mHealth: The future of health is mobile

Jay Bernhardt, PhD, MPH
Centers for Disease Control and Prevention
February 4, 2010
Mobile & Social Media Breakthroughs:
H1N1 and Seasonal Flu

CDC’s Mission
CDC Mission:
…to promote health and quality of life by preventing and controlling disease, injury and disability
eHealth Goals:
….to make CDC content, tools and services available when, where and how users want them

Why Mobile & Social Media
CDC should be (must be) where people are
Increases the dissemination and potential impact of CDC’s science
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

Personal and Portable
“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.”
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)
From: eMarketer, Mobile Users and Usage: It’s Personal, Accessed on November 4, 2009 at http://www.emarketer.com/Reports/All/Emarketer_2000589.aspx

Engaging in Real Time Where Users are Located
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.
Photo from: http://www.textually.org/textually/archives/2009/06/023931.htm

Real-Time Access Where Users Are

Mobile Engagement and Access
“Mobile technology is associated with deeper engagement in social media and an accelerated pace of information exchange.”
There are more than 270.3 million U.S. mobile subscribers, accounting for 87% of the total U.S. population.
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.*
http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx
* (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).

Mobile-Only Households
17.5% of US households were wireless only in first six months of 2008
*Metrics Insider - January 2009

Mobile-Only Household Health

Use of the Mobile Web
Around 50% of mobile users access the mobile Web
80% believe that the mobile Web should be easier to use
October 23, 2008
*Mobile Insider - October 23, 2008

http://m.cdc.gov
Over 100,000 views of mobile H1N1 flu pages alone since April 22nd

http://m.cdc.gov
Mobile-ready content that is easy to read and scan with appropriate formatting and design.
Weekly health features
Hurricane Recovery Information
Seasonal Flu information for consumers and physicians
Travelers’ health alerts
Emergency response information

About two-thirds of mobile web traffic is done with an iPhone.
October 23, 2008

85% of iPhone users report accessing the mobile web compared to 13% of the overall mobile phone market 58% of total smartphone users
*http://bits.blogs.nytimes.com/2008/03/18/iphone-users-are-mobile-web-junkies

Top Mobile Devices Accessing m.cdc.gov
Apple iPhone [44.8%]
Apple iPod Touch [10.6%]
RIM BlackBerry 8330 (Curve) [9.4%]
T-Mobile G1 [4.1%]
RIM BlackBerry 9530 (Storm) [3.2%]
Source: Omniture, Jan. – July 2009

vs.
vs.

iPhone version of m.cdc.gov

iPhone version of m.cdc.gov
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
*http://bits.blogs.nytimes.com/2008/03/18/iphone-users-are-mobile-web-junkies

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.
http://blog.nielsen.com/nielsenwire/consumer/the-droid-is-this-the-smartphone-consumers-are-looking-for/

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.
http://blog.nielsen.com/nielsenwire/consumer/the-droid-is-this-the-smartphone-consumers-are-looking-for/

iPhone Application

Our Mobile Users
Source: American Customer Satisfaction Index (N=724): October 4, 2008 - May 11, 2009

Our Mobile Users
In the past three months, have you:
Browsed websites using your mobile phone? 73%
Sent or received text messages using your mobile phone? 63%
Source: American Customer Satisfaction Index (N=724): October 4, 2008 - May 11, 2009

Text Messaging
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.
Avg. monthly txt msg vs. calls:
357 vs. 204
(http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and-Information.aspx)
http://www.ctia.org/media/press/body.cfm/prid/1772

Text Messaging
http://www.ctia.org/media/press/body.cfm/prid/1772

Mobile Text Messaging Pilot
Launched September 2009
Subscribers receive about three messages/week
H1N1 flu messages and other health topics
Health message testing and user evaluation

Example Text Messages
If sick, stay home (except 2 get medical care) at least 24 hrs after fever is gone (w/o using fever-reducing meds).
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 meds) to travel.

Example Text Messages
Message
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.

Quiz Question
What is the minimum internal temperature needed when cooking a turkey? A. 145F B. 160F C. 165F D. 175F

Correct Answer
That'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.
Incorrect Answer
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.

Text Message Subscribers
More than 16,000 subscribers since September 2009

Satisfaction Question
Jan. 23, 2009
Satisfaction message sent to all subscribers (N = 16,158)
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.
15% of subscribers replied (N = 2,435)
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
Of those who replied, 90% completed the quiz (N = 2,198)
34% Very Satisfied
53% Satisfied
10% Dissatisfied
3% Very Dissatisfied
87% Satisfied

Jan. 27, 2009
Follow-up message sent to SATISFIED subscribers (N = 1,936)
We're glad U R satisfied w/ our text messaging pilot. We'd like to improve. Reply to this message w/ the keyword INPUT & let us know how we can do better!
27% of SATISFIED subscribers replied (N = 523)
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...
Of those who replied, 69% completed the quiz (N = 363)
27% Make messages more relevant
19% Pick better topics
30% Make messages more actionable
4% Reduce frequency
20% Other
Relevancy & Actionable

Jan. 27, 2009
Follow-up message sent to subscribers who were NOT SATISFIED (N = 262)
Not satisfied with CDC'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.
33% of subscribers who were NOT SATISFIED replied (N = 87)
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...
Of those who replied, 48% completed the quiz (N = 42)
45% Make messages more relevant
12% Pick better topics
14% Make messages more actionable
5% Reduce frequency
24% Other
Relevancy

Social Media at CDC

H1N1 Social Media Response

http://www.cdc.gov/SocialMedia/Campaigns/H1N1/
H1N1 Flu Social Media Response

H1N1 Flu Metrics
CDC’s eHealth Metrics Dashboard:
http://cdc.gov/metrics

Online Video: YouTube
19 videos posted on YouTube
3.02Million Views since April 22nd

Most Popular H1N1 Video (2009)
Symptoms of Swine Flu
YouTube views: 2,024,581
CDC-TV:
76,592 views
YouTube: http://www.youtube.com/watch?v=0wK1127fHQ4
CDC-TV: http://www.cdc.gov/CDCTV/SwineFlu/index.html

Facebook
52,700 fans since CDC Facebook page launched May 1st

CDC Podcasts
2.67M views of CDC H1N1-related podcasts since April 22nd

Twitter
1.18M followers on 3 CDC Twitter profiles
447,754 click throughs to CDC.gov content from links posted on Twitter since April 22nd

Email Updates
260,525 subscribers to H1N1 flu email updates
7.44M H1N1 flu related emails sent

Widgets
5.5M views of H1N1-related widgets since April 22nd
www.cdc.gov/widgets

Content Syndication and RSS
Content syndication provides a streamlined process for disseminating current and credible content in real-time on other Web sites.
37.05 Million views of H1N1 Content via CDC RSS Feeds
407,334 views of CDC H1N1 content via Content Syndication

The Future of mHealth
Location, Location, Location
Geocoding data and GPS
Apps, Apps, and More Apps
There is (or will be) an app for everything
Convergence
Media, Data, Devices

CDC Mobile Resources
Mobile Activities at CDC: http://www.cdc.gov/mobile/
Mobile Health Coalition:http://www.cdc.gov/mobilehealth/
eHealth Data Briefs:http://www.cdc.gov/HealthMarketing/ehm/databriefs/
Mobile Metricshttp://www.cdc.gov/metrics/socialmedia/mobile.html

CDC Social Media Resources
Novel H1N1 Flu:http://www.cdc.gov/SocialMedia/Campaigns/H1N1/index.html
Novel H1N1 Flu (Spanish): http://www.cdc.gov/spanish/mediossociales/h1n1/
Seasonal Flu:http://www.cdc.gov/SocialMedia/Campaigns/SeasonalFlu/index.html
eHealth Metrics Dashboard and eHealth Data Briefs:http://www.cdc.gov/SocialMedia/Data/index.html

Questions?
jbernhardt@cdc.gov
@jaybernhardt
?
?
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This presentation is the opinion of the author and does not necessarily represent the official position of CDC or HHS.

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mHealth: The future of health is mobile

by Jay Bernhardt on Feb 05, 2010

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