Jay Bernhardt, PhD, MPH<br />Centers for Disease Control and Prevention<br />February 4, 2010<br />Mobile & Social Media B...
CDC’s Mission<br />CDC Mission:<br />…to promote health and quality of life by preventing and controlling disease, injury ...
Why Mobile & Social Media<br />CDC should be (must be) where people are<br /><ul><li>Increases the dissemination and poten...
Leverages unique characteristics of emerging channels
Reaches diverse audiences
Allows for tailored health messages
Facilitates interactive communication and community
Empowers people to make healthier and safer decisions</li></li></ul><li>Personal and Portable<br />“Mobile users are insep...
Engaging in Real Time Where Users are Located<br />Mobile provides us with the ability to engage immediately, in real time...
Real-Time Access Where Users Are<br />
Mobile Engagement and Access<br />“Mobile technology is associated with deeper engagement in social media and an accelerat...
 According to Pew, while almost three quarters of white Americans have cell phones, 84% of English-speaking Hispanics and ...
Mobile-Only Households<br />17.5% of US households were wireless only in first six months of 2008<br />*Metrics Insider - ...
Mobile-Only Household Health<br />
Use of the Mobile Web<br /><ul><li>Around 50% of mobile users access the mobile Web
80% believe that the mobile Web should be easier to use </li></ul>October 23, 2008<br />*Mobile Insider - October 23, 2008...
http://m.cdc.gov<br />Over 100,000 views of mobile H1N1 flu pages alone since April 22nd<br />
http://m.cdc.gov <br />Mobile-ready content that is easy to read and scan with appropriate formatting and design. <br /><u...
Hurricane Recovery Information
Seasonal Flu information for consumers and physicians
Travelers’ health alerts
Emergency response information</li></li></ul><li>Use of the Mobile Web<br />About two-thirds of mobile web traffic is done...
Use of the Mobile Web<br />85% of iPhone users report accessing the mobile web compared to 13% of the overall mobile phone...
Top Mobile Devices Accessing m.cdc.gov <br />Apple iPhone  [44.8%]<br />Apple iPod Touch  [10.6%]<br />RIM BlackBerry 8330...
vs.<br />vs.<br />
iPhone version of m.cdc.gov<br />
iPhone version of m.cdc.gov<br />31% of iPhone users have watched mobile TV or a video clip from their phone, which is mor...
Use of the Mobile Web<br />92% of Android users access the Internet compared to 88% of those using iPhones, 71% of all sma...
Use of the Mobile Web<br />Nielsen projects that smartphones could cross the 50-percent mark by the middle of 2011, which ...
iPhone Application<br />
Our Mobile Users<br />Source:  American Customer Satisfaction Index (N=724): October 4, 2008 - May 11, 2009<br />
Our Mobile Users<br />Source:  American Customer Satisfaction Index (N=724): October 4, 2008 - May 11, 2009<br />
Our Mobile Users<br />In the past three months, have you:<br />Browsed websites using your mobile phone? 73%<br />Sent or ...
Text Messaging<br />With the use of SMS (text messaging) available on 98% of all cell phones, the number of text messaging...
Text Messaging<br />With the use of SMS (text messaging) available on 98% of all cell phones, the number of text messaging...
Text Messaging<br />http://www.ctia.org/media/press/body.cfm/prid/1772<br />
Mobile Text Messaging Pilot<br /><ul><li>Launched September 2009
Subscribers receive about three messages/week
H1N1 flu messages and other health topics
Health message testing and user evaluation</li></li></ul><li>Example Text Messages<br /><ul><li>If sick, stay home (except...
Antiviral drugs 4 treating flu work best if started w/in first 2 days of symptoms.
Traveling 4 the holidays? Wash hands often & postpone travel if ill. Wait 24 hrs after fever is gone (w/o fever-reducing m...
Text Message Subscribers<br />More than 16,000 subscribers since September 2009<br />
Satisfaction Question<br />Jan. 23, 2009<br />Satisfaction message sent to all subscribers (N = 16,158)<br />Help us impro...
 53% 	Satisfied
 10% 	Dissatisfied
  3% 	Very Dissatisfied    </li></ul>87% Satisfied<br />
Satisfaction Question<br />Jan. 27, 2009<br />Follow-up message sent to SATISFIED subscribers (N = 1,936)<br />We&apos;re ...
 19%	Pick better topics
 30% 	Make messages more actionable
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mHealth: The future of health is mobile

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Dr. Bernhardt's presentation at the mHealth Networking Summit on February 4, 2010 in Washington, DC. This talk explore the role of mobile technology for health promotion and features the work of the CDC in response to the H1N1 pandemic.

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Transcript of "mHealth: The future of health is mobile"

  1. 1. Jay Bernhardt, PhD, MPH<br />Centers for Disease Control and Prevention<br />February 4, 2010<br />Mobile & Social Media Breakthroughs: <br /> H1N1 and Seasonal Flu<br />
  2. 2. CDC’s Mission<br />CDC Mission:<br />…to promote health and quality of life by preventing and controlling disease, injury and disability<br />eHealth Goals:<br />….to make CDC content, tools and services available when, where and how users want them<br />
  3. 3. Why Mobile & Social Media<br />CDC should be (must be) where people are<br /><ul><li>Increases the dissemination and potential impact of CDC’s science
  4. 4. Leverages unique characteristics of emerging channels
  5. 5. Reaches diverse audiences
  6. 6. Allows for tailored health messages
  7. 7. Facilitates interactive communication and community
  8. 8. Empowers people to make healthier and safer decisions</li></li></ul><li>Personal and Portable<br />“Mobile users are inseparable from their devices… And as these devices become more capable, they are evolving into extensions of users’ desktops and home communications and entertainment systems.”<br />Average number of hours per day mobile phones are within arm’s reach: 19 hours(From: Pew Internet & American Life Project, The Social Life of Health Information, Accesed September 10, 2009ttp://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx)<br />From: eMarketer, Mobile Users and Usage: It’s Personal, Accessed on November 4, 2009 at http://www.emarketer.com/Reports/All/Emarketer_2000589.aspx<br />
  9. 9. Engaging in Real Time Where Users are Located<br />Mobile provides us with the ability to engage immediately, in real time, (mobile users in Bangladesh after flooding and cyclones ) where people are and communicate directly with target audiences. <br /> Photo from: http://www.textually.org/textually/archives/2009/06/023931.htm<br />
  10. 10. Real-Time Access Where Users Are<br />
  11. 11. Mobile Engagement and Access<br />“Mobile technology is associated with deeper engagement in social media and an accelerated pace of information exchange.”<br /><ul><li> There are more than 270.3 million U.S. mobile subscribers, accounting for 87% of the total U.S. population.
  12. 12. According to Pew, while almost three quarters of white Americans have cell phones, 84% of English-speaking Hispanics and 71% of black Americans have them.*</li></ul>http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx<br />* (Pew Internet & American Life Project: May, 2008. Accessed at http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and Information.aspx on August 23, 2009).<br />
  13. 13. Mobile-Only Households<br />17.5% of US households were wireless only in first six months of 2008<br />*Metrics Insider - January 2009<br />
  14. 14. Mobile-Only Household Health<br />
  15. 15. Use of the Mobile Web<br /><ul><li>Around 50% of mobile users access the mobile Web
  16. 16. 80% believe that the mobile Web should be easier to use </li></ul>October 23, 2008<br />*Mobile Insider - October 23, 2008<br />
  17. 17. http://m.cdc.gov<br />Over 100,000 views of mobile H1N1 flu pages alone since April 22nd<br />
  18. 18. http://m.cdc.gov <br />Mobile-ready content that is easy to read and scan with appropriate formatting and design. <br /><ul><li>Weekly health features
  19. 19. Hurricane Recovery Information
  20. 20. Seasonal Flu information for consumers and physicians
  21. 21. Travelers’ health alerts
  22. 22. Emergency response information</li></li></ul><li>Use of the Mobile Web<br />About two-thirds of mobile web traffic is done with an iPhone.<br />October 23, 2008<br />
  23. 23. Use of the Mobile Web<br />85% of iPhone users report accessing the mobile web compared to 13% of the overall mobile phone market 58% of total smartphone users <br />*http://bits.blogs.nytimes.com/2008/03/18/iphone-users-are-mobile-web-junkies<br />
  24. 24. Top Mobile Devices Accessing m.cdc.gov <br />Apple iPhone [44.8%]<br />Apple iPod Touch [10.6%]<br />RIM BlackBerry 8330 (Curve) [9.4%]<br />T-Mobile G1 [4.1%]<br />RIM BlackBerry 9530 (Storm) [3.2%]<br />Source: Omniture, Jan. – July 2009<br />
  25. 25. vs.<br />vs.<br />
  26. 26. iPhone version of m.cdc.gov<br />
  27. 27. iPhone version of m.cdc.gov<br />31% of iPhone users have watched mobile TV or a video clip from their phone, which is more than double the percentage that have done so on other smartphones<br />*http://bits.blogs.nytimes.com/2008/03/18/iphone-users-are-mobile-web-junkies<br />
  28. 28. Use of the Mobile Web<br />92% of Android users access the Internet compared to 88% of those using iPhones, 71% of all smartphone users and 22% of all mobile subscribers.<br />http://blog.nielsen.com/nielsenwire/consumer/the-droid-is-this-the-smartphone-consumers-are-looking-for/<br />
  29. 29. Use of the Mobile Web<br />Nielsen projects that smartphones could cross the 50-percent mark by the middle of 2011, which would mean approximately 150 million Americans would be using smartphones.<br />http://blog.nielsen.com/nielsenwire/consumer/the-droid-is-this-the-smartphone-consumers-are-looking-for/<br />
  30. 30. iPhone Application<br />
  31. 31. Our Mobile Users<br />Source: American Customer Satisfaction Index (N=724): October 4, 2008 - May 11, 2009<br />
  32. 32. Our Mobile Users<br />Source: American Customer Satisfaction Index (N=724): October 4, 2008 - May 11, 2009<br />
  33. 33. Our Mobile Users<br />In the past three months, have you:<br />Browsed websites using your mobile phone? 73%<br />Sent or received text messages using your mobile phone? 63%<br />Source: American Customer Satisfaction Index (N=724): October 4, 2008 - May 11, 2009<br />
  34. 34. Text Messaging<br />With the use of SMS (text messaging) available on 98% of all cell phones, the number of text messaging users continues to grow steadily. In 2008, there were 92 million text messaging users in the U.S. alone. That number is projected to increase to 100 million by the end of 2010. <br />Avg. monthly txt msg vs. calls: <br />357 vs. 204<br />(http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and-Information.aspx)<br />http://www.ctia.org/media/press/body.cfm/prid/1772<br />
  35. 35. Text Messaging<br />With the use of SMS (text messaging) available on 98% of all cell phones, the number of text messaging users continues to grow steadily. In 2008, there were 92 million text messaging users in the U.S. alone. That number is projected to increase to 100 million by the end of 2010. <br />Avg. monthly txt msg vs. calls: <br />357 vs. 204<br />(http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and-Information.aspx)<br />http://www.ctia.org/media/press/body.cfm/prid/1772<br />
  36. 36. Text Messaging<br />http://www.ctia.org/media/press/body.cfm/prid/1772<br />
  37. 37. Mobile Text Messaging Pilot<br /><ul><li>Launched September 2009
  38. 38. Subscribers receive about three messages/week
  39. 39. H1N1 flu messages and other health topics
  40. 40. Health message testing and user evaluation</li></li></ul><li>Example Text Messages<br /><ul><li>If sick, stay home (except 2 get medical care) at least 24 hrs after fever is gone (w/o using fever-reducing meds).
  41. 41. Antiviral drugs 4 treating flu work best if started w/in first 2 days of symptoms.
  42. 42. Traveling 4 the holidays? Wash hands often & postpone travel if ill. Wait 24 hrs after fever is gone (w/o fever-reducing meds) to travel. </li></li></ul><li>Example Text Messages<br />Message<br />Having turkey this Thanksgiving? Test your turkey knowledge with a turkey quick quiz. Reply TURKEY to start. Call CDC 800-232-4636 or http://m.cdc.gov.<br /> <br />Quiz Question<br />What is the minimum internal temperature needed when cooking a turkey? A. 145F B. 160F C. 165F D. 175F<br /> <br />Correct Answer<br />That&apos;s right! All poultry, incl. turkey, should be cooked to an internal temperature of 165F. From all of us @ CDC, have a happy & healthy Thanksgiving.  <br />Incorrect Answer<br />Sorry! All poultry, incl. turkey, should be cooked to an internal temp. of 165F to prevent illness. From all of us @ CDC, have a happy & healthy Thanksgiving.  <br />
  43. 43. Text Message Subscribers<br />More than 16,000 subscribers since September 2009<br />
  44. 44. Satisfaction Question<br />Jan. 23, 2009<br />Satisfaction message sent to all subscribers (N = 16,158)<br />Help us improve our text messages! Please answer one question about UR satisfaction so we can improve our msgs & better meet UR needs. Reply FEEDBACK to begin.<br />15% of subscribers replied (N = 2,435)<br />How would you rate UR overall satisfaction with the text messages:  A) Very Satisfied, B) Satisfied, C) Dissatisfied, D) Very Dissatisfied - Reply A, B, C, or D<br />Of those who replied, 90% completed the quiz (N = 2,198) <br /><ul><li> 34% Very Satisfied
  45. 45. 53% Satisfied
  46. 46. 10% Dissatisfied
  47. 47. 3% Very Dissatisfied </li></ul>87% Satisfied<br />
  48. 48. Satisfaction Question<br />Jan. 27, 2009<br />Follow-up message sent to SATISFIED subscribers (N = 1,936)<br />We&apos;re glad U R satisfied w/ our text messaging pilot. We&apos;d like to improve. Reply to this message w/ the keyword INPUT & let us know how we can do better! <br />27% of SATISFIED subscribers replied (N = 523)<br />How can we improve? 1)Make msgs more relevant 2)Pick better topics 3)Make msgs more actionable 4)Reduce frequency of msgs 5)Other. Reply w/ 1 answer: 1,2,3... <br />Of those who replied, 69% completed the quiz (N = 363) <br /><ul><li> 27% Make messages more relevant
  49. 49. 19% Pick better topics
  50. 50. 30% Make messages more actionable
  51. 51. 4% Reduce frequency
  52. 52. 20% Other</li></ul>Relevancy & Actionable<br />
  53. 53. Satisfaction Question<br />Jan. 27, 2009<br />Follow-up message sent to subscribers who were NOT SATISFIED (N = 262)<br />Not satisfied with CDC&apos;s text messages? Please tell us why, so we can improve. Reply to this message w/ the keyword IMPROVE & let us know how we can do better.<br />33% of subscribers who were NOT SATISFIED replied (N = 87)<br />How can we improve? 1)Make msgs more relevant 2)Pick better topics 3)Make msgs more actionable 4)Reduce frequency of msgs 5)Other. Reply w/ 1 answer: 1,2,3... <br />Of those who replied, 48% completed the quiz (N = 42) <br /><ul><li> 45% Make messages more relevant
  54. 54. 12% Pick better topics
  55. 55. 14% Make messages more actionable
  56. 56. 5% Reduce frequency
  57. 57. 24% Other</li></ul>Relevancy<br />
  58. 58. Social Media at CDC<br />
  59. 59. H1N1 Social Media Response <br />
  60. 60. http://www.cdc.gov/SocialMedia/Campaigns/H1N1/<br />H1N1 Flu Social Media Response<br />
  61. 61. H1N1 Flu Metrics<br />CDC’s eHealth Metrics Dashboard:<br />http://cdc.gov/metrics<br />
  62. 62. Online Video: YouTube<br /><ul><li>19 videos posted on YouTube
  63. 63. 3.02Million Views since April 22nd</li></li></ul><li>Most Popular H1N1 Video (2009)<br />Symptoms of Swine Flu<br />YouTube views: 2,024,581 <br />CDC-TV: <br />76,592 views<br />YouTube: http://www.youtube.com/watch?v=0wK1127fHQ4<br />CDC-TV: http://www.cdc.gov/CDCTV/SwineFlu/index.html<br />
  64. 64. Facebook<br />52,700 fans since CDC Facebook page launched May 1st<br />
  65. 65. CDC Podcasts<br />2.67M views of CDC H1N1-related podcasts since April 22nd<br />
  66. 66. Twitter<br /><ul><li>1.18M followers on 3 CDC Twitter profiles
  67. 67. 447,754 click throughs to CDC.gov content from links posted on Twitter since April 22nd</li></li></ul><li>Email Updates<br /><ul><li>260,525 subscribers to H1N1 flu email updates
  68. 68. 7.44M H1N1 flu related emails sent</li></li></ul><li>Widgets<br />5.5M views of H1N1-related widgets since April 22nd<br />www.cdc.gov/widgets<br />
  69. 69. Content Syndication and RSS<br />Content syndication provides a streamlined process for disseminating current and credible content in real-time on other Web sites.<br /><ul><li>37.05 Million views of H1N1 Content via CDC RSS Feeds
  70. 70. 407,334 views of CDC H1N1 content via Content Syndication</li></li></ul><li>The Future of mHealth<br />Location, Location, Location<br />Geocoding data and GPS<br />Apps, Apps, and More Apps<br />There is (or will be) an app for everything<br />Convergence <br />Media, Data, Devices<br />
  71. 71. CDC Mobile Resources<br />Mobile Activities at CDC: http://www.cdc.gov/mobile/<br />Mobile Health Coalition:http://www.cdc.gov/mobilehealth/<br />eHealth Data Briefs:http://www.cdc.gov/HealthMarketing/ehm/databriefs/<br />Mobile Metricshttp://www.cdc.gov/metrics/socialmedia/mobile.html<br />
  72. 72. CDC Social Media Resources<br />Novel H1N1 Flu:http://www.cdc.gov/SocialMedia/Campaigns/H1N1/index.html<br />Novel H1N1 Flu (Spanish): http://www.cdc.gov/spanish/mediossociales/h1n1/<br />Seasonal Flu:http://www.cdc.gov/SocialMedia/Campaigns/SeasonalFlu/index.html<br />eHealth Metrics Dashboard and eHealth Data Briefs:http://www.cdc.gov/SocialMedia/Data/index.html<br />
  73. 73. Questions?<br />jbernhardt@cdc.gov<br />@jaybernhardt<br />?<br />?<br />?<br />This presentation is the opinion of the author and does not necessarily represent the official position of CDC or HHS.<br />

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