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MAKING DATA TALK:
COMMUNICATING PUBLIC HEALTH
DATA TO THE PUBLIC, POLICY MAKERS,
AND THE PRESS

Bradford W. Hesse, PhD
Nat...
Information Environment

Tuesday, November 29, 2011
Information Environment

Tuesday, November 29, 2011
Information Environment

Tuesday, November 29, 2011
Information Environment

Tuesday, November 29, 2011
Information Environment

Tuesday, November 29, 2011
Information Environment

Tuesday, November 29, 2011
Tuesday, November 29, 2011
Confusion is increasing
Confusion

Everything causes?

Can prevent?

Know how?

Tuesday, November 29, 2011

+7.7%
Confusion is increasing
Confusion

Everything causes?

+7.7%

-1%
Can prevent?

Know how?

Tuesday, November 29, 2011
Confusion is increasing
Confusion

Everything causes?

+7.7%

-1%
Can prevent?

+3.7%
Know how?

Tuesday, November 29, 201...
2003

Tuesday, November 29, 2011
Tuesday, November 29, 2011
*

*

*8,571 must die from smoking to warrant news story
*7,500 must die due to obesity to warrant news story
Tuesday, Nov...
Actual Mortality from Risk Factor
Copy Devoted to Risk Factor

Frost K, Frank E, Maibach E. Relative risk in the news medi...
Tuesday, November 29, 2011
“Making Data Talk”
Adapting to a World of Ubiquitous Data Systems

Educate

Inform
Tuesday, November 29, 2011

Persuade

S...
Organize
• What is the evidentiary story?
• What functions will data serve?

Plan

• Audiences, messages, channels?
• Time...
Organize
• What is the evidentiary story?
• What functions will data serve?

Example
Tobacco & Cancer

Function
Inform
Set...
Organize
• What is the evidentiary story?
• What functions will data serve?

Example
Environmental Exposure

Function
Info...
Organize

Inform

• What is the evidentiary story?
• What functions will data serve?

For Example

HINTS Isopleth “Weather...
Organize
• What is the evidentiary story?
• What functions will data serve?

Plan

• Audiences, messages, channels?
• Time...
Plan

Educate

• Audiences, messages, channels?
• Timeline?
Understand audience’s use / misuse of
data

Tuesday, November ...
Plan

Educate

• Audiences, messages, channels?
• Timeline?
Understand audience’s use / misuse of
data

Exceptional Case
F...
Plan
• Audiences, messages, channels?
• Timeline?
Understand audience’s use / misuse of
data
For Example
Use Data to Corre...
Plan
• Audiences, messages, channels?
• Timeline?

Perceptual Basics

SOURCE: http://alleydog.com/topics/sensation_and_per...
Cognitive / Perceptual
Research
• Constructive process
• Gaze goes to center
for pattern

• Contiguous labels for
meaning
...
Cognitive / Perceptual
Research
• Constructive process
• Gaze goes to center
for pattern

• Contiguous labels for
meaning
...
Cognitive / Perceptual
Research
• Constructive process
• Gaze goes to center
for pattern

• Contiguous labels for
meaning
...
Cognitive / Perceptual
Research
• Constructive process
• Gaze goes to center
for pattern

• Contiguous labels for
meaning
...
Visualizing Long Term
Change
Hans Rosling's 200 Countries, 200 Years, 4 Minutes - The
Joy of Stats - BBC Four

• Construct...
Visualizing Long Term
Change
Hans Rosling's 200 Countries, 200 Years, 4 Minutes - The
Joy of Stats - BBC Four

• Construct...
Plan
• Audiences, messages, channels?
• Timeline?
Frame
Social progress
Economic development/
competitiveness
Morality/eth...
Plan
• Audiences, messages, channels?
• Timeline?
“Selling Scientific
Frame

Social progress
Economic development/
competit...
Plan

Persuade

• Audiences, messages, channels?
• Timeline?

“1200 People”

Frame
Social progress
Economic development/
c...
Plan
• Audiences, messages, channels?
• Timeline?
Public’s Trust in Health Information Channels
2002-2003

2005

2008

80%...
Plan
• Audiences, messages, channels?
Use of Social Media (2008)
• Timeline?
Online Support

Bloggers

Social Networking

...
Plan
• Audiences, messages, channels?
• Timeline?
Go to where the people are
Press Release

Physician Outreach
Media Outre...
Organize
• What is the evidentiary story?
• What functions will data serve?

Plan

• Audiences, messages, channels?
• Time...
Test
• User-centered design
• Translational research

• Usability testing
• Focus groups
• Informal feedback
• Formative
e...
Test
• User-centered design
• Translational research

Tuesday, November 29, 2011
Organize
• What is the evidentiary story?
• What functions will data serve?

Plan

• Audiences, messages, channels?
• Time...
INtegrate
• Within the bigger picture
• In a practical way for users

Tuesday, November 29, 2011
INtegrate
• Within the bigger picture
• In a practical way for users

Tuesday, November 29, 2011
INtegrate
• Within the bigger picture
• In a practical way for users

Tuesday, November 29, 2011
“Making Data Talk”
Adapting to a World of Ubiquitous Data Systems

Educate

Inform
Tuesday, November 29, 2011

Persuade

S...
“Making Data Talk”
Adapting to a World of Ubiquitous Data Systems

Educate

Inform
Tuesday, November 29, 2011

Persuade

S...
“Making Data Talk”
Adapting to a World of Ubiquitous Data Systems

Educate

Inform
Tuesday, November 29, 2011

Persuade

S...
“Making Data Talk”
Adapting to a World of Ubiquitous Data Systems

Educate

Inform
Tuesday, November 29, 2011

Persuade

S...
“Making Data Talk”
Adapting to a World of Ubiquitous Data Systems
The Case of NOAA

Tuesday, November 29, 2011
“Making Data Talk”
Adapting to a World of Ubiquitous Data Systems
The Case of NOAA

Government ensures
data quality, prove...
“Making Data Talk”
Adapting to a World of Ubiquitous Data Systems
The Case of NOAA
Participative media allows for
communit...
“Making Data Talk”
Adapting to a World of Ubiquitous Data Systems
The Case of NOAA

Mobile Access: Always on, always proxi...
Can we make data work to
improve clinical practice?

Tuesday, November 29, 2011
Can we make data work to
improve clinical practice?
Shared Decision
Making
ClearPractice, Inc.

Mobile Access to
Data

Tue...
Can we make data work to
improve community health?

The Health Data
Initiative Forum,
June 9, 2011

Tuesday, November 29, ...
Can we make data work to
improve community health?
BLS

Tuesday, November 29, 2011

USDA

CDC
Can we make data work to
improve world health?
Deaths from lung cancer: Men
Rates normalized on age per 100,000 male resid...
Can we make data work to
improve world health?

Tuesday, November 29, 2011
Can we make data work to
improve world health?

Tuesday, November 29, 2011
Can we make data work to
improve world health?
Thomas Friedman, Massachusetts Institute of Technology, May 16, 2005

Tuesd...
Can we make data work to
improve world health?
Thomas Friedman, Massachusetts Institute of Technology, May 16, 2005

Thank...
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Making Data Talk

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A talk given to the DHHS Office of Global Affairs based on our book "Making Data Talk."

Published in: Health & Medicine, Technology
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Making Data Talk

  1. 1. MAKING DATA TALK: COMMUNICATING PUBLIC HEALTH DATA TO THE PUBLIC, POLICY MAKERS, AND THE PRESS Bradford W. Hesse, PhD National Cancer Institute Tuesday, November 29, 2011
  2. 2. Information Environment Tuesday, November 29, 2011
  3. 3. Information Environment Tuesday, November 29, 2011
  4. 4. Information Environment Tuesday, November 29, 2011
  5. 5. Information Environment Tuesday, November 29, 2011
  6. 6. Information Environment Tuesday, November 29, 2011
  7. 7. Information Environment Tuesday, November 29, 2011
  8. 8. Tuesday, November 29, 2011
  9. 9. Confusion is increasing Confusion Everything causes? Can prevent? Know how? Tuesday, November 29, 2011 +7.7%
  10. 10. Confusion is increasing Confusion Everything causes? +7.7% -1% Can prevent? Know how? Tuesday, November 29, 2011
  11. 11. Confusion is increasing Confusion Everything causes? +7.7% -1% Can prevent? +3.7% Know how? Tuesday, November 29, 2011
  12. 12. 2003 Tuesday, November 29, 2011
  13. 13. Tuesday, November 29, 2011
  14. 14. * * *8,571 must die from smoking to warrant news story *7,500 must die due to obesity to warrant news story Tuesday, November 29, 2011
  15. 15. Actual Mortality from Risk Factor Copy Devoted to Risk Factor Frost K, Frank E, Maibach E. Relative risk in the news media: a quantification of misrepresentation. Am J Public Health 1997;87(5):842-5. Tuesday, November 29, 2011
  16. 16. Tuesday, November 29, 2011
  17. 17. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems Educate Inform Tuesday, November 29, 2011 Persuade Support Decisions
  18. 18. Organize • What is the evidentiary story? • What functions will data serve? Plan • Audiences, messages, channels? • Timeline? Test • User-centered design • Translational research INtegrate • Connect service w/ partners • Connect the dots for users Tuesday, November 29, 2011 OPT IN
  19. 19. Organize • What is the evidentiary story? • What functions will data serve? Example Tobacco & Cancer Function Inform Settled Science Science Unsettled Science Tuesday, November 29, 2011 Educate Persuade Support Decisions
  20. 20. Organize • What is the evidentiary story? • What functions will data serve? Example Environmental Exposure Function Inform Settled Science Science Unsettled Science Tuesday, November 29, 2011 Educate Persuade Support Decisions
  21. 21. Organize Inform • What is the evidentiary story? • What functions will data serve? For Example HINTS Isopleth “Weather” Map State-base Cancer Mortality (lung) Tuesday, November 29, 2011
  22. 22. Organize • What is the evidentiary story? • What functions will data serve? Plan • Audiences, messages, channels? • Timeline? Test • User-centered design • Translational research INtegrate • Within the bigger picture • In a practical way for users Tuesday, November 29, 2011 OPT IN
  23. 23. Plan Educate • Audiences, messages, channels? • Timeline? Understand audience’s use / misuse of data Tuesday, November 29, 2011
  24. 24. Plan Educate • Audiences, messages, channels? • Timeline? Understand audience’s use / misuse of data Exceptional Case Fallacy of small numbers; Tversky & Kahneman, 1971 Tuesday, November 29, 2011
  25. 25. Plan • Audiences, messages, channels? • Timeline? Understand audience’s use / misuse of data For Example Use Data to Correct Misperceptions Tuesday, November 29, 2011 Lives Saved from Seatbelt Use
  26. 26. Plan • Audiences, messages, channels? • Timeline? Perceptual Basics SOURCE: http://alleydog.com/topics/sensation_and_perception.php Tuesday, November 29, 2011
  27. 27. Cognitive / Perceptual Research • Constructive process • Gaze goes to center for pattern • Contiguous labels for meaning • Left to right tendency in western culture • Perceptual rules guide meaning source: Carpenter PA, Shah P. A model of the perceptual and conceptual processes in graph comprehension. J Educ Psychol. 1999, 91(4): 690-702. Tuesday, November 29, 2011
  28. 28. Cognitive / Perceptual Research • Constructive process • Gaze goes to center for pattern • Contiguous labels for meaning • Left to right tendency in western culture • Perceptual rules guide meaning source: Carpenter PA, Shah P. A model of the perceptual and conceptual processes in graph comprehension. J Educ Psychol. 1999, 91(4): 690-702. Tuesday, November 29, 2011
  29. 29. Cognitive / Perceptual Research • Constructive process • Gaze goes to center for pattern • Contiguous labels for meaning • Left to right tendency in western culture • Perceptual rules guide meaning Tuesday, November 29, 2011
  30. 30. Cognitive / Perceptual Research • Constructive process • Gaze goes to center for pattern • Contiguous labels for meaning • Left to right tendency in western culture • Perceptual rules guide meaning Tuesday, November 29, 2011
  31. 31. Visualizing Long Term Change Hans Rosling's 200 Countries, 200 Years, 4 Minutes - The Joy of Stats - BBC Four • Constructive process • Gaze goes to center for pattern • Contiguous labels for meaning • Left to right tendency in western culture • Perceptual rules guide meaning source: Carpenter PA, Shah P. A model of the perceptual and conceptual processes in graph comprehension. J Educ Psychol. 1999, 91(4): 690-702. Tuesday, November 29, 2011
  32. 32. Visualizing Long Term Change Hans Rosling's 200 Countries, 200 Years, 4 Minutes - The Joy of Stats - BBC Four • Constructive process • Gaze goes to center for pattern • Contiguous labels for meaning • Left to right tendency in western culture • Perceptual rules guide meaning Tuesday, November 29, 2011
  33. 33. Plan • Audiences, messages, channels? • Timeline? Frame Social progress Economic development/ competitiveness Morality/ethics Scientific/technical uncertainty Pandora ’ s box/Frankenstein’ s monster/runaway science Public accountability/ governance Middle way/alternative path Conflict/strategy Tuesday, November 29, 2011
  34. 34. Plan • Audiences, messages, channels? • Timeline? “Selling Scientific Frame Social progress Economic development/ competitiveness Morality/ethics Scientific/technical uncertainty Pandora ’ s box/Frankenstein’ s monster/runaway science Public accountability/ governance Middle way/alternative path Conflict/strategy Tuesday, November 29, 2011 Doubt”
  35. 35. Plan Persuade • Audiences, messages, channels? • Timeline? “1200 People” Frame Social progress Economic development/ competitiveness Morality/ethics Scientific/technical uncertainty Pandora ’ s box/Frankenstein’ s monster/runaway science Public accountability/ governance Middle way/alternative path Conflict/strategy Tuesday, November 29, 2011 The “Truth” Campaign: American Legacy Foundation
  36. 36. Plan • Audiences, messages, channels? • Timeline? Public’s Trust in Health Information Channels 2002-2003 2005 2008 80% http://hints.cancer.gov/ 70% 60% 50% 40% 30% 20% 10% 0% Doctor Tuesday, November 29, 2011 Family or Friends Radio Internet Television
  37. 37. Plan • Audiences, messages, channels? Use of Social Media (2008) • Timeline? Online Support Bloggers Social Networking 50% http://hints.cancer.gov/ 45% 40% Use highest among 35% non-white 30% 25% 20% 15% 10% 5% 0% Non-Hispanic White Tuesday, November 29, 2011 Hispanic Black / African American Other
  38. 38. Plan • Audiences, messages, channels? • Timeline? Go to where the people are Press Release Physician Outreach Media Outreach Personal Media Updated Web Presence Tuesday, November 29, 2011
  39. 39. Organize • What is the evidentiary story? • What functions will data serve? Plan • Audiences, messages, channels? • Timeline? Test • User-centered design • Translational research INtegrate • Within the bigger picture • In a practical way for users Tuesday, November 29, 2011
  40. 40. Test • User-centered design • Translational research • Usability testing • Focus groups • Informal feedback • Formative evaluation • RCT’s Tuesday, November 29, 2011
  41. 41. Test • User-centered design • Translational research Tuesday, November 29, 2011
  42. 42. Organize • What is the evidentiary story? • What functions will data serve? Plan • Audiences, messages, channels? • Timeline? Test • User-centered design • Translational research INtegrate • Within the bigger picture • In a practical way for users Tuesday, November 29, 2011
  43. 43. INtegrate • Within the bigger picture • In a practical way for users Tuesday, November 29, 2011
  44. 44. INtegrate • Within the bigger picture • In a practical way for users Tuesday, November 29, 2011
  45. 45. INtegrate • Within the bigger picture • In a practical way for users Tuesday, November 29, 2011
  46. 46. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems Educate Inform Tuesday, November 29, 2011 Persuade Support Decisions
  47. 47. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems Educate Inform Tuesday, November 29, 2011 Persuade Support Decisions
  48. 48. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems Educate Inform Tuesday, November 29, 2011 Persuade Support Decisions
  49. 49. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems Educate Inform Tuesday, November 29, 2011 Persuade Support Decisions
  50. 50. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems The Case of NOAA Tuesday, November 29, 2011
  51. 51. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems The Case of NOAA Government ensures data quality, provenance Hesse, B. W. Overview to the Concept of Cyberinfrastructure for Health. First NIH-NSF sponsored seminar, La Jolla, CA, March 2008. Tuesday, November 29, 2011 Meteorologists innovate on communication to public
  52. 52. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems The Case of NOAA Participative media allows for community activation The Participative Web Hesse BW, Hansen D, Finholt T, Munson S, Kellogg W, Thomas JC. Social Participation in Health 2.0. IEEE Computer. 2010;43(11):45-52. Tuesday, November 29, 2011
  53. 53. “Making Data Talk” Adapting to a World of Ubiquitous Data Systems The Case of NOAA Mobile Access: Always on, always proximal Tuesday, November 29, 2011
  54. 54. Can we make data work to improve clinical practice? Tuesday, November 29, 2011
  55. 55. Can we make data work to improve clinical practice? Shared Decision Making ClearPractice, Inc. Mobile Access to Data Tuesday, November 29, 2011
  56. 56. Can we make data work to improve community health? The Health Data Initiative Forum, June 9, 2011 Tuesday, November 29, 2011
  57. 57. Can we make data work to improve community health? BLS Tuesday, November 29, 2011 USDA CDC
  58. 58. Can we make data work to improve world health? Deaths from lung cancer: Men Rates normalized on age per 100,000 male residents (gapminder.org) Tuesday, November 29, 2011
  59. 59. Can we make data work to improve world health? Tuesday, November 29, 2011
  60. 60. Can we make data work to improve world health? Tuesday, November 29, 2011
  61. 61. Can we make data work to improve world health? Thomas Friedman, Massachusetts Institute of Technology, May 16, 2005 Tuesday, November 29, 2011
  62. 62. Can we make data work to improve world health? Thomas Friedman, Massachusetts Institute of Technology, May 16, 2005 Thank you! Tuesday, November 29, 2011

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