Maximizing the social impactof cancer registry data

“Putting timely, accurate and complete cancer statistics in the hands of citizens with powerful displays and data formats that enable people with different backgrounds to understand them

is one of the most important contributions SEER has made”

Barbara Rimer, DrPH, 2003

http://graphs.gapminder.org/world/%23$majorMode=chart$is;shi=t;ly=2003;lb=f;il=t;fs=11;al=30;stl=t;st=t;nsl=t;se=t$wst;tts=C$ts;sp=6;ti=2007$zpv;v=0$inc_x;mmid=XCOORDS;iid=phAwcNAVuyj1jiMAkmq1iMg;by=ind$inc_y;mmid=YCOORDS;iid=phAwcNAVuyj2tPLxKvvnNPA;by=ind$inc_s;uniValue=8.21;iid=phAwcNAVuyj0XOoBL_n5tAQ;by=ind$inc_c;uniValue=255;gid=CATID0;by=grp$map_x;scale=log;dataMin=194;dataMax=96846$map_y;scale=lin;dataMin=23;dataMax=86$map_s;sma=49;smi=2.65$cd;bd=0$inds=

How can we do better? • Broader goals

• New audiences

• Information design

• Technology and tools

• Strategic, proactive approach

This project • Design & test new displays of cancer data

• Propose best practices• Share with cancer registry community

APRC Team

Stakeholders

• SEER• OCE• HCIRB• ACS• Cancer registries

Meeting objectives

• Important data stories• Priority audiences• Outcome of interest• Products and tools

Structure of the day

• Short orientations• Full group discussion• Small group activities• Consensus and next steps

Communication effects:What are they and how do we get them?

Doing this well could improve… • Social norms

• Motivation to act

• Demand for services• Knowledge & awareness

• Perceptions, beliefs & attitudes

Friemuth & Quinn (2004) Am J Public Hlth

Unintended consequences? • Confusion

• Unwarranted fear

• Erroneous conclusions

Improving chances of success • exposure

• attention• understanding• elaboration• integration

McGuire, 1989; Petty & Cacioppo, 1981

Attention

Attention

Understanding

Understanding

Understanding

Elaboration & Integration • Relevance & identity

• Personal

• Demographic• Geographic

• Self-referential thinking

“Unit of identity”

“Unit of identity”

“Unit of identity”

Source Message Channel Receiver Effect

Basic communication model

Source Message Channel Receiver Effect

Basic communication model

Cancer registry

data

Source Message Channel Receiver Effect

Basic communication model

Cancer registry

data

Activity 1

Source Message Channel Receiver Effect

Basic communication model

Cancer registry

data

Activity 1

Activities 2-3

Activities 2-3

Source Message Channel Receiver Effect

Basic communication model

Cancer registry

data

Activity 1

Activities 2-3

Activities 2-3

Activity 4

http://markets.on.nytimes.com/research/stocks/tools/analysis_tools.asp

Engaging self-referential thinking – important, indicate what stimulates it

More motivated to process deeply when information is perceived as relevant

Add communication models

Demography vs. GeographyUnits of identify: geographic (slide of town sign; Baltimore map)How heterogeneous is the unit of identity?Identity include demographics too – who is Hispanic?Example: “If you’re a man over 50…”

How do we do this? Local (geographic) Demographic, ContextFacilitate understanding with: standardized formsMeaningful context: social math

http://www.visual-literacy.org/periodic_table/periodic_table.html

http://vizlab.nytimes.com/visualizations/barack-obamas-inauguration-address-2

Identity – unit of identity/place

http://www.google.com/publicdata?ds=usunemployment&met=unemployment_rate&idim=county:CN261630&q=unemployment+rate+wayne+county%23met=unemployment_rate&idim=county:CN261630&tdim=true

http://vizlab.nytimes.com/visualizations/infant-deaths-per-100k-births-in-sel

http://www.google.org/flutrends/

http://www.smartmoney.com/map-of-the-market/

http://www.epispider.org/