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Dr. Jay Bernhardt

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Information about Dr. Jay Bernhardt

Published on November 15, 2007

Author: ugaconnect

Source: slideshare.net

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Dr. Jay Bernhardt from the CDC presentation on Better Health Through Social Medai.
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Health Marketing and Social Media at the CDC Jay M. Bernhardt, PhD, MPH National Center for Health Marketing Centers for Disease Control and Prevention UGA Public Relations & Social Media Conference

Centers for Disease Control and Prevention Department of Health and Human Services Vision : “Healthy People in a Healthy World through Prevention” 14 National Centers and Offices Approx. 15,000 staff Approx. $9 billion/year

Department of Health and Human Services

Vision : “Healthy People in a Healthy World through Prevention”

14 National Centers and Offices

Approx. 15,000 staff

Approx. $9 billion/year

National Center for Health Marketing Vision : A world where all people actively use accessible, accurate, relevant, and timely health information and interventions to protect and promote their health and the health of their families and communities. Mission : To protect and promote public health through collaborative and innovative health marketing programs, products, and services that are customer-centered, science-based, and high-impact.

Vision : A world where all people actively use accessible, accurate, relevant, and timely health information and interventions to protect and promote their health and the health of their families and communities.

Mission : To protect and promote public health through collaborative and innovative health marketing programs, products, and services that are customer-centered, science-based, and high-impact.

What is Health Marketing? An organizational function and a set of scientific processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that protect and promote the health of diverse populations. 1 A multi-disciplinary area of practice. 1. Adapted from the American Marketing Association.

An organizational function and a set of scientific processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that protect and

promote the health of diverse populations. 1

A multi-disciplinary area of practice.

Health Marketing & Public Relations Similarities: Multidisciplinary approach Audience segmentation Information translation Understanding attitudes and values Influencing behavior or policy change Relationship management Primary Difference: PR = advancing client interests; Health Marketing = advancing public health

Similarities:

Multidisciplinary approach

Audience segmentation

Information translation

Understanding attitudes and values

Influencing behavior or policy change

Relationship management

Primary Difference:

PR = advancing client interests;

Health Marketing = advancing public health

Commercial Marketing Products Brands Customers Sales Force Distributors Retailers Market research, Audience segmentation, Sales and marketing metrics Product development, Packaging, Placement, Promotion (B2B/DTC)

Health Marketing Products : CDC’s Research, Science, Evidence- based- advice Customers : “ The Public” Individuals Institutions Communities US pops Global pops Customers : Health profs Partners Audience research, Formative research, Public engagement, Partner engagement Translating research to practice (B2B), Health communication and marketing (DTC)

What is Health? “ The condition of being sound in body, mind, or spirit; … freedom from physical disease or pain; the general condition of the body… - Webster’s Dictionary, 2007 “ … a state of complete physical, mental, and social well-being and not merely the absence of disease or infirmary and the ability to lead a socially and economically productive life.” - WHO, 2006

“ The condition of being sound in body, mind, or spirit; … freedom from physical disease or pain; the general condition of the body…

- Webster’s Dictionary, 2007

“ … a state of complete physical, mental, and social well-being and not merely the absence of disease or infirmary and the ability to lead a socially and economically productive life.”

- WHO, 2006

What Influences Health? Genes Environment Opportunities Behaviors

What Influences Health? Genes Environment Opportunities Behaviors

Decisions and Health “ Tyranny of Small Decisions” Big economic changes occur as an accretion of steps that are often unpredicted and unintended (Kahn, 1966). Health is at least partially the outcome of small decisions , good and bad, accumulated over a lifetime. Health behaviors are hard to change!

“ Tyranny of Small Decisions”

Big economic changes occur as an accretion of steps that are often unpredicted and unintended (Kahn, 1966).

Health is at least partially the outcome of small decisions , good and bad, accumulated over a lifetime.

Health behaviors are hard to change!

Can Social Media affect Health ? revolutionize

Traditional vs. Social Media Traditional Media Television/Radio Newspapers & Magazines Print media “ Expert” Websites Social Media Telephones Newsgroups/Boards/ Chat Sharing Services Video, Audio, Photos, News, Games, Links Blogs/Video Logs Instant Messaging Mobile Messaging Wikis Social Networks Mash ups Vertical/Horizontal Nexus “ People like me”=most trusted Edelman Trust Barometer ’07 Aim for the “Sweet Spot”

Traditional Media

Television/Radio

Newspapers & Magazines

Print media

“ Expert” Websites

Social Media

Telephones

Newsgroups/Boards/

Chat

Sharing Services

Video, Audio, Photos, News, Games, Links

Blogs/Video Logs

Instant Messaging

Mobile Messaging

Wikis

Social Networks

Mash ups

Vertical/Horizontal Nexus

“ People like me”=most trusted

Edelman Trust Barometer ’07

Aim for the “Sweet Spot”

Social Media & Decision Support Tyranny of Small (Health) Decisions People have the power to pursue their own self-interests, while we only have the power to accommodate their interests (Rothschild, 2002) Social Media can increase the impact of information to inform healthy decisions through messages that are relevant and ubiquitous

Tyranny of Small (Health) Decisions

People have the power to pursue their own self-interests, while we only have the power to accommodate their interests (Rothschild, 2002)

Social Media can increase the impact of information to inform healthy decisions through messages that are relevant and ubiquitous

Social Media Musts The Three P’s Personalized Participatory Presentation The Three E’s Engaging Emotional Entertaining The Two D’s : Digital Divide!

The Three P’s

Personalized

Participatory

Presentation

The Three E’s

Engaging

Emotional

Entertaining

The Two D’s : Digital Divide!

What is CDC doing with Social Media to improve Health? Welcome to CDC 2.0

CDC 2.0: CDC.Gov

CDC 2.0: Health Marketing Blog From June 2006 - August 2007   9,006 Total Page Views 5523 subscribers thru Email Updates

CDC 2.0 : Webinar for Bloggers

CDC 2.0: Social Networking

Virtual Worlds Second Life More than 8,670,153 residents 1,646,830 logged in last 60 days In the last 24 hours, US users spent $1,302,907. SecondLife.com, August 2007 Whyville More than 1.7 million registered. Each month, more than 2 million visits are made to Whyville. About 60,000 new boys and girls register as citizens every month. Whyville.net, August 2007

Second Life

More than 8,670,153 residents

1,646,830 logged in last 60 days

In the last 24 hours, US users spent $1,302,907.

SecondLife.com, August 2007

Whyville

More than 1.7 million registered.

Each month, more than 2 million visits are made to Whyville.

About 60,000 new boys and girls register as citizens every month.

Whyville.net, August 2007

CDC 2.0: Whyville Excerpt from www.gamingandtech.com blog: 10,000+ Whyvillians vaccinated during the first week

CDC 2.0: Second Life Hygeia, the muse of health, becomes Hygeia Philo, CDC avatar

CDC 2.0: Second Life Recently purchased island – new buildings under development Established off-network access to fully develop the Second Life space. Developing in-world activities so users can “do” something

CDC 2.0: Podcasts CDC averages about 1000 - 1500 downloads per day Use of facemasks and respirators during an influenza pandemic Climate change: Science, health, and the environment MMWR Reports

More Americans Have Cell Phones than PCs Mobile Applications Source – From: http://www.marketingcharts.com/direct/survey-growing-opportunities-for-mobile-advertising-790/ (study conducted between March 29 and April 2, 2007 among 4,123 adults (aged 18 and over). Pew Internet and American Life Project Survey February to March, 2007 4+ out of 5 U.S. adults (85%) own a mobile phone 7 out of 10 (71%) have a landline or home phone .

More Americans Have Cell Phones than PCs

4+ out of 5 U.S. adults (85%) own a mobile phone

7 out of 10 (71%) have a landline or home phone .

Disease management Risk communication Persuasive messaging & reminders Health promotion Emergency preparedness Personal safety Current Pilot Studies CDC 2.0: Mobile Health

Disease management

Risk communication

Persuasive messaging & reminders

Health promotion

Emergency preparedness

Personal safety

Current Pilot Studies

http://www.flickr.com/photos/markkelley/1022720488/

CDC 2.0 Case Study: Virginia Tech Background: CDC’s Division of Violence Prevention created a short videocast for coping with stress after a traumatic event. NCHM disseminated the podcasts and links to related CDC.gov eHealth information through multiple new media channels.

Background:

CDC’s Division of Violence Prevention created a short videocast for coping with stress after a traumatic event.

NCHM disseminated the podcasts and links to related CDC.gov eHealth information through multiple new media channels.

Disseminated to bloggers and posted as comments on 9 relevant blogs: CNN.com The Chronicle of Higher Education Teacher’s Magazine Blogboard NY Times Time.com CDC 2.0 Case Study: Virginia Tech

Disseminated to bloggers and posted

as comments on 9 relevant blogs:

CNN.com

The Chronicle of Higher Education

Teacher’s Magazine Blogboard

NY Times

Time.com

It is estimated this profile has more than 850 friends, the actual list is kept private at the request of the profile owner Resources were disseminated to two social network profiles. This profile posted the information in a blog to its network of friends. MySpace CDC 2.0 Case Study: Virginia Tech

Health Marketing & Social Media Health-related social media will grow Health information divide to grow Mobile media may help bridge the gap Aim to be 2 years behind the curve Information credibility harder to judge Leverage the horizontal/vertical nexus Health information must be ubiquitous Inform the big and the small decisions

Health-related social media will grow

Health information divide to grow

Mobile media may help bridge the gap

Aim to be 2 years behind the curve

Information credibility harder to judge

Leverage the horizontal/vertical nexus

Health information must be ubiquitous

Inform the big and the small decisions

Thank you from the CDC. www.cdc.gov/healthmarketing [email_address]

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