Dr. Bernhardt's presentation at the mHealth Networking Summit on February 4, 2010 in Washington, DC. This talk explore the role of mobile technology for health promotion and features the work of the CDC in response to the H1N1 pandemic.

1. Jay Bernhardt, PhD, MPH Centers for Disease Control and Prevention February 4, 2010 Mobile & Social Media Breakthroughs: H1N1 and Seasonal Flu

2. CDC’s Mission CDC Mission: …to promote health and quality of life by preventing and controlling disease, injury and disability eHealth Goals: ….to make CDC content, tools and services available when, where and how users want them

4. Leverages unique characteristics of emerging channels

5. Reaches diverse audiences

6. Allows for tailored health messages

7. Facilitates interactive communication and community

9. Engaging in Real Time Where Users are Located Mobile provides us with the ability to engage immediately, in real time, (mobile users in Bangladesh after flooding and cyclones ) where people are and communicate directly with target audiences. Photo from: http://www.textually.org/textually/archives/2009/06/023931.htm

10. Real-Time Access Where Users Are

12. According to Pew, while almost three quarters of white Americans have cell phones, 84% of English-speaking Hispanics and 71% of black Americans have them.*http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx * (Pew Internet & American Life Project: May, 2008. Accessed at http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and Information.aspx on August 23, 2009).

13. Mobile-Only Households 17.5% of US households were wireless only in first six months of 2008 *Metrics Insider - January 2009

14. Mobile-Only Household Health

16. 80% believe that the mobile Web should be easier to use October 23, 2008 *Mobile Insider - October 23, 2008

17. http://m.cdc.gov Over 100,000 views of mobile H1N1 flu pages alone since April 22nd

19. Hurricane Recovery Information

20. Seasonal Flu information for consumers and physicians

21. Travelers’ health alerts

23. Use of the Mobile Web 85% of iPhone users report accessing the mobile web compared to 13% of the overall mobile phone market 58% of total smartphone users *http://bits.blogs.nytimes.com/2008/03/18/iphone-users-are-mobile-web-junkies

24. Top Mobile Devices Accessing m.cdc.gov Apple iPhone [44.8%] Apple iPod Touch [10.6%] RIM BlackBerry 8330 (Curve) [9.4%] T-Mobile G1 [4.1%] RIM BlackBerry 9530 (Storm) [3.2%] Source: Omniture, Jan. – July 2009

25. vs. vs.

26. iPhone version of m.cdc.gov

27. iPhone version of m.cdc.gov 31% of iPhone users have watched mobile TV or a video clip from their phone, which is more than double the percentage that have done so on other smartphones *http://bits.blogs.nytimes.com/2008/03/18/iphone-users-are-mobile-web-junkies

28. Use of the Mobile Web 92% of Android users access the Internet compared to 88% of those using iPhones, 71% of all smartphone users and 22% of all mobile subscribers. http://blog.nielsen.com/nielsenwire/consumer/the-droid-is-this-the-smartphone-consumers-are-looking-for/

29. Use of the Mobile Web Nielsen projects that smartphones could cross the 50-percent mark by the middle of 2011, which would mean approximately 150 million Americans would be using smartphones. http://blog.nielsen.com/nielsenwire/consumer/the-droid-is-this-the-smartphone-consumers-are-looking-for/

30. iPhone Application

31. Our Mobile Users Source: American Customer Satisfaction Index (N=724): October 4, 2008 - May 11, 2009

32. Our Mobile Users Source: American Customer Satisfaction Index (N=724): October 4, 2008 - May 11, 2009

33. Our Mobile Users In the past three months, have you: Browsed websites using your mobile phone? 73% Sent or received text messages using your mobile phone? 63% Source: American Customer Satisfaction Index (N=724): October 4, 2008 - May 11, 2009

34. Text Messaging With the use of SMS (text messaging) available on 98% of all cell phones, the number of text messaging users continues to grow steadily. In 2008, there were 92 million text messaging users in the U.S. alone. That number is projected to increase to 100 million by the end of 2010. Avg. monthly txt msg vs. calls: 357 vs. 204 (http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and-Information.aspx) http://www.ctia.org/media/press/body.cfm/prid/1772

35. Text Messaging With the use of SMS (text messaging) available on 98% of all cell phones, the number of text messaging users continues to grow steadily. In 2008, there were 92 million text messaging users in the U.S. alone. That number is projected to increase to 100 million by the end of 2010. Avg. monthly txt msg vs. calls: 357 vs. 204 (http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and-Information.aspx) http://www.ctia.org/media/press/body.cfm/prid/1772

36. Text Messaging http://www.ctia.org/media/press/body.cfm/prid/1772

38. Subscribers receive about three messages/week

39. H1N1 flu messages and other health topics

41. Antiviral drugs 4 treating flu work best if started w/in first 2 days of symptoms.

43. Text Message Subscribers More than 16,000 subscribers since September 2009

45. 53% Satisfied

46. 10% Dissatisfied

47. 3% Very Dissatisfied 87% Satisfied

49. 19% Pick better topics

50. 30% Make messages more actionable

51. 4% Reduce frequency

52. 20% OtherRelevancy & Actionable

54. 12% Pick better topics

55. 14% Make messages more actionable

56. 5% Reduce frequency

57. 24% OtherRelevancy

58. Social Media at CDC

59. H1N1 Social Media Response

60. http://www.cdc.gov/SocialMedia/Campaigns/H1N1/ H1N1 Flu Social Media Response

61. H1N1 Flu Metrics CDC’s eHealth Metrics Dashboard: http://cdc.gov/metrics

64. Facebook 52,700 fans since CDC Facebook page launched May 1st

65. CDC Podcasts 2.67M views of CDC H1N1-related podcasts since April 22nd

71. CDC Mobile Resources Mobile Activities at CDC: http://www.cdc.gov/mobile/ Mobile Health Coalition:http://www.cdc.gov/mobilehealth/ eHealth Data Briefs:http://www.cdc.gov/HealthMarketing/ehm/databriefs/ Mobile Metricshttp://www.cdc.gov/metrics/socialmedia/mobile.html

72. CDC Social Media Resources Novel H1N1 Flu:http://www.cdc.gov/SocialMedia/Campaigns/H1N1/index.html Novel H1N1 Flu (Spanish): http://www.cdc.gov/spanish/mediossociales/h1n1/ Seasonal Flu:http://www.cdc.gov/SocialMedia/Campaigns/SeasonalFlu/index.html eHealth Metrics Dashboard and eHealth Data Briefs:http://www.cdc.gov/SocialMedia/Data/index.html

73. Questions? jbernhardt@cdc.gov @jaybernhardt ? ? ? This presentation is the opinion of the author and does not necessarily represent the official position of CDC or HHS.