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Improving Health through Communication, Marketing , and Media Jay M. Bernhardt, PhD, MPH US Centers for Disease Control and Prevention Twitter: @jaybernhardt

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Centers for Disease Control and Prevention <ul><li>2009 H1N1 Flu Pandemic </li></ul><ul><li>Strengthen CDC’s: </li></ul><ul><ul><li>Surveillance and Epidemiology </li></ul></ul><ul><ul><li>Support to State and Local Health Departments </li></ul></ul><ul><li>Provide Leadership: </li></ul><ul><ul><li>Community Prevention </li></ul></ul><ul><ul><li>Global Health </li></ul></ul><ul><ul><li>Health Policy and Reform </li></ul></ul>Thomas Frieden, MD, MPH CDC Director

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Health Reform - A New Manifesto for the CDC <ul><ul><li>“Determining the CDC's role in health system reform is a major priority. Little progress can be made in health-care cost containment, improved access, and enhanced quality without public health having a seat and voice at the reform table.” </li></ul></ul><ul><ul><ul><ul><li>The Lancet, Vol. 373. June 6, 2009 </li></ul></ul></ul></ul>

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<ul><li>Health Professionals </li></ul><ul><ul><li>1,000+ Health Departments </li></ul></ul><ul><ul><li>1,000+ Partner Organizations </li></ul></ul><ul><li>The “Public” </li></ul><ul><ul><li>300+ million Americans </li></ul></ul><ul><ul><li>Populations in 50+ countries </li></ul></ul><ul><li>Policy Makers & Stakeholders </li></ul>CDC’s Diverse Customers: Wholesale and Retail

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What Influences Health Behaviors?

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http://www.curcuitcity.com

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http://www.paintmyweb.com/images/web-logos.jpg Average informed person reads or listens to 7 sources of information daily (Pew, 2008)

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Health Consumers in 2009 Empowered Overwhelmed Info Seeking Info Avoiding

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We Can Learn from the Experts Coca-Cola should always be “within an arm’s reach of desire.” – Robert Woodruff Source: Coca-cola website image library

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Effective Public Health Means… <ul><li>Providing health information and interventions when , where , and how people want and need them to inform healthy and safe decisions </li></ul>Our Goal : Public Health within an arm’s reach of need

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Principles of Effective Health Communication, Marketing, and Media <ul><li>Use customer-centered strategies </li></ul><ul><li>Make information accessible and relevant </li></ul><ul><li>Mix high repetition with deep engagement </li></ul><ul><li>Combine high-tech with high-touch </li></ul>

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Customer-Centricity through Data http://www.cdc.gov/healthmarketing/resources.htm

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Health Literacy and Accessibility <ul><li>The capacity to obtain, process, and understand basic health information </li></ul><ul><li>Only 12% of US adults have “proficient health literacy.” </li></ul><ul><li>14% of US adults (30 million people) have “below basic health literacy.” </li></ul><ul><ul><li>More likely to report poor health (42%) </li></ul></ul><ul><ul><li>More likely to lack health insurance (28%) </li></ul></ul>http://www.cdc.gov/healthmarketing/resources.htm

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Tailored and Targeted Health Information <ul><li>Relevance increases Central Processing </li></ul><ul><li>Multilingual services </li></ul><ul><ul><li>e.g., CDC en Espanol </li></ul></ul><ul><li>Multi-cultural comm. </li></ul><ul><li>Target vulnerable populations to reduce health disparities </li></ul>http://www.cdc.gov/CDCTV/EyesOfTheEagle

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The Power of Narrative <ul><li>Storytelling aids persuasion </li></ul><ul><li>Television is most common source of health information </li></ul><ul><li>Entertainment-Education can impact knowledge, attitudes, and behaviors </li></ul>http://www.kff.org/entmedia/upload/7803.pdf

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The Power of Social Media <ul><li>Traditional </li></ul><ul><li>Media (vertical) </li></ul>Social Media (horizontal) Most trusted = People Like Me - Edelman trust barometer Aim for the “Sweet Spot”

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Social Media and Consumers

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Social Media and Health

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Social Media at CDC http://www.cdc.gov/socialmedia

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Social Media at CDC http://www.facebook.com/CDC http://twitter.com/CDC_eHealth

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Streaming Media at CDC http://www.cdc.gov/CDCTV http://www.youtube.com/user/CDCStreamingHealth

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CDC Island in Second Life

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Mobile Health Communication and Marketing (mHealth)

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Mobile Health Communication and Marketing (mHealth) <ul><li>Mobile emergency risk communication </li></ul><ul><li>Mobile behavior change campaigns </li></ul><ul><li>Mobile treatment compliance reminders </li></ul><ul><li>Mobile social network messaging </li></ul><ul><li>Mobile community empowerment </li></ul><ul><li>Public health within an arm’s reach </li></ul>http://m.cdc.gov/

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mHealth Apps & Campaigns

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“ Mobile phone subscribers have almost tripled in developing countries over the last five years, and now make up some 58% of mobile subscribers worldwide .” -- United Nations Conference on Trade and Development, 2008 Global mHealth Opportunities

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2008 Salmonella Outbreak and Peanut Product Recall eCards Graphical Buttons Blogs Twitter Widgets

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Integrated Health Marketing Campaign: Seasonal Influenza Vaccination (2007 – 2009)

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2009 Novel H1N1 Influenza “ In the next influenza pandemic, be it now or in the future, be the virus mild or virulent, the single most important weapon against the disease will be a vaccine. The second most important will be communication.” John Barry, Author of The Great Influenza in Nature (May 2009)

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2009 Novel H1N1 Influenza Communication

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2009 H1N1 Pandemic Response <ul><li>Risk Communication Goals: </li></ul><ul><ul><li>Provide timely, accurate, and credible information about the 2009 H1N1 threat and prevention actions </li></ul></ul><ul><ul><li>Increase public awareness, knowledge, and adoption of flu prevention and mitigation recommendations </li></ul></ul><ul><ul><li>Guide public expectations for change and variability related to prevention and mitigation </li></ul></ul><ul><ul><li>Protect public and individuals’ health while minimizing social, economic, and educational disruption </li></ul></ul><ul><li>Strategy: Two-way comm. thru multiple channels and partners and target vulnerable populations </li></ul>

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2009 H1N1 Web Stats Totals (Apr 22 – Sept 10)

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H1N1 Content Syndication and RSS <ul><li>More than 22 million views of H1N1 Content via CDC RSS Feeds through 9/10/2009 </li></ul><ul><li>More than 164,000 views of CDC H1N1 content via Content Syndication </li></ul>

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<ul><li>More than 2,000,000 YouTube views </li></ul><ul><li>More than 680,000 Podcast downloads </li></ul><ul><li>More than 106,000 CDC-TV views </li></ul>2009 H1N1 Streaming Media

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<ul><li>Fewer than 3,000 followers before H1N1 </li></ul><ul><li>Now more than 884,000 followers on 3 CDC Twitter profiles </li></ul><ul><li>More than 429,000 click throughs to CDC.gov content from links posted on Twitter through September 10, 2009 </li></ul>2009 H1N1 and Twitter

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3.80 million views of H1N1-related widgets through 9/10/2009 www.cdc.gov/widgets 2009 H1N1 Widgets

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2009 H1N1 CDC-INFO Stats Totals (Apr 22 – Sept 10)

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Feedback from Media & Experts <ul><li>“… The CDC is clearly making an effort to provide site visitors with multiple ways and formats to consume this serious content, from video explan-ations to podcasts featuring health domain experts… </li></ul><ul><li>… So yes, swallow your pride. We can learn from the ‘big, fat, impenetrably slow and bureaucratic’ agencies out there. Suck it up and take action.” </li></ul><ul><ul><li>-- Pete Blackshaw Advertising Age </li></ul></ul>

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Feedback from Media & Experts “ As the government tries to get in front of the rapid spread of information, it's learning some important lessons about how social media is used in crisis situations.” ---National Public Radio &quot;When it comes to swine flu, the Feds are maintaining full online alert. As news about the epidemic has burned up all corners of the Web, the Centers for Disease Control and Prevention and the Department of Health and Human Services have been using Twitter and YouTube, among other sites, to disseminate information.” --Washington Post

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Improving Health through Communication, Marketing, and Media <ul><li>Apply best-practice principles </li></ul><ul><ul><li>Use customer-centered strategies </li></ul></ul><ul><ul><li>Make information accessible and relevant </li></ul></ul><ul><ul><li>Mix high repetition with deep engagement </li></ul></ul><ul><ul><li>Combine high-tech with high-touch </li></ul></ul><ul><li>Expand research and evaluation efforts </li></ul><ul><li>And most importantly… </li></ul>

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For more information go to: http://www.flu.gov

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Thank you from the CDC Web: http://www.cdc.gov/healthmarketing Blog: http://blogs.cdc.gov/healthmarketingmusings Twitter: http://www.twitter.com/jaybernhardt Email: [email_address]