1. mobile!
and
Social
Media
&
Health
Research
Advocacy
Sidneyeve
Matrix
This presentation
reviews social & mobile
tools for building
campaigns to raise
public awareness of
health research.

2. “
When
laypeople
don't
know
or
care
enough
about
what
scientists
are
doing
with
funding,
they
don't
notice
or
care
when
scientists
“
are
suddenly
prevented
from
doing
it.
~
John
Pavlus,
Why
Science
Depends
On
Good
Branding
,
Fast
Company
Design
2011

3. context

4. context
60% of
ePatients
say
web
research
influenced
their
decision
about
how
to
manage
a
medical
condition

5. context
source: Pew
29% adults
have
searched
for
health
information
via
their
mobile
phone

6. new mobilities
“
“ Smartphones
are
the
new
wellness
channel.
~Jane
Sarasohn-­‐Kahn,
health
economist

7. key: micromessaging new mobilities
this value-added SMS campaign was very successful
image Alla_G
157K
mostly millennial
parents opted-in

8. context
17,000
mHealth apps
available
43%
designed for
healthcare pros
image: jcfrog

9. context
analysts
forecast
500 million people
using
mHealth
apps
by 2015

10. new mobilities
“few
of
those
apps
have
anything
to
do
with
health”

11. issue: discoverability new mobilities
even info-rich apps are difficult to find in crowded app stores

12. key: curation new mobilities
some thought leaders help us find the best apps by reviewing them

13. new mobilities
Harvard Public Health has their own
very cool multimedia app, created using
the Mobile Roadie platform.

14. key: newsworthy = discoverable new mobilities
the most "edgy" apps attract media coverage
"We
want
New
York
City
to
be
the
safest
city
in
the
world
to
have
sex."
~
Dr.
Monica
Sweeney
NYC
Assistant
Health
Commissioner

15. key: newsworthy = discoverable new mobilities
90%
of
adults
sleep
with
our
phones
this sleep cycle alarm app
earned many media mentions
image: in the pink

16. key: accessible messages
315K followers
The most simple &
succinct health research
tweets are the most
widely retweeted.

17. accessible messages
175K followers
The most simple &
succinct health research
tweets are the most
widely retweeted.

18. accessible messages
155K followers
The most simple &
succinct health research
tweets are the most
widely retweeted.

19. In
preparing
for
this
presentation
we
found
very
few
of
the
really
valuable
status
updates
from
Canadian
medical
researchers
are
being
retweeted.
We
should
change
that.

20. social publishing
disseminating research on social sites
white papers
position papers
presentations
newsletters
press releases
campaigns

21. This site is filled with free takeaways. accessible/agile information
ePapers
slides
webinars
podcasts

22. socialnomics
information
gains
value
when
it
is
shared

23. key: info on-demand + engagement ladder strategy + tools
This info-rich site lets users get involved privately or with friends.
mental health research site

24. key: cloud publishing strategy + tools
scribds

25. strategy + tools
key: cloud publishing
Facebook notes app
facebook notes

26. key: social-sharing ready strategy + tools
slideshare
cloud publishing for
presentation slides

27. key: data visualization as eye candy strategy + tools
People love to share amazing designs like this one, on the social web.
infographic

28. An infographic creation tool and inspiration website. strategy + tools

29. key: mobile infosnacking strategy + tools
Another mobile media idea for busy people on-the-go.
Did you know:
that you can also distribute your powerpoint slides & PDFs via iTunes podcasts?

30. key: great soundtrack, edgy, optimism strategy + tools
Don't miss seeing this amazing video of
dancing senior scientists, students, and
volunteers at McGill's cancer research labs.
virality:
4
weeks
260K
views

31. key: preferred format strategy + tools
CDC's graphic novel
targets GenY & Gen Z

32. CDC's graphic novel

33. key: social proximity strategy + tools
movember
raising money for men's cancer research
Appealing to GenY's desire
to make a difference, with friends, as part of something big.

34. key: cross-gen cause marketing strategy + tools
A multimedia, social, mobile campaign with cross-generational appeal, bringing
families together for a good cause, & raising awareness of good nutrition.

35. key: user-generated content

36. key: gameified + social proof strategy + tools
Badge lets participants
share info about their
social good activities
with friends, family,
teachers, employers ...
that's social proof.

37. concluding remarks
disseminating
health
research
via
the
amplified
by
the
power
of
the
P2P
economy
checklist:
easy
to
share
simple
message
creative
and
edgy
gets
friends
involved

38. This
research
was
funded
by
and
prepared
for
Research
Canada,
a
national,
not-­‐for-­‐profit
organization
whose
mission
is
to
improve
the
health
and
prosperity
of
Canadians
by
championing
Canada’s
global
leadership
in
health
research.
Thank
you
to
Alexandra
Patricia
Vivien
Macgregor
for
research
assistance.
Contents
of
this
presentation
including
images
have
Creative
Commons
Attribution-­‐Noncommercial-­‐
Share
Alike
3.0
Licenses.
About
the
author
Sidneyeve
Matrix
teaches
media
and
marketing,
culture
&
communications,
at
Queen's
University.
sidneyevematrix.com
image: Thomas Rockstar
twitter.com/sidneyeve