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La comunicazione e la promozione della
salute sui nuovi media: è solo moda o
esistono evidenze scientifiche?
Eugenio Santo...
Penetrazione di Internet e dei nuovi
media in Italia nel 2014
• Gli iscritti a Facebook sono il 75% degli internauti
• Que...
Quali strumenti in Internet usa il cittadino per ottenere
informazioni sulla propria salute (32,4% italiani)
Quali strumen...
Dai social network ai social media:
i nuovi strumenti di comunicazione
SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SAL...
Social network e social media e
per la promozione della salute
Social network e social media e
per la promozione della sal...
1.3 milioni
follower
750.000 fan
Ospedali e social media
SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. S...
Lancio
informazioni,
notizie, documenti
pubblicati sui
siti istituzionali
Lancio
informazioni,
notizie, documenti
pubblica...
Promozione salute
SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
Condivi...
Organizzazioni istituzionali e
social media – Cancer.gov
SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. S...
SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
Esempi di Health apps per promozione salute
SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bolog...
Evidenze scientificheEvidenze scientifiche
SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologn...
Il giorno del lancio dell'iniziativa, il numero effettivo di nuovi
donatori è cresciuto di 21.1 volte (da 616 a 13054)
Il ...
SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
5800 partecipanti5800 par...
Social Networking Technologies as an Emerging
Tool for Hiv Prevention
Sean D. Young, William G. Cumberland, Sung-Jae Lee,
...
Online communities and
infuenza vaccination
• Personally controlled health management systems integrate
personal health re...
L’impiego di una community costruita su Facebook può aumentare l’attività fisica di
giovani pazienti sopravvissuti a una m...
Lotta all’obesità
SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
Metodol...
Lotta all’obesità attraverso la
gamification
SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bolo...
Autocontrollo diabete tipo 1
e modifica stili di vita
SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Sant...
SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
• Cittadini e pazienti, soprattutto tra i più giovani, usano intensamente i
social media
• Strumenti poco usati in Italia ...
Grazie per l’attenzioneGrazie per l’attenzione
www.pensiero.itwww.pensiero.it
eugenio.santoro@marionegri.it
www.twitter.co...
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La comunicazione e la promozione della salute sui nuovi media: è solo moda o esistono evidenze scientifiche?

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Diapositive di Eugenio Santoro presentate il 6 novembre 2015 al convegno salute 2.0 - informazione, comunicazione e cronaca sulla salute" organizzato da Regione Emilia Romagna e Pubblicità Progresso. Titolo della relazione "La comunicazione e la promozione della salute sui nuovi media: è solo moda o esistono evidenze scientifiche?"

Veröffentlicht in: Gesundheit & Medizin
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La comunicazione e la promozione della salute sui nuovi media: è solo moda o esistono evidenze scientifiche?

  1. 1. La comunicazione e la promozione della salute sui nuovi media: è solo moda o esistono evidenze scientifiche? Eugenio Santoro eugenio.santoro@marionegri.it La comunicazione e la promozione della salute sui nuovi media: è solo moda o esistono evidenze scientifiche? Eugenio Santoro eugenio.santoro@marionegri.it SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015 eugenio.santoro@marionegri.it http://www.twitter.com/eugeniosantoro http://www.slideshare.net/eugeniosantoro Laboratorio di Informatica Medica Dipartimento di Epidemiologia IRCCS - Istituto di Ricerche Farmacologiche “Mario Negri” eugenio.santoro@marionegri.it http://www.twitter.com/eugeniosantoro http://www.slideshare.net/eugeniosantoro Laboratorio di Informatica Medica Dipartimento di Epidemiologia IRCCS - Istituto di Ricerche Farmacologiche “Mario Negri”
  2. 2. Penetrazione di Internet e dei nuovi media in Italia nel 2014 • Gli iscritti a Facebook sono il 75% degli internauti • Quelli a Google+ sono il 50% dei navigatori • Gli iscritti a Twitter, LinkedIn e Instagram sono stimati tra il 30%-35% di chi usa Internet SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015 stimati tra il 30%-35% di chi usa Internet • Il 60% degli italiani possiede uno smartphone • Il 12% degli italiani possiede un tablet Osservatorio New Media – Politecnico di Milano, marzo 2014
  3. 3. Quali strumenti in Internet usa il cittadino per ottenere informazioni sulla propria salute (32,4% italiani) Quali strumenti in Internet usa il cittadino per ottenere informazioni sulla propria salute (32,4% italiani) SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
  4. 4. Dai social network ai social media: i nuovi strumenti di comunicazione SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
  5. 5. Social network e social media e per la promozione della salute Social network e social media e per la promozione della salute SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015 per la promozione della saluteper la promozione della salute
  6. 6. 1.3 milioni follower 750.000 fan Ospedali e social media SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
  7. 7. Lancio informazioni, notizie, documenti pubblicati sui siti istituzionali Lancio informazioni, notizie, documenti pubblicati sui siti istituzionali SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015 Storie di testimonial Formazione/ Informazione pubblicati sui siti istituzionali pubblicati sui siti istituzionali Formazione/inform azione Formazione/inform azione
  8. 8. Promozione salute SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015 Condivisione storie di malati
  9. 9. Organizzazioni istituzionali e social media – Cancer.gov SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015 4 FB pages 27 Twitter profiles+ 4 Researcher profiles 6 LinkedIns groups + 1 company page
  10. 10. SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
  11. 11. SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
  12. 12. SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
  13. 13. Esempi di Health apps per promozione salute SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
  14. 14. Evidenze scientificheEvidenze scientifiche SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015 Evidenze scientificheEvidenze scientifiche
  15. 15. Il giorno del lancio dell'iniziativa, il numero effettivo di nuovi donatori è cresciuto di 21.1 volte (da 616 a 13054) Il giorno del lancio dell'iniziativa, il numero effettivo di nuovi donatori è cresciuto di 21.1 volte (da 616 a 13054) SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015 Nel periodo di osservazione 39818 registrazioni, 32958 attribuibili all'"effetto Facebook“ (aumento di 5.8 volte del valore medio di registrazioni precedenti al lancio della nuova funzione) Nel periodo di osservazione 39818 registrazioni, 32958 attribuibili all'"effetto Facebook“ (aumento di 5.8 volte del valore medio di registrazioni precedenti al lancio della nuova funzione) Il 33% ha trasformato il desiderio in una scelta realeIl 33% ha trasformato il desiderio in una scelta reale
  16. 16. SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015 5800 partecipanti5800 partecipanti
  17. 17. Social Networking Technologies as an Emerging Tool for Hiv Prevention Sean D. Young, William G. Cumberland, Sung-Jae Lee, SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015 Sean D. Young, William G. Cumberland, Sung-Jae Lee, Devan Jaganath, Greg Szekeres and Thomas Coates Annals of Internal Medicine 2013, 159:318-324 Questo intervento di 12 settimane ha dimostrato che i partecipanti che hanno ricevuto informazioni sulla prevenzione dell'HIV via Facebook avevano più probabilità di richiedere il test HIV rispetto a coloro che avevano ricevuto informazioni attraverso via tradizionale
  18. 18. Online communities and infuenza vaccination • Personally controlled health management systems integrate personal health records with consumer care pathways, booking services, communication channels such as email that link consumer with provider, and social forums where consumers can ask questions and share experiences. • In a randomised trial where consumers were provided with vaccination information, social feedback, and tools for SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015 • In a randomised trial where consumers were provided with vaccination information, social feedback, and tools for online booking, influenza vaccination rates were significantly higher than in the control group (11.6% v 4.9%), as was the rate of health service visits (29.5% v. 17.9%) Lau AYS et al. J Am Med Inform Assoc 2012. doi:10.1136/amiajnl-2011-000433.Lau AYS et al. J Am Med Inform Assoc 2012. doi:10.1136/amiajnl-2011-000433.
  19. 19. L’impiego di una community costruita su Facebook può aumentare l’attività fisica di giovani pazienti sopravvissuti a una malattia oncologica. L’impiego di una community costruita su Facebook può aumentare l’attività fisica di giovani pazienti sopravvissuti a una malattia oncologica. SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015 The Diabetes Educator July/August 2014 vol. 40 no. 4 435-443 Riduzione del peso del 5% e del 0.37% dei valori di A1C a 16 settimane.Riduzione del peso del 5% e del 0.37% dei valori di A1C a 16 settimane.
  20. 20. Lotta all’obesità SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015 Metodologia: RCT Intervento: App con suggerimenti per perdita del peso (dieta e movimento) + SW per gestione dati e strumenti di monitoraggio dei risultati 69 pazienti complessivi Dopo 12 mesi: riduzione peso del 6.8 Kg (- 4kg rispetto a gruppo controllo, p<0.05)
  21. 21. Lotta all’obesità attraverso la gamification SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
  22. 22. Autocontrollo diabete tipo 1 e modifica stili di vita SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015 Intervento: Messaggi settimanali di supporto inviati da operatore sanitario + SW per gestione valori glicemici, dose insulina assunta, dati su alimentazione e attività fisica Dopo 9 mesi: riduzione emoglobina glicata in gruppo intervento e stazionaria nel gruppo controllo
  23. 23. SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015
  24. 24. • Cittadini e pazienti, soprattutto tra i più giovani, usano intensamente i social media • Strumenti poco usati in Italia per comunicare/promuovere la salute • Esistono poche evidenze di maggiore efficacia di questi strumenti rispetto a quelli tradizionali per la promozione della salute, la prevenzione delle malattie e la loro gestione, non sempre studiati con metodologie rigorose Conclusioni SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015 •Sono necessarie solide sperimentazioni cliniche randomizzate per misurare l’efficacia di social media per la prevenzione delle malattie e la loro gestione •Se si dimostrano efficaci, insieme alle apps mediche potrebbero essere usati per ridurre rischio dei pazienti di sviluppare patologie croniche •Nel frattempo ASL, ospedali, istituzioni sanitarie dovrebbero prendere seriamente in considerazione il loro impiego.
  25. 25. Grazie per l’attenzioneGrazie per l’attenzione www.pensiero.itwww.pensiero.it eugenio.santoro@marionegri.it www.twitter.com/eugeniosantoro www.slideshare.net/eugeniosantoro SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015SALUTE 2.0 - E. Santoro, Bologna 6 novembre 2015

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