HealthEd Championing Health Literacy Presentation - Social Health 2010

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HealthEd strategists George Fencl and Jeff Greene presented "Championing Health Literacy on the Web" at the inaugural Social Health conference in Austin, Texas, March 11, 2010.

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  • Discuss 1 in 5 and 90 million stats Give examples of marginal and inadequate skills from National Adult Literacy Survey 2(secondary; 4 primary) : Readers with inadequate skills cannot: Enter background information on a Social Security application Find an intersection on a street map Locate 2 pieces of information in a sports article People with marginal skills cannot: Write a brief letter explaining error on credit card bill Enter information in a vehicle maintenance log Identify information on a bar graph Ask: Given these challenges, how can we expect these readers to understand and act on treatment information? Read 8 – 9 th grade and 9 th – 12 th grade stats
  • HealthEd Championing Health Literacy Presentation - Social Health 2010

    1. 1. Championing Health Literacy on the Web SXSH 2010
    2. 2. HealthEd Introduction Educating patients. Building brands. <ul><li>Multi-channel agency with headquarters in New Jersey & UK </li></ul>Championing Health Literacy on the Web <ul><li>Experts in health education and behavioral science </li></ul><ul><li>Specialists in applying adult learning principles to healthcare communications programs </li></ul><ul><li>Clients include manufacturers, healthcare systems, advocacy groups </li></ul>
    3. 3. Your Speakers George Fencl, Director of Strategic Services <ul><li>20+ years healthcare marketing, RM, and planning experience </li></ul>Championing Health Literacy on the Web <ul><li>Advised clients including BMS, Genentech, IBM, Microsoft, Dell, AMD </li></ul><ul><li>Largest, non-commercial landlord in Austin </li></ul>Jeff Greene, Director of Strategic Services <ul><li>13+ years digital marketing, social media, and mobile experience </li></ul><ul><li>Diverse clients including Ford, GSK, Children’s Specialized Hospital </li></ul><ul><li>On first trip to Austin, met a guy with 11-foot python around his neck </li></ul>
    4. 4. Landscape PBMs are driving patients to properly follow their treatment regimen for better outcomes Championing Health Literacy on the Web More activist FDA has also always been predisposed to educational initiatives Patient behavior has changed as the Internet has become part of daily life
    5. 5. Rationale Why should we champion health literacy? Championing Health Literacy on the Web 1 in 3 US adults have basic or below basic health literacy skills US Department of Education, Institute of Education Sciences, National Center for Education Statistics. 2003 National Assessment of Adult Literacy. Available a www.nces.gov/naal/ . Accessed March 5, 2008 . 50% of Americans read below 8 th grade reading level
    6. 6. <ul><li>US Department of Education, Institute of Education Sciences, National Center for Education Statistics. 2003 National </li></ul><ul><li>Assessment of Adult Literacy. Available at www.nces.gov/naal/ . Accessed March 5, 2008. </li></ul>The Meaning of Low Health Literacy 80% of the population cannot interpret a table about blood pressure, age, and activity! Interpret a table about blood pressure, age, and physical activity Proficient 20% Interpret a table about blood pressure, age, and physical activity Consult reference materials to determine which foods contain a particular vitamin Intermediate 50% Consult reference materials to determine which foods contain a particular vitamin Give two reasons a person with no symptoms of a specific disease should be tested for the disease by using information in a pamphlet Basic 15% Give two reasons a person with no symptoms of a specific disease should be tested for the disease by using information in a pamphlet Search a short, simple text to find out what a patient is allowed to drink before a medical test Below Basic 15% Cannot Do Can Do Level
    7. 7. HealthEd Study of Patient Education Materials Half of all patients can’t comprehend what they are reading Championing Health Literacy on the Web 6 th – 16 th 12 th 24 Bipolar & Schizophrenia 6 th – 19 th 10 th /11 th 152 All disease states 6 th – 14 th 10 th 10 Multiple Sclerosis 6 th – 17 th 12 th 56 ADHD 9 th - 19 th 12 th 15 Rheumatoid arthritis 2 nd – 17 th 10 th 33 Hemophilia 6 th – 15 th 9 th 14 Breast cancer Range (grade level) Average (grade level) # of pieces Condition
    8. 8. Fry Scores for Common Web Properties Championing Health Literacy on the Web Wikipedia “Hypertension” … Fry score = 17 th grade
    9. 9. Fry Scores for Common Web Properties Championing Health Literacy on the Web WebMD “Diabetes – the Basics” … Fry score = 15 th grade
    10. 10. Fry Scores for Common Web Properties Championing Health Literacy on the Web Google Health “Multiple myeloma” … Fry score = 11 th grade
    11. 11. Health Literacy Demographics Many people with low literacy… <ul><li>Are elderly </li></ul><ul><li>Did not finish high school </li></ul><ul><li>Are unemployed and/or have low income </li></ul><ul><li>Are from minority ethnic groups </li></ul><ul><li>Speak English as a second language </li></ul>However, not everyone with low literacy skills falls into these risk groups. <ul><ul><ul><ul><ul><li>Weiss BD. Health Literacy: A Manual for Clinicians. Chicago Ill: AMA Foundation; 2003. </li></ul></ul></ul></ul></ul>Championing Health Literacy on the Web
    12. 12. Everyone prefers communication that is clear! Championing Health Literacy on the Web
    13. 13. 4 Challenges for Healthcare Communicators The medical setting can impact comprehension for all readers <ul><li>Trouble understanding difficult or unfamiliar medical terms </li></ul><ul><li>Feeling physical or emotional stress </li></ul><ul><li>Coping with new diagnosis or onset of illness </li></ul>Merriman B, Ades T, Seffrin JR. Health literacy in the information age: communicating cancer information to patients and families. CA Cancer J Clin. 2002;52:130-133. Championing Health Literacy on the Web
    14. 14. Yet often, communication is anything but clear and understandable… <ul><li>Cold, clinical tone </li></ul><ul><li>Overwhelming amount of information </li></ul><ul><li>Medical jargon and complex language </li></ul>Merriman B, Ades T, Seffrin JR. Health literacy in the information age: communicating cancer information to patients and families. CA Cancer J Clin. 2002;52:130-133. <ul><li>Information not designed for easy understanding </li></ul>Championing Health Literacy on the Web 4 Challenges for Healthcare Communicators
    15. 15. The dazzle of Web technologies can undermine clarity <ul><li>Patients may not have the most current software </li></ul><ul><li>“ Intuitive” applications are often hard to understand </li></ul><ul><li>Disease symptoms can interfere with computer use </li></ul>Championing Health Literacy on the Web 4 Challenges for Healthcare Communicators
    16. 16. The impact of poor communication is serious <ul><li>Patients are overwhelmed and do not “hear” anything </li></ul><ul><li>Patients misunderstand what they do hear or read </li></ul><ul><li>They may make mistakes in their treatment plans </li></ul>Williams MV, Davis T, Parker RM, Weiss BD. The role of health literacy in patient-physician communication. Fam Med. 2002;34:383-389. Championing Health Literacy on the Web 4 Challenges for Healthcare Communicators
    17. 17. 3 ways to champion health literacy on the Web Championing Health Literacy on the Web <ul><li>Test patient comprehension </li></ul><ul><li>Bring information to life (show, don’t tell) </li></ul><ul><li>Apply adult learning principles to all Digital development </li></ul>Making A Difference for e-Patients
    18. 18. <ul><li>But a long and persistent history of restless, impulsive, or </li></ul><ul><li>inattentive behavior may be a sign of Adult ADD. This is </li></ul><ul><li>especially true if these behaviors have existed since </li></ul><ul><li>childhood and result in problems at work, home, and/or in </li></ul><ul><li>social settings. </li></ul>Fidgeting, interrupting conversations, forgetting the - everyone acts this way once in a while. reason for a trip to the grocery store losing things , Example: Bringing Information To Life Championing Health Literacy on the Web
    19. 19. Criteria to consider for health Web sites Championing Health Literacy on the Web <ul><li>Link text helps users predict target content </li></ul><ul><li>Site provides clear labels that are relevant to content contained within </li></ul><ul><li>Search functionality available for differing research styles </li></ul>Applying Adult Learning Principles <ul><li>Navigation is identifiable in size, placement, and behavior </li></ul><ul><li>Important content is placed in 1 main column with clutter minimized </li></ul><ul><li>Images of people represent audience and are culturally sensitive </li></ul>
    20. 20. Championing Health Literacy on the Web Example: Applying Adult Learning Principles
    21. 21. Championing Health Literacy on the Web Example: Applying Adult Learning Principles
    22. 22. Championing Health Literacy on the Web Example: Applying Adult Learning Principles
    23. 23. Championing Health Literacy on the Web Thank You! <ul><li>HealthEd blog: http://healthed.typepad.com </li></ul><ul><li>HHS: http://www.hrsa.gov/healthliteracy/ </li></ul><ul><li>Pfizer: http://www.pfizerhealthliteracy.com </li></ul>For more information about health literacy <ul><li>Follow us: @healtheddigital </li></ul>© 2010 HealthEd Group, Inc. <ul><li>George Fencl: [email_address] </li></ul>Contact <ul><li>Jeff Greene: [email_address] </li></ul>

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