Engaging Consumers with Technology
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This document discusses engaging consumers with technology. It outlines that in 2010, 35% of US adults used social media for health-related purposes. It also notes that technology can lead to information overload. The document then discusses how patients, consumers and citizens can be engaged through social media and networks, filtering tools, and administrative tools. It also describes a mapping exercise for identifying resources, key messages, and a technology adoption strategy.
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Engaging Consumers with Technology
- 1. Engaging Consumers with Technology UCB GHLF Mary Cain, MPH April 18, 2012
- 2. Agenda Technologies for engagement Social media and networks Filtering tools Admin tools Patient > Consumer > Citizen Mapping exercise
- 4. Social In 2010, 89 million US adults 35% tapped social media for health-related purposes
- 10. One of the effects of living with electronic information is that we live habitually in a state of information overload. There’s always more than you can cope with. Marshall McLuhan 1967
- 15. Patient • Passive, being cared for • Seeking information but mostly meaning and emotional support Consumer • Actively making decisions • Trying to understand options and wants consultation • Needs help with filtering Citizen • Wants a dialog • Seeking to co- create value and disrupt the status quo
- 16. Social Media and Networks Patients, consumers and citizens Use social media and community leaders to influence your community Filtering Tools Primarily consumers Provide filtering tools that nudge the population to the best solution Administrative Tools Patients and consumers Automate administrative tasks to create the experience consumers get from other services
- 17. MAPPING EXERCISE
- 18. Time Tasks 2 min Identify scribe and reporter 7 min Review and enhance scenario. What resources are available to you? 10 min What are the two messages you are communicating to your target audience? 10 min What’s your technology adoption strategy? 3 min Report out
- 19. DISCUSSION
Editor's Notes
- Thanks for inviting me to talk to you today. Grad of UCB SPHIntroduce myself. Founded a consulting business, HT3, working with companies that are developing and implementing technology and processes. Focused on behavior change and how to help people be successful in making long term change. Also research affiliate at IFTF which pushes me to think about where things are going.
- Today we have a couple of things we’re going to do. First we’ll talk about just a few types of technology that used to engage consumersThen we’ll talk about the spectrum of end users from patient to consumer to citizen and how they differThen we’ll do an exercise which marries the two
- we’re going to focus on 3 techs: the first is social media as a broad category. This will go beyond tech to talk about influence of social networks. What do I mean when I say social media: new ways that people connect with one another. FB: started as photo sharing and has become a behemoth of a database with 800m people around the world # 1 is US 160m 2 is Indonesia 55 then India, then Brazil Twitter: sharing links and crisp profound statements but it played a big role in communication in the arab spring to get the word out about what was happening Quora, reddit: question and answer model of turning to the crowd, crowdsourcing answers and suggestions for what to read, rating articles up and down Linkedin: 135m, 13 m in indiaConnecting people to share information, experience in an often public wayWhat is it, what’s the science behind it What does it offer Marketing, social networking and influence Facebook, WeSprout, rating up and down articles, Q&A.Christakis and Fowler. Christakis article, saddleback church http://connectedthebook.com/pages/links.htmlhttp://www.religionnews.com/faith/leaders-and-institutions/rick-warren-finds-a-new-purpose-weight-losshttp://www.cnn.com/2012/01/24/health/saddleback-warren-diet/index.htmlconnected videoWhat’s special about using social in health Decision-making, information and filters. Crap detection?Castlight, Cake HealthSafewayHealth dialog Transactional systems and communication Shift to emrs and law based expectations on access to your records digitally Appointments, emailing, refilling
- Key conceptsNot FB. FB is about bragging and whining. And people are using social media in health contexts to build alliances, to share experiences that are hard, embarrassing and potentially stigmatizing. Development of communities around particular diseases and needs. There is a significant amount of activism happening through social media e.g., Evolution of Patients Like Me. participatory movements that are looking for change. Going outside of normal channels, e.g., CureTogether (came out of QS movement; Patients report which treatments work best. Recent example of 800+ users rating arthritis treatments such as heat, different meds, etc.) and genomera (participatory genomic research)
- From the org perspective. Social media is being used to expand marketing budgets and create another channel for hc providers to outreach to their community. HC orgs are developing a presence, managing their reputation. In this example, they are fund raising. This page is a way to draw people to the community and the FB page of the hospital
- They’re doing this in very creative ways. E.g. this is children’s hosp’s FB page which was hosting a contest to name some robots. This FB page has 600k likes on it. Very effective. Ed bennet’s study of all of hospital’s social media efforts in fb, twitter etc. Social vs viral?
- People around us have positive or negative impacts
- Saddleback 20,000 weekly attendance, 8th largest church in the US Rick warren preaching about health and realized he was fatChurch has lost 250,000 lbs in a year. Warren has lost 60 lbs. Mentoring framework: holding hands, bringing new people into the network and indoctrinating them with the community’s norms
- www.flickr.com/mightymaikNow let’s talk about the 2nd set of tools. Filtering There’s a massive amount of info and I don’t know what’s right for me. how do I pick among all that’s out there?How do I know what’s noise and not valuable?
- Context of health decision makingThere’s a need for meaning making, sense making. Putting something in the context of a specific person’s lifestage, income bracket, literacy level, health risks. They are all things to potentially filter on.
- Presenting options. Filtering through to call out what’s actionable Cake health: Simple iconographics of red, yellow, green to let the person know where they stand.Castlight health: where the person stands. Mobile application. Realizing that people are making these decisions away from home and away from the computer. Or they are using their smartphone as their computer. Focus on information design and user experience. Legacy of apple. The interfaces are pretty and relatively elegant. And the leadership of a lot startups are people with design backgrounds.
- About bringing the modes of interaction that people have come to expect in the daily lives to healthcare. using email, registering online, paying online. People want to be able to make appointments, know how long the wait is, communicate via email. how do you use every day expected communication channels in the hc context
- Who are the people that we’re serving?Most people think about the patient laying in bed. Passive, not able to do anythingOr they think about the older folks who are the generation who believe the doctor knows everything But my dad, the guy in the bee hat is 82 years old and a cancer researcher and he is expecting a consultative relationship with his doctor.He’s more of a consumer than a patient
- We all fall out across a spectrum from patient to consumer to citizen.
- What resources are available to you?What are the two messages you are communicating to your target audience?What’s your technology strategy?What’s your technology adoption strategy?