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Leveraging Social Media for Better Health: Strategies & Insights

This presentation covers utilizing social media for health outcomes improvement, best practices, challenges, and future strategies. It delves into social marketing, the role of social media outlets, and implementation challenges.

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Leveraging Social Media for Better Health: Strategies & Insights

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  1. Utilizing SOCIAL MEDIA TO IMPROVE HEALTH OUTCOMES Presented By: LT Tala Hooban, Tala.Hooban@hhs.gov LTJG Tracy Tilghman, Tracy.Tilghman@fda.hhs.gov LCDR Jyl Woolfolk, Jyl.Woolfolk@foh.hhs.gov

  2. Overview • Background • Health Communications and Social Marketing • Using Social Media to improve health outcomes • Best Practices • Challenges • Moving Forward

  3. The Birth of social media • Web 2.0 • Types • Publication/Discussion Tools • Blogger • Micropublication • Virtual Worlds • Social Gaming • Social Networks

  4. SOCIAL MEDIA OUTLETS

  5. Healthy People 2020

  6. THE BASICS: HEALTH COMMUNICATIONS • Health Communications: the study of methods to inform and influence individual and community decisions to enhance health Health Communications Stages

  7. THE BASICS: SOCIAL MARKETING • Social Marketing: Use of traditional marketing techniques that have been adopted to promote social behavior change. • Components: • Development of background, purpose, focus • Situational Analysis • Identify target audience • Marketing Mix (4 P’s) • Budget • Evaluation plan • Implementation Plan

  8. The basics: social marketing • Social Marketing vs. For-Profit Marketing • The 4 P’s • Product • Place • Price • Promotion • (Policy) Marketing Mix

  9. Social media integration • Health Communications and Social Marketing Mix • Targeting behavior change • Research Theories • Key elements for success • Having a plan • Segmenting audience • Utilizing formative research • Evaluation

  10. Best practices • Governmental • Centers for Disease Control and Prevention (CDC) • National Institutes of Health (NIH) • Federal Emergency Management Agency (FEMA) • Non-governmental • Population Services International (PSI) • International Advertising

  11. CDC

  12. NIH: The Heart Truth

  13. FEMA

  14. PSI: HIV

  15. PSI: malaria

  16. Trust condoms: hiv

  17. Implementation challenges • One size does not fit all • Accessibility • Ease of use • Information overload • Slow implementation • Brief information • Quick release of information • Trusty source

  18. Moving forward • Establish S.M.A.R.T. objectives • Know your audience • Determine resource needs • Ahead of changing technology • Test, retest, and test again • More research is needed

  19. Conclusion

  20. references • Freimuth, V; Quinn, S C. (2004). The Contributions of Health Communication to Eliminating Health Disparities. American Journal of Public Health, Vol. 94, No.12. • Grier, S; Bryant, C. (2005). Social Marketing in Public Health. Annual Review of Public Health, 26:319. • Grier, S; Bryant, C. (2005). Social Marketing in Public Health. Annual Review of Public Health, 26:319. • Ellison, N. (2008). Social Networking Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 210-230. • Health Communication and Health Information Technology (2011). In Healthy People 2020 Topics & Objectives. Retrieved from http://www.healthypeople.gov/2020/topicsobjectives2020/objectiveslist.aspx?topicid=18.

  21. questions

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