Utilizing SOCIAL MEDIA TO IMPROVE HEALTH OUTCOMES

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