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Communication 2.0: Increasing information reach and impact through new media and public engagement
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Communication 2.0: Increasing Information Reach and Impact through
New Media and Public Engagement
Jay M. Bernhardt, PhD, MPH
US Centers for Disease Control and Prevention
Health Professionals
– 1,000+ Health Departments
– 1,000+ Partner Organizations
The “Public”
– 300+ million Americans
– Populations in 50+ countries
Policy Makers & Stakeholders
CDC’s Diverse Audiences
Where do they get their health info?
How many screens do they see?
http://www.curcuitcity.com
How many channels do they watch?
http://www.paintmyweb.com/images/web-logos.jpg
In today’s world, the average informed person reads or listens to seven sources of information
daily (Pew, 2008)
CDC Goal: Provide information to our target audiences (public, professionals,
policymakers) when, where, and how they want and need it
to inform healthy and safe decisions
Where do they go online?
The Power of Social Media
Traditional Mediahigh reach & costlow engagement
Social Medialow cost
targeted reachdeep engagement
Aim for the“Sweet Spot”
“We have reached an important juncture, where
the lack of trust in established institutions and
figures of authority has motivated people to trust their peers as the best
sources of information.”
--Richard Edelman, President and CEO, Edelman. Source: http://www.edelman.com/news/showone.asp?id=102
The Power of Peer Influence
Social Media and Decision Making
Blogging & Engaging Bloggers
Micro-Blogging
Social Networks & Partnerships
Streaming Video, Audio, Images
Virtual Worlds: Second Life
User Generated Content: eCards
The Future of Health is Mobile
“Mobile users are inseparable from their devices… And as these devices become more
capable, they are evolving into extensions of users’ desktops and home communications
and entertainment systems.”
From: eMarketer, Mobile Users and Usage: It’s Personal, Accessed on November 4, 2009 at http://www.emarketer.com/Reports/All/Emarketer
_2000589.aspx
Average number of hours per day mobile phones are within arm’s reach:
19 hours(From: Pew Internet & American Life Project, The Social Life of Health
Information, Accesed September 10, 2009 ttp://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx
)
Mobile Health (mHealth)
“…The CDC is clearly making an effort to provide site visitors with multiple ways and formats
to consume this serious content, from video explan-ations to podcasts featuring
health domain experts…
…So yes, swallow your pride. We can learn from the ‘big, fat,
impenetrably slow and bureaucratic’ agencies out there. Suck it up and take
action.”
-- Pete Blackshaw Advertising Age
Feedback from Experts
Health Communication 2.0
CDC Goal: Provide information to our target audiences when, where, and how they want and need it to inform healthy
and safe decisions
Provide information where people are
Provide information that is highly relevant
Encourage people to interact with the information
Encourage people to share the information
Thank you
Web: http://www.cdc.gov/socialmedia
Metrics: http://www.cdc.gov/metrics
Blog: http://blogs.cdc.gov/healthmarketingmusings
Twitter: http://www.twitter.com/jaybernhardt
Email: jbernhardt@cdc.gov
This presentation is the opinion of the author and does not necessarily represent the official position of CDC or HHS.
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