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PUBLIC HEALTH
AND THE CHALLENGE OF
INFORMATION ENVIRONMENT
tinapurnat.com
Tina D Purnat
me@tinapurnat.com
WFPHA Global Public Health Week
#GPHW2024
This presentation © 2024 by Tina D Purnat is licensed under Attribution-NonCommercial-ShareAlike
4.0 International
How you can use this slide deck
Thanks for your interest in this topic. I developed this deck to support public health efforts and have made it available for others to
use it as well. I’ve made full effort to acknowledge sources of information and adaptation of slides from other people. You are
welcome to adapt the slide deck as per the license below. Please make an effort to properly credit the efforts of others that you use.
This presentation © 2024 by Tina D Purnat is
licensed under Attribution-NonCommercial-
ShareAlike 4.0 International
You are free to:
1.Share — copy and redistribute the material in any medium or format
2.Adapt — remix, transform, and build upon the material
3.The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
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but not in any way that suggests the licensor endorses you or your use.
2.NonCommercial - You may not use the material for commercial purposes .
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4.No additional restrictions - You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Creator: https://www.linkedin.com/in/tinadpurnat/ Work is published at: https://tinapurnat.com
hijack health-conscious
communities
Industry marketing
and influencers
Example #1 Public health problems are uniquely affected
by the information environment
https://www.washingtonpost.com/wellness/2024/04/03/diet-
culture-nutrition-influencers-general-mills-processed-food/
Source:
Heathcare
professionals
undermine
evidence-based
health advice
Example #2 Public health problems are uniquely affected
by the information environment
Source:
https://www.theguardian.com/australia-news/2021/feb/22/melbourne-doctors-
under-review-for-promoting-discredited-covid-treatment
https://patientengagementhit.com/news/how-common-is-medical-
misinformation-spread-by-physicians
https://atlantic.ctvnews.ca/n-l-doctor-not-alone-in-spreading-covid-19-
misinformation-says-national-association-1.5343279
Trusted tech
platform services
misdirect and mislead
people searching for
health information
Example #3 Public health problems are uniquely affected
by the information environment
Source:
https://www.reuters.com/legal/transactional/exclusive-us-lawmakers-urge-
google-fix-abortion-searches-that-steer-women-fake-2022-06-17/
https://www.theguardian.com/technology/2023/jun/15/google-misleading-
abortion-ads-pregnancy-crisis-centers
Health data &
privacy
Tracking data from
web and apps sold for
ads and analysis
Example #4 Public health problems are uniquely affected
by the information environment
Source:
https://www.theguardian.com/society/2023/jun/03/uk-mental-health-
charities-handed-sensitive-data-to-facebook-for-targeted-ads
https://www.forbes.com/sites/alexandralevine/2022/08/15/digital-medical-
companies-funnel-patient-data-to-facebook-for-advertising/
https://www.cbc.ca/news/canada/british-columbia/flo-health-privacy-class-
action-1.7137600
Communities with
multiple
vulnerabilities
may make health
choices based on
low quality
information.
Example #5 Public health problems are uniquely affected
by the information environment
Source:
https://www.journalism.co.uk/news/uk-s-older-population-targetted-by-
health-misinformation/s2/a1066353/
https://www.sciencedirect.com/science/article/abs/pii/S0264410X18315524
https://www.unicef.org/press-releases/more-half-parents-and-pregnant-
women-exposed-aggressive-formula-milk-marketing
https://www.codastory.com/disinformation/girls-health-misinformation/
Well-funded and
well-organized
“anti” movement
counters health
advice and
politicizes health.
Example #6 Public health problems are uniquely affected
by the information environment
Source:
https://www.washingtonpost.com/technology/2023/09/23/online-
misinformation-jim-jordan/
https://www.politico.com/news/2023/09/24/anti-vaxxers-political-power-
00116527
https://www.washingtonpost.com/nation/2024/02/21/covid-misinformation-
earnings/
Health fraud, scams
and deceptive
marketing
exploit vulnerabilities
within the information
environment
Example #7 Public health problems are uniquely affected
by the information environment
Source:
hhttps://www.forbes.com/sites/alexandralevine/2024/03/04/tiktok-supplements-
nurses-doctors-influencers-bytedance-healthcare/
https://www.theguardian.com/science/2024/feb/03/the-situation-has-become-
appalling-fake-scientific-papers-push-research-credibility-to-crisis-point
https://www.wired.com/story/telegram-covid-19-vaccination-fakes/
Understanding
impact
of new policies
is needed
Monitoring for unintended
consequences
https://www.thinkglobalhealth.org/article/tackling-wellness-infodemic-social-media
https://www.amnesty.org/en/latest/news/2021/10/covid-19-global-attack-on-freedom-of-
expression-is-having-a-dangerous-impact-on-public-health-crisis/
https://www.browndailyherald.com/article/2022/09/regulation-will-not-solve-
misinformation-online-but-it-could-help-school-of-public-health-panel-says
Source:
health x information environment
Different ideas
of trust
Trust in health system,
health product or
service, health
guidance, the
messenger, the
platform...
Who to trust?
What to trust?
Different
components of
trust
identity,
culture
experience
access
literacies
Health misinformation and a chaotic information
environment can erode trust in the health system,
health workers and health guidance.
access to health services and products
access to health information
trust in health system, health workers and recommended health behaviors
Communities:
Creating and promoting demand
concurrently focuses on three components
Demand for
health
information
Demand
for health
services
and
products
Adherence
to health
guidance
PULL – people want something
from the system
PUSH - the system wants
something from the people
The directionality of the demand components
can differ
same direction
different directions
A malaria vaccine is
being rolled out in more
African countries where
parents are absolutely
thrilled to protect their
children from the
disease they grew up
with. People trust
vaccines for children
and successful vaccine
introduction depends
on this preexisting trust.
Examples:
Patients demand cancer
treatments with fewer side
effects. Although health
experts do not recommend
alternative medicine or
treatments, there is a large
demand for these.
Example:
Government recommends
colonoscopies for people
aged over 45, yet extremely
low demand persists.
Bottom line
• the information
environment evolves much
faster than the ability of
policies and policymakers to
keep up.
• problem-solving needs to
approach this as a problem
of the public health practice
We cannot solve the challenge of the
information environment on health overnight.
• Generate infodemic insights to understand
questions, concerns, information needs
• Be truly open to addressing the issues people talk
about and they are concerned about.
Listen better
Quick wins
What can we start doing now to build trust
and address information environment
challenges in health?
• Generate infodemic insights to understand
questions, concerns, information needs
• Be truly open to addressing the issues people talk
about and they are concerned about.
Listen better
Equip and support
health workers
• Equip health workers with the skills to cope with
and thrive within the digital information
environment within which their patients also live.
Quick wins
What can we start doing now to build trust
and address information environment
challenges in health?
• Generate infodemic insights to understand
questions, concerns, information needs
• Be truly open to addressing the issues people talk
about and they are concerned about.
Listen better Build people into the process
Equip and support
health workers
• Promote deliberative engagement with individuals
and communities in their interaction with the health
system.
• Promote transparency and deliberative discussions
to diffuse polarization in communities seeking,
discussing and using health information.
• Equip health workers with the skills to cope with
and thrive within the digital information
environment within which their patients also live.
Quick wins
What can we start doing now to build trust
and address information environment
challenges in health?
• Generate infodemic insights to understand
questions, concerns, information needs
• Be truly open to addressing the issues people talk
about and they are concerned about.
Listen better Build people into the process
Equip and support
health workers
Protect people from harm
• Promote deliberative engagement with individuals
and communities in their interaction with the health
system.
• Promote transparency and deliberative discussions
to diffuse polarization in communities seeking,
discussing and using health information.
• Equip health workers with the skills to cope with
and thrive within the digital information
environment where their patients also live.
• Protect consumers from deceptive marketing, protect
health workers form doxing and harassment, enforce
policies that protect patient and data privacy,
• Regularly reevaluate policies in light of new health
challenges and changes in the information environment.
Quick wins
What can we start doing now to build trust
and address information environment
challenges in health?
THANK YOU
tinapurnat.com
R E S O U R C E S F O R
A D D R E S S I N G I N F O R M A T I O N
E N V I R O N M E N T C H A L L E N G E S :
Tina D Purnat
me@tinapurnat.com
https://tinapurnat.com/resources/
Effective demand promotion
reduces assymetries
health
service needs
asymmetries
asymmetries
in health
information
trust
asymmetries

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The next social challenge to public health: the information environment.pptx

  • 1. PUBLIC HEALTH AND THE CHALLENGE OF INFORMATION ENVIRONMENT tinapurnat.com Tina D Purnat me@tinapurnat.com WFPHA Global Public Health Week #GPHW2024 This presentation © 2024 by Tina D Purnat is licensed under Attribution-NonCommercial-ShareAlike 4.0 International
  • 2. How you can use this slide deck Thanks for your interest in this topic. I developed this deck to support public health efforts and have made it available for others to use it as well. I’ve made full effort to acknowledge sources of information and adaptation of slides from other people. You are welcome to adapt the slide deck as per the license below. Please make an effort to properly credit the efforts of others that you use. This presentation © 2024 by Tina D Purnat is licensed under Attribution-NonCommercial- ShareAlike 4.0 International You are free to: 1.Share — copy and redistribute the material in any medium or format 2.Adapt — remix, transform, and build upon the material 3.The licensor cannot revoke these freedoms as long as you follow the license terms. Under the following terms: 1.Attribution - You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. 2.NonCommercial - You may not use the material for commercial purposes . 3.ShareAlike - If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original. 4.No additional restrictions - You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits. Creator: https://www.linkedin.com/in/tinadpurnat/ Work is published at: https://tinapurnat.com
  • 3. hijack health-conscious communities Industry marketing and influencers Example #1 Public health problems are uniquely affected by the information environment https://www.washingtonpost.com/wellness/2024/04/03/diet- culture-nutrition-influencers-general-mills-processed-food/ Source:
  • 4. Heathcare professionals undermine evidence-based health advice Example #2 Public health problems are uniquely affected by the information environment Source: https://www.theguardian.com/australia-news/2021/feb/22/melbourne-doctors- under-review-for-promoting-discredited-covid-treatment https://patientengagementhit.com/news/how-common-is-medical- misinformation-spread-by-physicians https://atlantic.ctvnews.ca/n-l-doctor-not-alone-in-spreading-covid-19- misinformation-says-national-association-1.5343279
  • 5. Trusted tech platform services misdirect and mislead people searching for health information Example #3 Public health problems are uniquely affected by the information environment Source: https://www.reuters.com/legal/transactional/exclusive-us-lawmakers-urge- google-fix-abortion-searches-that-steer-women-fake-2022-06-17/ https://www.theguardian.com/technology/2023/jun/15/google-misleading- abortion-ads-pregnancy-crisis-centers
  • 6. Health data & privacy Tracking data from web and apps sold for ads and analysis Example #4 Public health problems are uniquely affected by the information environment Source: https://www.theguardian.com/society/2023/jun/03/uk-mental-health- charities-handed-sensitive-data-to-facebook-for-targeted-ads https://www.forbes.com/sites/alexandralevine/2022/08/15/digital-medical- companies-funnel-patient-data-to-facebook-for-advertising/ https://www.cbc.ca/news/canada/british-columbia/flo-health-privacy-class- action-1.7137600
  • 7. Communities with multiple vulnerabilities may make health choices based on low quality information. Example #5 Public health problems are uniquely affected by the information environment Source: https://www.journalism.co.uk/news/uk-s-older-population-targetted-by- health-misinformation/s2/a1066353/ https://www.sciencedirect.com/science/article/abs/pii/S0264410X18315524 https://www.unicef.org/press-releases/more-half-parents-and-pregnant- women-exposed-aggressive-formula-milk-marketing https://www.codastory.com/disinformation/girls-health-misinformation/
  • 8. Well-funded and well-organized “anti” movement counters health advice and politicizes health. Example #6 Public health problems are uniquely affected by the information environment Source: https://www.washingtonpost.com/technology/2023/09/23/online- misinformation-jim-jordan/ https://www.politico.com/news/2023/09/24/anti-vaxxers-political-power- 00116527 https://www.washingtonpost.com/nation/2024/02/21/covid-misinformation- earnings/
  • 9. Health fraud, scams and deceptive marketing exploit vulnerabilities within the information environment Example #7 Public health problems are uniquely affected by the information environment Source: hhttps://www.forbes.com/sites/alexandralevine/2024/03/04/tiktok-supplements- nurses-doctors-influencers-bytedance-healthcare/ https://www.theguardian.com/science/2024/feb/03/the-situation-has-become- appalling-fake-scientific-papers-push-research-credibility-to-crisis-point https://www.wired.com/story/telegram-covid-19-vaccination-fakes/
  • 10. Understanding impact of new policies is needed Monitoring for unintended consequences https://www.thinkglobalhealth.org/article/tackling-wellness-infodemic-social-media https://www.amnesty.org/en/latest/news/2021/10/covid-19-global-attack-on-freedom-of- expression-is-having-a-dangerous-impact-on-public-health-crisis/ https://www.browndailyherald.com/article/2022/09/regulation-will-not-solve- misinformation-online-but-it-could-help-school-of-public-health-panel-says Source:
  • 11. health x information environment Different ideas of trust Trust in health system, health product or service, health guidance, the messenger, the platform... Who to trust? What to trust? Different components of trust identity, culture experience access literacies
  • 12. Health misinformation and a chaotic information environment can erode trust in the health system, health workers and health guidance. access to health services and products access to health information trust in health system, health workers and recommended health behaviors Communities:
  • 13. Creating and promoting demand concurrently focuses on three components Demand for health information Demand for health services and products Adherence to health guidance PULL – people want something from the system PUSH - the system wants something from the people
  • 14. The directionality of the demand components can differ same direction different directions A malaria vaccine is being rolled out in more African countries where parents are absolutely thrilled to protect their children from the disease they grew up with. People trust vaccines for children and successful vaccine introduction depends on this preexisting trust. Examples: Patients demand cancer treatments with fewer side effects. Although health experts do not recommend alternative medicine or treatments, there is a large demand for these. Example: Government recommends colonoscopies for people aged over 45, yet extremely low demand persists.
  • 15. Bottom line • the information environment evolves much faster than the ability of policies and policymakers to keep up. • problem-solving needs to approach this as a problem of the public health practice We cannot solve the challenge of the information environment on health overnight.
  • 16. • Generate infodemic insights to understand questions, concerns, information needs • Be truly open to addressing the issues people talk about and they are concerned about. Listen better Quick wins What can we start doing now to build trust and address information environment challenges in health?
  • 17. • Generate infodemic insights to understand questions, concerns, information needs • Be truly open to addressing the issues people talk about and they are concerned about. Listen better Equip and support health workers • Equip health workers with the skills to cope with and thrive within the digital information environment within which their patients also live. Quick wins What can we start doing now to build trust and address information environment challenges in health?
  • 18. • Generate infodemic insights to understand questions, concerns, information needs • Be truly open to addressing the issues people talk about and they are concerned about. Listen better Build people into the process Equip and support health workers • Promote deliberative engagement with individuals and communities in their interaction with the health system. • Promote transparency and deliberative discussions to diffuse polarization in communities seeking, discussing and using health information. • Equip health workers with the skills to cope with and thrive within the digital information environment within which their patients also live. Quick wins What can we start doing now to build trust and address information environment challenges in health?
  • 19. • Generate infodemic insights to understand questions, concerns, information needs • Be truly open to addressing the issues people talk about and they are concerned about. Listen better Build people into the process Equip and support health workers Protect people from harm • Promote deliberative engagement with individuals and communities in their interaction with the health system. • Promote transparency and deliberative discussions to diffuse polarization in communities seeking, discussing and using health information. • Equip health workers with the skills to cope with and thrive within the digital information environment where their patients also live. • Protect consumers from deceptive marketing, protect health workers form doxing and harassment, enforce policies that protect patient and data privacy, • Regularly reevaluate policies in light of new health challenges and changes in the information environment. Quick wins What can we start doing now to build trust and address information environment challenges in health?
  • 20. THANK YOU tinapurnat.com R E S O U R C E S F O R A D D R E S S I N G I N F O R M A T I O N E N V I R O N M E N T C H A L L E N G E S : Tina D Purnat me@tinapurnat.com https://tinapurnat.com/resources/
  • 21. Effective demand promotion reduces assymetries health service needs asymmetries asymmetries in health information trust asymmetries

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