Minority Report: Social Media for Decreasing Healthcare DisparitiesDecreasing Healthcare Disparities SXSW 2011 Aimee Kendall Roundtree, PhD Aimee Kendall Roundtree, PhD University of Houston‐Downtown @akroundtree
Minorities use social media a lot. (Source: Florida State University Center for Hispanic Marketing Communication)
Healthcare Disparities Persist.• Minorities are more likely to be diagnosed with late‐stage breast cancer and colorectal cancer compared with whites.• When hospitalized for acute myocardial infarction, Hispanics are less likely to receive optimal care.• Many racial and ethnic minorities and persons of lower socioeconomic position are more likely to die from HIV. Minorities also account for a disproportionate share of new AIDS cases. disproportionate share of new AIDS cases• The use of physical restraints in nursing homes is higher among Hispanics and Asian/Pacific Islanders compared with non‐Hispanic whites.• Blacks and poorer patients have higher rates of avoidable hospital admissions Blacks and poorer patients have higher rates of avoidable hospital admissions (i.e., hospitalizations for health conditions that, in the presence of comprehensive primary care, rarely require hospitalization). (Source: National Healthcare Disparities Report 2007) ( l lh )
Healthcare Disparities Matter to Healthcare Disparities Matter to Individuals and Society. “[T]o the extent that minority beneficiaries of publicly funded health programs are less likely to receive high quality care, these beneficiaries as well as the taxpayers that support these beneficiaries—as well as the taxpayers that supportpublic health care programs—may face higher future health care costs." (Unequal Treatment, 1999)“The personal cost of disparities can lead to significant morbidity, disability, and lost productivity at the individual o b d ty, d sab ty, a d ost p oduct ty at t e d dualevel. At the societal level, distal costs follow from proximal opportunities that were missed to intervene and reduce burden of illness. (National Healthcare Disparities Reportburden of illness ” (National Healthcare Disparities Report, 2010)
Community Matters in Health Behavior.Community Matters in Health Behavior. (Source: Social Cognitive Theory, Bandura, 1989)
Community Matters in Minority Health. Community‐based participatory research has p numerous examples of communities working g to improve quality overall, while reducing p healthcare disparities for vulnerable populations. (Source: National Healthcare Disparities Report, 2003)
Research in Progress• Content analysis of 100 minority‐owned Twitter accounts• Survey of Facebook users regarding how they use the network for health decision‐making and community• Content analysis of how 75 minority health advocacy groups use Facebook d b k
They report news and government action.They report news and government action.
They link to other social media.They link to other social media.
Only a few use it for activism.Only a few use it for activism.
They have modest success engaging followers. They have modest success engaging followers. Average High LowMembers 462 7,377 27Posts/month 7 80 1Comments/month 12 283 0Likes 27 614 0
Minorities use social media, and social media Mi iti i l di d i l dimay replicate real‐world social bonds and , by extension, social influence. i i l i fl Social influence can impact health behavior. But, on whole, minority health advocacy groups haven’t yet capitalized on the media for building communities.
Recommendations• Write like a friend, not an agency. , g y• Target patient navigators, rather than patients.• Share narratives, anecdotes and profiles more than facts and figures.• Allow your followers to share content as much as you do. you do• Listen as much as you talk. Respond as much as y you initiate. • Start from their level of engagement, then scaffold to new behavior.
Contact Info Contact InfoEmail: firstname.lastname@example.org Twitter: @akroundtree Twitter: @akroundtree