Italian Social Marketing Network Newsletter 154

 


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Adham Elmously, MD, Arash Salemi, MD, and T. Sloane Guy,MD

The use of social media by surgeons is not only encouraged, but should be seen as an obligation to patients and colleagues to help disseminate impor-tant information. In a rapidly expanding digital revolution, engagement in social media allows surgeons to network with the community and leverage content to a wide audience while owning their online presence.

It has been over a decade since the conception of social media, and despite its nearly ubiquitous use in modern life, many phy-sicians have opted out of participating in this platform. The main barriers to social media use for physicians seem to be lack of time, lack of perceived value, as well as concerns about personal and patient privacy.1 Currently, Facebook has over 1 billion active users and Twitter has over 300 million active users, with studies demonstrating that 84% of adults use the Internet and spend an average of 6 hours per week on social media,2,3 figures that are rising each year (Fig. 1).




Overall, consumers cite three key things that could improve the doctor-patient relationship: greater connectivity, better convenience via text and online tools, and more time with the doctor. Brands and marketers alike have many things to consider in today’s ever-changing healthcare landscape. Are patients happy with their relationships with their healthcare providers? How likely are they to switch doctors? What could be improved with the doctor-patient experience? How do people want to be communicated with by their providers’ offices?
Millennials
Among the three generations, Millennials are the least satisfied with their doctors and are most likely to switch practices. Not surprisingly, the researchers found that they are also the generation that is most likely to want to receive e-mail and text communication from offices.
Generation X
Many Generation Xers control healthcare decisions across multiple generations, and their preferences and satisfaction levels both fall somewhere between younger and older consumers. Overall, the researchers found that they are fairly similar to Millennials, with an openness to digital communication and to switching providers.
Baby Boomers
Baby Boomers, the biggest consumers of healthcare services, are the least likely to switch doctors. However that doesn’t necessarily mean they’re happy: less than half are satisfied with their current providers. Boomers are also the generation least interested in receiving communications from doctors’ offices digitally.
























Secondo il pensatore tedesco Hans Jonas l’uomo si realizza in un sano pensiero filosofico, evitando gnosticismo e storture scientiste Per non diventare delle «formiche tecnologiche»
«Che l’immagine dell’uomo non vacilli, si offuschi e sbiadisca, che gli uomini non si riducano a formiche tecnologiche o edonisti senza anima o marionette frastornate dal nostro furibondo potere». A cosa attingere per evitare questa deriva? All’uso adeguato della filosofia che instrada verso la vita buona e all’esercizio della virtù? Sono dilemmi che hanno il sapore dell’attualità benché sollevate da Hans Jonas nel 1955. Potrebbe d’altro canto essere diversamente se «le questioni filosofiche – puntualizzava il pensatore sei anni prima – si ripropongono ad ogni nuova epoca tanto daccapo, quanto alla luce della loro intera vicenda storica antecedente?». Le citazioni provengono dalle annotazioni del filosofo appartenenti alla sua stagione canadese, dal 1949 al ’55.






A cura di Piergiorgio Ferretti, Maurizio Gottin – ASL TO4

APP PER LA CORSA E L’ATTIVITÀ MOTORIA QUOTIDIANA
1) RunKeeper –
http://runkeeper.com/ RunKeeper sfrutta il GPS dello smartphone per raccogliere informazioni sulla corsa: inoltre è possibile attivare un “allenatore virtuale” per migliorare il tempo di corsa con un programma di allenamento specifico, ricevendo messaggi incoraggianti. RunKeeper può anche impostare passeggiate, contare i passi, misurare gite in bicicletta, canottaggio, sci e altro ancora; in generale è adatta per controllare qualsiasi sport di spostamento lungo un percorso.
2) Runtastic –
http://www.runtastic.com/ App gratuita per iPhone e Android ideale per lo sport all’aperto. Come un personal trainer permette di programmare gli allenamenti e controllare i risultati nella corsa e nel ciclismo. Anche questa App sfrutta il GPS per registrare i percorsi ed i progressi delle sessioni di corsa nel tempo. Di questa applicazione esiste inoltre una versione non gratuita progettata per il fitness e gli esercizi di ginnastica e palestra da fare anche a casa: Runtastic Results – https://www.runtastic.com/it/results .




An announcement on January 24 didn’t get the large amount of attention it deserved: Apple and 13 prominent health systems, including prestigious centers like Johns Hopkins and the University of Pennsylvania, disclosed an agreement that would allow Apple to download onto its various devices the electronic health data of those systems’ patients — with patients’ permission, of course.
It could herald truly disruptive change in the U.S. health care system. The reason: It could liberate health care data for game-changing new uses, including empowering patients as never before.
Since electronic health records (EHRs) became widespread over the last decade, there has been growing frustration over the inability to make electronic data liquid — to have it follow the patient throughout the health system and to be available for more sophisticated analysis in support of improved patient care and research. Most efforts to liberate and exchange health data have focused on getting doctors and hospitals to share it with one another. Those efforts continue, but progress has been slow.






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Italian Social Marketing Network – Newsletter 153

 


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ObjectivesGiven the degree of public mistrust and provider hesitation regarding the human papillomavirus (HPV) vaccine, it is important to explore how information regarding the vaccine is shared online via social media outlets. The purpose of this study was to evaluate the content of messaging regarding the HPV vaccine on the social media and microblogging site Twitter, and describe the sentiment of those messages.Design and SampleThis study utilized a cross-sectional descriptive approach. Over a 2-week period, Twitter content was searched hourly using key terms “#HPV and #Gardasil,” which yielded 1,794 Twitter posts for analysis. Each post was then analyzed individually using an a priori coding strategy and directed content analysis.ResultsThe majority of Twitter posts were written by lay consumers and were sharing commentary about a media source. However, when actual URLs were shared, the most common form of share was linking back to a blog post written by lay users. The vast majority of content was presented as polarizing (either as a positive or negative tweet), with 51% of the Tweets representing a positive viewpoint.ConclusionsUsing Twitter to understand public sentiment offers a novel perspective to explore the context of health communication surrounding certain controversial issues.












Digital Health is a cultural transformation, not just a set of new technologies. Written by e-Patient Dave deBronkart and Dr. Bertalan Meskó. ………………………………………………………………..
……………………………………
The root problem is that many digital health writers know plenty about apps but nothing about medicine. A secondary problem is a resulting sense that digital health is for idiots: imagine a trusting reader (you?) who goes to a doctor and mentions the article. The doctor concludes that e-health is stupid and the patient is naive….
……………………………………………………………………..
It is essential that health and care achieve their potential, which cannot be done based on false understandings. This is why I asked Dave to contribute with his revolutionary ideas and vision. Whenever I saw him speak, there was a standing ovation. If this article helps you see what Dave and I independently observed in our travels despite our completely different backgrounds, we will be grateful.



The use of social media (SM) in healthcare has provided a novel means of communication in line with a more modernised approach to care. For physicians, SM provides opportunities for enhancing professional development, networking, public health, and organisational promotion, among others. For patients, SM provides potential for taking a more active role in health, sharing information, and building virtual communities, especially in the case of chronic and/or rare diseases. SM has the potential to bring patients and physicians closer together, beyond the walls of clinics; however, the interaction between physicians and patients on SM has received mixed feelings, especially from the physicians’ perspective. On the one hand, the potential for a more enhanced, albeit remote, communication has been viewed positively, especially in an era where digital technologies are fast expanding. Conversely, concerns around breaches in professional boundaries and ethical conduct, such as mishandling of patient-sensitive information on these platforms, have fuelled heavy criticism around its use. From this viewpoint, issues arising from the use of SM in healthcare, with a focus on the patient–physician interaction, discussing the potential benefits and pitfalls are covered in this article.

































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Social Marketing – Newsletter 152

 


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Abstract
Governments across the WHO European Region need to take urgent action to address the growing public health, inequality, economic and environmental challenges in order to achieve sustainable development (meeting current needs without compromising the ability of future generations to meet their own needs) and to ensure health and well-being for present and future generations. Based on a scoping review, this report concludes that current investment policies and practices (doing business as usual) are unsustainable, with high costs to individuals, families, communities, societies, the economy and the planet. Investment in public health policies that are based on values and evidence provides effective and efficient, inclusive and innovative solutions that can drive social, economic and environmental sustainability. Investing for health and well-being is a driver and an enabler of sustainable development, and vice versa, and it empowers people to achieve the highest attainable standard of health for all. here to edit the content



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Social Marketing – Newsletter 151

 


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Progetto in collaborazione con Last Minute Market (http://www.lastminutemarket.it/) che si occupa dell’iniziativa Farmaco Amico.
Siamo un gruppo di studenti dell’Università di Bologna.
Stiamo partecipando ad un progetto legato al corso di marketing sociale al fine di coinvolgere le persone in una campagna di sensibilizzazione per la raccolta e donazione di farmaci sul territorio bolognese.

Social Marketing – Newsletter 150

 


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Robert Darnton è Carl H. Pforzheimer Professor di Storia presso l’Università di Harvard, dove è anche Direttore della Biblioteca universitaria. Specialista dell’illuminismo francese, è uno dei massimi studiosi della storia del libro come fondamentale fattore di mutamento culturale. Più di recente si è occupato del rapporto tra digitalizzazione, accesso al sapere e democrazia. Tra i suoi libri in italiano: Il Grande Affare dei Lumi. Storia editoriale dell’Encyclopédie (Milano 1979); L’intellettuale clandestino. Il mondo dei libri nella Francia dell’illuminismo (Milano 1982); Il bacio di Lamourette (Milano 1989); La dentiera di Washington. Considerazioni critiche a proposito di illuminismo e modernità (Roma 1997); L’età dell’informazione. Una guida non convenzionale al Settecento (Milano 2004); Il futuro del libro (Milano 2011); Il grande massacro dei gatti e altri episodi della storia culturale francese (Milano 2013).






Social media has become prolific in everyday life and allows the instantaneous sharing of information, which can include health care information. The authors of a Research Note published on F1000Research suggests as medical vocabulary becomes more prevalent on social media that more comprehensible language should be used. In this guest blog, Farris Timimi, cardiologist, Medical Director of the Mayo Clinic Social Media Network and well-known health care Twitter user gives his view on this.Health care literacy continues to be a challenge. We all recognize the impact of literacy on quality outcomes, ranging from accessing health care, understanding the risk and benefits of tests and treatment to complying with medical advice. Health literacy can include a variety of things, including cultural, visual, computer and information comprehension; however, often not understanding the written information may be the most important and may have the greatest impact on health related outcomes.
Literacy and social media
The authors of this Research Note have demonstrated the potential application of social media, to serve as an aid to standard educational material.















La controverse estivale entre Elon Musk, le flamboyant patron de Tesla et Space X, et Marc Zuckerberg, le fondateur et CEO de Facebook, au sujet des dangers et opportunités de l’intelligence artificielle (IA) a quelque chose de bienvenu. Elle signale que les géants de la nouvelle économie ne forment pas un bloc monolithique dont la seule préoccupation serait de faire naître au forceps une nouvelle société digitale, sans qu’on s’arrête un instant sur le sens de cette révolution en cours.
Elle pose au fond une question politique : comment réguler ce qu’on ne comprend pas ? Parle-t-on, comme le Big Data, d’un outil au service de la prise de décision – publique, privée, commerciale… ? Ou bien faut-il voir dans l’IA un nouvel acteur qui décidera en lieu et place d’untel, ce qui implique de réfléchir à sa gouvernance ? Ces questions sont majeures car elles concernent la capacité des citoyens consommateurs à évaluer l’action publique et à faire des choix avertis, ou encore notre capacité collective à réguler les effets de l’intelligence artificielle. Devrons-nous tous être experts en code ou en algorithmique pour être des citoyens éclairés ?
En savoir plus sur
https://www.lesechos.fr/idees-debats/sciences-prospective/030518865674-intelligence-artificielle-ou-intelligence-collective-2111440.php#ZU1LmdZ5yAepwgBh.99



Understandably, some physicians are resistant to the idea of professionally embracing social media. I truly believe that everyone, can find a way to make these digital platforms work for them. With a unique voice, good content, patience and consistency, your practice’s social media accounts can become valuable assets. Here are a few ways it can pay off:
Build a Sense of Community
Interacting with patients to the degree we’d like and fostering great doctor-patient relationships that build loyalty simply isn’t possible all the time. A 2016 study that looked at doctors across 26 specialties found that patients spent an average of 13 to 16 minutes with their doctor, per visit. This is not a lot of time to address a patient’s immediate concerns, much less build a relationship. This is where social media comes in.



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