Doing More with Less: Diabetes Partnerships & Social Media

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Grant Sunada, MPH, & Erin Hendricks (c)
Centers for Disease Control, Division of Diabetes Translation, Conference
Kansas City, MO
Friday, April 16, 2010

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  • Internet a supplement, not a substitute for professionals “ I was never great at asking my doctor questions…Now I ask away and never go without asking what’s important about my health.” “… provided comfort in knowing that my symptoms were not ‘just in my head,’ “… helped me take steps to adjust to living with a chronic condition.” “ I live in a small town and it is helpful to be able to find others that have the same condition as I do.”
  • Internet a supplement, not a substitute for professionals “ I was never great at asking my doctor questions…Now I ask away and never go without asking what’s important about my health.” “… provided comfort in knowing that my symptoms were not ‘just in my head,’ “… helped me take steps to adjust to living with a chronic condition.” “ I live in a small town and it is helpful to be able to find others that have the same condition as I do.”
  • Age-old instinct to seek solace in the community.
  • http://en.wikipedia.org/wiki/Pareto_principle
  • Doing More with Less: Diabetes Partnerships & Social Media

    1. 1. Doing More with Less: Diabetes Partnerships & Social Media <ul><li>Grant Sunada, MPH </li></ul><ul><li>Erin Hendricks, MPH(c) </li></ul>[Image credit: sunriver2009.nwgis.org ] www.SlideShare.net/UtahDiabetes
    2. 2. WARNING <ul><li>REMEMBER: </li></ul><ul><ul><li>Social media is a communication tactic.   </li></ul></ul><ul><ul><li>Social marketing is a strategic process for effecting social change </li></ul></ul>http://www.socialmarketingpanorama.com/social_marketing_panorama/2009/12/if-someone-mentions-messages-communication-or-social-media-in-the-same-breath-as-social-marketing-ki.html If Someone Mentions Messages, Communication or Social Media in the Same Breath as Social Marketing, KICK THEM IN THE SHINS! from Mike Newton-Ward, Social Marketing Consultant at North Carolina Division of Public Health, @sm1guru
    3. 3. Social Media & Diabetes <ul><li>What’s happening today with </li></ul>
    4. 4. Chronic Disease & the Internet by  Susannah Fox (@SusannahFox),  Kristen Purcell March 24, 2010 <ul><li>U.S. adults living with chronic disease are </li></ul><ul><ul><li>Less likely to have access to the internet (62% vs. 81% of healthy U.S. adults) </li></ul></ul><ul><ul><ul><li>Independent of education, age, income, etc </li></ul></ul></ul><ul><ul><li>More likely, once online, to take advantage of social media to </li></ul></ul><ul><ul><ul><li>share what they know </li></ul></ul></ul><ul><ul><ul><li>learn from their peers </li></ul></ul></ul>http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx See also Susannah Fox & Sydney Jones; Jun 11, 2009; http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx
    5. 5. Chronic Disease & the Internet (continued) <ul><li>Majority with access look online for health information (83%) </li></ul><ul><li>More than half of e-patients living with chronic disease consume user-generated information </li></ul><ul><ul><li>1 in 5 create online health content </li></ul></ul><ul><ul><li>1 in 4 use a social networking site </li></ul></ul><ul><ul><li>1 in 13 use online health group, forum, or listserv </li></ul></ul><ul><li>“Diving deeply into a health topic” </li></ul>http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx
    6. 6. Chronic Disease & the Internet (continued) <ul><li>Internet a supplement, not a substitute for professionals </li></ul><ul><ul><li>“ Now … I never go without asking [my doctor] what’s important about my health.” </li></ul></ul><ul><ul><li>“… provided comfort in knowing that my symptoms were not ‘just in my head,’” </li></ul></ul><ul><ul><li>“… helped me take steps to adjust to living with a chronic condition.” </li></ul></ul><ul><ul><li>“ I live in a small town and it is helpful to be able to find others that have the same condition as I do.” </li></ul></ul>http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx
    7. 7. “ Who then can softly bind up the wound of another as he who has felt the same wound himself?” Thomas Jefferson, 1786, in a letter to a friend http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx http://www.pbs.org/jefferson/archives/documents/ih195811.htm
    8. 8. http://www.pointtopoint.com/index.php/2009/11/5-ways-to-do-more-with-less/ Doing More with Less?
    9. 9. <ul><li>Communicate better with partners </li></ul><ul><ul><li>Who all use the Internet </li></ul></ul><ul><ul><li>Who work with our target audiences </li></ul></ul><ul><li>Communicate better with e-patients </li></ul><ul><ul><li>And help them provide support to those without Internet access </li></ul></ul><ul><li>Track these interactions </li></ul>Doing More with Less?
    10. 10. Social Media & Diabetes Partnerships <ul><li>Doing More with Less through </li></ul>
    11. 11. Twitter & Networking <ul><li>Engage in 20-minutes a day </li></ul><ul><ul><li>Schedule updates to post throughout the day </li></ul></ul><ul><ul><ul><li>Hootsuite </li></ul></ul></ul><ul><ul><li>Use Google Alerts to track latest news </li></ul></ul><ul><ul><ul><li>“ Utah” AND “diabetes” </li></ul></ul></ul><ul><ul><li>Respond to @ replies from previous day </li></ul></ul><ul><ul><li>Connect with the well-connected </li></ul></ul><ul><ul><li>Build Twitter lists if your network becomes complex </li></ul></ul><ul><ul><ul><li>Public health, social marketers, diabetes experts and bloggers, news agencies and reporters </li></ul></ul></ul><ul><ul><li>Like reading a newspaper that you put together </li></ul></ul>Modified from Social Media 102: http://bcdcideas.wordpress.com/2009/11/04/cnafall09/
    12. 13. Google Documents & Collaboration
    13. 14. <ul><li>Permit viewers and editors </li></ul><ul><li>Designate recorder of minutes </li></ul><ul><ul><li>Not everyone wants to post comments online </li></ul></ul><ul><li>More likely to access latest version </li></ul><ul><ul><li>No more track changes </li></ul></ul><ul><li>E-mailed & Tweeted when updates are made </li></ul>Google Documents & Collaboration (continued)
    14. 15. Goal = Support & Empower http://www.pewinternet.org/Press-Releases/2004/New-Report-on-Libraries-and-the-Digital-Divide.aspx Martha M. Funnell, Robin Nwankwo, Mary Lou Gillard, Robert M. Anderson, and Tricia S. Tang. Implementing an Empowerment-Based Diabetes Self-management Education Program. The Diabetes Educator, 2005, 31: 53-61. Not Yet… Find answers to clinical questions, culturally tailored education materials , and local resources Engage in systematic person-centered goal setting and problem solving Discuss the emotional experience of preventing and living with diabetes Target Behaviors Reflect on prevention efforts and self-management experiments Target Audiences Community Leaders/ Cultural Influencers Diabetes Professionals Family Leaders People with (and at risk for) diabetes
    15. 16. Diabetes Story Bank <ul><li>Everyone has a story </li></ul>Some videos were filmed at Association of Diabetes Educators in Utah conference
    16. 17. Recruit Diabetes Bloggers http://inspiredbydiabetes.blogspot.com/
    17. 18. Tracking the Faces of Diabetes <ul><li>Total views: 2,370 </li></ul><ul><li>Utah views: 1,068 </li></ul>
    18. 19. Tracking the Faces of Diabetes (continued) <ul><li>Comments </li></ul>
    19. 20. Social Media & Next Steps
    20. 21. Streamline the Faces of Diabetes <ul><li>Analyzing focus group data </li></ul><ul><ul><li>Gather and organize stories by topic </li></ul></ul><ul><ul><li>Simplify the messages </li></ul></ul><ul><ul><ul><li>Too long </li></ul></ul></ul><ul><ul><li>Attach related facts and links to resources </li></ul></ul><ul><ul><li>“ I don’t have a story” </li></ul></ul><ul><ul><ul><li>Other group member, “YES! You do!” </li></ul></ul></ul><ul><ul><li>Focus groups became support groups </li></ul></ul><ul><ul><ul><li>Increased motivation to manage diabetes </li></ul></ul></ul><ul><ul><li>Take them offline </li></ul></ul><ul><ul><ul><li>DVD, libraries, support groups </li></ul></ul></ul>
    21. 22. Building a Utah Diabetes Social Marketing Alliance <ul><li>5-Year Plan </li></ul><ul><li>Continue to recruit partners </li></ul><ul><li>Expand to reach multiple audiences through multiple mediums </li></ul>Target Audiences Community Leaders/ Cultural Influencers Diabetes Professionals Family Leaders People with (and at risk for) diabetes
    22. 23. Is Your Boss Anti-Social <ul><li>“ Pretty Please” Convincing Your Boss to Take the Plunge into Social Media </li></ul><ul><li>Bosses, Executive Directors, co-workers and all your social media doubters fear one of three things: </li></ul><ul><ul><li>Loss of control of message and brand </li></ul></ul><ul><ul><li>Mean people will say mean things about you </li></ul></ul><ul><ul><li>There isn’t enough time to sustain your engagement </li></ul></ul><ul><li>These fears are legitimate, but are also seeded in a lack of understanding of social media. </li></ul><ul><li>Here are some quick answers to those concerns… </li></ul>… Media? http://www.social-marketing.com/blog/2010/03/guest-post-pretty-pleaseconvincing-your.html Dawn Crawford , Communications Director at the Colorado Children's Immunization Coalition, @ImmunizeCOKids on Twitter
    23. 24. Contact Info <ul><li>Grant Sunada, MPH </li></ul><ul><li>Diabetes Prevention and Control Program </li></ul><ul><ul><li>Utah Department of Health </li></ul></ul><ul><li>(801) 538-6896 </li></ul><ul><li>[email_address] </li></ul><ul><li>twitter.com/UtahDiabetes </li></ul><ul><li>slideshare.net/UtahDiabetes </li></ul>

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