La Rete Oncologica esempio di attuazione del Piano della cronicità. La rete Oncologica è fiore all’occhiello della sanità piemontese, punto di riferimento delle altre regioni italiane eccellenza del Servizio Sanitario Nazionale. Non è solo un modello organizzativo e operativo ma un modello culturale di gestione della persona attraverso la presa in carico globale e continuativa del paziente e l’intervento nel sostegno ai familiari, o accompagnatori, a partire dalle fasi iniziali del percorso di assistenza e per tutta la durata dello stesso. Un sistema completamente nuovo per la cura dei pazienti, basato su percorsi personalizzati per i pazienti che ben rappresenta l’obiettivo che nei prossimi due anni di sperimentazione si prefigge il Piano regionale delle cronicità e che già, nella rete oncologica, vede la sua realizzazione. Conoscere i percorsi di accesso e di salute non può che arricchire i professionisti che ogni giorno forniscono informazioni ai cittadini e contribuiscono a formare una cittadinanza consapevole e libera nella scelta dei percorsi di salute.

1. Social media e salute
La rete oncologica del Piemonte e della Valle d’Aosta
Giuseppe Fattori
Marketing Sociale – Università di Bologna
Patients
Included PatientsIncludedisaTrademarkoftheREshape&InnovationCenter
™
Citizens

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6. Medico Digitale
Paziente Digitale
Medico Analogico
Paziente Analogico
Fine
Carriera
Nativi
Digitali
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7. La segmentazione
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8. Comunicazione e
costruzione sociale della salute
?????????????
•Comunicazione
•URP
•Ufficio Stampa
•Unità di crisi
•Formazione
•Verifiche
Esempi:
• Radio/TV
•Stampa
•Social Media
•Pubblicazioni
•Eventi/Fiere
•Internet/Intranet
•…………….
Valori – Obiettivi Organizzazione Strumenti
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14. Future Oncol. (2017) 13(15), 1281–1285 G.Fattori 2018

15. Benefits of professional social media use
Improved patient care & trust in the
profession
Networking, education & opportunities for
professional advancement
Disseminate new clinical research insights
Risks of professional social media use
Privacy
Transparency
Blurred boundaries between
professional & personal identities
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19. Social media: the way forward or a waste of
time for physicians?
1
M DeCamp, 2
AM Cunningham
1
Assistant Professor, Berman Institute of Bioethics and Division of General Internal Medicine, Johns Hopkins University, Maryland,
2
Clinical Lecturer, Institute of Medical Education, Academic Lead for eLearning, School of Medicine, Cardiff University, Heath Park,
Wales
Correspondence to M De
Berman Institute of Bioeth
Division of General Intern
Medicine, Johns Hopkins U
1809 Ashland Avenue
Baltimore MD 21205, USA
tel +410 614 5550
e-mail
mdecamp1@jhmi.edu
Correspondence to
AM Cunningham
Institute of Medical Educa
School of Medicine
3rd floor Neuadd Meiriony
Cardiff University, Heath P
Cardiff CF14 4XN,Wales
tel +44 (0) 292 086 7152
e-mail
CunninghamAM@cardiff.a
Twitter @amcunningham
ABSTRACT Social media is everywhere; its use has grown exponentially over
recent years. The prevalence of these outlets for communication raises some
interesting and potentially risky issues for physicians. On the one hand, some
believe that physicians should have a strong social media presence and can
benefit greatly from access to a global community of peers and leaders through
blogs, online forums, Facebook,Twitter and other communication channels. Dr
Anne Marie Cunningham provides a strong case for the advantages of developing
networks and figuring out who and what to pay attention to online.
On the other hand however, others believe that the use of social media places
doctors at a professional and ethical risk and is essentially a waste of time for
the already time-pressured physician. Professor DeCamp argues that the risks of
social media outweigh their benefits. It makes it more difficult to maintain a
distinction between private and professional personas, and as we have seen, one
mistyped or inappropriate comment can have potentially negative consequences
when taken out of context. With an already time-pressured day, the priority
should be patients, not tweets.
Whatever your thoughts on the benefits and risks of social media, it is here to
stay. Specific guidelines and guidance are needed to ensure that physicians who
Current controversies
J R Coll Physicians Edinb 2013; 43:318–22
http://dx.doi.org/10.4997/JRCPE.2013.411
© 2013 Royal College of Physicians of Edinburgh
Social media: the way forward or a waste of
time for physicians?
1
M DeCamp, 2
AM Cunningham
1
Assistant Professor, Berman Institute of Bioethics and Division of General Internal Medicine, Johns Hopkins University, Maryland, USA;
2
Clinical Lecturer, Institute of Medical Education, Academic Lead for eLearning, School of Medicine, Cardiff University, Heath Park, Cardiff,
Wales
Correspondence to M De Camp
Berman Institute of Bioethics and
Division of General Internal
Medicine, Johns Hopkins University
1809 Ashland Avenue
Baltimore MD 21205, USA
tel +410 614 5550
e-mail
mdecamp1@jhmi.edu
Correspondence to
AM Cunningham
Institute of Medical Education
School of Medicine
3rd floor Neuadd Meirionydd
Cardiff University, Heath Park
Cardiff CF14 4XN,Wales
ABSTRACT Social media is everywhere; its use has grown exponentially over
recent years. The prevalence of these outlets for communication raises some
interesting and potentially risky issues for physicians. On the one hand, some
believe that physicians should have a strong social media presence and can
benefit greatly from access to a global community of peers and leaders through
blogs, online forums, Facebook,Twitter and other communication channels. Dr
Anne Marie Cunningham provides a strong case for the advantages of developing
networks and figuring out who and what to pay attention to online.
On the other hand however, others believe that the use of social media places
doctors at a professional and ethical risk and is essentially a waste of time for
the already time-pressured physician. Professor DeCamp argues that the risks of
social media outweigh their benefits. It makes it more difficult to maintain a
distinction between private and professional personas, and as we have seen, one
mistyped or inappropriate comment can have potentially negative consequences
when taken out of context. With an already time-pressured day, the priority

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27. Social Media in Oncology: Does It Help Patients?
David Graham, MD
May 03, 2016
Now that social media has a firm foothold in medicine, it
becomes reasonable to ask whether it is having any impact
on patient care or outcomes.
Collaboration for Outcomes on Social Media in Oncology (COSMO)
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39. Misura quanto sei
influente on line
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40. Industrie Farmaceutiche
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41. Evaluation
What do you expect from this intervention?
%achievements
time
AWARENESS
BELIEFS
BEHAVIOR
CHANGE IN HEALTH DISEASE
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42. Fonte: http://frankmedia.com.au/frank-social-business-strategy/ G.Fattori - 2018

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46. Where are we at on the Gartner Hype Cycle?

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48. Fumo e diseguaglianze
“Il fumo è la principale causa di diseguaglianze
nella mortalità tra ricchi e poveri.
Fonte: www.hda-online.org.uk/downloads/pdfs/smoking_and_health_inequalities.pdf

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http://vincos.it/

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56. Campagna “Salviamo Elisa”

59. Tra Disintermediazione e Apomediazione
Patiente
Accesso a
informazioni
rilevanti, attendibili
ApomediazioneDisintermediazione
Peer
Influencer
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60. Linguaggio chiaro
Integrazione
Co-creation
Interventi strutturali
Apri un account
Usa i Tutorials
Che c’è di nuovo?
Conversazione
Scegli un maestro e seguilo
Outcome di salute
La strada si fa camminando
(O.Bertetto – modificato)
La riduzione degli sprechi: social media

61. Twitter – Giuseppe Fattori @mktsociale
Newsletter: http://marketingsociale.net/
Slide: https://www.slideshare.net/Fattori
Social media e promozione della salute
E-Book: Amazon- Feltrinelli – Hoepli
G.Fattori 2018