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Social Media and Health Communication

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Presentation at the 3rd DLSU Communications Conference, 5 August 2017, DLSU campus.

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Social Media and Health Communication

  1. 1. SOCIAL MEDIA & HEALTH COMMUNICATION Iris Thiele Isip Tan MD, MSc @endocrine_witch Professor, UP College of Medicine Chief, UP Medical Informatics Unit Director, UP Manila Interactive Learning Center
  2. 2. Social media as a platform Transforming health messages My Dok Bru experience
  3. 3. WHAT WOULD YOU DO? Your friend notices that you have a brownish patch at the back of your neck. She says it looks scary. She takes a picture of it to show to you. What would you do? A. Google for more information B. Post the picture on your FB wall and ask friends C. See a doctor D. None of the above
  4. 4. Pei-Li Teh & Marc Yates (2013) researchpartnership.com
  5. 5. Pei-Li Teh & Marc Yates (2013) researchpartnership.com Nine in ten had accessed the internet looking for healthcare information, with almost 3/4s having done so in the last month.
  6. 6. GENERAL HEALTHCARE WEBSITES ONLINE HEALTH FORUMS HEALTH COMMUNITY WEBSITES DISEASE WEBSITES CLINICAL WEBSITES PHARMACEUTICAL WEBSITES WIKIS E-NEWSLETTER FACEBOOK % 0 25 50 75 100 HEALTH INFORMATION SOURCES EVER USED Pei-Li Teh & Marc Yates (2013) researchpartnership.com (Philippines) 25%
  7. 7. PHILIPPINES CHINA KOREA MALAYSIA SINGAPORE TAIWAN AVERAGE % 0 25 50 75 100 USE OF FACEBOOK FOR HEALTH INFORMATION Pei-Li Teh & Marc Yates (2013) researchpartnership.com
  8. 8. Patients are increasingly using online social networks to connect with other patients and healthcare professionals PEER-TO-PEER HEALTHCARE Pagoda S. et a. Adapting Behavioral Interventions for Social Media Delivery J Med Internet Res 2016;18(1):e24
  9. 9. SOCIAL MEDIA FOR HEALTH COMMUNICATION Provide health information Provide answers to medical Qs Facilitate dialogue Collect patient data Health promotion Moorhead SA et al. J Med Internet Res 2013;15(4):e85 Health education Reduce stigma Online consultation
  10. 10. WWW.FB.COM/ENDOCRINEWITCH
  11. 11. BENEFITS OF SOCIAL MEDIA FOR HEALTH COMMUNICATION Increase interaction Increase accessibility More available, shared, tailored information Moorhead SA et al. J Med Internet Res 2013;15(4):e85 Peer/social/emotional support Public health surveillance Potential to influence health policy
  12. 12. LIMITATIONS OF SOCIAL MEDIA FOR HEALTH COMMUNICATION Lack of reliability Quality concerns Moorhead SA et al. J Med Internet Res 2013;15(4):e85
  13. 13. Concern over veracity & quality of information Increased use to post anecdotal information Minimal guidelines regulating content uploaded
  14. 14. Madathil KC et al. Health Informatics J 2015;21(3):173-194 HEALTH-RELATED INFORMATION ON YOUTUBE Health consumers are viewing health-related information on YouTube Misleading information is found on YouTube & likely to be found by health consumers Reliable postings from government/professional orgs are available Little difference between frequency of viewings between misleading & accurate posts
  15. 15. Madathil KC et al. Health Informatics J 2015;21(3):173-194 SAFETY CONCERNS WITH YOUTUBEYouTube is used as a medium for promoting unscientific therapies YouTube contains information contradicting reference standards/ guidelines YouTube can change the beliefs of patients about controversial topics i.e. vaccination
  16. 16. Significant lack of research on developing interventions for the effective dissemination of YouTube videos for healthcare communication. Madathil KC et al. Health Informatics J 2015;21(3):173-194
  17. 17. Moorhead SA et al. J Med Internet Res 2013;15(4):e85 LIMITATIONS OF SOCIAL MEDIA FOR HEALTH COMMUNICATION Lack of confidentiality & privacy Often unaware of risks of disclosing personal information online
  18. 18. LIMITATIONS OF SOCIAL MEDIA FOR HEALTH COMMUNICATION Unaware of risks of communicating harmful/ incorrect advice using social media Unsure how to correctly apply information found online to their personal health situation Information overload Moorhead SA et al. J Med Internet Res 2013;15(4):e85
  19. 19. LIMITATIONS OF SOCIAL MEDIA FOR HEALTH COMMUNICATION Adverse health consequences Negative health behaviors Moorhead SA et al. J Med Internet Res 2013;15(4):e85
  20. 20. LIMITATIONS OF SOCIAL MEDIA FOR HEALTH COMMUNICATION Moorhead SA et al. J Med Internet Res 2013;15(4):e85 Health professionals may not often use social media for communication Social media may act as a deterrent from visiting health professionals
  21. 21. WHAT WOULD YOU DO? You have a mass in your neck that the doctor says needs a biopsy. Your mother refuses to have it done because sticking a needle in the mass will make it spread, if it’s cancer. A. Google for more information B. Look for people online with a similar experience C. Look for someone you know with a similar experience D. Have the biopsy done
  22. 22. Do cultural variations exist in patterns of online health information seeking? Song et al. Trusting Social Media as a Source of Health Information: Online Surveys Comparing the United States, Korea, and Hong Kong. J Med Internet Res 2016;18(3):e25)
  23. 23. HEALTH INFORMATIONSong et al. J Med Internet Res 2016;18(3):e25) Expertise-based information produced by medical professionals Experience-based information laypersons’ subjective first-hand experiences of health & illness
  24. 24. Song et al. J Med Internet Res 2016;18(3):e25) SURVEY QUESTIONNAIRE English (Milwaukee) n=301 Korean (Seoul) n=179 Chinese (Hongkong) n=337 826 College students Voluntary participation Health information seeking & trust Goals of online health information seeking Seeking health information on behalf of family members
  25. 25. Frequency of using health information sources Song et al. J Med Internet Res 2016;18(3):e25) Blogs Support groups Social networks Professional health information websites
  26. 26. SEEKING HEALTH INFORMATION ONLINE Song et al. J Med Internet Res 2016;18(3):e25) GOALS health maintenance preparation complementing consultation validating/challenging consultation “Searching information for sick family members is an important family responsibility.” 7-point Likert scale
  27. 27. HEALTH INFORMATIONSong et al. J Med Internet Res 2016;18(3):e25) Expertise-based information Americans showed a stronger preference for WebMD & CDC Experience-based information Asians showed more trust in blogs, online support groups & social networking sites
  28. 28. SEEKING HEALTH INFORMATION ONLINE Song et al. J Med Internet Res 2016;18(3):e25) “Searching information for sick family members is an important family responsibility.” Asians > Americans HOLISTIC vs ANALYTIC culture
  29. 29. SEEKING HEALTH INFORMATION ONLINE Song et al. J Med Internet Res 2016;18(3):e25) GOALS Health maintenance Americans > Asians Preparation Americans > Asians Complementing consultation Asians > Americans 7-point Likert scale
  30. 30. Song et al. J Med Internet Res 2016;18(3):e25) Social media can help disseminate expertise-based health information by enhancing access, relevance and credibility. Experience-based information can be strategically and differentially incorporated into expertise-based health information to target audiences from diverse cultures.
  31. 31. Song et al. J Med Internet Res 2016;18(3):e25) Incorporating health professionals’ comments in health-related blogs, SNS, and support group sites may be imperative for Asians.
  32. 32. Social media as a platform Transforming health messages My Dok Bru experience
  33. 33. Kwentong Jollibee Valentine Series: Crush https://youtu.be/ai1AmULzVqY
  34. 34. WHAT IS THE AD TELLING US? A. Eat more burgers. B. It is possible to eat burgers for a lifetime and not have a heart attack. C. Elderly should be allowed to eat burgers. D. It’s about love, not burgers.
  35. 35. http://www.gmanetwork.com/news/hashtag/content/619866/yum-burger- sales-quadrupled-because-of-viral-crush-ad-jollibee-exec/story/
  36. 36. The new challenge for hypertension programs is maintaining community interest while reiterating the same health messages. “ Logan A. Community hypertension programs in the age of mobile technology & social media. Am J Hypertension 2014;27(8): 1033-1035
  37. 37. HOW TO PACKAGE MESSAGES ON SOCIAL MEDIA Logan A. Community hypertension programs in the age of mobile technology & social media. Am J Hypertension 2014;27(8): 1033-1035
  38. 38. DEFINE PARAMETERS Modality Purpose Community type Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery J Med Internet Res 2016;18(1):e24
  39. 39. Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery J Med Internet Res 2016;18(1):e24 Behavior counseling Supplemental information Maximize attendance & retention Place to connect PURPOSE
  40. 40. PLATFORM SELECTION Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery J Med Internet Res 2016;18(1):e24
  41. 41. http://publichealth.jmir.org/2017/1/e14 Shocking and humorous messages generated greatest impressions and engagement, but information-based messages were likely to be shared most.
  42. 42. Image from blog.hubspot.com/marketing/new-twitter-features
  43. 43. Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery J Med Internet Res 2016;18(1):e24 CONTENT CONVERSION/DEVELOPMENT
  44. 44. https://youtu.be/3TmNCt1N9_4 KUNGFU FIGHTER, HIDDEN SUGAR
  45. 45. CONTENT LIBRARY Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery J Med Internet Res 2016;18(1):e24 Web page conversion Posts Curated online content
  46. 46. WWW.DOKBRU.ENDOCRINE-WITCH.NET
  47. 47. ENGAGEMENT PLAN Group chats Micro- counseling Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery J Med Internet Res 2016;18(1):e24
  48. 48. Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery J Med Internet Res 2016;18(1):e24 REPORTING How many likes? How many replies? How many posts did participants make?
  49. 49. What is the optimal size for an online network for a behavioral intervention? Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery J Med Internet Res 2016;18(1):e24
  50. 50. What is the ideal structure of a group intervention? Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery J Med Internet Res 2016;18(1):e24
  51. 51. Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery J Med Internet Res 2016;18(1):e24 WHAT IS MEANINGFUL ENGAGEMENT?
  52. 52. FOR WHOM? Pagoda S. et al. Adapting Behavioral Interventions for Social Media Delivery J Med Internet Res 2016;18(1):e24
  53. 53. Social media as a platform Transforming health messages My Dok Bru experience
  54. 54. FB.COM/ENDOCRINEWITCH
  55. 55. A Doctor on Facebook TEDXDiliman 11 Oct 2015
  56. 56. IRIS THIELE ISIP TAN MD, MSC Director, UP Manila Interactive Learning Center Chief, UP Medical Informatics Unit Professor, UP College of Medicine @endocrine_witch

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