Sidneyeve  MatrixSocial  Media  &  Health  Research  Advocacy

and mobile!

This presentation reviews social & mobile tools for building campaigns to raise public awareness of health research.

When  laypeople  don't  know  or  care  enoughabout  what  scientists  are  doing  with  funding,  

~  John  Pavlus,  Why  Science  Depends  On  Good  Branding  ,  Fast  Company  Design  2011

““

they  don't  notice  or  care  when  scientists  are  suddenly  prevented  from  doing  it.

context

60%of  ePatientssay  web  research  influenced  their  decision  about  how  to  manage  a  medical  condition

context

29%

source: Pew

context

adults  have  searched  for  health  information  via  their  mobile  phone

~Jane  Sarasohn-­‐Kahn,  health  economistSmartphones  are  the  new  wellness  channel.

new mobilities

“

“

157Kparents opted-in

new mobilitieskey: micromessagingthis value-added SMS campaign was very successful

mostly millennialimage Alla_G

17,000 mHealth apps available

43%  designed for healthcare pros

context

image: jcfrog

500 million peopleusing  mHealth  apps

analysts  forecast

by 2015

context

“few  of  those  apps  have  anything  to  do  with  health”

new mobilities

new mobilitiesissue: discoverability even info-rich apps are difficult to find in crowded app stores

new mobilitieskey: curationsome thought leaders help us find the best apps by reviewing them

new mobilities

Harvard Public Health has their own very cool multimedia app, created using the Mobile Roadie platform.

"We  want  New  York  City  to  be  the  safest  city  in  the  world  to  have  sex."

~  Dr.  Monica  Sweeney  NYC  Assistant  Health  

Commissioner

new mobilitiesthe most "edgy" apps attract media coveragekey: newsworthy = discoverable

sleep  with  our  phones90%  of  adults  key: newsworthy = discoverable new mobilities

image: in the pink

this sleep cycle alarm app earned many media mentions

315K followers

key: accessible messages

The most simple & succinct health research tweets are the most widely retweeted.

175K followers

accessible messages

The most simple & succinct health research tweets are the most widely retweeted.

155K followers

accessible messages

The most simple & succinct health research tweets are the most widely retweeted.

In  preparing  for  this  presentation  we  found  very  few  of  the  really  valuable  status  updates  from  Canadian  medical  researchers  are  being  retweeted.  We  should  change  that.

white papersposition paperspresentationsnewsletterspress releasescampaigns

social publishingdisseminating research on social sites

ePapers

webinars

slides

podcasts

accessible/agile informationThis site is filled with free takeaways.

information  gains  value  when  it  is  sharedsocialnomics

strategy + toolskey: info on-demand + engagement ladder

mental health research site

This info-rich site lets users get involved privately or with friends.

scribds

strategy + toolskey: cloud publishing

facebook notes

strategy + tools

key: cloud publishing

Facebook notes app

slideshare

strategy + toolskey: social-sharing ready

cloud publishing for presentation slides

infographic

infographicsstrategy + toolskey: data visualization as eye candy

People love to share amazing designs like this one, on the social web.

strategy + toolsAn infographic creation tool and inspiration website.

strategy + toolskey: mobile infosnackingAnother mobile media idea for busy people on-the-go.

Did you know: that you can also distribute your powerpoint slides & PDFs via iTunes podcasts?

strategy + toolskey: great soundtrack, edgy, optimism

virality:  4  weeks  260K  views

Don't miss seeing this amazing video of dancing senior scientists, students, and volunteers at McGill's cancer research labs.

strategy + toolskey: preferred format

CDC's graphic novel targets Gen Y & Gen Z

CDC's graphic novel

movemberstrategy + toolskey: social proximity

raising money for men's cancer research

Appealing to GenY's desire to make a difference, with friends, as part of something big.

strategy + toolskey: cross-gen cause marketing

A multimedia, social, mobile campaign with cross-generational appeal, bringing families together for a good cause, & raising awareness of good nutrition.

key: user-generated content

key: gameified + social proof strategy + tools

Badge lets participants share info about their social good activities with friends, family, teachers, employers ... that's social proof.

disseminating  health  research  via  the

easy  to  sharesimple  messagecreative  and  edgygets  friends  involved

amplified  by  the  power  of  the  P2P  economy

concluding remarks

checklist:

Thank  you  to  Alexandra  Patricia  Vivien  Macgregor  for  research  assistance.

Contents  of  this  presentation  including  images  have  Creative  Commons  Attribution-­‐Noncommercial-­‐Share  Alike  3.0  Licenses.

This  research  was  funded  by  and  prepared  for  Research  Canada,  a  national,  not-­‐for-­‐profit  organization  whose  mission  is  to  improve  the  health  and  prosperity  of  Canadians  by  championing  Canada’s  global  leadership  in  health  research.

image: Thomas Rockstar

About  the  authorSidneyeve  Matrix  teaches  media  and  marketing,  culture  &  communications,  at  Queen's  University.sidneyevematrix.comtwitter.com/sidneyeve