only be a supplemental source of drug information”


Web 2.0 e medicina

Santoro E. “web 2.0 e medicina”. Roma 2009,Il Pensiero Scientifico editore

Santoro E. “web 2.0 e medicina”. Roma 2009,Il Pensiero Scientifico editore

http://www.pensiero.it/ecomm/pc/viewPrd.asp?idproduct=349http://www.pensiero.it/ecomm/pc/viewPrd.asp?idproduct=349


GrazieGrazie

Education

Santoro - Festival internazionale del giornalismo 2009 - La prevenzione nei media: responsabilità o business?