1.
Social Media for
Health Promotion & Education
ANN MEREDITH U. GARCIA, MD, FPCP, DPSMO, MCMMO
Internist – Medical Oncologist
Blessed Family Doctors General Hospital
San Carlos City, Pangasinan

2.
Outline
① De?inition & examples of social media
② Statistics on social media use
③ Online health-seeking behavior patterns
④ Participative medicine & healthcare social media
(#hcsm)
⑤ Uses and bene?its of social media for health
communication
⑥ Examples of #hcsm
⑦ CDC health communicator’s social media toolkit
⑧ Limitations of social media for health
communication

3.
“Forms of electronic
communication (as Web
sites for social networking and
microblogging) through which
users create online
communities to
share information,
ideas, personal
messages, and other
content (as videos)”
Social media h"p://www.merriam-webster.com/

4.
Kaplan & Haenlein, 2010
Social media
“A group of Internet-
based applications
that build on the
ideological and techno-
logical foundations of
Web 2.0, and that
allow the creation and
exchange of user
generated content”

5.
Social networks
Microblogs
Wikis
Forums or Listserv
Social photo & video
sharing tools
Multi-user virtual
environments
Social
apps &
games
Integration of
social media with
health information
technologies
Interna>onal Medical Informa>cs Associa>on Social Media Working Group
Others
Social media types

6.
h"p://www.adweek.com/

7.
h"p://www.wearesocial.com/

8.
h"p://www.wearesocial.com/

9.
almost Everyone is on Facebook almost
^

10.
Can social media
be used for
health promotion &
education?
THE DOCTOR IS
IN

11.
Personally, I feel to ignore the
intersection between
health care and social
media is to potentially ignore
our own relevance as a
h e a l t h c a r e
practitioner during
the next decade.
– Dr. Howard Luks

12.
of people using social media and digital
medical information sources believe the
tools have helped them achieve a better health
outcome
h"ps://news.aetna.com/

13.
h"p://www.pewresearch.org/
72% of internet users said they looked online for
health information within the past year.

14.
38.42%
18.95%
17.67%
19.29%
79.04%
57.04%
42.98%
11.70%
16.80%
03.26%
04.63%
Kontos et al, 2014
88.79% of respondents said they ever looked for information about
health or medical topics from any source.

15.
h"p://www.pewresearch.org/
How online searches affect health decisions
60% Affected a decision about how to treat an illness or
condition
56% Changed overall approach to maintaining health
53% Led to asking new questions or getting a second
opinion
49% Changed the way of thinking about diet, exercise, or
stress management
38% Affected a decision about whether to see a doctor
38% Changed the way of coping with a chronic condition
or managing pain

16.
#Health-related chatter
h"p://www.master-of-health-administra>on.com/

17.
h"p://visual.ly/
#Health-related chatter

18.
Sarasohn-Kahn, 2008 Ÿ h"p://www.pewresearch.org/

19.
Internet
(67.63%)
Doctor or healthcare
provider
(15.66%)
Publications
(9.39%)
Family/friends/co-workers
(4.95%)
Health information seekers reported
most frequently going `irst to the…
Volkman et al, 2014

20.
Clinicians remain to be a central source for
health information, care, or support.
h"p://www.pewresearch.org/

21.
h"p://www.master-of-health-administra>on.com/

22.
Chronic care model
“Informed and activated patient”
“Prepared and proactive practice team”
Kontos et al, 2014

23.
Health information access for
patients is a key facet of the provision of
patient-centered care.
Patients require appropriate
health information in order to
participate in treatment
decisions and increase
communication with their doctor
or healthcare provider.
I m p r o v e d p a t i e n t a c c e s s m a y
increase patient satisfaction
with care and lead to better health
outcomes.
Volkman et al, 2014

24.
The rise of the e-Patient
equipped
enabled
engaged
empowered h"p://www.bmj.com/ Ÿ h"ps://en.wikipedia.org/
“The value delivered by
skilled clinicians is still there,
but now we can see that it’s
no longer the only source…
Let patients help de`ine what
value in medicine is.”
– ePatient Dave
Participative medicine

25.
# healthcare social media
Health 2.0
The use of social software and its ability to
promote collaboration between patients,
their caregivers, medical professionals, and
other stakeholders in health Sarasohn-Kahn, 2008

26.
Chre>en, 2013
Key social media interactions
among patients, physicians, and the public

27.
Lapointe, 2013
The users and functions of
social media
to create health awareness

28.
The 5 C’s of social media
Primary Health Care Research & Informa>on Service
Connect

29.
Moorhead et al, 2013

30.
Moorhead et al, 2013

31.
“Empowering decision-
making with real-time
access to insights from
over a billion healthcare
social media data
points…”

32.
Hoffmann, 2015 Ÿ Potyraj, 2016 Ÿ h"ps://en.wikipedia.org/
A speci?ic sourcing model in
which organizations use
contributions from Internet
users to obtain needed
services or ideas.
Collective intelligence
Crowd(+out)sourcing

33.
Social media is an
ideal platform for
healthcare professionals.

34.
Social media is an
ideal platform for
patients & caregivers.

35.
Social media is an
ideal platform for
organizations.

36.
“Powerful tool for
public education
advocacy...”
&
Social reinforcement
Ventola, 2014

37.
CDC H1N1 campaign
“The Centers for Disease
Control and Prevention has
become the star of the
Government 2.0 movement
recently, as the agency has
been wildly successful in
deploying social media to
raise awareness of recent
public health crises…”
Centers for Disease Control and Preven>on

38.
We are the nation known for “breaking the Internet” by pushing hundreds
of millions of tweets about a noontime show segment…
Filipinos’ increasing reliance on information and
communications technology means that we now have a
huge wealth of data in our hands. It has signi`icantly altered
the way we work, learn, play, and live.
h"p://www.rappler.com/

39.
h"p://h"p://www.pchrd.dost.gov.ph/

40.
– Dr. Iris Thiele Isip-Tan

41.
Make strategic
choices and
understand
the level of
effort.
Go where the
people are.
Adopt low-risk
tools `irst.
Make sure
messages are
science-based.
Create
portable
content.
Facilitate viral
information
sharing.
Encourage
participation.
Leverage
networks.
Provide
multiple
formats.
Consider
mobile
phones.
Set realistic
goals.
Learn from
metrics and
evaluate your
efforts.
Social media toolkit
h"p://www.cdc.gov/healthcommunica>on/toolstemplates/socialmediatoolkit_bm.pdf/

42.
Moorhead et al, 2013

43.
– Dr. Kevin Pho
h"p://www.kevinmd.com/blog/