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Today’s social networks have grown beyond brick

public health:

The science of protecting,

introduction.

improving and promoting health through

and mortar communities and are now thriving online

the organized efforts and informed choices

through social media applications such as facebook

of societies, organizations, public and private,

and Twitter. These digital platforms are being used

communities, and individuals.

to aid suicide prevention efforts, communicate the

Social marketing:

The application of

Social support and strong social networks

risks of heart disease, and facilitate dialogue among

consumer marketing principles to the

members of the public health provider community.

promotion of ideas, issues and practices

to create awareness, and change attitudes,

make important contributions to our health.

intentions and behaviors regarding social

Social media applications are also being used to promote

and personal issues. This may include public

offline elements of social marketing campaigns.

They provide emotional and practical resources,

safety, violence reduction, environmental

by integrating social media tactics into broader social

sustainability, health and wellbeing, and

disease prevention initiatives. The discipline

marketing efforts, marketers are extending messaging

and make us feel cared for, loved, esteemed

encompasses individual behaviors as well

and reach far beyond traditional expectations.

as the social and physical determinants of

those behaviors, and may be used to change

and valued.

Consequently, social marketers

attitudes/intentions around perception of

risk and social norms, as well as provide

WHAT DO WE mEAN WHEN WE SAy, “ONliNE”?

skills needed to carry out a specific behavior

have long relied on these networks as channels

In the 21st century, the term “online” can potentially

or gain access to a product or service.

The focus of this paper is public health

have different meanings. In this paper, the term refers

to raise awareness of public health-related

social marketing.

to a connection with a digital communications channel

via a computer, mobile or smartphone device.

Social media:

a communications channel

issues, facilitate behavior change, and ultimately

that can be integrated into a larger social

marketing campaign, and includes all of the

various activities that combine technology

help people live healthier, safer lives.

The past three years in particular have marked a

and social interaction between people.

This can take many different forms including

turning point in the way americans obtain public

Internet forums, message boards, texting

health information via the Internet. Today one-third

via mobile devices, blogs, social networks

of adults access social media related to health, and

such as facebook and MySpace, wikis,

nearly 80 percent of online physicians use social media

podcasts, pictures, and video. Social media

is less about the actual technology, and

channels to create, consume, or share medical content.

2, 3,4

more about the way it enables individuals

Internet users who look for public health information

to interact online.

online are more likely than non-health seekers to create

Social media has the innate ability to

or work on their own blog, read someone else’s blog, use

communicate information in real time,

a social networking site, and use status update services.

as well as link groups of people together

Thus, being an “e-patient” has become a leading indicator

around common issues. accordingly, today’s

most effective public health-driven social

of other forms of social media engagement.

marketing campaigns use or incorporate

social media technologies to amplify

This rapid evolution into digital information sharing

awareness, and impact attitudes and

presents a significant opportunity for social marketers

health behaviors.

and public health communicators alike. Case in point,

E-patients:

Individuals who look for

with the broadening of traditional social networks across

information about public health topics online,

the Web, millions of consumers now have access to reliable

including specific diseases or medical

procedures, exercise or fitness, and health

public health information and interventions in real-time.

insurance.

Sixty percent of e-patients

access social media related to health.

In the following sections, we will examine how to leverage

the opportunities social media provides by identifying

tenets and best practices for public health-driven social

media, as well as provide insights into how to reach and

engage key consumer and provider audiences.

Using Social Media Platforms To Amplify Public Health Messages (White Paper) - Ogilvy Washington, Georgetown University'S Center For Social Impact Communication Page 4

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