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e-Health for vaccination communication

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Luis Fernandez Luque
Luis Fernandez Luque

In this presentation, I review how social media and eHealth, in general, can be used to communicate around vaccination. This was part of an expert meeting organized by #Vaccines4Life in Berlin in Jan 2019

Health & Medicine
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eHealth for Vaccination Communication Vaccines for Life 30 January 2019, Berlin L. Fernandez-Luque lluque@hbku.qa.edu eHealth Researcher Qatar Computing Research Institute, Qatar
Digital Media - a new powerful global communication channel
The evolution of Social Media Web 1.0 Brochure- ware Web 2.0 Collaborative Web 2.0+ Social, Local, Mobile https://the-fit-foodie.com/15-health-foodies-you-need-to- follow-on-instagram-part-2/ http://www.satisfyingthings.com/the-first-yahoo- homepage-in-1996/
Social Media/Internet Today
VACMAC: Automatic Analysis of Online Vaccination Hesitancy https://cordis.europa.eu/project/rcn/215571/es Vaccine Media Analytics Larson HJ, Smith DMD, Paterson P, et al. Measuring vaccine confidence: analysis of data obtained by a media surveillance system used to analyse public concerns about vaccines. Lancet Infect Dis 2013; published online May 13. http://dx.doi. org/10.1016/S1473- 3099(13)70108-7. Kummervold PE, Schulz WS, Smout E, Fernandez-Luque L, Larson H. Controversial Ebola vaccine trials in Ghana: a thematic analysis of critiques and rebuttals in digital news BMC Public Health BMC 2017 17:642. https://doi.org/10.1186/s12889-017-4618-8.
Laught Model - Continuum of communication Lister, Cameron, et al. "The laugh model: reframing and rebranding public health through social media." American journal of public health 105.11 (2015): 2245- 2251.
Laught Model - Live communication Lister, Cameron, et al. "The laugh model: reframing and rebranding public health through social media." American journal of public health 105.11 (2015): 2245- 2251. ● “use of empowering and engaging techniques may be more effective than use of educational techniques” ● “use of social media Web sites and online marketing tactics can enhance collaboration, interdisciplinary strategies, and campaign effectiveness” ● “use of social media as a communication platform is often preferable to use of mass media in terms of cost- effectiveness, more precise evaluations of campaign success, and increased sustainability.”
Vaccine Online Behavioral Change Interventions Daley, M. F., Narwaney, K. J., Shoup, J. A., Wagner, N. M., & Glanz, J. M. (2018). Addressing Parents’ Vaccine Concerns: A Randomized Trial of a Social Media Intervention. American journal of preventive medicine. “Self-efficacy around vaccine decision making also improved among vaccine- hesitant parents.” “our study team first developed the factual vaccine content, guided by the Health Belief Model and Theory of Planned Behavior” Glanz, Jason M., et al. "Web-based social media intervention to increase vaccine acceptance: a randomized controlled trial." Pediatrics (2017): e20171117. Thackeray, Rosemary, and Brad L. Neiger. "A multidirectional communication model: Implications for social marketing practice." Health promotion practice 10.2 (2009): 171- 175.
Digital Media - a channel where the good and the bad meets
Searching about vaccines • We extracted all queries to the Bing search engine made by users in the USA during 6 months starting March 2013. • Keywords related to MMR vaccination: 252,526 queries from approximately 115,714 users. Of these, 9,985 users made five or more MMR-related queries. • Data on each query comprised of an anonymized user identifier, time, query text, zip code of the user, the pages displayed to the user as a response to the query, and of these, the pages clicked by users E. Yom-tov, L Fernandez-Luque. “Information is in the eye of the beholder: Seeking information on the MMR vaccine through an Internet search engine”, AMIA 2014.
Search about vaccines “people who are pro-vaccination as well as people who are anti- vaccination seek similar information, but browsing this information has differing effect on their future browsing” E. Yom-tov, L Fernandez-Luque. “Information is in the eye of the beholder: Seeking information on the MMR vaccine through an Internet search engine”, AMIA 2014.
Pro-Anorexia = Popular (targeted to youngsters) Syed-Abdul S, Fernandez-Luque L, Jian WS, Li YC, et al. Misleading health- related information promoted through video-based social media: anorexia on YouTube. J Med Internet Res. 2013 Feb 13;15(2):e30.
Anorexia warring (tag) tribes Yom-Tov E, Fernandez-Luque L, Weber I, Crain SP Pro-Anorexia and Pro-Recovery Photo Sharing: A Tale of Two Warring Tribes J Med Internet Res 2012;14(6):e151 Figure 4. Network graphs according to four connection types (from top left, clockwise): Contacts, Favorites, Tags, Comments.
Digital Media - “The Ugly” thriving in the new media
Fake News & Digital Health Literacy
Actionable communication
Persuasive & Targeted Language
Apps - VaxCalc TM
Apps - VaxCalc TM
Apps - vaccination & Support
Epilogue - Plan of Action
Key Learnings ● Online Media equals conversation. ● Shared communication space with anti- vaxxers/trolls. ● “Living space” in continuous transformation = monitoring is key to sustain effect and adjust. ● Possibilities for very targeted interventions, but need to understand deeply the audience. ● Requieres inter-disciplinary approach ● Remember consider comments, reviews, etc. And specially what is used by your demographic
Luis Fernandez-Luque Qatar Computing Research Institute lluque@hbku.edu.qa @luisluque https://www.slideshare.net/luis.luque Thanks

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e-Health for vaccination communication

  • 1. eHealth for Vaccination Communication Vaccines for Life 30 January 2019, Berlin L. Fernandez-Luque lluque@hbku.qa.edu eHealth Researcher Qatar Computing Research Institute, Qatar
  • 2.
  • 3. Digital Media - a new powerful global communication channel
  • 4. The evolution of Social Media Web 1.0 Brochure- ware Web 2.0 Collaborative Web 2.0+ Social, Local, Mobile https://the-fit-foodie.com/15-health-foodies-you-need-to- follow-on-instagram-part-2/ http://www.satisfyingthings.com/the-first-yahoo- homepage-in-1996/
  • 6. VACMAC: Automatic Analysis of Online Vaccination Hesitancy https://cordis.europa.eu/project/rcn/215571/es Vaccine Media Analytics Larson HJ, Smith DMD, Paterson P, et al. Measuring vaccine confidence: analysis of data obtained by a media surveillance system used to analyse public concerns about vaccines. Lancet Infect Dis 2013; published online May 13. http://dx.doi. org/10.1016/S1473- 3099(13)70108-7. Kummervold PE, Schulz WS, Smout E, Fernandez-Luque L, Larson H. Controversial Ebola vaccine trials in Ghana: a thematic analysis of critiques and rebuttals in digital news BMC Public Health BMC 2017 17:642. https://doi.org/10.1186/s12889-017-4618-8.
  • 7. Laught Model - Continuum of communication Lister, Cameron, et al. "The laugh model: reframing and rebranding public health through social media." American journal of public health 105.11 (2015): 2245- 2251.
  • 8. Laught Model - Live communication Lister, Cameron, et al. "The laugh model: reframing and rebranding public health through social media." American journal of public health 105.11 (2015): 2245- 2251. ● “use of empowering and engaging techniques may be more effective than use of educational techniques” ● “use of social media Web sites and online marketing tactics can enhance collaboration, interdisciplinary strategies, and campaign effectiveness” ● “use of social media as a communication platform is often preferable to use of mass media in terms of cost- effectiveness, more precise evaluations of campaign success, and increased sustainability.”
  • 9. Vaccine Online Behavioral Change Interventions Daley, M. F., Narwaney, K. J., Shoup, J. A., Wagner, N. M., & Glanz, J. M. (2018). Addressing Parents’ Vaccine Concerns: A Randomized Trial of a Social Media Intervention. American journal of preventive medicine. “Self-efficacy around vaccine decision making also improved among vaccine- hesitant parents.” “our study team first developed the factual vaccine content, guided by the Health Belief Model and Theory of Planned Behavior” Glanz, Jason M., et al. "Web-based social media intervention to increase vaccine acceptance: a randomized controlled trial." Pediatrics (2017): e20171117. Thackeray, Rosemary, and Brad L. Neiger. "A multidirectional communication model: Implications for social marketing practice." Health promotion practice 10.2 (2009): 171- 175.
  • 10. Digital Media - a channel where the good and the bad meets
  • 11. Searching about vaccines • We extracted all queries to the Bing search engine made by users in the USA during 6 months starting March 2013. • Keywords related to MMR vaccination: 252,526 queries from approximately 115,714 users. Of these, 9,985 users made five or more MMR-related queries. • Data on each query comprised of an anonymized user identifier, time, query text, zip code of the user, the pages displayed to the user as a response to the query, and of these, the pages clicked by users E. Yom-tov, L Fernandez-Luque. “Information is in the eye of the beholder: Seeking information on the MMR vaccine through an Internet search engine”, AMIA 2014.
  • 12. Search about vaccines “people who are pro-vaccination as well as people who are anti- vaccination seek similar information, but browsing this information has differing effect on their future browsing” E. Yom-tov, L Fernandez-Luque. “Information is in the eye of the beholder: Seeking information on the MMR vaccine through an Internet search engine”, AMIA 2014.
  • 13. Pro-Anorexia = Popular (targeted to youngsters) Syed-Abdul S, Fernandez-Luque L, Jian WS, Li YC, et al. Misleading health- related information promoted through video-based social media: anorexia on YouTube. J Med Internet Res. 2013 Feb 13;15(2):e30.
  • 14. Anorexia warring (tag) tribes Yom-Tov E, Fernandez-Luque L, Weber I, Crain SP Pro-Anorexia and Pro-Recovery Photo Sharing: A Tale of Two Warring Tribes J Med Internet Res 2012;14(6):e151 Figure 4. Network graphs according to four connection types (from top left, clockwise): Contacts, Favorites, Tags, Comments.
  • 15. Digital Media - “The Ugly” thriving in the new media
  • 16. Fake News & Digital Health Literacy
  • 21. Apps - vaccination & Support
  • 22. Epilogue - Plan of Action
  • 23. Key Learnings ● Online Media equals conversation. ● Shared communication space with anti- vaxxers/trolls. ● “Living space” in continuous transformation = monitoring is key to sustain effect and adjust. ● Possibilities for very targeted interventions, but need to understand deeply the audience. ● Requieres inter-disciplinary approach ● Remember consider comments, reviews, etc. And specially what is used by your demographic
  • 24. Luis Fernandez-Luque Qatar Computing Research Institute lluque@hbku.edu.qa @luisluque https://www.slideshare.net/luis.luque Thanks