Presentation at Philippine Academy of Ophthalmology Congress, 7 Dec 2017. SMX Convention Center, Manila.

1. SOCIAL MEDIA &
HEALTH COMMUNICATION
Iris Thiele Isip Tan MD, MSc
@endocrine_witch
Professor, UP College of Medicine
Chief, UP Medical Informatics Unit
Director, UP Manila Interactive Learning Center

2. Social media as
a platform
Transforming
health messages
My Dok Bru
experience

3. Pei-Li Teh & Marc Yates (2013)
researchpartnership.com

4. Pei-Li Teh & Marc Yates (2013)
researchpartnership.com
Nine in ten had accessed the internet looking
for healthcare information, with almost 3/4s
having done so in the last month.

5. GENERAL HEALTHCARE WEBSITES
ONLINE HEALTH FORUMS
HEALTH COMMUNITY WEBSITES
DISEASE WEBSITES
CLINICAL WEBSITES
PHARMACEUTICAL WEBSITES
WIKIS
E-NEWSLETTER
FACEBOOK
%
0 25 50 75 100
HEALTH INFORMATION SOURCES EVER USED
Pei-Li Teh & Marc Yates (2013)
researchpartnership.com
(Philippines)
25%

6. PHILIPPINES
CHINA
KOREA
MALAYSIA
SINGAPORE
TAIWAN
AVERAGE
%
0 25 50 75 100
USE OF FACEBOOK FOR HEALTH INFORMATION
Pei-Li Teh & Marc Yates (2013)
researchpartnership.com

7. Patients are increasingly using online social networks to
connect with other patients and healthcare professionals.
PEER-TO-PEER HEALTHCARE
Pagoda S. et a. Adapting Behavioral Interventions for Social Media Delivery
J Med Internet Res 2016;18(1):e24

8. SOCIAL MEDIA FOR HEALTH COMMUNICATION
Provide health information
Provide answers to medical Qs
Facilitate dialogue
Collect patient data
Health promotion
Moorhead SA et al. J Med Internet Res 2013;15(4):e85
Health education
Reduce stigma
Online consultation

9. BENEFITS OF SOCIAL MEDIA
FOR HEALTH COMMUNICATION
Increase interaction
Increase accessibility
More available, shared, tailored information
Moorhead SA et al. J Med Internet Res 2013;15(4):e85
Peer/social/emotional support
Public health surveillance
Potential to influence health
policy

10. LIMITATIONS OF SOCIAL MEDIA
FOR HEALTH COMMUNICATION
Lack of reliability
Quality concerns
Moorhead SA et al. J Med Internet Res 2013;15(4):e85

11. Concern over veracity &
quality of information
Increased use to post anecdotal information
Minimal guidelines regulating content uploaded

12. Madathil KC et al. Health Informatics J 2015;21(3):173-194
HEALTH-RELATED INFORMATION ON YOUTUBE
Health consumers are
viewing health-related
information on YouTube
Misleading information is
found on YouTube & likely
to be found by health
consumers
Reliable postings from
government/professional
orgs are available
Little difference between
frequency of viewings
between misleading &
accurate posts

13. Moorhead SA et al. J Med Internet Res 2013;15(4):e85
LIMITATIONS OF SOCIAL MEDIA
FOR HEALTH COMMUNICATION
Lack of confidentiality & privacy
Often unaware of risks of disclosing
personal information online

14. LIMITATIONS OF SOCIAL MEDIA
FOR HEALTH COMMUNICATION
Unaware of risks of
communicating harmful/
incorrect advice using
social media
Unsure how to correctly
apply information found
online to their personal
health situation
Information overload
Moorhead SA et al. J Med Internet Res 2013;15(4):e85

15. LIMITATIONS OF SOCIAL MEDIA
FOR HEALTH COMMUNICATION
Adverse health consequences
Negative health behaviors
Moorhead SA et al. J Med Internet Res 2013;15(4):e85

16. LIMITATIONS OF SOCIAL MEDIA
FOR HEALTH COMMUNICATION Moorhead SA et al. J Med
Internet Res 2013;15(4):e85
Health professionals may not often
use social media for communication
Social media may act as a deterrent from
visiting health professionals

17. Do cultural variations exist in patterns
of online health information seeking?
Song et al. Trusting Social Media as a Source of Health Information: Online Surveys
Comparing the United States, Korea, and Hong Kong. J Med Internet Res 2016;18(3):e25)

18. HEALTH INFORMATIONSong et al. J Med Internet Res 2016;18(3):e25)
Expertise-based information
produced by medical professionals
Experience-based information
laypersons’ subjective first-hand
experiences of health & illness

19. Song et al. J Med Internet Res 2016;18(3):e25)
SURVEY QUESTIONNAIRE
English (Milwaukee) n=301
Korean (Seoul) n=179
Chinese (Hongkong) n=337
826 College students
Voluntary participation
Health information seeking & trust
Goals of online health information seeking
Seeking health information on
behalf of family members

20. Frequency of using health
information sources
Song et al. J Med Internet Res 2016;18(3):e25)
Blogs
Support groups
Social networks
Professional
health information
websites

21. HEALTH INFORMATIONSong et al. J Med Internet Res 2016;18(3):e25)
Expertise-based information
Americans showed a stronger
preference for WebMD & CDC
Experience-based information
Asians showed more trust in
blogs, online support groups &
social networking sites

22. Song et al. J Med Internet Res 2016;18(3):e25)
Social media can help disseminate expertise-based health
information by enhancing access, relevance and credibility.
Experience-based information can be strategically and
differentially incorporated into expertise-based health information
to target audiences from diverse cultures.

23. Song et al. J Med Internet Res 2016;18(3):e25)
Incorporating health professionals’ comments
in health-related blogs, SNS, and support group sites
may be imperative for Asians.

24. Social media as
a platform
Transforming
health messages
My Dok Bru
experience

25. Kwentong Jollibee Valentine Series: Crush
https://youtu.be/ai1AmULzVqY

26. WHAT IS THE AD TELLING US?
A. Eat more burgers.
B. It is possible to eat burgers for a lifetime and not
have a heart attack.
C. Elderly should be allowed to eat burgers.
D. It’s about love, not burgers.

27. http://www.gmanetwork.com/news/hashtag/content/619866/yum-burger-
sales-quadrupled-because-of-viral-crush-ad-jollibee-exec/story/

28. The new challenge for hypertension programs is
maintaining community interest while reiterating the
same health messages.
“
Logan A. Community hypertension programs in the age of mobile
technology & social media. Am J Hypertension 2014;27(8): 1033-1035

29. HOW TO PACKAGE
MESSAGES ON
SOCIAL MEDIA
Logan A. Community hypertension programs in the age of mobile
technology & social media. Am J Hypertension 2014;27(8): 1033-1035

30. DEFINE PARAMETERS
Modality
Purpose
Community type
Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery
J Med Internet Res 2016;18(1):e24

31. PLATFORM
SELECTION
Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery
J Med Internet Res 2016;18(1):e24

32. Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery
J Med Internet Res 2016;18(1):e24
CONTENT CONVERSION/DEVELOPMENT

33. https://youtu.be/3TmNCt1N9_4
KUNGFU FIGHTER, HIDDEN SUGAR

34. Pagoda S. et al. Adapting Behavioral Interventions for Social
Media Delivery J Med Internet Res 2016;18(1):e24
REPORTING
How many likes?
How many replies?
How many posts did participants make?

35. Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery
J Med Internet Res 2016;18(1):e24
WHAT IS MEANINGFUL
ENGAGEMENT?

36. What is the optimal size for an online network
for a behavioral intervention?
Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery
J Med Internet Res 2016;18(1):e24

37. Social media as
a platform
Transforming
health messages
My Dok Bru
experience

38. www.fb.com/endocrinewitch

39. WWW.DOKBRU.ENDOCRINE-WITCH.NET

52. IRIS THIELE ISIP TAN MD, MSC
Director, UP Manila Interactive Learning Center
Chief, UP Medical Informatics Unit
Professor, UP College of Medicine
@endocrine_witch