mobile! andSocial Media & Health Research Advocacy Sidneyeve MatrixThis presentationreviews social & mobiletools for buildingcampaigns to raisepublic awareness ofhealth research.
“When laypeople dont know or care enoughabout what scientists are doing with funding, they dont notice or care when scientists “ are suddenly prevented from doing it. ~ John Pavlus, Why Science Depends On Good Branding , Fast Company Design 2011
context60% of ePatientssay web research influenced their decision about how to manage a medical condition
contextsource: Pew 29% adults have searched for health information via their mobile phone
new mobilities ““ Smartphones are the new wellness channel. ~Jane Sarasohn-‐Kahn, health economist
key: micromessaging new mobilitiesthis value-added SMS campaign was very successfulimage Alla_G 157K mostly millennial parents opted-in
context17,000mHealth appsavailable43% designed forhealthcare pros image: jcfrog
contextanalysts forecast500 million peopleusing mHealth apps by 2015
new mobilities“few of those apps have anything to do with health”
issue: discoverability new mobilitieseven info-rich apps are difficult to find in crowded app stores
key: curation new mobilitiessome thought leaders help us find the best apps by reviewing them
new mobilitiesHarvard Public Health has their ownvery cool multimedia app, created usingthe Mobile Roadie platform.
key: newsworthy = discoverable new mobilitiesthe most "edgy" apps attract media coverage "We want New York City to be the safest city in the world to have sex." ~ Dr. Monica Sweeney NYC Assistant Health Commissioner
key: newsworthy = discoverable new mobilities90% of adults sleep with our phonesthis sleep cycle alarm appearned many media mentions image: in the pink
key: accessible messages315K followersThe most simple &succinct health researchtweets are the mostwidely retweeted.
accessible messages175K followersThe most simple &succinct health researchtweets are the mostwidely retweeted.
accessible messages155K followersThe most simple &succinct health researchtweets are the mostwidely retweeted.
In preparing for this presentation we found very few of the really valuable status updates from Canadian medical researchers are being retweeted. We should change that.
social publishingdisseminating research on social sites white papers position papers presentations newsletters press releases campaigns
This site is filled with free takeaways. accessible/agile information ePapers slides webinars podcasts
socialnomicsinformation gains value when it is shared
key: info on-demand + engagement ladder strategy + toolsThis info-rich site lets users get involved privately or with friends. mental health research site
key: data visualization as eye candy strategy + toolsPeople love to share amazing designs like this one, on the social web. infographic
An infographic creation tool and inspiration website. strategy + tools
key: mobile infosnacking strategy + toolsAnother mobile media idea for busy people on-the-go.Did you know:that you can also distribute your powerpoint slides & PDFs via iTunes podcasts?
key: great soundtrack, edgy, optimism strategy + toolsDont miss seeing this amazing video ofdancing senior scientists, students, andvolunteers at McGills cancer research labs. virality: 4 weeks 260K views
key: preferred format strategy + tools CDCs graphic novel targets GenY & Gen Z
key: social proximity strategy + tools movember raising money for mens cancer research Appealing to GenYs desire to make a difference, with friends, as part of something big.
key: cross-gen cause marketing strategy + toolsA multimedia, social, mobile campaign with cross-generational appeal, bringingfamilies together for a good cause, & raising awareness of good nutrition.
key: gameified + social proof strategy + toolsBadge lets participantsshare info about theirsocial good activitieswith friends, family,teachers, employers ...thats social proof.
concluding remarksdisseminating health research via the amplified by the power of the P2P economy checklist: easy to share simple message creative and edgy gets friends involved
This research was funded by and prepared for Research Canada, a national, not-‐for-‐proﬁt organization whose mission is to improve the health and prosperity of Canadians by championing Canada’s global leadership in health research. Thank you to Alexandra Patricia Vivien Macgregor for research assistance. Contents of this presentation including images have Creative Commons Attribution-‐Noncommercial-‐ Share Alike 3.0 Licenses. About the author Sidneyeve Matrix teaches media and marketing, culture & communications, at Queens University. sidneyevematrix.comimage: Thomas Rockstar twitter.com/sidneyeve