National Center for Research Resources NATIONAL INSTITUTES OF HEALTH T r a n s l a t I n g r e s e a r c h f r o m b a s i c d i s c o v e r y t o i m p r o v e d p a t I e n t c a r e Social Media and the CTSA Consortium Craig Hicks Web Systems Manager (contractor) This presentation conforms to Department of Health and Human Services requirements for accessibility under Section 508 of the Rehabilitation Act (29 U.S.C. 794d) as amended by the Workforce Investment Act of 1998 (P.L ).

NCRR Trends to Consider  2000: 5 percent of American households have broadband connections; 25 percent of American adults look online for health information.  2009: more than half of American households have broadband connections; 61 percent of American adults look online for health information. Susannah Fox and Sydney Jones, “The Social Life of Health Information” (Pew Internet & American Life Project, June 2009).

NCRR Trends to Consider  Fewer than 39 percent of adults who look online for health information also use a social networking site like Facebook or MySpace.  Fewer than 12 percent of adults who look online for health information also use Twitter.  Of these, only a small portion post comments, queries, or information about health or medical matters. Susannah Fox and Sydney Jones, “The Social Life of Health Information” (Pew Internet & American Life Project, June 2009).

NCRR Trends to Consider Change is coming, through the spread of wireless devices and generational shifts. Susannah Fox and Sydney Jones, “The Social Life of Health Information” (Pew Internet & American Life Project, June 2009).

NCRR Trends to Consider  Wireless connections (e.g., via smart phones) are associated with deeper engagement in social media.  People with mobile access are more likely to join the online conversation about health and health care.  18- to 49-year-olds are more likely than older adults to participate in health-related social technologies. Susannah Fox and Sydney Jones, “The Social Life of Health Information” (Pew Internet & American Life Project, June 2009).

NCRR Trends to Consider: Further Reading 1.Susannah Fox and Sydney Jones, “The Social Life of Health Information” (Pew Internet & American Life Project, June 2009). 2.Gerald C. Kane, et al., “Community Relations 2.0” (Harvard Business Review, November 2009). 3.Bradford W. Hesse, “Technology-Mediated Social Participation in Health and Healthcare” (National Cancer Institute, January 18, 2010). 4.Mark Terry, “Twittering Healthcare: Social Media and Medicine” (Telemedicine and e- Health, July/August 2009).

NCRR Trends to Consider: Further Reading 5.Lola Butcher, “How Twitter is Transforming the Cancer Care Community” (Oncology Times, November 10, 2009). 6.Carleen Hawn, “Take Two Aspirin and Tweet Me in the Morning: How Twitter, Facebook, and Other Social Media Are Reshaping Health Care” (Health Affairs, March/April 2009). 7.Sarah Kliff, “Pharma’s Facebook” (Newsweek Web Exclusive, March 10, 2009).

NCRR Challenges  Accessing social media sites from employer- administered computer networks  Translating personal experience into institutional practice  Addressing individual and organizational privacy issues  Conducting Internet-mediated versus face-to- face interactions

NCRR Challenges  Contending with anonymous authors – and the credibility of their information  Accepting uncertain returns on time and money invested  Communicating in an arena that is highly visible, unpredictable, and uncontrollable

NCRR Possibilities  Facilitating researcher networking  Recruiting new clinical and translational researchers  Sharing information about funding and career development opportunities

NCRR Possibilities  Raising public awareness of clinical and translational research results  Engaging community stakeholders  Recruiting participants for clinical trials  Creating common-interest communities for patients, providers, and researchers

NCRR Various Authors, “Social Media and Multimedia Links” (CTSA consortium wiki, accessed March 3, 2010). CTSA Consortium Social Media Engagement

NCRR CTSA Consortium Social Media Engagement: Facebook Mayo Clinic Rockefeller University

NCRR CTSA Consortium Social Media Engagement: Twitter Harvard University Mayo Clinic Northwestern University Ohio State University Oregon Health & Science University Rockefeller University University of Alabama at Birmingham University of California–San Francisco University of Iowa University of Michigan Scripps Research Institute

NCRR Conclusion  Most social media communication programs are still experimental, even in the private sector.  Expect to see some good and some bad as we gain experience in this area.  CTSA consortium communicators can accelerate learning by sharing experiences and best practices for social media and multimedia outreach.

National Center for Research Resources NATIONAL INSTITUTES OF HEALTH T r a n s l a t I n g r e s e a r c h f r o m b a s i c d i s c o v e r y t o i m p r o v e d p a t I e n t c a r e Social Media and the CTSA Consortium Craig Hicks Web Systems Manager (contractor) This presentation conforms to Department of Health and Human Services requirements for accessibility under Section 508 of the Rehabilitation Act (29 U.S.C. 794d) as amended by the Workforce Investment Act of 1998 (P.L ).