Download - mHealth: The future of health is mobile
Mobile & Social Media Breakthroughs: H1N1 and Seasonal Flu
Jay Bernhardt, PhD, MPHCenters for Disease Control and PreventionFebruary 4, 2010
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
• Increases the dissemination and potential impact of CDC’s science
• Leverages unique characteristics of emerging channels
• Reaches diverse audiences• Allows for tailored health
messages• Facilitates interactive
communication and community• Empowers people to make
healthier and safer decisions
Why Mobile & Social Media
CDC should be (must be) where people are
Personal and Portable
“Mobile users are inseparable from their devices… And as these devices become more capable, they are evolving into extensions of users’ desktops and home communications and entertainment systems.”
From: eMarketer, Mobile Users and Usage: It’s Personal, Accessed on November 4, 2009 at http://www.emarketer.com/Reports/All/Emarketer_2000589.aspx
Average number of hours per day mobile phones are within arm’s reach:
19 hours(From: Pew Internet & American Life Project, The Social Life of Health Information, Accesed September 10, 2009 ttp://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx)
Engaging in Real Time Where Users are LocatedMobile 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
Real-Time Access Where Users Are
Mobile Engagement and Access
“Mobile technology is associated with deeper engagement in social media and an accelerated pace of information exchange.”
http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx
• There are more than 270.3 million U.S. mobile subscribers, accounting for 87% of the total U.S. population.
• 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.*
* (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).
Mobile-Only Households
17.5% of US households were wireless only in first six months of 2008
*Metrics Insider - January 2009
Mobile-Only Household Health
Use of the Mobile Web
*Mobile Insider - October 23, 2008
October 23, 2008
• Around 50% of mobile users access the mobile Web
• 80% believe that the mobile Web should be easier to use
http://m.cdc.gov
Over 100,000 views of mobile H1N1 flu pages alone since April 22nd
http://m.cdc.gov
Mobile-ready content that is easy to read and scan with appropriate formatting and design.
• Weekly health features
• Hurricane Recovery Information
• Seasonal Flu information for consumers and physicians
• Travelers’ health alerts
• Emergency response information
Use of the Mobile Web
October 23, 2008
About two-thirds of mobile web traffic is done with an iPhone.
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
Top Mobile Devices Accessing m.cdc.gov
1. Apple iPhone [44.8%]
2. Apple iPod Touch [10.6%]
3. RIM BlackBerry 8330 (Curve) [9.4%]
4. T-Mobile G1 [4.1%]
5. RIM BlackBerry 9530 (Storm) [3.2%]
Source: Omniture, Jan. – July 2009
vs.
vs.
iPhone version of m.cdc.gov
iPhone version of m.cdc.gov
*http://bits.blogs.nytimes.com/2008/03/18/iphone-users-are-mobile-web-junkies
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
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/
Use of the Mobile Web
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/
iPhone Application
Our Mobile Users
19 or under 20-34 35-49 50-64 65 or older0%
10%
20%
30%
40%
50%
5%
20%
41%
32%
2%3%
27%
36%32%
3%
Age Mobile All
Advanced degree College degree Some college High school or less0%
10%
20%
30%
40%
50%
60% 52%
29%
11% 8%
36% 39%
18%
7%
Education Mobile All
Source: American Customer Satisfaction Index (N=724): October 4, 2008 - May 11, 2009
Our Mobile Users
Healthcare providers
Consumers
Students
Public Health Professionals
Educators
Researchers/Scientists
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
45%
18%
5%
15%
4%
5%
32%
17%
15%
9%
8%
5%
Role All Mobile
Source: American Customer Satisfaction Index (N=724): October 4, 2008 - May 11, 2009
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
Text Messaging
(http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and-Information.aspx)
Avg. monthly txt msg vs. calls: 357 vs. 204
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.
http://www.ctia.org/media/press/body.cfm/prid/1772
Text Messaging
(http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and-Information.aspx)
Avg. monthly txt msg vs. calls: 357 vs. 204
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.
http://www.ctia.org/media/press/body.cfm/prid/1772
Text Messaging
http://www.ctia.org/media/press/body.cfm/prid/1772
Mobile Text Messaging Pilot
• Launched September 2009
• Subscribers receive about three messages/week
• H1N1 flu messages and other health topics
• Health message testing and user evaluation
Example Text Messages
• If sick, stay home (except 2 get medical care) at least 24 hrs after fever is gone (w/o using fever-reducing meds).
• Antiviral drugs 4 treating flu work best if started w/in first 2 days of symptoms.
• Traveling 4 the holidays? Wash hands often & postpone travel if ill. Wait 24 hrs after fever is gone (w/o fever-reducing meds) to travel.
Example Text Messages
MessageHaving turkey this Thanksgiving? Test your turkey knowledge with a turkey quick quiz. Reply TURKEY to start. Call CDC 800-232-4636 or http://m.cdc.gov. Quiz QuestionWhat is the minimum internal temperature needed when cooking a turkey? A. 145F B. 160F C. 165F D. 175F Correct AnswerThat's right! All poultry, incl. turkey, should be cooked to an internal temperature of 165F. From all of us @ CDC, have a happy & healthy Thanksgiving.
Incorrect AnswerSorry! All poultry, incl. turkey, should be cooked to an internal temp. of 165F to prevent illness. From all of us @ CDC, have a happy & healthy Thanksgiving.
Text Message Subscribers
More than 16,000 subscribers since September 2009
Satisfaction Question
Jan. 23, 2009
Satisfaction message sent to all subscribers (N = 16,158)
Help us improve our text messages! Please answer one question about UR satisfaction so we can improve our msgs & better meet UR needs. Reply FEEDBACK to begin.
15% of subscribers replied (N = 2,435)
How would you rate UR overall satisfaction with the text messages: A) Very Satisfied, B) Satisfied, C) Dissatisfied, D) Very Dissatisfied - Reply A, B, C, or D
Of those who replied, 90% completed the quiz (N = 2,198)
34% Very Satisfied 53% Satisfied 10% Dissatisfied 3% Very Dissatisfied
87% Satisfied87% Satisfied
Satisfaction Question
Jan. 27, 2009
Follow-up message sent to SATISFIED subscribers (N = 1,936)
We're glad U R satisfied w/ our text messaging pilot. We'd like to improve. Reply to this message w/ the keyword INPUT & let us know how we can do better!
27% of SATISFIED subscribers replied (N = 523)
How can we improve? 1)Make msgs more relevant 2)Pick better topics 3)Make msgs more actionable 4)Reduce frequency of msgs 5)Other. Reply w/ 1 answer: 1,2,3...
Of those who replied, 69% completed the quiz (N = 363)
27% Make messages more relevant 19% Pick better topics 30% Make messages more actionable 4% Reduce frequency 20% Other
Relevancy & Actionable
Relevancy & Actionable
Satisfaction Question
Jan. 27, 2009
Follow-up message sent to subscribers who were NOT SATISFIED (N = 262)
Not satisfied with CDC's text messages? Please tell us why, so we can improve. Reply to this message w/ the keyword IMPROVE & let us know how we can do better.
33% of subscribers who were NOT SATISFIED replied (N = 87)
How can we improve? 1)Make msgs more relevant 2)Pick better topics 3)Make msgs more actionable 4)Reduce frequency of msgs 5)Other. Reply w/ 1 answer: 1,2,3...
Of those who replied, 48% completed the quiz (N = 42)
45% Make messages more relevant 12% Pick better topics 14% Make messages more actionable 5% Reduce frequency 24% Other
RelevancyRelevancy
Social Media at CDC
H1N1 Social Media Response
http://www.cdc.gov/SocialMedia/Campaigns/H1N1/
H1N1 Flu Social Media Response
Online Video: YouTube
• 19 videos posted on YouTube
• 3.02Million Views since April 22nd
Most Popular H1N1 Video (2009)
Symptoms of Swine Flu
YouTube views: 2,024,581
CDC-TV:
76,592 views
YouTube: http://www.youtube.com/watch?v=0wK1127fHQ4 CDC-TV: http://www.cdc.gov/CDCTV/SwineFlu/index.html
52,700 fans since CDC Facebook page launched May 1st
CDC Podcasts
2.67M views of CDC H1N1-related podcasts since April 22nd
• 1.18M followers on 3 CDC Twitter profiles
• 447,754 click throughs to CDC.gov content from links posted on Twitter since April 22nd
Email Updates
• 260,525 subscribers to H1N1 flu email updates
• 7.44M H1N1 flu related emails sent
Widgets
www.cdc.gov/widgets 5.5M views of H1N1-related widgets since April 22nd
Content Syndication and RSS
Content syndication provides a streamlined process for disseminating current and credible content in real-time on other Web sites.
•37.05 Million views of H1N1 Content via CDC RSS Feeds•407,334 views of CDC H1N1 content via Content Syndication
The Future of mHealth
• Location, Location, Location– Geocoding data and GPS
• Apps, Apps, and More Apps– There is (or will be) an app for everything
• Convergence – Media, Data, Devices
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
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
Questions?
[email protected]@jaybernhardt
This presentation is the opinion of the author and does not necessarily represent the official position of CDC or HHS.