Adaptivity in Health Communication and Promotion

Adaptivity in health
communication and promotion
The
potential
of
Web
2.0
and
mobile
technologies

Marco
Bardus
Institute
of
Public
Communication
and
Education
Faculty
of
Communication
Sciences
Università
della
Svizzera
Italiana,
USI

Pro*Doc
Conference
on
Adaptivity
in
Health
Communication
-
Ascona,
September
10,
2010

Overview

}
Introduction
 Web
2.0
and
mobile
technologies
today
 Web
2.0
for
health
info Background
&
Rationale
 Web
2.0
for
health
communication

Objectives
&
Research
Questions

Evidence
and
Discussion

Conclusions,
Q&A

Adaptivity in health communication and promotion Ascona, 11/9/2010 2

The focus of my research
New
media
and
technologies
for
behavior
change
(in
health
communication
and
social
marketing

initiatives).

Focus
on:

1. “Public
health
messages
and
campaigns”

2. “telehealth
applications”
(Healthy
People
2010)
www.healthypeople.gov/document/html/volume1/11healthcom.htm


Web 2.0 and mobile
technologies today

Social media world


Just a fad?


The context
+400
million
watch
video
online
+350
million
read
blogs
+300
million
visit
friend’s
SNS
pro=ile

} (Parker,
2009)

+500
million
Facebook
users
59%
adults
wirelessly
online
through
mobile
phones

(Smith,
2010)

61%
of
American
adults
looks
online
for
health
information

(Fox
&
Jones,
2009;
Lenhart
et
al.,
2010)
Primary
sources:
health
professionals,
friends
or
family


Adaptivity in health communication and promotion Ascona, 11/9/2010 X

The concepts

“ Web
2.0
encompasses
the
idea
of
the
Web
as
a
platform,
that

harnesses
collective
intelligence
through
the
sharing
of

information
and
data
in
a
free,
open-‐source
way,
providing
a

richer
user
experience

participation,
openness,
conversation,
community
and
connectedness.

(O’Reilly,
2005)

Social
media
are
the
social
aspects
of
Web
2.0
applications:

(May=ield,
2008)


Online health information
in the Web 2.0 era

Health information seekers
61%
of
American
adults
looks
online
for
health

information

(Fox
&
Jones,
2009;
Lenhart
et
al.,
2010)

Primary
sources:
health
professionals,
friends
or
family


WebMDHealth 2.0 /


Mobile phones for
health enhancement

Self-tracking, self-monitoring


Health/Medicine 2.0

“ Is
the
use
of
a
speci]ic
set
of
Web
tools
(blogs,
Podcasts,

tagging,
search,
wikis,
etc)
by
actors
in
health
care

including
doctors,
patients,
and
scientists,
using
principles

of
open
source
and
generation
of
content
by
users,
and
the

power
of
networks
in
order
to
personalize
health
care,

collaborate,
and
promote
health
education.
(Hughes
et
al.,
2008)


iPod/iPad/iPhone apps


Health communication and
social marketing campaigns

Objectives of the
presentation

We know that…

People
and
organizations
make
use
of

social
media
and
mobile
applications.


But we do not know…

Why,
how
and
with
what
effects?


Research questions
1. What
types
of
social
media
and
mobile
technologies

are
used
in
public
health
and
health
promotion

initiatives?
2. What
measures
of
success
(or
failure)
could
be
used

to
assess
social
media
effectiveness?

3. What
types
work
best
and
with
whom?

4. How
social
media
could
be
effectively
and
efJiciently

used
in
health
promotion
programs?


Why social media for
health promotion?

The potential of social media

Increase
the
reach
(Chou
et
al.,
2009;
Bennet
&
Glasgow;
Evans,
2008;
Uhrig
et
al.,2010)

Stimulate
interpersonal
communication
about
the

campaign
topic
+
generate
larger
behavior
change

(Abroms
&
Maibach,
2008)

Mobile
public
health
programs
(Lefebvre,
2009)

Opportunities
for
tailoring,
and
adapting
to
users’
preferences,
habits,
health

history,
etc.


Social media for health
information: good or bad?
pros cons
Good
&
reliable
source Privacy
of
personal
data
(Vance,
Howe
&
Dellavalle,
2009) (Chou
et
al.,
2009)

Ef]icacious
in
attracting,
Source
credibility
retaining
and
engaging
users (Eysenbach,
2007;
Hu
&
Sundar,
2010;
Wang
et
al.,
2008).

(Bennett
&
Galsgow,
2009)


1) what types of social
media applications?

Results from our scoping review
367
references
retrieved
123
articles
charted
40
general
commentaries
and
editorial
material
recognizing
the

potential
use
in
social
marketing
and
health
communication
21
social
media
as
health
professional
education
and
training.
10:
content
analyses
of
YouTube,
Facebook,
MySpace.
4
articles
(2
reporting
the
same
data)
explicitly
mention

and
report
the
use
of
social
media
in
social
marketing

initiatives.


Social media as learning tools
Types
of
social
media
YouTube,
wikis,
blogs,
podcasts,
mobile
phones

Training
health
educators

(Akagi,
2008;
Burke
&
Oomen-‐Early,
2008;
Burke
&
Snyder,
2008;
Burke,

Snyder,
&
Rager,
2009)

Clinical
practitioners
(Boulos,
Maramba,
&
Wheeler,
2006;
Feeney
et
al.,
2008;
Lauber,
2009)

Public
health
students
(Goldman,
Cohen,
&
Sheahan,
2008;
Hanson
et
al.,
2008;
Kapp
et
al.,
2009)


A lesson for public health

“ The
Obama
campaign
set
a
new
standard,
encouraging

horizontal
communication,
fostering
small
acts
of
engagement
and
facilitating
in-‐person
grassroots
activities.

2009)

(Abroms
&
Lefebvre,


Change we can:
featuring social
media
(1)
of]icial
website
(2)
the
campaign
TV
channel
(3)
social
network
sites
(4)
mobile
phones
(5)
unof]icial
UGC
materials


Results from our scoping review
No
theories
or
models
are
explicitly
reported.
Only
2
studies
report
outcomes:
quantitative

outreach
and
outputs,
i.e.
website
page
views,
nr.

of
viewers,
registered
users,
“friends”
and

followers.


2) what measures of
success?

 Social
media
effectiveness


Are metrics enough?
What about behavior change?
What about new media
effectiveness?


Setting the research agenda
We
need
Appropriately
designed
studies
focusing
on
the
effectiveness
of

new
media
on
behavior.

How?
By
“listening”
to
the
publics
before
adapting
and
choosing
the

appropriate
media
strategy.

By
combining
qualitative
+
quantitative
research
methods
(i.e.

online/of=line
focus
groups,
structured
interviews
with
the
TA,

formative
evaluation,
SWOT
analysis,
conversation
tracking
and

analysis,
surveys
and
experiments).


Thank you!
Marco
Bardus
Institute
of
Public
Communication
and
Education,
Faculty
of
Communication
Sciences
Università
della
Svizzera
Italiana,
USI
marco.bardus@usi.ch

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L.
C.,
&
Lefebvre,
C.
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L.
C.,
&
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E.
W.
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R.
E.
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Boulos,
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S.
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W.
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Evans,
W.
D.,
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K.
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&
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Y.
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M.
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