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Marketing sociale
e comunicazione per la salute

Logo Coordinamento Nazionale Marketing Sociale
Newsletter - 145
gennaio 2017
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AbstractEvidence-based decision-making is centred on the justification of decisions. In the shift from an individual-clinical to a population-policy level, the decision-making context becomes more uncertain, variable and complex. To address this we have developed a conceptual framework for evidence-based decision-making, focusing on how context impacts on what constitutes evidence and how that evidence is utilised. We present two distinct orientations towards what constitutes evidence, representing different relationships between evidence and context. We also categorise the decision-making context based on the ways in which context impacts on evidence-based decision-making. Furthermore, we invoke the concept of axes of evidence-based decision-making to describe the relationship between evidence and context as we move from evidence-based medicine to evidence-based health policy. From this, we suggest that it may be more important how evidence is utilised than how it is defined. Based on the research and knowledge utilisation literature, we present a process model of evidence utilisation, which forms the basis for the conceptual framework for context-based evidence-based decision-making. The conceptual framework attempts to capture the role that context plays in the introduction, interpretation and application of evidence. We illustrate this framework with examples from policy development for colorectal cancer screening.
The use of Internet in the health domain is becoming a major worldwide trend. Millions of citizens are searching online health information and also publishing content about their health. Patients are engaging with other patients in online communities using different types of social media. The boundaries between mobile health, social media, wearable, games, and big data are becoming blurrier due the integration of all those technologies. In this paper we provide an overview of the major research challenges with the area of health social media.ResultsInternet is exploding and is being used for health purposes by a great deal of the population. Social networks have a powerful influence in health decisions. Given the lack of knowledge on the use of health social media, there is a need for complex multidisciplinary research to help us understand how to use social networks in favour of public health. A bigger understanding of social media will give health authorities new tools to help decision-making at global, national, local, and corporate level.ConclusionsThere is an unprecedented amount of data that can be used in public health due the potential combination of data acquired from mobile phones, Electronic Health Records, social media, and other sources. To identify meaningful information from those data sources it is not trial. Moreover, new analytics tools will need to be developed to analyse those sources of data in a way that it can benefit healthcare professionals and authorities.
As modern society continues to organize around a digital, connected way of life, information from our daily interactions and exposures are now measured, recorded, and memorialized in ways previously unimaginable. This tapestry of information includes data from social media or electronic tools, such as websites and applications, that enable users to create, share, and exchange content.1 Twitter is one such social networking service whose 310 million active users post short public messages known as Tweets.

In this issue of JAMA Cardiology, Sinnenberg and colleagues2 explore the characteristics of Twitter users and Tweets associated with cardiovascular disease. They found a large volume of Tweets (4.9 million) on cardiovascular disease and were able to characterize tone, style, and perspective of these Tweets, as well as some basic demographics of the users posting them. Most notably, Sinnenberg and colleagues found that Tweet volume and content were temporally associated with news events that were thematically connected with cardiovascular disease.
Constantly evolving social technology and user centric trends make for the perfect digital strategy storm! What platforms are better suited to adapting to drastic changes than those that focus on individualized care? In this article, we highlight the most relevant statistics of social media and healthcare. 1. 42% of individuals viewing health information on social media look at health-related consumer reviews. (Source PWC)Takeaway: Audiences are seeking collective knowledge when it comes to their health related decision making. Having multiple voices who can relate to a similar situation, or who have experienced similar circumstances, will always garner greater persuasion than that of a single brand. 2. 32% of US users post about their friends and family's health experiences on social media. (Source PWC)Takeaway: Social media platforms like Facebook, Twitter, Google, or even SnapChat have become the modern day blog forums for folks to vent about their loved ones healthcare stories and/or struggles. For healthcare brands and startups, there's huge potential in connecting with these caregivers and patients.