Consumerism & Public Health

1. Role of Digital & Social
Media in Consumerism
Rashid Mureed
Email:
rashid.Mureed@cepal.pk

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6. 22 February 2020Introduction to Consumerism
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7. 22 February 2020Introduction to Consumerism
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8. How often do you check your phone?

10. What is Social Media?
Web-based tools and applications that
allow for the creation and sharing of
user-generated content and for social
networking

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 Communities to share
interests and activities on the
internet
 A tool for people to connect
with each other
 Friendships, relationships,
business, mutual support,
and sharing of information
 Friend-based networks like
facebook and whatsApp
What is Social Media?

12. • Facebook
• Google+, LinkedIn
Networking
• WordPress
• Blogger, TypePad
Blogs
• Twitter
• Tumblr
Microblogs
• Pinterest
• Reddit
Social
Bookmarking
• Flickr
• Instagram
Photo Sharing
• YouTube
• Vine
Video Sharing
• Yelp
• TripAdvisor
Reviews &
Ratings
• WikipediaWiki
The Social Media Landscape

13. Facebook
 Founded in Feb 2004
 Originally for networking among college students
 Harvard first, then other Boston colleges, then Ivy League
schools and Stanford
 Over 1.3 billion monthly active users
 Users create a profile and can share information with their “friends.”
 Groups and pages

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15. Google+
 Social networking site established in 2011
 540 million registered users
 Users can
 Share information with “circles” - organized groups of people for
sharing with
 Friends, Family, Colleagues, etc.
 See updates those in their circles
 Participate in “hangouts”
 Group video chats

16. Twitter
 Founded in March 2006
 Social networking and micro-blogging
 Users send and read “tweets”
 Text-based posts of 140 characters only
 In 2014
 284 million monthly users; 100 million daily users
 500 million tweets per day

17. LinkedIn+
 Professional networking site, since 2003
 313 million active users
 Users create a profile and connect (“link in”) with people they have
a connection with
 Job searches, business opportunities, networking
 Groups & discussion boards
 Examples: Student Doctor Network, Registered Nurse Group

18. Doximity
 Since 2011, online professional network for US physicians
 Founded by a co-founder of Epocrates
 295,000 physician members (40% of physicians in US)
 Serves as an online address book, professional profile page, news
portal, and virtual doctors’ lounge

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Marketing &
sales
Market
intelligence
Public
relations
Recruitment
Partnerships
Strategic Applications of Social
Media

20. Negative effects of social media
include....20
 Multitasking
 Time Wastage
 Reduction in real life contact
 Reduced learning
 Addiction and Distraction

21. Characteristics of Social Media
 User-generated content
 Real-time dissemination of information
 Interactive
 Community-driven
 Thrives on relationships

22. Theories Used to Understand Media
Impact
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 Health Belief Model
 Diffusion of Innovation Theory
 Input–Output Persuasion Model
 Theory of Reasoned Action
 Social Learning (Cognitive) Theory
 Theories of Emotional Response
 Stages-of-Change Theory
 Cultivation Theory of Mass Media
 Agenda Setting
 Framing Theory

23. Media As A Catalyst To Promote Health
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 The unfolding news coverage of HIV/AIDS provides a good example of how
an important health issue may be invisible to the public eye until the media
bring it to light
 Political attention to HIV continued to grow at Larkana
 A New York Times probe of fraudulent practices at the Columbia/HCA
Healthcare Corp. chain of hospitals in March of 1997 led to a federal
criminal investigation of the company
 Sponsors buy an average of 9 seconds an hour of advertising time for paid
Public serving announcement per network
 public health officials and local and national entertainment media work
together in various countries to facilitate the communication of accurate
information about disease and about medical and health issues in the
entertainment media.

24. Strategies That Use Media Tools to
Promote Population Health
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 Social Marketing
 “Product” might be defined as the behavior that the program is trying to
change within the target audience.
 “Price” represents what the consumer must give up to accept the health
promoter's offering. Price might include the monetary, time, psychological,
or physical costs to the consumer.
 “Place” concerns the distribution channels used to reach the consumer;
these could be the mass media, the community, or interpersonal channels
of communication.
 “Promotion” is the means by which the health promoter communicates the
product to the consumer and the benefits of adopting this new product

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 Media Advocacy
 Linking public health and social problems to injustice in social
arrangements rather than to flaws in the individual;
 Working with groups to increase participation and amplify their voices
rather than providing health behavior change messages; and
 Having a primary goal of reducing the power gap rather than just filling the
information gap
 Focusing primarily on reaching opinion leaders and policy makers rather
than on those who have the problem
 Developing an overall strategy
 Setting the agenda
 Shaping the debate
 Advancing the policy
Strategies That Use Media Tools to
Promote Population Health

26. Why Should We Use Social
Media?
 Our patients are online.
 Our patients use social media.
 Our learners are online.
 Our learners use social media.

27. 87% of US Adults are Online
 72% of internet users look online for health information
 Most likely to do this:
 Women
 Younger people (18-50 > 50-64 > 65+)
 Adults
 Household earning
 College or advance degrees
 77% start with a search engine (“Google Baba”)

28. Social Media as Health Info Source
 PwC Consumer survey of 1,060 US adults
 Consumers use social media to:
 Access health related consumer reviews: 42%
 Support a health cause: 30%
 Post about their experience: 25%
 Join a health forum or community: 20%

29. Social Media as Health Info Source
Consumers surveyed reported that information found via social media
would
 Affect their decision to seek a second opinion – 45%
 Affect how they cope with a chronic condition or approach to
diet/exercise – 40%

30. Patients are Finding Support Through
Social Media

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32. Patients Use Social Media to Seek Health
Information
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33. Public Health Education & Advocacy

34. Reasons to Participate in Social Media
1. Keep informed – rapidly
2. Engagement with community, local & distant
3. Be part of the conversation
4. Crowdsourcing of ideas
5. Patient and public health education
6. Build relationships, networking
7. Collaboration
8. Research

35. Risks & Pitfalls of Social Media
Use
 Personal privacy concerns
 Potential damage to professionalism
 Patient friends/follows
 Decreased productivity
 Quality of information shared may be lacking

36. Physicians Misbehaving on Twitter
 Analysis of 260 self-identified physician users in 2010
 5156 tweets were analyzed
 144 tweets (3%) categorized as unprofessional
 Potential patient privacy violations
 Profanity
 Discriminatory statements
 Sexually explicit

37. In MedEd, Social Media Can Be Used…
 To curate and share information
 To elicit learner reflections
 To facilitate learner-teacher interaction and learner engagement
 To continue educational process outside the classroom
 To inspire

38. Barriers to Use in Medical Education
 Unfamiliarity
 Lack of time
 Lack of knowledge/skills
 Lack of trust
 Lack of access

39. Examples of Social Media Use
In Medical Education

46. Social Media: Legal Issues
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 Health records
 Privacy and security
 Responding to negative online reviews
 Employment
 Intellectual property infringement
 Regulatory Compliance
 Content ownership

47. Ways Social Media is Used by HCP’s
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 Share Information
 Compare and Improve Quality
 Train Medical Personnel
 Live Updates during Procedures
 Communicate in Times of Crisis

48. Ways- social media is impacting the
business of healthcare
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 Communication is shifting to public, more open forums
 Patients (consumers) are taking a more active role in their
healthcare
 Increased access to information means patients are demanding
more transparency
 More instant feedback can help both consumers and organizations
 Social information is impacting how and when patients select
treatment and providers.
 Social media allows for higher levels of trust
 Social media is evolving from a marketing tool into a business
strategy
 Providers can use social media as an outcomes-based
measurement.
 Health insurers can use social media to help focus on population

49. To Get Started in Social Media
 Decide on your goal(s):
 Share content
 Monitor news or stay up to date
 Build relationships/network
 Be entertained
 Sample the menu of offerings
 Be professional
 Be honest
 Have fun

50. 22 February 2020Introduction to Regulatory Affairs
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