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Healthcare Media: Review 2019

Healthcare Media: Review 2019 | Social Media and Healthcare | Scoop.it

''Media” has long been part of our moniker here at MM&M – it is, quite literally, the third M of a brand that started its life and remains, at its heart, Medical Marketing and Media – but 2019 marked the first year in quite some time that we attempted to cover it on more than a semi-regular basis.

 

Frankly, we picked a fortunate time to start, given the flood of transformative news during the year.

 

But don’t take our word for it. For the final Third M dispatch, before we change calendars, MM&M asked several of the smartest folks in and around health media to answer a few questions about the people and trends that stood out during 2019. Their responses did not disappoint.

 

Here’s hoping for a similarly scintillating 2020.

 

What was the most important, most welcome, weirdest, coolest or otherwise most interesting trend or event in health media during 2019, and why?

The physicians who embraced TikTok. There are about 20 doctors (as well as residents and medical students) who are using the popular video platform to share health information. What I find jarring is the juxtaposition of medical topics with the informal nature of the videos. However, I am far from the Gen-Z audience that makes up a significant portion of the TikTok demographic.

 

“The value of the platform for health education was highlighted by Dr. Rose Marie Leslie in September when she created a video on the dangers of vaping. It amassed millions of views and led to mainstream media attention from ABC News, among others. Clearly these physicians are doing something right because many of them have gained tens of thousands of followers on TikTok. We’ll be watching.” – Eileen O’Brien, managing director, social media, W2O

 

“Authenticity. From UX design to chatbots, the bar for creating an authentic experience for the consumer has been elevated this year. Authenticity in 2019 evolved beyond the selection of a credible spokesperson for messaging—it’s about infusing it into every brand attribute, using a variety of elements (e.g., voice and visuals) to create an inimitable and trustworthy consumer experience.” – Tabytha Gil, linguistic insights analyst, Ogilvy Health

 

“The rise of voice search, which essentially means two things. First, with respect to the voice search queries input via your mobile phone or tablet: There are a variety of different statistics out there, but most analysts estimate that approximately 30% to 55% of all U.S. search traffic is being driven by voice search at the moment. This means that both your SEO and SEM strategies need to evolve. This is especially so for health, as voice search is already prompting many more long-tail keywords. The specificity of these keywords is an important point to note, with patients more likely to speak complicated clinical search terms rather than trying to type them.

 

“Second, there is an entirely different type of voice search playing out across AI-powered smart speakers, like Amazon’s Echo or Show, or the Google Home and Nest Hub. In these scenarios, particularly when there is zero UI or no screen, how can a brand take advantage of voice-driven search queries? One can easily envision this working in an unbranded example, but the billion-dollar question is how can branded search results populate in a compliant manner? The entire voice search economy will be a fascinating one to watch in 2020, but make no mistake: Both Amazon and Google are hard at work figuring out a way to monetize this smart search inventory.” – Justin Chase, EVP, innovation, and media, Intouch Solutions

 

“The focus on awareness, education, and support around mental health, from organizational, partnership and consumer perspectives. Second, patient influencers and advocates are driving health actions, and brands started to notice. As for the coolest event in 2019, Healthline Media partnered with wellness advocate Nitika Chopra to create Chronicon, bringing together hundreds of influencers to the first daylong event devoted to people struggling with chronic health issues.” – Ingrid Eberly, VP corporate marketing, Healthline Media

 

Read More: https://www.mmm-online.com/home/channel/media-news/health-media-2019-the-year-in-review/

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Optimizing the Design of Online Randomized Controlled Trials (The Sexunzipped Trial)

Optimizing the Design of Online Randomized Controlled Trials (The Sexunzipped Trial) | Social Media and Healthcare | Scoop.it

Sexually transmitted infection (STI), unwanted pregnancy, and abuse within relationships are public health problems that have a high impact on young people . There are high social and economic costs, making it important to identify cost-effective interventions.


Digital media interventions for sexual health have great potential because of the reach and popularity of technology such as the Internet and mobile phones, especially with young people . Such interventions offer advantages over face-to-face interventions since they can be accessed privately and at users’ convenience and programs can be tailored to meet users’ needs.


The “Sexunzipped” website is an interactive, theory-based website that aims to give young people the tools to make informed decisions about their sexual well-being . We conducted a randomized controlled trial to inform the feasibility of a future definitive online randomized controlled trial to evaluate the Sexunzipped website and to contribute to knowledge about the optimal design of online trials including the best ways to measure sexual health outcomes online .

Background: Sexual health problems such as unwanted pregnancy and sexually transmitted infection are important public health concerns and there is huge potential for health promotion using digital interventions. Evaluations of digital interventions are increasingly conducted online. Trial administration and data collection online offers many advantages, but concerns remain over fraudulent registration to obtain compensation, the quality of self-reported data, and high attrition.


Objective: This study addresses the feasibility of several dimensions of online trial design—recruitment, online consent, participant identity verification, randomization and concealment of allocation, online data collection, data quality, and retention at 3-month follow-up.


Methods: Young people aged 16 to 20 years and resident in the United Kingdom were recruited to the “Sexunzipped” online trial between November 2010 and March 2011 (n=2036). Participants filled in baseline demographic and sexual health questionnaires online and were randomized to the Sexunzipped interactive intervention website or to an information-only control website. Participants were also randomly allocated to a postal request (or no request) for a urine sample for genital chlamydia testing and receipt of a lower (£10/US$16) or higher (£20/US$32) value shopping voucher compensation for 3-month outcome data.


Results: The majority of the 2006 valid participants (90.98%, 1825/2006) were aged between 18 and 20 years at enrolment, from all four countries in the United Kingdom. Most were white (89.98%, 1805/2006), most were in school or training (77.48%, 1545/1994), and 62.81% (1260/2006) of the sample were female. In total, 3.88% (79/2036) of registrations appeared to be invalid and another 4.00% (81/2006) of participants gave inconsistent responses within the questionnaire. The higher value compensation (£20/US$32) increased response rates by 6-10%, boosting retention at 3 months to 77.2% (166/215) for submission of online self-reported sexual health outcomes and 47.4% (118/249) for return of chlamydia urine samples by post.


Conclusions: It was quick and efficient to recruit young people to this online trial. Our procedures for obtaining online consent, verifying participant identity, automated randomization, and concealment of allocation worked well. The optimal response rate for the online sexual health outcome measurement was comparable to face-to-face trials. Multiple methods of participant contact, requesting online data only, and higher value compensation increased trial retention at 3-month follow-up.


source: http://www.jmir.org/2013/12/e278/

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TikTok is now being used to combat health misinformation and it's working!

TikTok is now being used to combat health misinformation and it's working! | Social Media and Healthcare | Scoop.it

Dr. Rose Marie Leslie is hoping to reach teens with a message about the dangers of e-cigarettes. So she’s started posting regularly on TikTok, the popular short video app, and has collected a large following.

 

Leslie, who goes by @DrLeslie and is a family medicine doctor at the University of Minnesota Medical School, has amassed more than 300,000 followers on the platform in recent months. Most of her TikTok videos offer insights on health issues that impact teens, ranging from how to talk to doctors about birth control to why it’s a bad idea for a group of friends to share a lollipop.

 

She’s best known for getting real about vaping and vaping-related illness. The issue is more urgent than ever for many parents, with surveys showing that vape use at an all-time high among teens amid an outbreak of a life-threatening vaping illness. 

 

Part of the problem, according to medical experts, is the teens aren’t aware of the risks because public health organizations aren’t communicating with them on the platforms they use.

 

That’s where Leslie comes in.

 

Leslie doesn’t talk down to the viewer, but instead shows side-by-side images of a vaping-related lung injury and a normal lung biopsy, and discusses the root causes.

 

In one video, she shows her followers what vaping lung illness really looks like under a microscope. “That is terrifying,” she says in the video.

 

Leslie says she gets a lot of messages from teens who have stopped vaping because they watched one of her videos.

 

“I expected it as a primary-care doctor who’s often talking to teens about the health risks associated with something like vaping that’s perceived as cool,” she said.

 

Greater engagement on TikTok than other platforms

 

Leslie is just one of the doctors who have recently started popping up on TikTok. Far more physicians are on Twitter and Instagram, which are more popular with older generations.

 

But those who have taken the TikToK plunge say they are experiencing far greater engagement on content there than on other social media platforms.

 

Jefferson Health’s Dr. Austin Chiang, one of the most active physicians on social media, recently joined TikTok after reading about how it’s taking off. 

 

Chiang uses TikTok primarily as a platform to talk to other young doctors about issues that matter to them, like the cost of medical education or the sacrifice of giving up their 20s to spend nights and weekends in the hospital.

 

Chiang says he already sees the most engagement on TikTok, which is used by more than 700 million people daily, according to its owner ByteDance.

 

Chiang and Leslie are also using TikTok to combat health misinformation.

 

“I’ve heard the criticism that doctors and other medical professionals on social media are somehow less credible, or won’t be taken as seriously by their peers,” said Sherry Pagoto, a behavioral scientist and professor at the Department of Allied Health Sciences at the University of Connecticut. “But I think that school of thought is going to be a thing of the past.”

 

Pagoto notes that medical experts need to meet teens where they are, rather than sticking to the older methods of advertising on television or Facebook.

 

“It would be great for public health organizations to follow the lead of these medical professionals on TikTok,” she said.

 

Read More: https://www.cnbc.com/2019/11/29/doctors-use-tiktok-to-talk-to-teens-about-vaping-birth-control.html

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Social Media Can Boost Disease Outbreak Monitoring, Study Finds

Social Media Can Boost Disease Outbreak Monitoring, Study Finds | Social Media and Healthcare | Scoop.it

Monitoring social media websites like Twitter could help health officials and providers identify in real time severe medical outbreaks, allowing them to more efficiently direct resources and curb the spread of disease, according to a San Diego State University studypublished last month in the Journal of Medical Internet Research,Medical News Today reports.


Study Details


For the study, lead researcher and San Diego State University geography professor Ming-Hsiang Tsou and his team used a program to monitor tweets that originated within a 17-mile radius of 11 cities. The program recorded details of tweets containing the words "flu" or "influenza," including:


  • Origin;
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  • Whether the tweet was an original or a retweet; and
  • Any links to websites in the tweet.


Researchers then compared their findings with regional data based on CDC's definition of influenza-like illness.

The program recorded data on 161,821 tweets that included the word "flu" and 6,174 tweets that included the word "influenza" between June 2012 and the beginning of December 2012.


According to the study, nine of the 11 cities exhibited a statistically significant correlation between an uptick in the number of tweets mentioning the keywords and regional outbreak reports. In five of the cities -- Denver, Fort Worth, Jacksonville, San Diego and Seattle -- the algorithm noted the outbreaks sooner than regional reports.

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Research on social media......

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This is a cool article to show the real life change that social media is creating. Before it was stated that it would take up to two weeks to detect an outbreak of a disease but now with social media it can be done in a day. 

This article really shows how social media is becoming a part of our everyday life and is taking on roles that we probably didn't expect it to. 

However with the number of users increasing it is important to have tools that help us monitor the large amount of data that is present. 

Its no good having all this information if we cannot harness it's true potential, like the one illustrated in this article for disease break out.

Would you like me to help you with your Social Media Activities?

Please fill this form and I will get in touch with you