‘Using social media tocommunicate the findings of    Cochrane reviews’     Andre Tomlin   MD, Minervation Ltd
Aims• Discuss the accessibility and usability of  Cochrane reviews• Consider how to communicate the findings of  Cochrane ...
André Tomlin• Information Scientist   – NHS (Health Sciences Library, 1994-1998)   – University of Oxford (Centre for EBMH...
Minervation• Oxford University                        Sample clients:  spin-out• Built over 50 major   • WHO  health websi...
Programme•   Exercise 1•   Blogging•   Exercise 2•   Social media•   National Elf Service•   Conclusions
Questions• Who is on..?  – Facebook  – LinkedIn  – Twitter• Who’s written a blog?• Who knows what a #hashtag is?
Can you helpme keep up todate with thelatest research   • Dr Frank Talkerrelating to mepatients?         • GP in Bristol  ...
“Hey Frank, What do you think of evidence-based     resources like the    Cochrane Library?”
But I just don’t have the time to   On one hand,find what I need and read it all.   Cochrane isThe reviews are really long...
Exercise 1: Oral health advicefor people with mental illness
 This is Jon He hasschizophrenia andproblems with histeeth Many patientsliving in Frank’scatchment area haveoral heath ...
Who’s he tryingShe may be         to kid! I fixedthe dentist, but   those denturesI have the         myself last year!chee...
I’m delighted! I’ve                   found a Cochrane                   review that’s bang on                   topic!Kho...
What should Ido now?   Small group task:   • Read the review   • Write a short   summary on oral   health advice for   peo...
Oral health advice for people with severe mental      illness
Lessons from exercise 1• Cochrane reviews often provide no conclusive  answer, but it sometimes takes a few minutes to  wo...
Blogs
What’s a blogNoun:  A Web site where an individual or group of users record opinions and information on a regular basis.Ve...
What’s a blog         • Often a personal           viewpoint         • Frequently           updated         • Informal ton...
Why bother writing a blog?• It’s fun and easy• Users like it• Search engines like it• It encourages  interaction• If you d...
Blogging tools         • Blogger.com         • Tumblr.com         • Wordpress.com or           Wordpress.org         • Twi...
Top tips for blogging• The right topic• Outstanding brand• Clear lay-friendly  language• Easy to scan• Use tags• Engage wi...
Worth a read•   Bad Science•   CRUK Science Blog•   Science-ish•   Trust the Evidence•   Evidence-Based Mommy•   National ...
Exercise 2: Physical activity to  improve balance in older            people
 My gran loves toskateboard, but she’smaybe not typical Many of Frank’solder patients havebalance problems andsuffer fro...
He may be the physio,but I’ve got thestethoscope!           Who needs a           stethoscope           when you          ...
Oh great, another                Cochrane review!Howe TE, Rochester L, Neil F, Skelton DA,Ballinger C.Exercise for improvi...
What should Ido now?   Small group task:   • Read the review   • Write a short   summary on physical   activity to improve...
Physical activityfor older people
Lessons from exercise 2• It’s hard to make specific recommendations  when reviews include a wide range of  interventions• ...
Social media
Platforms• Millions of online health and healthcare  conversations are happening right now• The 3 main platforms are:    M...
Why bother with social media?• Join in the  conversation• It will happen with you  and without you• It increases:  – Aware...
• 845m active users• 9% of all online visits• 1 in every 5 online page views happens on  Facebook• An average Facebook vis...
Facebook architecture• Wall  – Your personal list of activities• Page  – A page about a company, product or topic of    in...
• 127 million active users• An average Twitter visit is 14 minutes• 54% of people use Twitter on their  phone• 36% of Twit...
Twitter architecture• Tweet   – A single post <140 characters• Homepage   – Your Twitter homepage (like the Facebook wall)...
Twitter tools         • Tweetdeck or           Seesmic         • Klout         • Tweetreach         • Tweetsheet
• 135m registered users• 80% of members from US, India, UK, Brazil,  Canada, France, Netherlands, Australia & Spain• Sligh...
Top tips for social media• Establish a presence on all of  the relevant platforms• Choose the best platforms to  focus you...
It’s out of control!• Mobile apps such as  Flipboard allow users  to create their own  interactive  magazines, with  conte...
National Elf Service
National Elf Service• We’ve been helping health professionals keep  up to date with the latest evidence since the  late-90...
Users get:• 1 blog each week day• Highlighting a relevant and  reliable piece of research,  guidance or policy• Written in...
Our elves are:•   Leading EBM Experts•   Health Professionals•   Researchers•   Information Scientists
We have 8 elves so far         Live:         • Dental         • Diabetes         • Healthy Lifestyle         • Learning Di...
We have 8 elves so farIn the pipeline:• Commissioning• Skin• Women’s Health
Do you have an elf in you? andre.tomlin@minervation.com
Conclusions
What have we learnt?• Social media:  – Communicate  – Engage  – Promote• Blogs:  – Popular  – Fun  – Cost effective• Key s...
Andre Tomlin - Using social media to communicate the findings of Cochrane reviews
Andre Tomlin - Using social media to communicate the findings of Cochrane reviews
Andre Tomlin - Using social media to communicate the findings of Cochrane reviews
Andre Tomlin - Using social media to communicate the findings of Cochrane reviews
Andre Tomlin - Using social media to communicate the findings of Cochrane reviews
Andre Tomlin - Using social media to communicate the findings of Cochrane reviews
Andre Tomlin - Using social media to communicate the findings of Cochrane reviews
Andre Tomlin - Using social media to communicate the findings of Cochrane reviews
Andre Tomlin - Using social media to communicate the findings of Cochrane reviews
Andre Tomlin - Using social media to communicate the findings of Cochrane reviews
Andre Tomlin - Using social media to communicate the findings of Cochrane reviews
Andre Tomlin - Using social media to communicate the findings of Cochrane reviews
Andre Tomlin - Using social media to communicate the findings of Cochrane reviews
Andre Tomlin - Using social media to communicate the findings of Cochrane reviews
Andre Tomlin - Using social media to communicate the findings of Cochrane reviews
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Andre Tomlin - Using social media to communicate the findings of Cochrane reviews

  1. 1. ‘Using social media tocommunicate the findings of Cochrane reviews’ Andre Tomlin MD, Minervation Ltd
  2. 2. Aims• Discuss the accessibility and usability of Cochrane reviews• Consider how to communicate the findings of Cochrane reviews in a more interesting and engaging way• Introduce you to (and offer some top tips for using): – Blogs – Social media
  3. 3. André Tomlin• Information Scientist – NHS (Health Sciences Library, 1994-1998) – University of Oxford (Centre for EBMH, 1998-2002) – Minervation Ltd (Health websites, 2002-present)• Specialist in: – Website development, social media & blogging – Writing health information for patients and professionals – Evidence-based health care – Usability testing & user involvement – Multimedia
  4. 4. Minervation• Oxford University Sample clients: spin-out• Built over 50 major • WHO health websites • NICE• Work in public, • Bupa private and charity • LifeScan sectors • Cancer Research UK• Accessible, usable • Equator Network and reliable health websites
  5. 5. Programme• Exercise 1• Blogging• Exercise 2• Social media• National Elf Service• Conclusions
  6. 6. Questions• Who is on..? – Facebook – LinkedIn – Twitter• Who’s written a blog?• Who knows what a #hashtag is?
  7. 7. Can you helpme keep up todate with thelatest research • Dr Frank Talkerrelating to mepatients? • GP in Bristol • Big proponent of evidence-based practice • Loves the Internet and technology
  8. 8. “Hey Frank, What do you think of evidence-based resources like the Cochrane Library?”
  9. 9. But I just don’t have the time to On one hand,find what I need and read it all. Cochrane isThe reviews are really long and great, becausetechnical. I’d love to get short it’s souser-friendly updates on my systematic andsmartphone, like I can with other reliable.websites.
  10. 10. Exercise 1: Oral health advicefor people with mental illness
  11. 11.  This is Jon He hasschizophrenia andproblems with histeeth Many patientsliving in Frank’scatchment area haveoral heath problemslike Jon
  12. 12. Who’s he tryingShe may be to kid! I fixedthe dentist, but those denturesI have the myself last year!cheesiersmile!
  13. 13. I’m delighted! I’ve found a Cochrane review that’s bang on topic!Khokhar WA, Clifton A, Jones H, Tosh G.Oral health advice for people with serious mental illness. Cochrane Database of Systematic Reviews2011, Issue 11. Art. No.: CD008802. DOI:10.1002/14651858. CD008802.pub2.
  14. 14. What should Ido now? Small group task: • Read the review • Write a short summary on oral health advice for people with severe mental illness • Present your summary in the style of a news report
  15. 15. Oral health advice for people with severe mental illness
  16. 16. Lessons from exercise 1• Cochrane reviews often provide no conclusive answer, but it sometimes takes a few minutes to work this out!• Obviously, users want answers so it’s helpful to provide other relevant evidence to help guide them• This should be done systematically using an appropriate hierarchy, i.e. Guidelines, SRs, RCTs etc.• Here’s what the Mental Elf said: http://www.thementalelf.net/publication-types/systematic-review/oral-health
  17. 17. Blogs
  18. 18. What’s a blogNoun: A Web site where an individual or group of users record opinions and information on a regular basis.Verb: Add new material to a blog: “I love the smell of blogging in the morning”
  19. 19. What’s a blog • Often a personal viewpoint • Frequently updated • Informal tone • Open to debate • Hooked up to social media
  20. 20. Why bother writing a blog?• It’s fun and easy• Users like it• Search engines like it• It encourages interaction• If you don’t, you may get left behind!
  21. 21. Blogging tools • Blogger.com • Tumblr.com • Wordpress.com or Wordpress.org • Twitterfeed.com
  22. 22. Top tips for blogging• The right topic• Outstanding brand• Clear lay-friendly language• Easy to scan• Use tags• Engage with users• Use social media• Keep it lively and fun
  23. 23. Worth a read• Bad Science• CRUK Science Blog• Science-ish• Trust the Evidence• Evidence-Based Mommy• National Elf Service• The Mental Elf• Plus lots of Cochrane blogs!
  24. 24. Exercise 2: Physical activity to improve balance in older people
  25. 25.  My gran loves toskateboard, but she’smaybe not typical Many of Frank’solder patients havebalance problems andsuffer from debilitatingfalls He wants to findout which specificforms of exercise aremost useful
  26. 26. He may be the physio,but I’ve got thestethoscope! Who needs a stethoscope when you have hands like mine!?
  27. 27. Oh great, another Cochrane review!Howe TE, Rochester L, Neil F, Skelton DA,Ballinger C.Exercise for improving balance in older people.Cochrane Database of Systematic Reviews2011, Issue 11. Art. No.: CD004963. DOI:10.1002/14651858.CD004963.pub3.
  28. 28. What should Ido now? Small group task: • Read the review • Write a short summary on physical activity to improve balance in older people • Present your summary in the style of a news report
  29. 29. Physical activityfor older people
  30. 30. Lessons from exercise 2• It’s hard to make specific recommendations when reviews include a wide range of interventions• Some reviews have longer abstracts than others!• Here’s what the Lifestyle Elf said: http://www.thelifestyleelf.net/older-people-need-ple
  31. 31. Social media
  32. 32. Platforms• Millions of online health and healthcare conversations are happening right now• The 3 main platforms are: Mostly patients A mix of Mostly & care givers professionals, professionals patients & care givers• Social media also includes Google+, MySpace, Ning etc.
  33. 33. Why bother with social media?• Join in the conversation• It will happen with you and without you• It increases: – Awareness of your work – Traffic to your site – Engagement with your audience
  34. 34. • 845m active users• 9% of all online visits• 1 in every 5 online page views happens on Facebook• An average Facebook visit is 23 minutes• Slightly more female users• Average number of friends is 130• Average number of total likes is 80• More than half of people recommend brands they ‘like’
  35. 35. Facebook architecture• Wall – Your personal list of activities• Page – A page about a company, product or topic of interest• Group – A collection of pages, discussions and other media
  36. 36. • 127 million active users• An average Twitter visit is 14 minutes• 54% of people use Twitter on their phone• 36% of Twitter users tweet at least once a day
  37. 37. Twitter architecture• Tweet – A single post <140 characters• Homepage – Your Twitter homepage (like the Facebook wall)• Followers – People who receive your tweets on their homepage• Connect > Interactions – Where you engage with your users• Connect > Mentions – When people mention you (e.g. @andretomlin) in their tweet• Hashtag – Highlighting a topic (e.g. #lovelychap) in their tweet
  38. 38. Twitter tools • Tweetdeck or Seesmic • Klout • Tweetreach • Tweetsheet
  39. 39. • 135m registered users• 80% of members from US, India, UK, Brazil, Canada, France, Netherlands, Australia & Spain• Slightly more male users• Slightly older demographic than Facebook & Twitter• “Facebook for business”
  40. 40. Top tips for social media• Establish a presence on all of the relevant platforms• Choose the best platforms to focus your energy• Build your brand and your audience• Follow like-minded people• Plan your posts so they reflect your brand and niche• Be yourself • Don’t be shy!
  41. 41. It’s out of control!• Mobile apps such as Flipboard allow users to create their own interactive magazines, with content from social feeds
  42. 42. National Elf Service
  43. 43. National Elf Service• We’ve been helping health professionals keep up to date with the latest evidence since the late-90s• Lot’s of projects, e.g. – National Library for Health (Muir Gray) – NHS Evidence (NICE)• We wanted to create something new that is simple, approachable, highly usable and fun
  44. 44. Users get:• 1 blog each week day• Highlighting a relevant and reliable piece of research, guidance or policy• Written in an accessible and engaging way• Updates that work for them (email, social media, RSS, website etc.)• Opportunities to discuss the evidence
  45. 45. Our elves are:• Leading EBM Experts• Health Professionals• Researchers• Information Scientists
  46. 46. We have 8 elves so far Live: • Dental • Diabetes • Healthy Lifestyle • Learning Disabilities • Mental Health
  47. 47. We have 8 elves so farIn the pipeline:• Commissioning• Skin• Women’s Health
  48. 48. Do you have an elf in you? andre.tomlin@minervation.com
  49. 49. Conclusions
  50. 50. What have we learnt?• Social media: – Communicate – Engage – Promote• Blogs: – Popular – Fun – Cost effective• Key social media platforms: – Facebook – Twitter – LinkedIn

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