1. 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

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

3. THE BIRTH OF SOCIAL MEDIA  Web 2.0  Types  Publication/Discussion Tools  Blogger  Micropublication  Virtual Worlds  Social Gaming  Social Networks 3

4. SOCIAL MEDIA OUTLETS 4

5. 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

6. 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

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 7

8. 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

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 9

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 10

11. CDC 11

12. NIH: THE HEART TRUTH 12

13. FEMA 13

14. PSI: HIV 14

15. PSI: MALARIA 15

16. TRUST CONDOMS: HIV 16

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 17

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 18

19. CONCLUSION 19

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.  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

21. QUESTIONS 21