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8/8/2019 Ogilvy and CSIC_Using Social Media Platforms to Amplify Public Health Messages
1/17
Ogilvy Wshigto &The Ceter for Socil Impct Commuictio t Georgetow Uiversity
Noveber 2010
USInG SOCIa MIa
PaTOMS TOAmpfyPUIC HaTH
MSSaGSa xmitio of Teets d est Prctices
for Commuictig with Key audieces
8/8/2019 Ogilvy and CSIC_Using Social Media Platforms to Amplify Public Health Messages
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or erly two decdes, Ogilvy Wshigto hs bee t the forefrot of socil mrketigdv
persol d public helth d sfety s well s socil issues vi commuictios d public
eductio iititives imed t sprkig positive behvior chge. Withi the public helth
sphere, Ogilvy hs developed umerous cmpigs to successfully rise wreess, educte
d prompt ctio regrdig some of todys lrgest d most complex helth issues, rgig
from aIS to obesity, substce buse to ccer, pdemic u to crdiovsculr helththe list i
extesive. I the U.S. loe, Ogilvys chievemets i socil mrketig icluded providig ldm
support for the Ceters for isese Cotrol d PrevetiosAmerica Responds to AIDS cmp
icludig the ntiol aIS Milig (luded by PR Weeks oe of the top 20 cmpigs of
the 20th cetury); d risig wreess d promptig ctio o womes hert disese fo
the ntiol Hert, ug, d lood Istitute through The Heart Truth d its icoic ed re
(recogized by The Holmes Reports oe of the top ve cmpigs of the pst decde).Ogilvy is lso leder i the pplictio of digitl iuece d socil medi eggemet to
improve persol d public helth. We develop word of mouth d digitl mrketig strte
usig proprietry techology d methodologies rooted i how people get iformtio i th
digitl relm. rom idetifyig d eggig iuecers, to ctivtig etworks to egge i
issues of tiol, commuity, d persol sigicce, to cretig olie commuities for
kowledge exchgewe crete olie experieces tht icrese persol kowledge d
drive dvoccy d ctio.
or more iformtio o Ogilvy, visit www.ogilvypr.com d our group blog, Socil Mrketi
exCHanG, t http://smexchge.ogilvypr.com/.
The Ceter for Socil Impct Commuictio t Georgetow Uiversity uderstds the import
of commuictios s get for positive chge, d ims to educte d tri studets
will led commuictio d socil resposibility iititives for oprots, corportios d
govermets. The Ceter is iititive withi the School of Cotiuig Studies Msters for
Professiol Studies i Public eltios d Corporte Commuictios progrm. The Cete
visio is to crete ledership opportuities for commuictors who wt to use their skills fo
positive socil impct. Its gol is to educte grdute level studets through curriculum desig
to stregthe the socil sector, promote corporte socil resposibility, d build iovtive c
sector prterships. The Ceter lso shres kowledge with the eld s prt of their commitm
to dvce the prctice of socil impct commuictios.
or more iformtio o the Ceter for Socil Impct Commuictio, visit scs.georgetow.edu/cs
8/8/2019 Ogilvy and CSIC_Using Social Media Platforms to Amplify Public Health Messages
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about the Socil Mrketig ellowship
I 2010, Ogilvy Wshigto d the Ceter for Socil Impct Commuictio t Georgetow Uiversity
estblished Socil Mrketig ellowship to eble grdute-level studet i the Msters of
Professiol Studies i Public eltios d Corporte Commuictios progrm to exmie brod
rge of topics i public helth socil mrketig, the rst of which is socil medi best prctices i
public helth socil mrketig. Using Social Media Platforms to Amplify Public Health Messages is the
rst white pper developed uder this ellowship.
about the authoralexdr Hughes, MPS
alexdr Hughes is the 2010 Socil Mrketig ellow for Ogilvy Wshigto d the Ceter for
Socil Impct Commuictio t Georgetow Uiversity.
alexdrs work i helth commuictios d socil mrketig beg i 2003, d hs sped
cross the phrmceuticl, biotechology d o-prot idustries. She received msters degree
i Public eltios d Corporte Commuictios with cocetrtio i digitl commuictios
from Georgetow Uiversity, d bchelors degree i Psychology from the College of Chrlesto.
Methodology
Using Social Media Platforms to Amplify Public Health Messages ws iformed by review of the
publicly-vilble public helth d socil mrketig literture, strtegies d tctics employed by
public helth cmpigs tht hve successfully utilized socil medi to ffect udiece ttitudes,
behviors d/or wreess of issue, d oe-o-oe iterviews with public helth, socil mrketig
d socil medi subject-mtter experts cross the coutr y.
ackowledgemets
My thks to the followig idividuls for their cotributios: ee ase, Mger, Sydictiod Socil Medi, Myo Cliic; all . adrese, MS, Ph, Professor of Mrketig, Georgetow
Uiversity Mcoough School of usiess; eth eck, Ma, CHS, xecutive irector, Cpitol
rest Cre Ceter; nichols Gees, M, Ph, eprtmet of mergecy Medicie, Mout Sii
School of Medicie; ebecc Hmel, Corporte eltios Mger, Globl Helth Coucil; Meg
McWhirter, Progrm Mger, Ofce of the Presidet, Georgetow Uiversity; Terry og, Helth
Commuictios Cosultt d ditor, Social Marketing Quarterly; Joel Selikio, M, irector,
tye; d alliso Whitey, former irec tor of Commuictios, ombrdi Comprehesive
Ccer Ceter, Georgetow Uiversity Medicl Ceter.
Tble of Cotets
1 Social media and the public Heal th Social marketing Environent........................................
1.1 Tenets o Counications planning or the arger Social media E nvironent..................
1.2 Best practices or leenting public Health-driven Social media.....................................
2 Aling Best practices in Counicating with Audiences.....................................................
2.1 Ke Consuer Segents........................................................................................................................
2.1.1 parents..........................................................................................................................................................
2.1.2 mid-lie woen..........................................................................................................................................
2.1.3 Seniors..........................................................................................................................................................
2.1.4 Eerging majorities.................................................................................................................................
2.2 Health Care providers.............................................................................................................................
2.2.1 priar Care phsicians..........................................................................................................................
2.2.2 Nurses...........................................................................................................................................................
2.2.3 Health Sstes and Hositals................................................................................................................
3 Suar Conclusions..............................................................................................................................
8/8/2019 Ogilvy and CSIC_Using Social Media Platforms to Amplify Public Health Messages
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Todys socil etworks hve grow beyod brick
d mortr commuities d re ow thrivig olie
through socil medi pplictios such s cebook
d Twitter. These digitl pltforms re beig used
to id suicide prevetio efforts, commuicte the
risks of hert disese, d fcilitte dilogue mog
members of the public helth provider commuity.
Socil medi pplictios re lso beig used to promote
ofie elemets of socil mrketig cmpigs.
y itegrtig socil medi tctics ito broder socil
mrketig efforts, mrketers re extedig messgig
d rech fr beyod trditiol expecttios.
public health: The sciece of protec
improvig d promotig helth thro
the orgized efforts d iformed cof societies, orgiztios, public d
commuities, d idividuls.
Social arketing: The pplictio o
cosumer mrketig priciples to thpromotio of ides, issues d prct
to crete wreess, d chge tt
itetios d behviors regrdig s
d persol issues. This my iclude
sfety, violece reductio, eviromesustibility, helth d wellbeig,
disese prevetio iititives. The dis
ecompsses idividul behviors s
s the socil d physicl determi
those behviors, d my be used to ttitudes/itetios roud percepti
risk d socil orms, s well s prov
skills eeded to crry out specic be
or gi ccess to product or servic
The focus of this pper is public he
socil mrketig.
Social edia: a commuictios ch
tht c be itegrted ito lrger smrketig cmpig, d icludes l
vrious ctivities tht combie tech
d socil iterctio betwee peop
This c tke my differet forms ic
Iteret forums, messge bords, tevi mobile devices, blogs, socil etw
such s cebook d MySpce, wik
podcsts, pictures, d video. Socil
is less bout the ctul techology,
more bout the wy it ebles idivito iterct olie.
Socil medi hs the ite bility to
commuicte iformtio i rel tim
s well s lik groups of people togeroud commo issues. accordigly,
most effective public helth-drive s
mrketig cmpigs use or icorpo
socil medi techologies to mplify
wreess, d impct ttitudes dhelth behviors.
E-atients: Idividuls who look for
iformtio bout public helth topics
icludig specic diseses or medicprocedures, exercise or tess, d
isurce.4 Sixty percet of e-ptie
ccess socil medi relted to helth
WHAT DO WE mEAN WHEN WE SAy, ONNE?
I the 21st cetury, the term olie c potetilly
hve differet meigs. I this pper, the term refers
to coectio with digitl commuictios chel
vi computer, mobile or smrtphoe device.
The pst three yers i prticulr hve mrked
turig poit i the wy americs obti public
helth iformtio vi the Iteret. Tody oe-third
of dults ccess socil medi relted to helth, d
erly 80 percet of olie physicis use socil medi
chels to crete, cosume, or shre medicl cotet. 2, 3,4
Iteret users who look for public helth iformtio
olie re more likely th o-helth seekers to crete
or work o their ow blog, red someoe elses blog, use
socil etworkig site, d use sttus updte services. 4
Thus, beig e-ptiet hs become ledig idictor
of other forms of socil medi eggemet.4
This rpid evolutio ito digitl iformtio shrig
presets sigict opportuity for socil mrketers
d public helth commuictors like. Cse i poit,
with the brodeig of trditiol socil etworks cross
the Web, millios of cosumers ow hve ccess to reliblepublic helth iformtio d itervetios i rel-time.
I the followig sectios, we will exmie how to leverge
the opportuities socil medi provides by idetifyig
teets d best prctices for public helth-drive socil
medi, s well s provide isights ito how to rech d
egge key cosumer d provider udieces.
ntroduction.
Socil support d strog socil etworks
mke importt cotributios to our helth.
They provide emotiol d prcticl resources,
d mke us feel cred for, loved, esteemed
d vlued.1 Cosequetly, socil mrketers
hve log relied o these etworks s chels
to rise wreess of public helth-reltedissues, fcilitte behvior chge, d ultimtely
help people live helthier, sfer lives.
8/8/2019 Ogilvy and CSIC_Using Social Media Platforms to Amplify Public Health Messages
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Establish digital goals, objectives, and strategies.
Too my mrketers jump o the socil medi
bdwgo simply becuse its the ext big thig,
without estblishig soud set of gols, objectives
d strtegies to orgize efforts d keep cler
focus o meetig the trget udieces ee ds.
igitl gols should remi liged with, d ldder
bck to, broder orgiztiol gols to esure tht
they hve meigful impct o the fudmetl
ttitude d/or behvior you wish to iuece d
chge. after overll digitl gols re estblished,
skig questios such s, m I tryig to crete buzz
roud prticulr issue or topic or sustied word
of mouth? or m I tryig to drive udiece members
to specic olie resource? will help put specic
digitl objectives i plce.
evelopig digitl strtegies mirrors the process for
developig strtegies ofie. or exmple, your digitlstrtegy is ot wht you re goig to do, but howyou
im to do it. It is the best rod to ccomplishig
your digitl gols, d is iformed by combitio
of experiece, udiece lyses, formtive reserch,
d strog digitl objectives.
stblishig digitl gols, objectives, d strtegies lso
esures tht you re ble to mesure your success lter.
Segment and prioritize your audiences online.
Socil mrketers d public helth commuictors
who re tsked with developig brod-rechig
itervetio for lrge popultio ofte choose
the geerl public s their trget udiece. ut this
pproch igores oe of the most bsic teets of
commuictios plig segmetig d prioritizig
udieces improves rech, ehces relevce, d
helps put your resources to the best possible use.
igitl segmettio ivolves lyzig your iteded
udiece d idetifyig distict, mgeble sub-groups
with similr eeds, ttitudes or behviors i regrds to
the Iteret d socil medi. This icludes estblishig
how d where udieces obti iformtio regrdig
the issue i questio, d giig kowledge from
multiple sources bout udieces preferred socil
medi etworks, how ofte they use those etworks,
d for wht purpose.
HOW CAN SOCA mED
CHANNES DEVER pUBC H
mESSAGNG AND CONTEN
Public helth iformtio c trvel vimedi chels i severl differet dire
Here re four key wys i which public
iformtio is delivered d received t
EXAMPLE
Mommy bloggers may
interact and share advice abo
parenting with their peers
through a digital platform.
- -
-
Consumer to
Consumer
EXAMPLE
Nurses can connect and shar
stories through nursing blogs
social media networks create
exclusively for nurses.
Provider to
Provider
EXAMPLE
The Centers for Disease Contr
and Prevention (CDC) may
position advertisement or
blog post on Sermo, a socia
network designed exclusive
for licensed physicians.
Institution to
Provider
EXAMPLE
Mothers Against Drunk Drivin
(MADD) may post informatio
about drunk driving preventio
on its Facebook page.
Institution to
Consumer
1. Socil Medi d the Public HelthSocil Mrketig viromet
Socil mrketers cosistetly rely o strog, formtive
reserch with trget udieces to estblish the potetil
rech d iuece of their messges. ut like commercil
mrketers, socil mrketers hve remied limited i
their bility to egge cosumers through trditiol,
oe-directiol mss medi chels. Cse i poit,
mss medi public service oucemets hve log
bee the commuictios chel of choice withi the
socil mrketig commuity, prevetig mrketers from
trgetig iche udieces of providers d cosumers.
Tody, two-wy coverstios bout socil issues re tkig
plce through vriety of digitl commuictios chels
icludig socil medi. Public helth socil mrketig
cmpigs c ow deliver more trgeted messgig to
greter rge of udieces, d receive feedbck from
those udieces i rel-time. accordigly, s greter umbers
of americs begi relyig o socil medi pltforms to
fulll both persol d public helth gols, socil mrketers
must work together to esure tht these idividuls receive
the most hoest, ccurte iformtio possible.
ets exmie few bsic teets of the lrger socil medi
eviromet, i order to better uderstd how socil
mrketers c deliver more powerful public helth messges
vi socil medi chels.
1.1 Tenets o Counications planning or
the arger Social media Environent
Socil medi prctitioers, much like public helth
commuictors, bide by hdful of bsic priciples
tht help guide their work d orgize their commuictios
plig process, icludig: stblishig digitl gols,
objectives, d strtegies, segmetig d prioritizig
udieces olie, optimizig cotet by listeig,d evlutig.
The followig teets mirror trditiol commuictios
d socil mrketig prctices d pproches, with
few reemets specic to the lrger socil medi
eviromet. These uiversl guideposts re cosidered
essetil elemets i y digitl commuictios or
socil medi cmpig, regrdless of the cmpigs
topic or itet.
UNDERSTANDNG TRADTONA
VERSUS DGTA
COmmUNCATONS CHANNES
Select
Traditional
Channels
Radio
Television
Direct Mail
One-on-one outreach
Event marketing &
traditional media outreach
Select
Digital
Channels
Websites
Text messaging
Optimized press releases
available via the Internet
Networks such as Facebook
and MySpace, message boards
and forums, blogs, wikis,podcasts, photo services such
as Flickr, video services such
as YouTube, and status update
services such as Twitter.
Social Media
8/8/2019 Ogilvy and CSIC_Using Social Media Platforms to Amplify Public Health Messages
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blig rel-time feedbck d iput is oe
of the key beets socil medi chels
c provide, d will esure tht your socil
mrketig cmpig is optimized d tilored
to the iteded udieces eeds i rel-time,
icresig the likelihood tht your itervetio
will be successful.
Evaluate, evaluate, evaluate. Socil mrketers
routiely evlute the efccy d rech of
commuictios chels used to dissemite
messgig durig the course of c mpig.
vlutig the socil medi compoet of
socil mrketig cmpig is eqully criticl,
d c be prticulrly chllegig. as with
evlutio of trditiol commuictios chels,
the socil medi evlutio process begis with
settig bechmrk d eds with mesurig
outcomes gist tht bechmrk. echmrks
re estblished by rst cretig digitl situtiolysis of the issue i questio, icludig wht
competitors re doig i the digitl spce, d
how trget udieces re discussig the issue
vi digitl d socil medi chels.
Ogilvy hs estblished proprietry pproch
to mesurig socil medi iititives, Conversation
Impact, which segmets d icorportes metrics
ito three key ctegories: ech/awreess,
Preferece, d actio. These metrics evlute
messgig rech d pull-through, wreess,
preferece, dvoccy d behvior chge.
Commo rech d wreess metrics uder
this pproch iclude: How my members does
messge bord hve? How my followers
does cmpig hve o Twitter? How my
uique mothly visitors re ttrcted to prticulr
blog post? Wht percetge of coverstios
roud your messge or issue re o topic?
To wht extet do olie coverstios roud
our topic reect our messgig? Preferece
metrics iclude, for exmple, setimet of olie
coverstio d f couts.
advoccy d ctio metrics c iclude
the umber of idividuls who shre messge
with frieds or dowlod weight loss pplictio
or widget from cmpig website. Self-reports
of eggig i specic behvior s result of
beig iueced by cmpigs messgig
erig more bout wht udiece does olie
i reltio to prticulr socil issue is criticl step
towrds esurig tht the iteded udieces eeds
d behviors re recogized d ccouted for.
Segmetig d prioritizig udieces lso esures
tht the mesuremet d evlutio process occurs
more efcietly d effectively.
Optimize content by listening. ehid every successful
socil mrketig messge is myrid of reserch ito
wht the messge should sy, s well s where, whe
d how the trget udiece will receive d process
the messge. I the olie spce, this iformtio c
be cptured by listeig to issue-specic coverstios
olie, s well s proctively solicitig feedbck from
trget udieces.
The listeig pproch determies if cmpigs
udieces re ctively egged i seekig d processig
iformtio bout the trget issue, through blog orsocil etwork for exmple. y listeig to coverstios
bout the issue olie, socil mrketers c estblish
if the topic is beig discussed i the wy theyd hoped,
ucover y misperceptios d idetify opportuities
for eggig with the udiece i meigful wys.
Iformtio gleed from this pproch c help
shpe d iform digitl strtegies.
aother uique spect of listeig olie is the
bility to d d correct misiformtio. Iccurte
cotet is rmpt o the Web, d c be potetilly
hzrdous whe the topic is public he lth. ortutely,
socil medi pltforms mke it reltively esy for socil
mrketers d public helth commuictors to correct
misiformtio i rel-time. or exmple, if blogger
promotes the merits of o-a-pproved ltertive
weight loss product i post, obesity prevetio
cmpig could commet o the post with more
ccurte iformtio o weight loss itervetios,
or cotct the blogger bout revisig the post.
Coversely, solicitig feedbck ivolves proctively
seekig opiios from trget udieces regrdig the
cmpigs key issue or messge, ofte through olie
surveys or discussio groups. The resposes grered
from this pproch hve sigict implictios for
future messge cotet d plcemet vitl elemets
i evolvig socil mrketig cmpigs messges.
audieces should be otied whe their feedbck is
trslted ito cotet improvemet, d ecourged
to commet o cotet chges.
CONVERSATION IMPACT:
HOW CAN SOCIAL MEDIA BE
MEASURED AND EVALUATED?
vlutig the impct of coverstios
held vi socil medi chels, whe
these chels re key elemets i socil mrketig cmpig, is criticl to
mesuremet of gols d objectives.
Similr to trditiol process evlutio
metrics, socil medi metrics mesure
the extet to which trget udieces reexposed to prticulr messge, develop
positive opiio o issue, d the
egge roud progrm d/or tke
ctio regrdig tht issue.
or exmple, socil medi metrics my
iclude shre of voice i give ctegory,
volume of olie coverstio, d serch
visibility (for relevt keywords). Iformtiofor these metrics c be grered by
surveyig udieces who hve bee
exposed to the cmpigs messgig,d by listeig to d moitorig olie
coverstios relevt to the topic or issueof iterest. The evlutio of socil medi
chels is similr to trditiol mesuremet
ctivities i other key wy s well
both should produce ctioble dt for
optimiztio dow the rod. I other words,its importt to trck metrics tht will
eble you to optimize your cmpig.
Socil medi metrics re more efciet
th trditiol process mesures i theirbility to guge opiio idictors such
s setimet, d ctio idictors such
s shrig/dvoccy d self-reported
behvior chge, i rel-time. Self-reportig
c lso be mde esier through pltformssuch s Twitter which, for exmple, eble
idividuls to tweet chges i their
helth sttus or behviors.
or dditiol iformtio o socil medimesuremet visit: http://blog.ogilvypr.
com/ctegory/mesuremet/.
is lso cosidered dvoccy d c
metric, d c be mesured usig spe
developed pplictio to llow such rep
espite gis mde i mesurig socil
iheret vlue, skepticism regrdig pr
metrics remis, primrily becuse soci
is still somewht ovel vehicle for mess
Curret metrics relisticlly serve s pr
stroger, yet-to-be-idetied mesurem
1.2 Best practices or lee
public Health-driven Social
now tht we hve idetied the bsic tee
commuictios plig for the lrger soci
eviromet, lets exmie six best prcti
for implemettio. The followig pproc
re rooted i behviorlly-bsed socil m
theories tht id commuictors i risig
wreess of public helth-relted issues o
iuecig/chgig specic helth behv
Abide by the one click rule whenever p
audieces will lwys sk, how does th
iformtio ffect me? e prepred to
this questio, d offer your udiece
of the iformtios vlue d impct, o
or less wy from your ldig site. Provid
udieces with the most vluble d c
iformtio (s well s the cosequece
tkig ctio) oe click or less wy from
ldig site will icrese the likelihood th
will follow your recommedtios.
or exmple, if you wt your t rget ud
to sig olie petitio o bullyig pre
its importt to esure tht the petitio
posted directly o, or oe click wy fro
cmpigs cebook pge or website ho
also, o mtter wht the perceived vlu
the iformtio youre shrig, do ot s
your udiece will follow you from oe d
pltform to other. emostrte the v
of the iformtio youre providig cro
of the digitl pltforms i your c mpig
just few. or exmple, the iformtio
your cebook pge, while optimized fo
8/8/2019 Ogilvy and CSIC_Using Social Media Platforms to Amplify Public Health Messages
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prticulr socil medi pltform, should ot pper
less comprehesive th the iformtio vilble
through cmpig website.
Develop a constantstream of compelling digital content.
Iformtio olie evolves i rel-time t sigictly
more rpid pce th trditiol commuictios
chels, d socil mrketers d public he lth
commuictors must be prepred to respod to this
ow of iformtio t the sme pce s their udieces
re cosumig it.
Whe messgig d itervetios re delivered
vi socil medi chels, socil mrkers d public
helth commuictors must deliver constantstrem
of diverse, compellig digitl cotet to fcilitte
dilogue d keep udieces d iuecers egged.
Cotet c be mde more per susive d compellig,
for exmple, by supplemetig text-bsed copy with
tgged photos or iterctive video, or by ddig mobile pplictio or compoet. This requires sigict
resources, preprtio, d strog commitmet to
updtig cotet s circumstces evolve o d ofie.
or exmple, if brest ccer reserch orgiztio
publishes blog o the ltest ccer reserch, the
blogs followers will expect ew blog post withi dys
(or hours) of ew reserch beig publicly relesed.
This pproch to cotet developmet d delivery
will esure tht your udieces d iuecers follow
the cmpigs messgig, d dd you to their list of
trusted sources for up-to-the-miute iformtio o
your prticulr public helth issue.
Enable people to show their involvement in a visible
way. blig people to tlk opely bout socil
issues such s those relted to public helth, d
promptig their peers to do the sme, c empower
idividuls to chge their behviors for the better.
Public helth socil mrketig c mpigs tht utilize
socil medi to eble udieces to demostrte d
shre iformtio bout how issue ffects their
lives, icludig wht ctios theyve tke towrds
improvemet or uderstdig of their situtio, re
likely to hve greter impct th cmpigs tht do
ot. This is ccomplished i prt through cogitive
dissoce, or the cocept tht eblig idividuls
to publicly commit to behvior icetivizes them to
re-commit to tht behvior gi d gi i order
REAL-WORLD BEST PRACTICES:
ENABLING PEOPLE TO SHOW
THEIR INVOLVEMENT IN A
VISIBLE WAY.
I 2002, the ntiol Hert, ug, d
lood Istitute (nHI) luched The
Heart Truth, tiol cmpig to
icrese wreess mog wome bout
their risk of hert disese, d ecourgethem to tke ctio gist their persol
risk fctors. The cmpigs core udiece
is wome ges 40 to 60 yers.
The socil medi compoet of thecmpig beg i 2007. Specic socil
medi tools which eble wome to
become more ivolved d egged i the
cmpig iclude the followig:
ntiol Wer ed y coutdow
widgets/gdgets
The Heart Truth prole o el.icio.us.com
The Heart Truth photo gllery o lickr
The Heart Truth cebook f pge
I 2009, nHI luched the Helthyactio Commuity pge o The HeartTruth website to eble wome to more
esily demostrte their commitmet
to The Heart Truth d dvce the
cmpigs messges vi word of mouth.This pge liks The Heart Truth cebook
f pge d lickr feed, d icludes hert
helthy bdges for visitors to post o
their blog or socil medi prole.
as result of eblig their core udiece
to ctively demostrte their ivolvemet
i The Heart Truth cmpig olie, the
cmpigs cebook f pge membershipexperieced 447 percet icrese i fs
from ebrury 2008, d the lickr strem
registered 175 dditiol tgged photos
from wht ws posted i ebrury 2008.
or more iformtio o The Heart Truth,
visit: www.HertTruth.gov.
to void the stress ssocited with ctig i mer
tht coicts with their stted beliefs. 5 or exmple, if
cebook user shres the sttemet I follow hert-
helthy diet becuse hert disese rus i my fmily
vi his or her cebook pge, the user will likely be
icetivized to cotiue to follow the diet becuse it
hs bee shred with brod etwork of frieds.
The users cebook frieds my the red the post
d offer words of ecourgemet, d/or sk for more
iformtio o the elemets of the diet pl. oth
rectios reiforce the user s hert-helthy behvior.
It is importt to remember tht eblig people to
demostrte ivolvemet i public helth issue
requires coectig them with the digitl tools to do
so. If providers or cosumers d tht they cot
esily ccess or shre iformtio vi socil medi
pplictio, theyll likely move elsewhere. or exmple,
if you ecourge trget udiece to uplod videos
to your cmpigs blog, its importt to providethem with bsic video uplodig tool, s well s
strightforwrd istructios o how to utilize the tool.
Collaborate with inuencers online. applyig socil
mrketig techiques to public helth chllege ofte
ivolves collbortig with outside prters or istitutios,
whether becuse of budget limittios, the size d scope
of the effort, or to commuicte with udiece tht
does ot ccess mss medi chels for public helth
iformtio. The sme is true of public helth-drive
socil medi. ggig with iuetil blogger,
for exmple, who is willig to be dvocte for your
public helth cmpig my eble you to better rech
d iuece tht bloggers followers. y remiig
ope to collbortig with orgiztios d key opiio
leders who shre your missio d digitl gols, you
c leverge their etwork of prters.
Its importt to ote tht collbortios must remi
trspret. ggig i mutully beecil prterships
is ethicl to the extet tht your udieces uderstd
the ture of the reltioship.
Align efforts with public health providers ofine.
espite the bility to provide public helth iformtio
i rel-time, socil medi is most impctful whe
combied with resources ofie such s physicis,
commuity helth workers or licesed couselors.
Most americs still tur to ofie professiol
REAL-WORLD BEST PRACTIC
ALIGNING EFFORTS WITH
PROVIDERS OFFLINE.
I 2006, the S rcisco eprtm
of Public Helth (SPH) d IterSexulity Iformtio Services, Ic. (
prtered to develop SXInO,
codetil text messgig service
provides tees with bsic fcts bou
sexul helth d reltioships, s ws referrls to youth-orieted cliics
socil services ofie.
The service c be ccessed by text
SXInO to 5-digit umber fromwireless phoe. Tees c lso text s
digits for more tilored iformtio.
or exmple, by textig 5, tees c
receive text messge for free ST
checkup with helth cre provider S rcisco re. a website sext
org lso provides smple texts.
The SXInO progrm does more thjust coect textig tees with pro
ofie. The progrm relies o cos
of commuity orgiztios, icludi
school helth progrms, cliic stff
helth gecies to ssist with idetifculturlly pproprite locl referrl se
The iitil gol of the progrm ws t
decrese sexully trsmitted ifect
(STI) rtes mog dolescets i thercisco re. ad by directly prov
tees with referrl for i-perso
cosulttio with helth cre provi
s opposed to simply textig sexu
helth messges the service hs mstrides towrds ccomplishig this g
a prelimiry evlutio of the prog
foud tht 4,500 iquiries were set
the rst 25 weeks of the SXInO l
over hlf led to iformtio d refeMessges relted to codom brekg
d pregcy were the most comm
or more iformtio bout the SX
progrm, visit www.sexifosf.org.
Sources: The ntiol Cmpig to P
Tee d Upled Pregcy, 200
The S rcisco City Cliic, 2008
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commuity byCeter, 63 percet of moms use socil
medi regulrly.10
orty-four percet of moms reportedusig socil medi for word-of-mouth recommedtios
o brds d products, d 73 percet reported dig
trustworthy iformtio bout products d services
through olie commuities focused o issues such s
pretig. The byCeter survey lso reveled tht moms
use differet socil etworks for differet purposes.
or exmple, moms reported relyig o lrger socil
etworks for socilizig d etertimet, d mom-
cetric commuities to grer iformtio d dvice
o pretig. Childres helth issues re overwhelmigly
the ledig topic of iterest withi these olie commuities,
followed by dvice regrdig childhood developmet.10
ess is kow bout the socil medi behviors of dds,
however, myrid of ew orgiztios, websites d blogs
idicte tht the dddy blogger er is ow upo us.11,12
Prets re lso usig socil medi to coect with their
ow childre. I recet survey by etrevo, 48 percet
of prets who were o cebook reveled tht they re
frieds with their childre; prets with teege childre
were the most likely to be frieds with their kids.13 Givetht prets re importt itermediry iuecers of
their childres ttitudes d behviors, this dt suggests
tht socil medi pltforms my be vible chel for
prets to shre iformtio bout public helth issues
with their childre.
WHAT ABOUT THE NEARLY 70
MILLION DADS IN THE U.S.?
eserch o prets public helth-relted
socil medi behviors hs lrgely focused
o moms, give tht wome ofte serve
s the gtekeepers of fmilys wellbeig.ut preset-d-ccouted-for dd is
lso ssocited with helthier d hppier
childre. Thus, its importt to uderstd
dds olie behviors, s well s moms.
accordig to the Pew eserch Ceter,
me d wome re eqully likely to hve
prole o socil etwork, suggestig
tht dds re just s likely to use socil medi
techologies s moms. Pew lso reportstht oce olie, wome d me re
eqully s likely to post their ow helth
experieces or to ccess the resources
creted by other people. ikewise, there
is o sigict differece i wome dmes use of socil etworkig services for
public helth queries d updtes, or theimpct of those iquiries.
Geder differeces do begi to emerge
whe the type of iformtio sought
olie is exmied. or exmple, me
re sigictly less likely th wome
to look olie for weight loss iformtio,iformtio bout physicis d helth
cre professiols, d iformtio bout
prescriptio medictios.
While geder-bsed socil medi reserchcot deitively tell us wht dds re
doig olie, it c give us ide. as
the er of the dddy blogger begis,
perhps we will see more reserch o
dds socil medi behviors.
Sources: Pew eserch Ceter, 2009;
TIME, 2010.
NSGHTS ON pARENTS fOR pUBC
HEATH-REATED SOCA mEDA OUTREACH
Facilitate peer-to-peer information sharing.
Pretl peers re perhps the most trusted
source of iformtio o childres issues for
other prets, d socil medi pltforms eble
moms d dds to shre experieces d
expertise with idividuls who were previously
out of rech.14 I fct, oe of the pricipl resos
moms d dds use socil medi is to seek out
d ler from dvice d iformtio shred
by other prets. Thus, eblig peer-to-peer
etworkig d iformtio shrig should be
key compoet of y socil medi c mpig
trgeted towrds prets.
Help busy moms and dads track public health
information. The relities of moder pretig
re ofte deed by demdig schedule lledwith school, doctors ppoitmets, sports prctice
or dycre. This hurried lifestyle ofte leves
moms d dds feelig exhusted, with little free
time to dedicte to their fmilys wellbeig.
Cosequetly, socil medi tools tht eble
prets to esily moitor public helth iformtio
d gols c be ivluble. or exmple, ddig
hshtg such s #childweightloss to Twitter
updtes from childhood obesity reductio
cmpig c eble busy prets to serch for
the cmpigs ofcil messgig d weight loss
recommedtios olie. Similrly, eblig
pret to trck their childs weight cross time usig
digitl body mss idex tool, llows the pret
to moitor their childs progress gist weight
loss gol, s well s see wht remis to be doe.
These tools re gret wy to grer support
for public helth issue, while eblig prets
to keep trck of iformtio d persol
progress cross time.
Remember that not all social networks are
the same. eserch suggests tht prets surf
betwee socil medi pltforms depedig o
the type of iformtio they re seekig. Mss
socil medi etworks such s cebook pper
to be more populr for socilizig, wheres smller
olie commuities re beig used s sources
of dvice d iformtio bout pretig.
I view of this reserch, the type of soci
pltform used to commuicte helth-re
messgig d its fuctio should lwy
cosidered whe prets re the trget
2.1.2 mid-lie woen
Wome re the pricipl helth cre decisio
i two-thirds of americ households, d
their 40s, 50s d 60s, ofte become the
sfety, helth, d welless gtekeeper for
fmilies, icludig their childre, spouse, or
prets or reltives.8
egiig i their erly 40s through their l
wome lso experiece severl chges th
hve profoud impct o their dy-to-d
Meopuse begis durig these yers, s d
eed for ul digostic testig for co
such s brest ccer d hert disese.
accordig to 2009 survey by logHe r, o
42 millio U.S. wome who go olie week
egge i some type of socil medi ctiv
pproximtely 13 millio re betwee the
44 d 62 yers.15 a 2009 study by ShesCo
reported tht wome over 40 yers of ge
for over hlf (53 percet) of core femle so
medi users i the U.S. 16
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rge etworks such s MySpce d cebook
re the most populr socil medi ctivity mog
wome of ll ges, followed by blogs, messge
bords d forums d sttus updtig through
pltforms such s Twitter.15
I 2009 the fstest growig segmet of cebook
users ws wome over ge 55; cebook use
mog wome ge 45 to 5 4 lso grew rpidly
durig this period.17
Wht re wome doig o socil medi
etworks? eserch suggests tht wome
primrily use pltforms like cebook to mke
coectios d shre items from their persol
lives, s well s seek out iformtio bout rel
people experiecig similr coicts. 18
Whe sked which topics do you like to red bout
d/or post commets bout olie? the logHersurvey reveled tht 42 percet of wome who
prticipte i socil etworks me helth d
welless s topic of iterest. I fct, wome rked
helth d welless s the fourth most-populr
topic of iterest overll.15
This dig ligs with womes roles s helth
cre d welless gtekeepers withi their fmilies.
NSGHTS ON mD-fE WOmEN fOR pUBC
HEATH-REATED SOCA mEDA OUTREACH
Leverage their role as gatekeepers for
their families. Give tht mid-life wome re
ofte resposible for the wellbeig d sfety
of diverse etwork of idividuls rgig
from teege childre to elderly reltives
they eed quick ccess to brod rry of
public helth iformtio olie. Socil medi
techologies c provide this ccess, d
ccordigly, should be mrketed to mid-life
wome s oe of the fstest d most efciet
mes of dig swers to public helth-
relted questios. Socil medi techology
c lso provide vluble support etworks for
wome iterested i shrig their experieces
olie, d lerig from others.
Blend wellness issues with other topics
of interest. While sfety, helth d
welless my ot be t the top of mid-life
womes iterests olie, whe bleded
with more populr ctegories such s fmily
or etertimet, these issues c potetilly
become more ppelig.
Socil medi techologies preset excellet
pltform for this type of topic meldig.
or exmple, fshio blogger could esily
icorporte cotet regrdig brest ccer
screeig by ecourgig reders to wer
pik durig the moth of October ntiol
rest Ccer awreess Moth. This type
of cotet c be shred esily mog
reders withi their ow socil etworks.
Balance public health information with
lifestyle solutions. Mid-life wome re
iterested i more th just sttic iformtio
they re lso ctively seekig c tioble
lifestyle or welless solutios. or exmple,
whe serchig for iformtio bout the
risks of dibetes, wome my lso seek out
tips o how to miti dibetic food pl,
or where to purchse sugr-free products.
Thus, whe commuictig with mid-life
wome bout public helth-relted issues vi
socil medi, its importt to offer equl
blce of iformtio regrdig welless,
prevetio, d positive lifestyle modictio.
2.1.3 Seniors
Seiors re mog the fstest-growig d most importt
cosumer segmets for public helth messgig d
itervetios. My of todys most sigict socil
mrketig iititives focus o commuictig with older
americs, d with the bby boomer geertio ow
eterig their 60s d 70s, this trget udiece will oly
cotiue to expd.
a persos ge c tell us gret del bout their digitl
behvior, d seiors re o exceptio. They hve log
bee oe of the most chllegig cosumer segmets
to rech olie d through socil medi chels.
This is lrgely ttributed to the very low rte of Iteret
d socil medi usge mog dults over 65 yers.
My seiors simply rely o more trditiol commuictios
pltforms, such s ewsppers d televisio, to obti
iformtio. or this reso, socil mrketers ofte rely
o word of mouth mrketig to commuicte with
seiors. This essetilly mes tht mrketers build
ctive, mutully beecil cosumer-to-cosumer d
cosumer-to-mrketer commuictios tht motivte
seiors to discuss issue, d mke it esier for those
discussios to tke plce.19
ut 2009 mrked sigict shift i the umber of
seiors usig socil medi. eserch from e -Mrketer
idictes tht the umber of Iteret users betwee
the ges of 63 d 75 who miti prole o socil
etwork grew from 10 percet i 2007 to 36 percet i
2009.20 This dt suggests tht seiors re oe of the
fstest-growig groups of socil medi users i the U.S .
nerly ll seiors who miti socil etwork prole
do so o cebook (90 percet).20 Oly 17 percet utilize
Twitter.20 as we ge, our socil etworks ofie begi to
deteriorte d coectios mde olie hve the potetil
to help ll the gp.21 Seiors doptio of pltforms such s
cebook suggests tht they my be usig socil medi
to ll the void creted by the loss of frieds or spouse.
espite the gis mde i the lst three yers, seiors
re still sigictly less likely th youger americs
to go olie d utilize socil medi i geerl, s well
s utilize socil medi d the Iteret to ccess helth
iformtio. The Pew Iteret & americ ife Project
reports tht oly 7 percet of the totl dult Iteret-usig
popultio is ge 64-72, d oly 4 percet of this
popultio is over the ge of 73.22 Seiors Iteret usge
SENORS ON SOCA NETWO
The percetge of Iteret users ge 6
75 yers who miti prole o so
etwork grew sigictly betwee 20
d 2010 (from 10 percet to 36 perce
respectively).
Source: Pew eserch Ceter, 2009
40%
35%
30%
25%
20%
15%
10%
5%
0%
2007
2
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lso decreses with ge. While 56 percet of seiors
ge 65-69 re olie, oly 45 percet ge 70-75
yers d 27 percet ge 76+ yers re olie.22
urther, of the 61 percet of americ dults
who go olie for helth iformtio, oly 27
percet re 65 yers d older.4 Seiors re lso
sigictly less likely to ccess user-geerted
cotet relted to helth whe compred with
dults ges 18 to 49 yers, d e-ptiets ges
30-64 re more likely th older e-ptiets to
hve tgged helth-relted cotet olie.4
NSGHTS ON SENORS fOR pUBC HEATH-
REATED SOCA mEDA OUTREACH
Consider starting ofine. Most seiors still
rely o trditiol medi etworks such s
ewsppers d televisio to obti iformtio.
ad while this is slowly chgig, seiors stilleed ecourgemet ofie to begi lookig
for cotet olie. or exmple, icorportig
liks to socil medi etworks d iterctive
websites, withi the coes of trditiol
dvertisig pltforms, my ecourge seior
cosumers to egge i socil medi cmpig.
adoptio my be lower th other cosumer
segmets, but c still be impctful.
Look to inuencers and intervening audiences.
My seiors rely o etwork of cregivers to
mge their persol helth. This etwork c
iclude dult childre, grdchildre or locl helth
cre providers, d these idividuls re mog
seiors most trusted sources of iformtio
regrdig how, whe d where to obti c re.
This etwork c lso be leverged to ecourge
more seiors, vi word of mouth techiques, to
use socil medi to obti public helth-relted
iformtio olie. octors c ecourge seior
ptiets to log o d ler more bout
medictios. Childre d grdchildre c tech
prets d grdprets how to use socil
medi etworks to iterct with fellow seiors.
all of these digitl itervetios c hve
profoud impct o seiors doptio of socil
medi techologies.
Watch for growth in social media adoption.
Medicre-eligible cosumers should o loger
be cosidered urechble vi socil medi
chels. Seiors socil medi usge grew
sigictly betwee 2007 d 2009, d reserch
suggests tht more growth is likely o the wy.
Socil mrketers d public helth commuictors
should tke ote of this tred, d wtch for
other socil medi treds mog americs
65 d older.
2.1.4 Eerging majorities
The socil medi eviromet is becomig
icresigly ethiclly d socio-ecoomiclly
diverse. mergig mjorities such s afric
americs d Hispics, who re ofte wrogly
ssocited with digitl divide or gp i
Iteret ccess d use cused by vriety of
socioecoomic d culturl fctors, re oe of the
fstest growig d most dymic users of socil
medi techologies. The emergece of smrtphoe
techology, combied with less expesive computers
d greter public Iteret ccess hs fueled this
growth. accordig to the Pew Iteret & americ
ife Project, afric americs re ow the
fstest-growig d most ctive users of the mobile
Iteret.23 amog hdheld device users, both afric
americs d Hispics re more likely to go olie usig
their hdheld device th Whites (48 percet d 47
percet versus 28 percet, respectively).23
eserch lso idictes tht emergig mjorities re usig
socil medi techologies i greter umbers th Whites.
a recet study by the Pew Iteret & americ ife
Project reveled tht Whites re less likely th afric
americs or Hispics to hve prole o socil
etworkig site (31 percet versus 43 percet d 48
percet, respectively), suggestig tht socil medi my
be highly effective mes to rech emergig mjority
udieces.24 Whites re lso less likely to use sttus updte
services, such s Twitter oly 19 percet of Whites use
these services wheres 26 percet of afric americs
do so.25
I regrds to helth, afric americ d Hispic
e-ptiets re more likely th Whites to report thttheir lst olie helth sessio hd mjor impct
(26% d 16% versus 11%, respectively).4 Yet afric
americs d Hispics re less likely th Whites to
reserch medicl problem olie, serch for iformtio
for prescriptio drugs d look for iformtio bout
doctors or helth professiols.4
Ufortutely, the growth i emergig mjorities use of
socil medi techologies hs ot resulted i improved
ccess to cre mog these popultios. This my be
due i prt to lck of comprehesive helth isurce.26
I 2009, the U.S. eprtmet of Helth d Hum
Services lbeled uisurce importt cotributor
to disprities i helth cre, d subsequet studies by the
Kiser mily oudtio hve reported tht emergig
mjorities such s afric americs d Hispics re
less likely th Whites to be isured.26,27 accordigly,
specic emergig mjorities re more likely to hve
less ccess to helth cre d experiece poorer helth
outcomes compred with Whites, mkig it ll the more
criticl to rech this cosumer segmet with effective
public helth-specic messgig.
EmERGNG mAJORTES AND
SOCA mEDA
afric americs d Hispics ow
Whites i their use of socil medi. O
percet of Whites olie hve prolsocil etworkig site, wheres 43 pe
afric americs d 48 percet of
olie do.
Source: Pew eserch Ceter, 2009
Whites
60%
50%
40%
30%
10%
20%
0%
African
AmericansH
- -
-
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INSIGHTS ON EMERGING MAORITIES FOR PUBLIC
HEALTH-RELATED SOCIAL MEDIA OUTREACH
Dont fear the digital divide. Specic emergig
mjority popultios re ow more likely to
use socil medi techologies th Whites,
idictig tht socil mrketers d public
helth commuictors should ot void
pprochig these popultios usig Web 2.0
techology. eserch hs reveled tht afric
americ d Hispic e-ptiets re more likely
to be impcted by helth iformtio olie,
suggestig tht commuictig with these
udieces vi socil medi my i fct be s
effective s commuictios ofie.
Ensure that all tools are mobile Web compliant. Give tht emergig mjorities frequetly rely
o mobile devices to ccess the Iteret, it is
importt to esure tht public helth-drive
socil medi efforts trgeted towrds these
udieces be ccessible usig mobile device.
This ofte mes tht socil mrketers must
rely o text-bsed messgig, d void more
dymic tools tht tke loger for cellulr
etworks to dowlod.
Sttus updte services such s Twitter mke
idel text-bsed chels for socil medi
messgig vi mobile techology, d should
be cosidered s key pltform for rechig
emergig mjority udieces.
Focus on easily implementable health care
solutions. espite growth i the use of socil
medi techologies, emergig mjority fmilies
still suffer from poorer helth outcomes d fce
lesser ccess to helth cre services th Whites.
This my be ttributed i prt to the cil
hrdships my of these fmilies experiece,
combied with the growig costs of helth cre.
or these resos, public helth messgig to
emergig mjority udieces should provide cler,
low-cost solutios or recommedtios regrdig
the issue t hd. Messgig d tools cot
be perceived s cretig dditiol burde
for these commuities.
2.2 Health Care providers
I idustry where compestio is ofte tied
to the umber of ptiets treted, helth cre
providers re discoverig tht socil medi is oe
of the most efciet d lest costly iformtio-
shrig resources vilble. More d more, providers
re drive towrds deliverig more persolized,
better-iformed cre, d hve strted usig
socil medi techologies to do so. Yet, brriers
to socil medi doptio mog these idividuls
remi. Whe it comes to ptiet-to-provider
iterctios vi socil medi, providers of te hesitte
to egge becuse of their medicl triig, which
stresses the importce of privcy d mitiig
professiol distce.28 My providers lso
feel tht eggig with ptiets vi socil medi
blurs the lie betwee HIPaa violtio d
good-fith iformtio shrig.
ut it is eggemet betwee fellow providers tht
is ofte most vitl to effective socil mrketig d
public helth itervetios. Thus, it is importt
to uderstd why my physicis still perceive
relice o peer-to-peer socil medi resources
s ultimtely uproductive. It is eqully criticl to
idetify why providers ofte still questio the
premise tht doptio of socil medi techologies
will ultimtely beet ptiet helth outcomes.
These public helth professiols re witig
stroger evidece from mrketers of socil
medis iheret vlue.
So how c we overcome these brriers roud
physicis perceptio of socil medi?
The swer my lie i the diffusios of iovtio
theory, which sserts tht people do ot embrce
ides just becuse they re ovel or re promoted
through mss medi.5 Helth cre providers, like
cosumers, re iueced by the ctios of their
iuetil peers. Thus, if more key opiio leders
i the public helth commuity c be persuded
to leverge socil medi pltforms, greter umbers
of providers will follow suit.
2.2 .1 priar Care phsicians
Primry cre physicis re oe of the lichpis
of the americ public helth system. They re
ofte the rst poit of cotct for iformtio-
seekig cosumers, d for tht reso, re
importt udiece for public helth-focused
socil mrketig cmpigs.
Historiclly, physicis hve bee wry of e
i socil medi. ut s youger, more Web
geertios of doctors begi prcticig m
the medicl commuity hs see shift i p
cre physicis level of socil medi egg
Severl recet surveys hve documeted th
accordig to Mhtt eserch survey
published i 2009, 60 percet of U.S. phy
re either ctively usig socil medi etw
re iterested i doig so. 29 nerly 90 per
olie U.S. physicis sy the Iteret is es
to their professiol prctice, d 2008
by orrester eserch idicted tht 76 pe
of olie physicis used oe form of soc
medi or other to crete, cosume, or sh
medicl cotet.3,30
Physicis eggemet i socil medi do
occur frequetly, however. ess th 50 peolie physicis report tht they crete, c
or shre medicl cotet o mothly bs
supportig the ssertio tht my provid
perceive frequet or dily use of socil me
ieffectul. Whe physicis do use socil
for professiol purposes, it predomitl
vi peer-to-peer etworks. I 2008, 73 per
of specilists olie icludig primry c
physicis reported usig physici port
to d iformtio or sty updted o cli
mtters d tretmets.3 a 2010 study by n
Kovc of ew medi use mog physicis
88 percet hve visited cebook d 16 p
idicte they re usig or hve visited Twit
xclusive physici-trgeted socil medi e
such s Sermo, SocilM d Ozmosis re
providig physicis with sfe, secure evir
i which to shre ides. These etworks h
ttrcted tes of thousds of members
loe hd over 100,000 members i 2009
of their ppel is the ssurce tht oly li
physicis my become members d shre
This wlled grde pproch bolsters phy
codece i the relibility d ccurcy o
etworks cotet d sources.
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pHySCANS pREfERRED CNCA
AND TREATmENT RESOURCES ONNE
a 2008 orrester eserch survey idictes
tht physicis re ow relyig o the digitl
equivlet of trditiol commuictioschels for cliicl d tretmet iformtio.
Source: orrester eserch, 2008
- -
-
0% 20% 40% 60% 80% 100%
Association or
professional
society
Online journals
Literature
databases
Physician
portals
Drug reference
tools or
databases
Wht re physicis discussig o these etworks? Most
olie specilists coect vi the Iteret to improve their
prctice d busiess, or d or shre cses, iformtio
o prescriptio drugs or tretmets, d reserch.3
eserch preseted by Joel Selzer, Co-ouder d CO
of Ozmosis, suggests tht physicis re focused o skig
d swerig questios, etworkig with peers, cosultig
o cliicl cses, discussig product efccy, reviewig
public helth lerts d cosumig cotiuig medicl
eductio d eductiol videos.32
These digs suggest tht key medicl opiio leders
d iformed peers remi two of the key iuecers of
physicis behvior d cliicl prctices.
NSGHTS ON pRmARy CARE pHySCANS fOR
pUBC HEATH-fOCUSED SOCA mEDA OUTREACH
Authenticate your evidence online. Primry crephysicis vlue the iformtio tht is vilble to
them olie, but wt to kow where it comes from
d who they re commuictig with. Thus its
importt to iclude evidetiry iformtio whe
deliverig prticulr dig or set of public helth
recommedtios to primry cre physicis vi
socil medi chel. It my lso be criticlly importt
to require tht physicis submit some type of professiol
idetictio before prticiptig i peer-to-peer
socil medi etwork or olie coverstio.
tig d sourcig the iformtio you provide c
be ccomplished reltively esily usig digitl tctics.
or exmple, hyperlikig to origil source or
jourl bstrct is gret wy to iclude referece
without ddig dditiol cotet. This is lso key
opportuity for govermet-sposored websites,
if the iformtio is esy to d d ccess.
Keep it simple (or risk losing your audience). Time is
precious commodity mog primry cre physicis,
who re ofte tsked with tretig ptiets bck-to-bck
throughout the workdy. Cosequetly, these providers
must be ble to icorporte socil medi pplictios
ito their dy-to-dy lives simply d efcietly. Time or
lbor-itesive pplictios will likely be igored i fvor
of tools tht re more esily utilized.
Oe wy to icrese the efciecy d
effectiveess of socil medi pplictios trgeted
towrds providers is to iclude tool for users
to seek help if they eed dditiol iformtio
or ssistce olie. Offerig digitl help desk,
for exmple, is gret wy for physicis to ler
how to vigte your socil medi pplictio
i rel-time, without the dded time d
complictio of cotctig you directly.
Look to digital champions and ambassadors.
ike my of us, physicis ted to rely o
etworks of trusted peers d well-estblished
public helth istitutios for cliicl d tretmet
iformtio. Socil lerig theory supports this
otio, d tells us tht chmpios ply
sigict role i ecourgig positive behvior.5
a like-mided key opiio leder or istitutioo the frot lies of public helth issue c
ofte become digitl mbssdor for
cmpigs socil medi messgig, give his
or her bility to dissemite trusted cotet
to lrge etworks of peers o d ofie.
These etworks c i tur become importt
iformtio pipelies durig cmpig or
public helth crisis. igitl mbssdors c lso
provide isights o how to rech d iuece
specic groups of cosumers d providers.
Its importt to ote tht y reltioship with
public helth professiols withi the cotext
of socil mrketig cmpig should remi
trspret d uthetic to esure the credibility
of the cmpig d its messgig remis itct.
2.2.2 Nurses
nurses re ofte the rst poit of cotct for
cosumers seekig helth cre d, like primry
cre physicis, they hve historiclly bee skepticl
of socil medis potetil to improve ptiet cre.
Yet urses re ofte more willig to egge i
ptiet-to-provider iterctios vi socil medi
pltforms. as urse blogs such s Codeblog d
mergiblog d ursig commuities such s
allnurses d nurseCoect hve grow, more
d more urses re begiig to shre olie.
Ptiet-to-urse iterctios vi socil medi
occur i my wys. or exmple, pproxi
three out of four U.S. urses recommed h
websites to ptiets.33 nurses re lso utili
micro-bloggig d sttus updte services
commuicte with ptiets, s well s oe
I 2010 survey, 11 percet of urses reporte
Twitter d 77 percet reported visitig c
egrdig exclusively peer-to-peer egg
reported 65 percet of urses pl to e
i socil medi i the future for professio
developmet resos.34 nursig blogs driv
sigict portio of this eggemet mos
report usig blogs for eductio d profe
developmet.34 also, erly 25 percet of
report visitig the professiol developme
etwork ikedI.
NSGHTS ON NURSES fOR pUBC
HEATH-fOCUSED SOCA mEDA OUTR
Nae our sources. ike physicis, ur
vlue iformtio vilble olie d th
socil medi etworks, but wt to kow
it comes from. Iformtio shred vi socichels tht is ot thoroughly referec
sourced is ot likely to be used by urse
cliicl settig ofie. blig urses to
iformtio o their bckgroud or cliic
before shrig public helth recommed
with ptiets or peers c lso be impor
or exmple, disclosig if urse is reg
urse or certied urse prctitioer,
dd to the credibility of the iformtio
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manage but dont control dialogue. Whe it comes to
socil medi, urses vlue isights d feedbck from
ptiets d fellow urses like. Thus, socil medi
commuities d tools desiged for urses should
eble everyoe to ler d shre, provided tht the
iformtio give remis trspret. attempts t
cotrollig the coverstio my drive urses wy,
d dimiish the vlue of the socil medi pplictio.
Create a cliate that acilitates education and ersonal
inoration sharing. nursig is very persol professio,
d urses ofte crete ptiet composites msh-up
of severl similr ptiet experieces ito sigle
ptiet whe discussig their experieces olie.
Other urses c ler from these composites d
shre them with ech other.
ut urses re lso iterested i coectig with oe
other d shrig stories bout their dy-to-dy lives.
Idelly, socil medi etwork gered towrds ursesshould eble them to do both.
2.2 .3 Health Sstes and Hositals
Helth cre systems d hospitls re criticl udiece
for socil mrketers d public helth commuictors. They
house ptiets o their jourey towrds welless d ofte
serve s trusted uthorities for public helth iformtio.
The umber of hospitls doptig socil medi techologies
hs skyrocketed i recet yers.35 Socil medi pltforms
such s cebook, YouTube d Twitter re ow beig used
i customer service, medi reltios, d provider recruitmet
efforts. or exmple, the Myo Cliic i Miepolis hs
creted cebook Pge d Twitter feed dedicted
to helpig people d job t the Cliic. Job seekers c
see sttus updtes o ew opeigs, or post commets
or questios bout workig t oe of the Cliics fcilities.
d eett, irector of Web Strtegy t the Uiversity
of Mryld Medicl System, hs estimted tht the
socil medi doptio rte mog hospitls i the U. S.
is pproximtely 53 percet.36 The rte of doptio is
hevily skewed to lrger hospitls, but this my chge
s more fcilities gi better ude rstdig of the
low-cost beets socil medi pplictios c provide.
Ptiets re lso respodig to hospitls efforts. nerly
oe-qurter of e-ptiets lredy cosult rkigs or
reviews olie of hospitls or other medicl fcilities.4
Still oly four percet post review of hospitl olie.4
AUDENCE NSGHTS ON HEATH SySTEmS AND
HOSpTAS fOR pUBC HEATH-fOCUSED
SOCA mEDA OUTREACH
Turn roviders into advocates.
eserch hs demostrted tht growig
umber of americs re seekig iformtio
olie bout where to obti helth cre.
accordigly, hospitls flited providers should
be give socil medi tools to commuicte with
potetil ptiets bout the type of cre they c
expect to receive t prticulr fcility, s well
s covey relible public helth iformtio to
members of the hospitls commuity. Physicis
d urses c become hospitls strogest
dvoctes through socil medi pltforms such
s blogs d podcsts, ll of which c be mde
vilble through hospitls website.
Counicate intentions and exectations.Helth cre fcilities tht utilize socil medi
should clerly commuicte their socil medi
policies d procedures to their ledership,
stff d ptiets. This my be doe i writig
or vi the hospitls website or blog, if oe exists.
Clerly displyig socil medi policies elimites
cofusio regrdig the itet of hospitls socil
medi efforts, d helps mitigte potetil risks.
ook to social edia in a crisis. Give tht
socil medi techology c eble two-wy
commuictios i rel-time, it c be vluble
tool for hospitl durig public helth crisis.
More speciclly, socil medi pltforms c be
used to recruit medicl voluteers to disster site,
rpidly covey criticl iformtio to commuity,
d lig respose efforts o the groud.
after the crisis hs subsided, the goodwill creted
by these types of socil medi-bsed respose
efforts c result i hospitl becomig more
trusted source of public helth iformtio
mog its costituets.
WHAT SOCA mEDA NETWORKS
DO HOSpTAS pREfER?
Hospitls use of socil medi pltforms grew
expoetilly betwee 2009 d 2010. amog
smple of 660 hospitls i the U.S. whoutilize socil medi, 507 utilize Twitter, 459
utilize cebook, 308 utilize YouTube, d 85
utilize blogs.
Sources: Ogilvy, 2010; d eett.org, 2010
- -
-
0 100 200 300 400 500 600
Blogs
YouTube
3. Summry Coclusios
Socil mrketig is rooted i the belief tht g
udiece eggemet trsltes ito more p
solutios d itervetios.5 Socil etwor
fcilitte eggemet, d with the dvet o
medi etworks olie, peoples prticiptio
mrketig itervetios is ow greter th
Public helth progrms hve leverged this
d re successfully doptig pltforms su
cebook d YouTube to iuece d ch
peoples behviors for the better.37 eelig
hve the right iformtio to live helthier,
fulllig lives is empowerig, d socil me
fuel tht sese of empowermet.
ut ot ll of us re e-ptiets coected tsocil etwork of public helth iformtio
If socil mrketig is truly bout protectig
improvig the wellbeig of others, we must
wys to rech d egge those who re
ctively seekig public helth iformtio
the Web. Perhps givig providers d co
equl shre of voice i the developme
public helth messgig d itervetios w
us overcome this chllege. Socil mrkete
udoubtedly be usig socil medi techo
to seek d d the swer.
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