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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. Overview. Background Health Communications and Social Marketing

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utilizing social media to improve health outcomes

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

overview
Overview
  • Background
  • Health Communications and Social Marketing
  • Using Social Media to improve health outcomes
  • Best Practices
  • Challenges
  • Moving Forward
the birth of social media
The Birth of social media
  • Web 2.0
  • Types
    • Publication/Discussion Tools
    • Blogger
    • Micropublication
    • Virtual Worlds
    • Social Gaming
    • Social Networks
the basics health communications
THE BASICS: HEALTH COMMUNICATIONS
  • Health Communications: the study of methods to inform and influence individual and community decisions to enhance health

Health Communications Stages

the basics social marketing
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
the basics social marketing1
The basics: social marketing
  • Social Marketing vs. For-Profit Marketing
  • The 4 P’s
    • Product
    • Place
    • Price
    • Promotion
    • (Policy)

Marketing Mix

social media integration
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
best practices
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
implementation challenges
Implementation challenges
  • One size does not fit all
  • Accessibility
  • Ease of use
  • Information overload
  • Slow implementation
  • Brief information
  • Quick release of information
  • Trusty source
moving forward
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
references
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.