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UTILIZING SOCIAL MEDIA TO IMPROVE HEALTH OUTCOMES Presented By: LT Tala Hooban, Tala.Hooban@hhs.govTala.Hooban@hhs.gov LTJG Tracy Tilghman, Tracy.Tilghman@fda.hhs.govTracy.Tilghman@fda.hhs.gov LCDR Jyl Woolfolk, Jyl.Woolfolk@foh.hhs.govJyl.Woolfolk@foh.hhs.gov 1
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OVERVIEW Background Health Communications and Social Marketing Using Social Media to improve health outcomes Best Practices Challenges Moving Forward 2
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THE BIRTH OF SOCIAL MEDIA Web 2.0 Types Publication/Discussion Tools Blogger Micropublication Virtual Worlds Social Gaming Social Networks 3
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SOCIAL MEDIA OUTLETS 4
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HEALTHY PEOPLE 2020 Social Media Incorporation Current BenchmarksHealthy People 2020 Objectives Internet Access68.5% (2007)75.4% Mobile Devices6.7% (2007)7.7% Reliable health-related websites 52% (2009)57.2% Ease of access to health- related information 37.3% (2007)41% 5
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THE BASICS: HEALTH COMMUNICATIONS Health Communications: the study of methods to inform and influence individual and community decisions to enhance health 6 1: Planning & Strategy Development 2: Developing & Pretesting Concepts, Messages & Materials 3: Implementing the Program 4: Assessing Effectiveness & Making Changes Health Communications Stages
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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 7
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THE BASICS: SOCIAL MARKETING Social Marketing vs. For-Profit Marketing The 4 P’s Product Place Price Promotion (Policy) PricePlace Product Promotion Marketing Mix 8
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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 9
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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 10
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CDC 11
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NIH: THE HEART TRUTH 12
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FEMA 13
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PSI: HIV 14
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PSI: MALARIA 15
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TRUST CONDOMS: HIV 16
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IMPLEMENTATION CHALLENGES One size does not fit all Accessibility Ease of use Information overload Slow implementation Brief information Quick release of information Trusty source 17
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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 18
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CONCLUSION 19
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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. 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?topi cid=18. http://www.healthypeople.gov/2020/topicsobjectives2020/objectiveslist.aspx?topi cid=18 20
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QUESTIONS 21
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