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Dr. Jay Bernhardt


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Dr. Jay Bernhardt from the CDC presentation on Better Health Through Social Medai.

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Dr. Jay Bernhardt

  1. 1. Health Marketing and Social Media at the CDC Jay M. Bernhardt, PhD, MPH National Center for Health Marketing Centers for Disease Control and Prevention UGA Public Relations & Social Media Conference
  2. 2. Centers for Disease Control and Prevention <ul><li>Department of Health and Human Services </li></ul><ul><li>Vision : “Healthy People in a Healthy World through Prevention” </li></ul><ul><li>14 National Centers and Offices </li></ul><ul><li>Approx. 15,000 staff </li></ul><ul><li>Approx. $9 billion/year </li></ul>
  3. 3. National Center for Health Marketing <ul><li>Vision : A world where all people actively use accessible, accurate, relevant, and timely health information and interventions to protect and promote their health and the health of their families and communities. </li></ul><ul><li>Mission : To protect and promote public health through collaborative and innovative health marketing programs, products, and services that are customer-centered, science-based, and high-impact. </li></ul>
  4. 4. What is Health Marketing? <ul><li>An organizational function and a set of scientific processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that protect and </li></ul><ul><li>promote the health of diverse populations. 1 </li></ul><ul><li>A multi-disciplinary area of practice. </li></ul>1. Adapted from the American Marketing Association.
  5. 5. Health Marketing & Public Relations <ul><li>Similarities: </li></ul><ul><ul><li>Multidisciplinary approach </li></ul></ul><ul><ul><li>Audience segmentation </li></ul></ul><ul><ul><li>Information translation </li></ul></ul><ul><ul><li>Understanding attitudes and values </li></ul></ul><ul><ul><li>Influencing behavior or policy change </li></ul></ul><ul><ul><li>Relationship management </li></ul></ul><ul><li>Primary Difference: </li></ul><ul><ul><li>PR = advancing client interests; </li></ul></ul><ul><ul><li>Health Marketing = advancing public health </li></ul></ul>
  6. 6. Commercial Marketing Products Brands Customers Sales Force Distributors Retailers Market research, Audience segmentation, Sales and marketing metrics Product development, Packaging, Placement, Promotion (B2B/DTC)
  7. 7. Health Marketing Products : CDC’s Research, Science, Evidence- based- advice Customers : “ The Public” Individuals Institutions Communities US pops Global pops Customers : Health profs Partners Audience research, Formative research, Public engagement, Partner engagement Translating research to practice (B2B), Health communication and marketing (DTC)
  8. 8. What is Health? <ul><li>“ The condition of being sound in body, mind, or spirit; … freedom from physical disease or pain; the general condition of the body… </li></ul><ul><ul><li> - Webster’s Dictionary, 2007 </li></ul></ul><ul><li>“ … a state of complete physical, mental, and social well-being and not merely the absence of disease or infirmary and the ability to lead a socially and economically productive life.” </li></ul><ul><li>- WHO, 2006 </li></ul>
  9. 9. What Influences Health? Genes Environment Opportunities Behaviors
  10. 10. What Influences Health? Genes Environment Opportunities Behaviors
  11. 11. Decisions and Health <ul><li>“ Tyranny of Small Decisions” </li></ul><ul><ul><li>Big economic changes occur as an accretion of steps that are often unpredicted and unintended (Kahn, 1966). </li></ul></ul><ul><li>Health is at least partially the outcome of small decisions , good and bad, accumulated over a lifetime. </li></ul><ul><li>Health behaviors are hard to change! </li></ul>
  12. 12. Can Social Media affect Health ? revolutionize
  13. 13. Traditional vs. Social Media <ul><li>Traditional Media </li></ul><ul><li>Television/Radio </li></ul><ul><li>Newspapers & Magazines </li></ul><ul><li>Print media </li></ul><ul><li>“ Expert” Websites </li></ul><ul><li>Social Media </li></ul><ul><li>Telephones </li></ul><ul><li>Newsgroups/Boards/ </li></ul><ul><li>Chat </li></ul><ul><li>Sharing Services </li></ul><ul><ul><li>Video, Audio, Photos, News, Games, Links </li></ul></ul><ul><li>Blogs/Video Logs </li></ul><ul><li>Instant Messaging </li></ul><ul><li>Mobile Messaging </li></ul><ul><li>Wikis </li></ul><ul><li>Social Networks </li></ul><ul><li>Mash ups </li></ul><ul><li>Vertical/Horizontal Nexus </li></ul><ul><li>“ People like me”=most trusted </li></ul><ul><ul><li>Edelman Trust Barometer ’07 </li></ul></ul><ul><li>Aim for the “Sweet Spot” </li></ul>
  14. 14. Social Media & Decision Support <ul><li>Tyranny of Small (Health) Decisions </li></ul><ul><ul><li>People have the power to pursue their own self-interests, while we only have the power to accommodate their interests (Rothschild, 2002) </li></ul></ul><ul><li>Social Media can increase the impact of information to inform healthy decisions through messages that are relevant and ubiquitous </li></ul>
  15. 15. Social Media Musts <ul><li>The Three P’s </li></ul><ul><ul><li>Personalized </li></ul></ul><ul><ul><li>Participatory </li></ul></ul><ul><ul><li>Presentation </li></ul></ul><ul><li>The Three E’s </li></ul><ul><ul><li>Engaging </li></ul></ul><ul><ul><li>Emotional </li></ul></ul><ul><ul><li>Entertaining </li></ul></ul><ul><li>The Two D’s : Digital Divide! </li></ul>
  16. 16. What is CDC doing with Social Media to improve Health? Welcome to CDC 2.0
  17. 17. CDC 2.0: CDC.Gov
  18. 18. CDC 2.0: Health Marketing Blog From June 2006 - August 2007   9,006 Total Page Views 5523 subscribers thru Email Updates
  19. 19. CDC 2.0 : Webinar for Bloggers
  20. 20. CDC 2.0: Social Networking
  21. 21. Virtual Worlds <ul><li>Second Life </li></ul><ul><ul><li>More than 8,670,153 residents </li></ul></ul><ul><ul><li>1,646,830 logged in last 60 days </li></ul></ul><ul><ul><li>In the last 24 hours, US users spent $1,302,907. </li></ul></ul><ul><ul><ul><ul><li>, August 2007 </li></ul></ul></ul></ul><ul><li>Whyville </li></ul><ul><ul><li>More than 1.7 million registered. </li></ul></ul><ul><ul><li>Each month, more than 2 million visits are made to Whyville. </li></ul></ul><ul><ul><li>About 60,000 new boys and girls register as citizens every month. </li></ul></ul><ul><ul><ul><ul><li>, August 2007 </li></ul></ul></ul></ul>
  22. 22. CDC 2.0: Whyville Excerpt from blog: 10,000+ Whyvillians vaccinated during the first week
  23. 23. CDC 2.0: Second Life Hygeia, the muse of health, becomes Hygeia Philo, CDC avatar
  24. 24. CDC 2.0: Second Life Recently purchased island – new buildings under development Established off-network access to fully develop the Second Life space. Developing in-world activities so users can “do” something
  25. 25. CDC 2.0: Podcasts CDC averages about 1000 - 1500 downloads per day Use of facemasks and respirators during an influenza pandemic Climate change: Science, health, and the environment MMWR Reports
  26. 26. <ul><li>More Americans Have Cell Phones than PCs </li></ul>Mobile Applications Source – From: (study conducted between March 29 and April 2, 2007 among 4,123 adults (aged 18 and over). Pew Internet and American Life Project Survey February to March, 2007 <ul><li>4+ out of 5 U.S. adults (85%) own a mobile phone </li></ul><ul><li>7 out of 10 (71%) have a landline or home phone . </li></ul>
  27. 27. <ul><li>Disease management </li></ul><ul><li>Risk communication </li></ul><ul><li>Persuasive messaging & reminders </li></ul><ul><li>Health promotion </li></ul><ul><li>Emergency preparedness </li></ul><ul><li>Personal safety </li></ul><ul><li>Current Pilot Studies </li></ul>CDC 2.0: Mobile Health
  28. 28.
  29. 29. CDC 2.0 Case Study: Virginia Tech <ul><li>Background: </li></ul><ul><li>CDC’s Division of Violence Prevention created a short videocast for coping with stress after a traumatic event. </li></ul><ul><li>NCHM disseminated the podcasts and links to related eHealth information through multiple new media channels. </li></ul>
  30. 30. <ul><li>Disseminated to bloggers and posted </li></ul><ul><li>as comments on 9 relevant blogs: </li></ul><ul><li> </li></ul><ul><li>The Chronicle of Higher Education </li></ul><ul><li>Teacher’s Magazine Blogboard </li></ul><ul><li>NY Times </li></ul><ul><li> </li></ul>CDC 2.0 Case Study: Virginia Tech
  31. 31. It is estimated this profile has more than 850 friends, the actual list is kept private at the request of the profile owner Resources were disseminated to two social network profiles. This profile posted the information in a blog to its network of friends. MySpace CDC 2.0 Case Study: Virginia Tech
  32. 32. Health Marketing & Social Media <ul><li>Health-related social media will grow </li></ul><ul><ul><li>Health information divide to grow </li></ul></ul><ul><ul><li>Mobile media may help bridge the gap </li></ul></ul><ul><ul><li>Aim to be 2 years behind the curve </li></ul></ul><ul><li>Information credibility harder to judge </li></ul><ul><ul><li>Leverage the horizontal/vertical nexus </li></ul></ul><ul><ul><li>Health information must be ubiquitous </li></ul></ul><ul><ul><li>Inform the big and the small decisions </li></ul></ul>
  33. 33. Thank you from the CDC. [email_address]