Public Health 2.0

Public Health 2.0: New media for advancing health… …and advancing

your career!

Jay Bernhardt, PhD, MPHTwitter: @jaybernhardt

Foundations and Principles

• New Media– Interactive, digital,

networked, impartial• Web 2.0

– Interactive information sharing & collaboration

• Social Networks– Interdependent

connections of nodes (individuals or groups)

• User Generated Content (UGC)– Produced by end-users

• Open Source– Design through UGC

• Personalization– Tailored to receivers

• Digital Divide– Gaps in direct and

indirect access to IT

1. New media can support public health practice– Increase reach and impact of public health surveillance,

interventions, campaigns, outreach, public engagement– Challenges: professional and public information access

2. New media can support (or can hurt) your career– Increase effectiveness, efficiency, productivity, decision

making, interpersonal relations, quality time– Staying connected with others, share information, have fun

– Challenges: • mixing professional with personnel• balancing online and offline interactions

Health & New Media Taxonomy

The Power of New Media

Effective Public Health…

• Providing health information and productswhen, where, and how people want them and need them to inform healthy and safe behaviors

– Use customer-centered strategies

– Make information accessible and relevant

– Mix high repetition with deep engagement

– Combine high-tech with high-touch

– New media is a growing channel for interventions

The Proliferation of Screens

Communication 1.0 vs. 2.0

TraditionalMedia (vertical)

Social Media(horizontal)

Most trusted =People Like Me

- Edelman trust barometer

“My Way” Communication

“People Like Me”

“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

Decision Making 2.0

10

Public Engagement"This office will seek to

engage as many Americans as possible in the difficult

work of changing this country, through meetings

and conversations with groups and individuals held in Washington and across

the country."

New Media for Public Health

Social Networks—Demographics & Use

World Map of Social Networks

Image Source: http://www.vincos.it/wp-content/uploads/2009/06/wmsn-06-09.png

Average Number of Facebook Friends in 2007: 164

Median Number of

Friends: 132

Social Media Utilize Existing Networks

http://buzzcanuck.typepad.com/

agentwildfire/2007/10/facebook-averag.html

http://www.whatsnextblog.com/archives/social_media_chart_small.jpg

CDC on Facebook

Social Networks--Current CDC Partners

Blogging & Bloggers

Micro-Blogging: Twitter

“I think there is, every few seconds, a tweet on this

topic. It's clear that, if you can give people something to do,

something real to do that could help improve their

health and reduce their risk, that's very empowering

during a difficult situation.”

Shared Media: Video, Audio, Images

Virtual Worlds: Second Life

Virtual Worlds: Second Life

Widgets, Buttons, eCards

Mobile Health (mHealth)

Accessible, Personal, & Portable

“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

)

http://m.cdc.gov

Over 242,000 views of mobile flu pages alone

since April 22nd

Mobile Text Messaging Pilot

• Launched September 2009• Subscribers receive about

three messages/week• H1N1 flu messages and other health

topics • Health message

testing and user evaluation

Be Everywhere

“…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 Media & Experts

New Media for Students & Professionals

Personal Social Networks

Professional Social Networks

Professional Collaboration Tools

To Tweet or Not to Tweet?

How to Speak Twitter

• Tweet: An individual Twitter post

• @Replies: A reply to an individual Twitter user, also refers to a user’s profile

• Follow: Receiving an individual’s Twitter updates

• Fail Whale: The image that is shown when Twitter is “over-capacity”

• Direct Message: A private (140-character) message sent directly to an individual

• ReTweet or RT: Sharing another user’s tweets with followers

• Hashtag or #: A way to categorize tweets around a certain topic or event

• Live Tweet: Reporting an event as it happens via Twitter

Sharing and Streaming Media

The Future of New Media

• Location, Location, Location– GPS and Geocoding

• Apps, Apps, and more Apps– There is (or will be) an app for everything

• Convergence of Everything– Media, Data, Devices– Health issues?

Data Convergence: Mashups

Data Convergence: Mashups

Datamasher.com: Violent crime/Poverty Rate

The Future is Now

Moving from 1.0 to 2.0

• Understand your audiences’ access levels– Communities or competitors or employers

• Assume everything is stored forever – Maximize your privacy settings

• Build and feed your professional network

• Embrace change but retain your values

Thank you

Blog: http://blogs.cdc.gov/healthmarketingmusingsTwitter: http://www.twitter.com/jaybernhardt Email: jbernhardt@cdc.gov