Empowering information consumers in the online digital revolution a focus group to explore new directions for Cochrane Dave Booker CC Web Team CECEM, Milano, May 2008

This session Argument for the need for action Identify new un-met needs for which Cochrane is best positioned to respond Explore some concrete ideas Test new communication channels

Argument for the need for action

Identify new un-met needs for which Cochrane is best positioned to respond

Explore some concrete ideas

Test new communication channels

Empowering information consumers in the online digital revolution a focus group to explore new directions for Cochrane

Archie Cochrane, 1979: “It is surely a great criticism of our profession hat we have not organized a critical summary, by specialty, adapted periodically, of all relevant randomized controlled trials.”

Not a bad start …

Our mission statement: The Cochrane Collaboration is an international organisation that aims to help people make well-informed decisions about health care by preparing, maintaining and promoting the accessibility of systematic reviews of the effects of healthcare interventions.

Logical extension? All people Should get appropriate healthcare based on good evidence. Should we say it explicitly ?

All people

Should get appropriate healthcare

based on good evidence.

Do we envision a world in which healthcare decisions always imply filtering, consistently, for the best evidence, In all contexts?

Should Cochrane provide the evidence for such filters? …or also facilitate the techniques of filtering and promote the ideas of scientific inquiry to the public?

Why this question now? Until recently, healthcare decisions were made by doctors, informed indirectly by databases of studies and reviews. NOW decisions are made increasingly by healthcare users with Web 2.0 decision aids, WITHOUT good tools to filter for quality.

Until recently, healthcare decisions were made by doctors, informed indirectly by databases of studies and reviews.

NOW decisions are made increasingly by healthcare users with Web 2.0 decision aids, WITHOUT good tools to filter for quality.

Web 2.what? Web 1.0: 1994-2004 Static pages on the Web Basic search Little interactivity Web 2.0 Since 2004 Interactive social media Virtual reality Information finds YOU Mobile integration

Web 1.0:

1994-2004

Static pages on the Web

Basic search

Little interactivity

Web 2.0

Since 2004

Interactive social media

Virtual reality

Information finds YOU

Mobile integration

10 years ago would you have imagined? Google gives us on-target search results on nearly any topic, instantly, for free? An online community exists for almost every health topic? Doctors in one country will supervise surgery in another, online?

Google gives us on-target search results on nearly any topic, instantly, for free?

An online community exists for almost every health topic?

Doctors in one country will supervise surgery in another, online?

The new technology is USED

From desert to jungle Death of the doctor? Rise and fall of the ‘health’ portals Rise of social media & search giants

Death of the doctor?

Rise and fall of the ‘health’ portals

Rise of social media & search giants

Are we obsolete?

In 1992 did you imagine… Half the world will own mobile phones? GPS navigation devices? 1 in 5 new married couples will have met online? Wikipedia will be printed in paper form and REPLACE the Britanica!

Half the world will own mobile phones?

GPS navigation devices?

1 in 5 new married couples will have met online?

Wikipedia will be printed in paper form and REPLACE the Britanica!

Zooming down to your house in Google Earth will let you see your old yellow Honda? Your local library will own real estate in a ‘virtual world’, where you’ll go to get training in diapering your baby by an avatar speaking your language? In 1992 did you imagine…

Zooming down to your house in Google Earth will let you see your old yellow Honda?

Your local library will own real estate in a ‘virtual world’, where you’ll go to get training in diapering your baby by an avatar speaking your language?

Web 2.0 is forcing change

Industries evolve: Chaos and personal risk Regulations, consumer protection Standards, information liberation Technical explosion

Chaos and personal risk

Regulations, consumer protection

Standards, information liberation

Technical explosion

Travel industry Huge (like medicine) Service specialists (like physicians) Information-rich Consumer choice has direct implications

Huge (like medicine)

Service specialists (like physicians)

Information-rich

Consumer choice has direct implications

Chaos and risk: travel Guides held the cards Cheating was the rule

Guides held the cards

Cheating was the rule

Chaos and risk: health Physicians held the cards Superstition and quackery

Physicians held the cards

Superstition and quackery

Regulation & consumer protection: travel FAA, road signs, travel agency rules Governments got involved

FAA, road signs, travel agency rules

Governments got involved

Self-regulation by medical societies Government regulations weaker? Is healthcare through this phase yet? Regulation & consumer protection: health

Self-regulation by medical societies

Government regulations weaker?

Is healthcare through this phase yet?

Information liberation: travel Travel literature spreads, goes online Industry standards for databases make powerful search possible

Travel literature spreads, goes online

Industry standards for databases make powerful search possible

Information liberation: health From paper to Medline to PDAs Guidelines and searching for studies For consumers: the health portals

From paper to Medline to PDAs

Guidelines and searching for studies

For consumers: the health portals

Technical explosion: travel Comprehensive search: Google wins Groups and blogs from the road Photo-sharing sites (Flickr) Google Maps and Google Earth GPS

Comprehensive search: Google wins

Groups and blogs from the road

Photo-sharing sites (Flickr)

Google Maps and Google Earth

GPS

Technical explosion: health GPS = WebMD, replacing doctors? Personal records managements aids For consumers: the health portals ?

GPS = WebMD, replacing doctors?

Personal records managements aids

For consumers: the health portals

?

Which developments are on the horizon?

Why should Cochrane care? Brand Data (lots of it) People

Brand

Data (lots of it)

People

What kind of people are we?

What’s our niche?

Cochrane.org/ideas