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Minority Report: Social Media for Decreasing Healthcare Disparities Decreasing Healthcare Disparities SXSW 2011 Aimee Kendall Roundtree, PhD Aimee Kendall Roundtree, PhD University of HoustonDowntown @akroundtree @akroundtree

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Page 1: Roundtree -  SXSW 2011 - Minority Report

Minority Report: Social Media for Decreasing Healthcare DisparitiesDecreasing Healthcare Disparities

SXSW 2011

Aimee Kendall Roundtree, PhDAimee Kendall Roundtree, PhDUniversity of Houston‐Downtown

@akroundtree@akroundtree

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Why this topic?y p

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Minorities use social media a lot.

(Source: Florida State University Center for Hispanic Marketing Communication)

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Healthcare Disparities Persist.

• Minorities are more likely to be diagnosed with late‐stage breast cancer and colorectal cancer compared with whites.

• When hospitalized for acute myocardial infarction, Hispanics are less likely to receive optimal care.

• Many racial and ethnic minorities and persons of lower socioeconomic position are more likely to die from HIV. Minorities also account for a disproportionate share of new AIDS casesdisproportionate share of new AIDS cases.

• The use of physical restraints in nursing homes is higher among Hispanics and Asian/Pacific Islanders compared with non‐Hispanic whites.

• Blacks and poorer patients have higher rates of avoidable hospital admissionsBlacks and poorer patients have higher rates of avoidable hospital admissions (i.e., hospitalizations for health conditions that, in the presence of comprehensive primary care, rarely require hospitalization).

( l l h )(Source: National Healthcare Disparities Report  2007)

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Healthcare Disparities Matter toHealthcare Disparities Matter to Individuals and Society. 

“[T]o the extent that minority beneficiaries of publicly funded health programs are less likely to receive high quality care, these beneficiaries—as well as the taxpayers that supportthese beneficiaries as well as the taxpayers that support public health care programs—may face higher future health care costs." (Unequal Treatment, 1999)

“The personal cost of disparities can lead to significant morbidity, disability, and lost productivity at the individual o b d ty, d sab ty, a d ost p oduct ty at t e d dualevel. At the societal level, distal costs follow from proximal opportunities that were missed to intervene and reduce burden of illness ” (National Healthcare Disparities Reportburden of illness.   (National Healthcare Disparities Report, 2010)

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Community Matters in Health Behavior.Community Matters in Health Behavior.

(Source: Social Cognitive Theory, Bandura, 1989)

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Community Matters in Minority Health.

Community‐based participatory research has numerous examples of communities working p gto improve quality overall, while reducing healthcare disparities for vulnerable ppopulations.

(Source: National Healthcare Disparities Report, 2003)

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Research in Progress

• Content analysis of 100 minority‐owned Twitter accounts

• Survey of Facebook users regarding how they use the network for health decision‐making and community

• Content analysis of how 75 minority health d b kadvocacy groups use Facebook

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P li i Fi diPreliminary Findings

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What health info do we share on Twitter?

The basics.

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DietDiet

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ExerciseExercise

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Body ImageBody Image

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General HealthGeneral Health

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Does Facebook have potential for patient activation (i.e., encouraging more patient 

involvement in healthcare decision making)?

Maybe.

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People aren’t c rrentl sing Facebook forPeople aren’t currently using Facebook for health decision‐making. 

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But Facebook users feel close to their virtual community members.

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And Facebook users are generally active inAnd Facebook users are generally active in health decision‐making.

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African Americans might be slightly more likely than others to use health info from Facebook.

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How do minority health groups use Facebook? 

Mostly like old media.

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They share studies and findings.

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They post flyers, info about campaignsThey post flyers, info about campaigns

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They promote events.They promote events.

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They report news and government action.They report news and government action.

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They link to other social media.They link to other social media.

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Only a few use it for activism.Only a few use it for activism.

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They have modest success engaging followers.They have modest success engaging followers.

Average High Low

Members 462 7,377 27

Posts/month 7 80 1

Comments/month 12 283 0Comments/month 12 283 0

Likes 27 614 0

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Mi iti i l di d i l diMinorities use social media, and social media may replicate real‐world social bonds and , by 

i i l i flextension, social influence. 

Social influence can impact health behavior.

But, on whole, minority health advocacy groups haven’t yet capitalized on the media for 

building communities. 

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RecommendationsRecommendations

• Write like a friend, not an agency., g y• Target patient navigators, rather than patients.• Share narratives, anecdotes and profiles more than facts and figures.

• Allow your followers to share content as much as you doyou do. 

• Listen as much as you talk. Respond as much as you initiate. y

• Start from their level of engagement, then scaffold to new behavior. 

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Contact InfoContact Info

Email:   [email protected]: @akroundtreeTwitter:  @akroundtree