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The art of communicateGiulia Annovi YOUNG ONCOLOGISTS: Specialists in the Science and Art of Patient Care – Bologna 29,30 March 2017
Cancer speakers
Patient
Colleagues Media
PublicRelatives
Social Media
Cancer speakers
The communication landscape
Reuters Institute for the Study of Journalism. Digital News Report 2016
Blog - therapy Online self-diagnosis Virtual communities Online Physicians Well-being app
The communication landscape
Smith, Katherine C., et al. "Advancing cancer control research in an emerging news media environment." J Natl Cancer Inst Monogr 2013.47 (2013): 175-81.
Health is currently the eighth most common news topic overallCancer ranks first among disease-specific news coverage
Millions: Italian people searching health information online
The communication landscape
D Gareth R Evans et al. The Angelina Jolie effect: how high celebrity profile can have a major impact on provision of cancer related servicesBreast Cancer Research201416:442Biancovilli, Priscila, Gabriel de Oliveira Cardoso Machado, and Claudia Jurberg. "Celebrity and health promotion: how media can play an active role in cancer prevention and early detection." Journal of Media and Communication Studies 7.3 (2015): 41.
75% of Americans were aware of Angelina Jolie’s double mastectomy, fewer than 10% of respondents had the information necessary to accurately interpret her risk However, 9% of women were motivated to do something about their health, such as seeing a doctor, having a mammogram or seeing a genetic counselor.
The communication landscape
Smith, Katherine C., et al. "Advancing cancer control research in an emerging news media environment." J Natl Cancer Inst Monogr 2013.47 (2013): 175-81.
More focused on treatment than prevention*
Emphasizing individual-level behavioural*
Personal stories aren’t evidence based
A single issue or event often receives conflicting coverage from multiple
media outlets.
News coverage of research is frequently criticized for neglecting appropriate
caveats, limitations, or acknowledgement of ambiguity*
BUT
Media Evolution
Going into the MEDIA
Listen
More than examining the scientific
accuracy of messages
Communication, what does it mean?
Recall information Satisfied Supported Physicians are in-line
F. Stiefel, C. Bourquin; Communication in oncology: now we train - but how well?. Ann Oncol 2016; 27 (9): 1660-1663. doi: 10.1093/annonc/mdw229
IT’S BETTER TO REACH EVERYONE
The individual side of communication
The power of the World Wide Web
Database, repository, data collection Sharing a lot of information and
knowledge Linking documents Different languages and media
Speed and dynamism Rapid (and precise) responses Availability Digital press kit Quick tracking Podcast/video/Multimedia Shareable Data repositories Surveillance
Specialized audience
Tailored contents Respect of diversities Targeting stories Pros and cons
Focus on the audience
Broadcast your information
Advice
Seize the moment
Be useful
Comparison
Learning
Sharing
Scholarly selfie
Speaking with journalists
Preparedness Help them I don’t have time…. Framework Questions Brief, precise, clear Play down
Participation
A participative audiencePeer – to – peer dialogue*
Shared decision
Positive relationship
Increased adherence to therapies
Personal choice
Less medical authority*
Can I tell you….?
David W. Kissane,Barry D. Bultz,Phyllis N. Butow,Carma L. Bylund,Simon Noble,Susie Wilkinson. Oxford Textbookof Communication in Oncology and Palliative Care. Oxford University Press, 23 feb 2017
The patient writer
∼63% of users acquire their news from social media
Evitate errori online
Blogs and social media are undoubtedly an important component of the online information environment, and they challenge traditional structures of news creation and delivery
Are them useful for us?
Xu, Songhua et al. “Leveraging Social Media to Promote Public Health Knowledge: Example of Cancer Awareness via Twitter.” Ed. Gunther Eysenbach. JMIR Public Health and Surveillance 2.1 (2016): e17. PMC. Web. 26 Mar. 2017.
200 platforms
Overdrive Interactivehttp://www.ovrdrv.com
Medical platforms
Italian Social Network URL
DottNet https://www.dottnet.it/articolo
Esanum http://www.esanum.it/
Inderma http://www.inderma.it/
Camici in rete http://www.camiciinrete.it/
Nuto http://www.nuto.it/
Different audience
What social needs are being satisfied via the use of social media?
Community dimension
Learning dimension → CONSTRUCTIVISM and CONNECTIVISM
Information dimension → not active;
People respond to information by seeking more information, but also by:
IGNORE
MAKE SMALLER
BUILD ABRIDGE
Natalya Godbold. Beyond information seeking: towards a general model of information behaviour. Information Researh Vol. 11 No. 4, July 2006
sharing or spreading information, creating documents, telling other people
taking mental note (non specific goal or goal not imagined yet)
avoiding or ignoring information
disputing or disbelieving information
hiding and / or destroying information
The post – truth era
The more active a user is, the more the user tends to focus on a small number of news sources*
Listening and empathy*
Creation of languages and figure of speech
Give sense
The patient writer
Emotions
Storytelling
Expertise
Potentiallymisleading
What about physicians?
Lefebvre C, Mesner J, Stopyra J, et al. Social Media in Professional Medicine: New Resident Perceptions and Practices. Eysenbach G, ed. Journalof Medical Internet Research. 2016;18(6):e119. doi:10.2196/jmir.5612.
So why should I….?
Amanda Clark, MD, and Avital O’Glasser, MD, FACP. Vox Popularis: Social Media and Medicine
PARTICIPATION / NETWORK
Social media tips
Social media tips...to be a leader
Very good listener
Technically expert
Expert
Available on social media
Attentive
Respectful of rules
ConclusionsMean
Contents (and don’t forget the privacy)
Select your audience
No personal advertisement
No personal life
No Service Alerts
No pictures
No comments
Conclusions
Feedback
No opinion is better
Curiosity
Questions
ReferencesCROARI, Giuseppe et al. Comunicazione sanitaria e social media: rischi e opportunità. Pratica Medica & Aspetti Legali, [S.l.], v. 10, n. 3, aug. 2016. ISSN 2283-4044.
Reuters Institute for the Study of Journalism. Digital News Report 2016
Smith, Katherine C., et al. "Advancing cancer control research in an emerging news media environment." J Natl Cancer Inst Monogr 2013.47 (2013): 175-81.
D Gareth R Evans et al. The Angelina Jolie effect: how high celebrity profile can have a major impact on provision of cancer related servicesBreast Cancer Research2014 16:442
Biancovilli, Priscila, Gabriel de Oliveira Cardoso Machado, and Claudia Jurberg. "Celebrity and health promotion: how media can play an active role in cancer prevention and early detection." Journal of Media and Communication Studies 7.3 (2015): 41.
F. Stiefel, C. Bourquin; Communication in oncology: now we train - but how well?. Ann Oncol 2016; 27 (9): 1660-1663. doi: 10.1093/annonc/mdw229
Sedrak MS, Cohen RB, Merchant RM, Schapira MM. Cancer Communication in the Social Media Age. JAMA Oncol. 2016;2(6):822-823. doi:10.1001/jamaoncol.2015.5475
David W. Kissane,Barry D. Bultz,Phyllis N. Butow,Carma L. Bylund,Simon Noble,Susie Wilkinson. Oxford Textbookof Communication in Oncology and Palliative Care. Oxford University Press, 23 feb 2017
Natalya Godbold. Beyond information seeking: towards a general model of information behaviour. Information Researh Vol. 11 No. 4, July 2006
ReferencesPinto C and Annovi G. Nelle reti. L’oncologo ha un sistema complesso di comunicazione e relazioni. Il PensieroScientifico Editore, 2016
Affinito L and Ricciardi W. E-patients and social media. Come sviluppare una strategia di comunicazione per Migliorare salute e sanità. Il Pensiero Scientifico Editore, 2016
Amanda Clark, MD, and Avital O’Glasser, MD, FACP. Vox Popularis: Social Media and Medicine
Lefebvre C, Mesner J, Stopyra J, et al. Social Media in Professional Medicine: New Resident Perceptions and Practices. Eysenbach G, ed. Journalof Medical Internet Research. 2016;18(6):e119. doi:10.2196/jmir.5612.
Ana Lucía Schmidt, Fabiana Zollo, Michela Del Vicario, Alessandro Bessi, Antonio Scala, Guido Caldarelli, H Eugene Stanley, Walter Quattrociocchi Anatomy of news consumption on Facebook. Proceedings of the National Academy of Sciences, 2017