When Swine Flew: Embracing Innovation

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During SXSW Interactive 2010, innovators from the CDC, NIH and HHS discuss recent and current events in which social media/new ideas were put to use.

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When Swine Flew: Embracing Innovation

  1. 1. When Swine Flew: <br />Embracing Innovation During H1N1 Response<br />#whenswineflew<br />
  2. 2. Andre Blackman<br />David Hale<br />Pulse + Signal<br />@mindofandre<br />National Lib. Of Medicine<br />@lostonroute66<br />Ann Aikin<br />Andrew Wilson<br />CDC<br />@bujulicious<br />HHS – SAMHSA<br />@andrewpwilson<br />#whenswineflew<br />#h1n1<br />
  3. 3. "That particular genetic combination of swine influenza viruses has not been recognized before in the U.S. or elsewhere" <br /><ul><li> Anne Schuchat</li></ul>Assistant Surgeon General, United States Public Health Service (USPHS)<br />
  4. 4. Flickr: Eneas | http://www.flickr.com/photos/eneas/3471986083/<br />
  5. 5. Tweets per Day<br />#swineflu<br />#sxsw<br />March<br />April/ May<br />
  6. 6. H1N1 and Seasonal Flu Social Media from CDC<br />
  7. 7. CDC.gov’s Social Media<br />Visitors who use social media tools on CDC.gov: <br /><ul><li> Have higher satisfaction ratings (a full 5-points higher)
  8. 8. Are more likely to return and recommend the site to others
  9. 9. Rate CDC as more trustworthy</li></ul>Satisfaction of those who use social media <br />on CDC’s Web site<br />83<br />N=16,506<br />Satisfaction of those who DO NOT use social media <br />on CDC’s Web site<br />78<br />N=32,745<br />Source: American Satisfaction Index (September 10, 2009 – February, 10, 2010)<br />
  10. 10. Multiple People, Places, Formats<br />"People have to see messages in different places and from different people. That means experts as well as peers…”<br />--Richard Edelman, president and CEO, Edelman. <br />Source: http://adage.com/article?article_id=141972<br />
  11. 11. Multiple Formats Enhance Credibility<br />
  12. 12. Targeting Underserved Audiences<br /><ul><li>CVM is a national network which connects more than 40,000 phoneless people annually to the resources they need to restore dignity and stability to their lives.
  13. 13. More than 14,900 total voice mail messages 1,000 email messages disseminated.</li></li></ul><li>Using Twitter to Monitor Messages<br />“I think there is, every few seconds, a tweet on this topic. It's clear that, if you can give people something to do, something real to do that could help improve their health and reduce their risk, that's very empowering during a difficult situation.”<br />
  14. 14. Twitter<br />CDCEmergency: 1,251,735*<br />CDC_eHealth: 25,357<br />CDCFlu: <br />24, 957<br />2009 clickthroughs to CDC.gov from the 3 accounts:<br />472,487<br />* 1799% increase since 5/1/09<br />
  15. 15. Partnering to Expand Reach<br /><ul><li>Guest blogging on WebMD
  16. 16. About 100,000 views a month
  17. 17. Second most popular blog on WebMD
  18. 18. Expand reach to those who use WebMD: #1 health site</li></li></ul><li> Two-Way Conversations and Modeling Behaviors<br /><ul><li>In-world vaccinations for two strains of flu
  19. 19. Modeling of two key hygienic behaviors:
  20. 20. Hand washing: hand washing decreases likelihood of infection
  21. 21. Covering: elbow covering of sneezes and coughs decreases spread of flu
  22. 22. Vaccination celebration with CDC flu expert
  23. 23. Engaging Video Contest and Flu Report</li></li></ul><li>Virtual World: Whyville<br />
  24. 24. Encouraging Innovation with XML<br /><ul><li>Structuring data for developers to easily use it to innovate and create own products and mashups!
  25. 25. Improves government transparency and furthers openness.</li></li></ul><li> www.cdc.gov/socialmedia<br />
  26. 26. SemanticTwitter<br />David Hale<br />Project Lead<br />david.hale@nih.gov<br />@lostonroute66<br />National Library of Medicine<br />National Institutes of Health<br />Department of Health and Human Services<br />
  27. 27. Situational<br />Awareness<br />
  28. 28. swine flu travel<br />versus<br />how fast swine flu travels<br />is it safe to travel during a swine flu epidemic<br />
  29. 29. “Swine Flu” Tweets<br />CDC tips for preventing the flu: wash hands often and stay home when sick<br />Oklahoma health officials say swine flu headed to state, public needs to take precautions<br />I bet this whole swine flu scare really has Kermit the Frog rethinking his relationship <br />
  30. 30. Monitoring Twitter with NLP<br /><ul><li>Processed 1300 Twitter posts
  31. 31. Known to be about swine flue
  32. 32. Sent during 1 hour on Monday, April 27, 2009
  33. 33. Preprocessed to accommodate format
  34. 34. NLM Semantic Knowledge Representation Lab
  35. 35. http://skr.nlm.nih.gov/
  36. 36. MetaMap and SemRep (command-line)
  37. 37. Extracted semantic concepts and relationships
  38. 38. Defined a semantic schema for influenza epidemic</li></li></ul><li>Schema: UMLS Semantic Types<br />Focus output <br />In the area of interest<br />And with the components in that area<br />Schema for influenza epidemic<br />Disease or Syndrome<br />Sign or Symptom<br />Geographic Area<br />Mammal<br />Health Care Organization<br />Medical Device<br />
  39. 39. MetaMap and SemRep Output<br />Tweet<br />Texas confirms third case of swine flu<br />Concepts extracted<br />Texas [Geographic Area]<br />Third [Quantitative Concept]<br />Family suidae [Mammal] <br />Influenza [Disease or Syndrome]<br />Relationship<br /> Influenza PROCESS_OF Family suidae<br />
  40. 40. Results: Most Frequent Concepts<br /><ul><li>371 Family suidae [Mammal]
  41. 41. 324 Influenza [Disease or Syndrome]
  42. 42. 115 Not [Functional Concept]
  43. 43. 113 Mexico [Geographic Area]
  44. 44. 89 Centers for Disease Control and Prevention (U.S.) [Health Care Related Organization]
  45. 45. 71 Case unit dose [Quantitative Concept]
  46. 46. 54 Time [Temporal Concept]
  47. 47. 53 Pandemics [Phenomenon or Process]</li></li></ul><li>Results: Filtered through Schema<br />Disease or Syndrome: Influenza<br />Sign or Symptom: Coughing<br />Geographic Area: Mexico<br />Mammal: Family suidae<br />Health Care Organization: Centers for Disease Control and Prevention (U.S.)<br />Medical Device: Mask<br />
  48. 48. Opportunities<br />Biosurveillance<br />Monitoring of wide-spread sentiment<br />Targeted information provision<br />Respond to misinformation trends<br />Potential for evaluating authenticity<br />Semantic comparison to trusted source<br />
  49. 49.
  50. 50.
  51. 51.
  52. 52. Results: PROCESS_OF Relation<br />Influenza PROCESS_OF Family suidae<br />Influenza PROCESS_OF Farmer, unspecified<br />Influenza PROCESS_OF Hispanics<br />Influenza PROCESS_OF Mexican <br />Influenza in Birds PROCESS_OF Human<br />Influenza-like symptoms PROCESS_OF Passenger<br />Flu symptoms PROCESS_OF Family suidae<br />Swine influenza PROCESS_OF Family suidae<br />
  53. 53. YouTube Interlude<br />
  54. 54.
  55. 55. We need to be supplying content not only where and how people want it but …<br />
  56. 56. We need to leverage social media to produce content that is more personally relevant and that will resonate with all of our audiences <br />Flickr: Sanj@y | http://www.flickr.com/photos/sanjay_kumar/2349543534/<br />
  57. 57.
  58. 58.
  59. 59. Ann Aikin<br />Social Media Strategist<br />US Centers for Disease Control and Prevention<br />aaikin@cdc.gov<br />@bujulicious<br />Andre Blackman<br />Pulse + Signal | http://pulseandsignal.com/<br />mindofandre@gmail.com <br />@mindofandre<br />David Hale<br />Project Lead<br />National Library of Medicine<br />david.hale@nih.gov<br />@lostonroute66<br />Andrew Wilson<br />New Media Strategist<br />Substance Abuse and Mental Health Services Administration<br />andrew.wilson@samhsa.hhs.gov<br />@andrewpwilson<br />
  60. 60. Connect w/ HHS on H1N1 <br />Web<br />Facebook<br />www.facebook.com/h1n1flu<br />www.facebook.com/CDC<br />www.flu.gov/socialmedia<br />www.cdc.gov/socialmedia<br />www.newmedia.hhs.gov<br />Twitter<br />YouTube<br />@flugov<br />@cdc_eHealth<br />@cdcemergency<br />@cdcflu<br />@NLM_SIS <br />www.youtube.com/USGOVHHS<br />www.youtube.com/CDCStreamingHealth<br />THANK YOU!<br />

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