1. COMM 3302 e Health & Telemedicine Shawn McCombs UH School of Communication Shawn McCombs UH School of Communication http://soc.class.uh.edu/~smccombs 2006 UH School of Communication - Health Communication Lecture Series - All Rights Reserved

2. COMM 3302 e Health & Telemedicine Shawn McCombs UH School of Communication Shawn McCombs UH School of Communication http://soc.class.uh.edu/~smccombs Digital Health: Perceived Benefits and Health Impact

3. Topics Key Terms Digi-Health: Perception, Benefits, Impact health Campaigns and Channel Selection Measuring Digital Health Potential Key Terms Digi-Health: Perception, Benefits, Impact health Campaigns and Channel Selection Measuring Digital Health Potential

4. Digital Health: Perceived Benefits and Health Impact CMC Computer Link Hypermedia Lurking Self-Efficacy Push-Technology Tailored-Messaging Teleconferencing Virtual Communities Virtual Community Building Network Support Support Network CMC Computer Link Hypermedia Lurking Self-Efficacy Push-Technology Tailored-Messaging Teleconferencing Virtual Communities Virtual Community Building Network Support Support Network Key Terms Major Topics: Digital Health: Can and Will it work? The Power of Public Perception

5. Overview The roll out of online health advice and information services represents part of a wider initiative to capitalize on ICT applications in consumer markets and in the context of digital government. A number of ICT platforms should be considered based on the services to be carried, in order to avoid the pitfalls of the digital divide.

6. Overview, Continued... Information sharing can be facilitated horizontally among citizens as well as vertically between citizens and government. Interactive media can be deployed to roll out large quantities of health-related information that members of the public and patient groups can consult in their own time whenever the need arises. *Significance = Reminds of us the benefits of convergence by highlighting modern ways of communicating between and among various stakeholders.*Significance = Reminds of us the benefits of convergence by highlighting modern ways of communicating between and among various stakeholders.

7. Overview, Continued... Types of digital health provision Deliberate attempts to raise public awareness or to change attitudes and behaviors in relation to specific health issues Non-directional information services that are available 24/7 for online consultation Interactive online facilities for facilitating networking between geographically dispersed individuals who share common health problems, and transitions between public and health professionals concerned with personalized inquiries about health problems.

8. Overview, Continued... One of Digital Health’s biggest challenges is bridging the Digital Divide all ICT’s play a role here Internet, however, the biggest culprit The solution: flooding the market with multiple channels of repurposed messages.

9. Overview, Continued... Use of CMC’s: Has seriously modified traditional methods of communicating health information; both vertically (between patients and caregivers) and horizontally (between patients and caregivers, and Doctors). ☤

10. Convergence & Multimedia : Health Campaigns and Channel Selection Health Campaigning: Selecting the Best Channels Health Campaigning: Selecting the Best Channels

11. Health Campaigns and Channel Selection Health Campaigns have relied on traditional mass media for delivery for some time. WWW and Internet a relatively new frontier Not all universally successful, for a variety of reasons Category/Medium utilization directly correlated to population percentages. Population Utilization determined by several factors, including: Access to the medium Credibility Relevance Health Campaigns have relied on traditional mass media for delivery for some time. WWW and Internet a relatively new frontier Not all universally successful, for a variety of reasons Category/Medium utilization directly correlated to population percentages. Population Utilization determined by several factors, including: Access to the medium Credibility Relevance

12. Health Campaigns and Channel Selection, Continued... Possible channels for health campaigns: Television Radio Newspapers and other mass-market printed media Billboards Posters Theater slides Music Internet Computer games CD-ROM disks Possible channels for health campaigns: Television Radio Newspapers and other mass-market printed media Billboards Posters Theater slides Music Internet Computer games CD-ROM disks

13. Channels vary in they reach, how much attention they command, and the way they present information. The impact of health messages can be measured in terms of how many people are reached, whether the right people are reached, whether audiences pay attention to and understand health messages, the degree to which the messages have perceived relevance for recipients, the credibility of the message and its source, and its ability to raise the public profile of the issue. Health Campaigns and Channel Selection, Continued...

14. There are also differences between channels and media in terms of the kinds of messages they can most effectively present the ability of different kinds of messages to produce the desired effects the cost of producing messages for that channel or medium and the cost of the channel or medium itself in relation to the access it can provide to the target audience. Health Campaigns and Channel Selection, Continued...

15. One important and often overlooked fact: Maximizing Message Receipt by using ALL delivery types the buffet of knowledge; like podcasting and streaming... (iPod example) Health Campaigns and Channel Selection, Continued...

16. Posters and billboards May be cheaper than using television May reach fewer people Differences in the level of attention to health messages on billboards and posters as compared with television Health Campaigns and Channel Selection, Continued...

17. Advertisements on television may reach large numbers or people, but attention to them may be poor. May be competing with five or more other commercial messages. Embedding health messages within entertainment programming (i.e. soap operas) may provide a more subtle method of getting the message across. Health Campaigns and Channel Selection, Continued...

18. The Internet may carry large quantities of info to a variety of modalities (text, audio and video). Large numbers of people can be reached. Messages can readily be produced in a number of versions, and target to different subgroups of the general audience. More dynamic involvement of audience members by utilizing the interactive capabilities of the Internet. Moderately effective across the public as a whole Internet was rated as poor in terms of its current agenda setting capabilities. ???? Why? Health Campaigns and Channel Selection, Continued...

19. The Importanc e of the Message: Health Campaigns and Channel Selection, Continued...

20. Audiences should not be treated as a homogeneous mass, because audience members have different personal characteristics, interests and needs. The purpose and objectives of a campaign can also affect channel choice. The choice of communication channel for health campaigning must be informed by the kinds of outcomes its producers and sponsors hope to achieves. Health Campaigns and Channel Selection, Continued...

21. Characteristics of Mass Media - Revisited... Must be familiar with characteristics in order to truly appreciate health communication potential Audience Space Time Display & Distribution Etc... How is E-Health Effected by all of them? Health Campaigns and Channel Selection, Continued...

22. The tailoring of health messages cannot be as readily achieved through older mass-media technology. Messages based on target audiences’ motives and readiness to change their behavior and that used participants’ own names were more effective in the context of promoting physical activity change than were messages that omitted these elements. Health Campaigns and Channel Selection, Continued...

23. Message tailoring must take into account factors such as relevance, perceived risk, self-efficacy, and the type of feedback provided to message recipients. Health Campaigns and Channel Selection, Continued...

24. Measuring Potential : Gaging Various Impacts of Delivery Components Impact of Retrieved Online Information Impact of Retrieved Online Information Impact of Online Support Networks Impact of Online Support Networks Impact on Health Service Use Impact on Health Service Use Impact on the Digital Diagnosis Impact on the Digital Diagnosis Impact on User’s Health Status Impact on User’s Health Status Impact of Retrieved Online Information Impact of Retrieved Online Information Impact of Online Support Networks Impact of Online Support Networks Impact on Health Service Use Impact on Health Service Use Impact on the Digital Diagnosis Impact on the Digital Diagnosis Impact on User’s Health Status Impact on User’s Health Status

25. Impact on Retrieval of Online Info: Written information can increase patient compliance with their doctor’s instructions and may therefore help the healing process F2F: A Fading Commodity... Social Living Constructs are rapidly changing most prefer human contact when dealing with serious issues. Gaging Various Impacts of Delivery Components

26. Gaging Various Impacts of Delivery Components, Continued... Typical 5-Year Lifecycle:

27. Gaging Various Impacts of Delivery Components, Continued... Internet Wins: All things equal, Internet and WWW most popular delivery method... variety of reasons Care givers / seekers quick to embrace internet than the providers are: Bad for business? but wouldn’t it make the work day lighter??? Real reasons: fear of misuse, etc...

28. Gaging Various Impacts of Delivery Components, Continued... Impact of Online Support Networks: Support Networks can Mean different things to different people. The use of asynchronous feedback allows time for both parties to formulate their response to each other and therefore to obtain the maximum benefits from participation.

29. One-on-one or group interaction is possible regardless of the geographical location of participants. Online support groups also afford participants anonymity which means they may be more likely to be forthcoming when discussing sensitive topics. Can reduce embarrassment Gaging Various Impacts of Delivery Components, Continued...

30. The absence of visual or aural cues means that gender, age, racial identity, social status, social skills and physical appearance remain hidden. Thus, the biasing effects of these factors on the way participants might interact are removed from online interaction. Gaging Various Impacts of Delivery Components, Continued...

31. Because Internet and iDTV is in it’s infancy, it should be mentioned that Video communication is quickly becoming more prevalent online... Video closely resembles TV, which we see as an acceptable level of human connectivity. Gaging Various Impacts of Delivery Components, Continued...

32. Disadvantages of online support groups: They are restricted to people who possess a computer and have online access Participants must also be sufficiently computer literate to be able to utilize online technologies Not all the material will necessarily be relevant to the individual participant Online messages can be misinterpreted Many of the subtleties that guide impression formation in face-to-face communication are missing. Some visitors may read others’ messages without contributing any of their own Susceptible to deception Gaging Various Impacts of Delivery Components, Continued...

33. Impact of Digital Video Diagnosis Video formats have been utilized to provide direct links between patients and health professionals When used in a therapeutic context, video links can be adapted to provide treatment as well Gaging Various Impacts of Delivery Components, Continued...

34. CMCs have been calculated to save the cost of health care delivery in the U.S. CMC health programs can be tailored to the needs of the individual Gaging Various Impacts of Delivery Components, Continued...

35. But using Video resources presents real challenges as well: Production Publishing / Delivery (Encoding, Storage, etc.) Subscribing, Consuming (Downloading versus Streaming)....these are just a few issues. Gaging Various Impacts of Delivery Components, Continued...

36. COMM 3302 e Health & Telemedicine Shawn McCombs UH School of Communication Shawn McCombs UH School of Communication http://soc.class.uh.edu/~smccombs 2006 UH School of Communication - Health Communication Lecture Series - All Rights Reserved More To Come...