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Role of Digital & Social
Media in Consumerism
Rashid Mureed
Email:
rashid.Mureed@cepal.pk
2
4
5
22 February 2020Introduction to Consumerism
6
22 February 2020Introduction to Consumerism
7
How often do you check your phone?
What is Social Media?
Web-based tools and applications that
allow for the creation and sharing of
user-generated content a...
11
 Communities to share
interests and activities on the
internet
 A tool for people to connect
with each other
 Friend...
• Facebook
• Google+, LinkedIn
Networking
• WordPress
• Blogger, TypePad
Blogs
• Twitter
• Tumblr
Microblogs
• Pinterest
•...
Facebook
 Founded in Feb 2004
 Originally for networking among college students
 Harvard first, then other Boston colle...
14
Google+
 Social networking site established in 2011
 540 million registered users
 Users can
 Share information with “...
Twitter
 Founded in March 2006
 Social networking and micro-blogging
 Users send and read “tweets”
 Text-based posts o...
LinkedIn+
 Professional networking site, since 2003
 313 million active users
 Users create a profile and connect (“lin...
Doximity
 Since 2011, online professional network for US physicians
 Founded by a co-founder of Epocrates
 295,000 phys...
19
Marketing &
sales
Market
intelligence
Public
relations
Recruitment
Partnerships
Strategic Applications of Social
Media
Negative effects of social media
include....20
 Multitasking
 Time Wastage
 Reduction in real life contact
 Reduced le...
Characteristics of Social Media
 User-generated content
 Real-time dissemination of information
 Interactive
 Communit...
Theories Used to Understand Media
Impact
22
 Health Belief Model
 Diffusion of Innovation Theory
 Input–Output Persuasi...
Media As A Catalyst To Promote Health
23
 The unfolding news coverage of HIV/AIDS provides a good example of how
an impor...
Strategies That Use Media Tools to
Promote Population Health
24
 Social Marketing
 “Product” might be defined as the beh...
25
 Media Advocacy
 Linking public health and social problems to injustice in social
arrangements rather than to flaws i...
Why Should We Use Social
Media?
 Our patients are online.
 Our patients use social media.
 Our learners are online.
 O...
87% of US Adults are Online
 72% of internet users look online for health information
 Most likely to do this:
 Women
...
Social Media as Health Info Source
 PwC Consumer survey of 1,060 US adults
 Consumers use social media to:
 Access heal...
Social Media as Health Info Source
Consumers surveyed reported that information found via social media
would
 Affect thei...
Patients are Finding Support Through
Social Media
31
Patients Use Social Media to Seek Health
Information
32
Public Health Education & Advocacy
Reasons to Participate in Social Media
1. Keep informed – rapidly
2. Engagement with community, local & distant
3. Be part...
Risks & Pitfalls of Social Media
Use
 Personal privacy concerns
 Potential damage to professionalism
 Patient friends/f...
Physicians Misbehaving on Twitter
 Analysis of 260 self-identified physician users in 2010
 5156 tweets were analyzed
 ...
In MedEd, Social Media Can Be Used…
 To curate and share information
 To elicit learner reflections
 To facilitate lear...
Barriers to Use in Medical Education
 Unfamiliarity
 Lack of time
 Lack of knowledge/skills
 Lack of trust
 Lack of a...
Examples of Social Media Use
In Medical Education
Social Media: Legal Issues
46
 Health records
 Privacy and security
 Responding to negative online reviews
 Employment...
Ways Social Media is Used by HCP’s
47
 Share Information
 Compare and Improve Quality
 Train Medical Personnel
 Live U...
Ways- social media is impacting the
business of healthcare
48
 Communication is shifting to public, more open forums
 Pa...
To Get Started in Social Media
 Decide on your goal(s):
 Share content
 Monitor news or stay up to date
 Build relatio...
22 February 2020Introduction to Regulatory Affairs
50
Role of digital: social media in consumerism
Role of digital: social media in consumerism
Role of digital: social media in consumerism
Role of digital: social media in consumerism
Role of digital: social media in consumerism
Role of digital: social media in consumerism
Role of digital: social media in consumerism
Role of digital: social media in consumerism
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Role of digital: social media in consumerism

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Role of digital: social media in consumerism

  1. 1. Role of Digital & Social Media in Consumerism Rashid Mureed Email: rashid.Mureed@cepal.pk
  2. 2. 2
  3. 3. 4
  4. 4. 5
  5. 5. 22 February 2020Introduction to Consumerism 6
  6. 6. 22 February 2020Introduction to Consumerism 7
  7. 7. How often do you check your phone?
  8. 8. What is Social Media? Web-based tools and applications that allow for the creation and sharing of user-generated content and for social networking
  9. 9. 11  Communities to share interests and activities on the internet  A tool for people to connect with each other  Friendships, relationships, business, mutual support, and sharing of information  Friend-based networks like facebook and whatsApp What is Social Media?
  10. 10. • Facebook • Google+, LinkedIn Networking • WordPress • Blogger, TypePad Blogs • Twitter • Tumblr Microblogs • Pinterest • Reddit Social Bookmarking • Flickr • Instagram Photo Sharing • YouTube • Vine Video Sharing • Yelp • TripAdvisor Reviews & Ratings • WikipediaWiki The Social Media Landscape
  11. 11. Facebook  Founded in Feb 2004  Originally for networking among college students  Harvard first, then other Boston colleges, then Ivy League schools and Stanford  Over 1.3 billion monthly active users  Users create a profile and can share information with their “friends.”  Groups and pages
  12. 12. 14
  13. 13. Google+  Social networking site established in 2011  540 million registered users  Users can  Share information with “circles” - organized groups of people for sharing with  Friends, Family, Colleagues, etc.  See updates those in their circles  Participate in “hangouts”  Group video chats
  14. 14. Twitter  Founded in March 2006  Social networking and micro-blogging  Users send and read “tweets”  Text-based posts of 140 characters only  In 2014  284 million monthly users; 100 million daily users  500 million tweets per day
  15. 15. LinkedIn+  Professional networking site, since 2003  313 million active users  Users create a profile and connect (“link in”) with people they have a connection with  Job searches, business opportunities, networking  Groups & discussion boards  Examples: Student Doctor Network, Registered Nurse Group
  16. 16. Doximity  Since 2011, online professional network for US physicians  Founded by a co-founder of Epocrates  295,000 physician members (40% of physicians in US)  Serves as an online address book, professional profile page, news portal, and virtual doctors’ lounge
  17. 17. 19 Marketing & sales Market intelligence Public relations Recruitment Partnerships Strategic Applications of Social Media
  18. 18. Negative effects of social media include....20  Multitasking  Time Wastage  Reduction in real life contact  Reduced learning  Addiction and Distraction
  19. 19. Characteristics of Social Media  User-generated content  Real-time dissemination of information  Interactive  Community-driven  Thrives on relationships
  20. 20. Theories Used to Understand Media Impact 22  Health Belief Model  Diffusion of Innovation Theory  Input–Output Persuasion Model  Theory of Reasoned Action  Social Learning (Cognitive) Theory  Theories of Emotional Response  Stages-of-Change Theory  Cultivation Theory of Mass Media  Agenda Setting  Framing Theory
  21. 21. Media As A Catalyst To Promote Health 23  The unfolding news coverage of HIV/AIDS provides a good example of how an important health issue may be invisible to the public eye until the media bring it to light  Political attention to HIV continued to grow at Larkana  A New York Times probe of fraudulent practices at the Columbia/HCA Healthcare Corp. chain of hospitals in March of 1997 led to a federal criminal investigation of the company  Sponsors buy an average of 9 seconds an hour of advertising time for paid Public serving announcement per network  public health officials and local and national entertainment media work together in various countries to facilitate the communication of accurate information about disease and about medical and health issues in the entertainment media.
  22. 22. Strategies That Use Media Tools to Promote Population Health 24  Social Marketing  “Product” might be defined as the behavior that the program is trying to change within the target audience.  “Price” represents what the consumer must give up to accept the health promoter's offering. Price might include the monetary, time, psychological, or physical costs to the consumer.  “Place” concerns the distribution channels used to reach the consumer; these could be the mass media, the community, or interpersonal channels of communication.  “Promotion” is the means by which the health promoter communicates the product to the consumer and the benefits of adopting this new product
  23. 23. 25  Media Advocacy  Linking public health and social problems to injustice in social arrangements rather than to flaws in the individual;  Working with groups to increase participation and amplify their voices rather than providing health behavior change messages; and  Having a primary goal of reducing the power gap rather than just filling the information gap  Focusing primarily on reaching opinion leaders and policy makers rather than on those who have the problem  Developing an overall strategy  Setting the agenda  Shaping the debate  Advancing the policy Strategies That Use Media Tools to Promote Population Health
  24. 24. Why Should We Use Social Media?  Our patients are online.  Our patients use social media.  Our learners are online.  Our learners use social media.
  25. 25. 87% of US Adults are Online  72% of internet users look online for health information  Most likely to do this:  Women  Younger people (18-50 > 50-64 > 65+)  Adults  Household earning  College or advance degrees  77% start with a search engine (“Google Baba”)
  26. 26. Social Media as Health Info Source  PwC Consumer survey of 1,060 US adults  Consumers use social media to:  Access health related consumer reviews: 42%  Support a health cause: 30%  Post about their experience: 25%  Join a health forum or community: 20%
  27. 27. Social Media as Health Info Source Consumers surveyed reported that information found via social media would  Affect their decision to seek a second opinion – 45%  Affect how they cope with a chronic condition or approach to diet/exercise – 40%
  28. 28. Patients are Finding Support Through Social Media
  29. 29. 31
  30. 30. Patients Use Social Media to Seek Health Information 32
  31. 31. Public Health Education & Advocacy
  32. 32. Reasons to Participate in Social Media 1. Keep informed – rapidly 2. Engagement with community, local & distant 3. Be part of the conversation 4. Crowdsourcing of ideas 5. Patient and public health education 6. Build relationships, networking 7. Collaboration 8. Research
  33. 33. Risks & Pitfalls of Social Media Use  Personal privacy concerns  Potential damage to professionalism  Patient friends/follows  Decreased productivity  Quality of information shared may be lacking
  34. 34. Physicians Misbehaving on Twitter  Analysis of 260 self-identified physician users in 2010  5156 tweets were analyzed  144 tweets (3%) categorized as unprofessional  Potential patient privacy violations  Profanity  Discriminatory statements  Sexually explicit
  35. 35. In MedEd, Social Media Can Be Used…  To curate and share information  To elicit learner reflections  To facilitate learner-teacher interaction and learner engagement  To continue educational process outside the classroom  To inspire
  36. 36. Barriers to Use in Medical Education  Unfamiliarity  Lack of time  Lack of knowledge/skills  Lack of trust  Lack of access
  37. 37. Examples of Social Media Use In Medical Education
  38. 38. Social Media: Legal Issues 46  Health records  Privacy and security  Responding to negative online reviews  Employment  Intellectual property infringement  Regulatory Compliance  Content ownership
  39. 39. Ways Social Media is Used by HCP’s 47  Share Information  Compare and Improve Quality  Train Medical Personnel  Live Updates during Procedures  Communicate in Times of Crisis
  40. 40. Ways- social media is impacting the business of healthcare 48  Communication is shifting to public, more open forums  Patients (consumers) are taking a more active role in their healthcare  Increased access to information means patients are demanding more transparency  More instant feedback can help both consumers and organizations  Social information is impacting how and when patients select treatment and providers.  Social media allows for higher levels of trust  Social media is evolving from a marketing tool into a business strategy  Providers can use social media as an outcomes-based measurement.  Health insurers can use social media to help focus on population
  41. 41. To Get Started in Social Media  Decide on your goal(s):  Share content  Monitor news or stay up to date  Build relationships/network  Be entertained  Sample the menu of offerings  Be professional  Be honest  Have fun
  42. 42. 22 February 2020Introduction to Regulatory Affairs 50

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