Using Interactive Media in CDCs Health Marketing and

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Using Interactive Media in CDC’s Health Marketing and Communication Activities Fred Smith Division of

Using Interactive Media in CDC’s Health Marketing and Communication Activities Fred Smith Division of E-Health Marketing, National Center for Health Marketing Coordinating Center for Health Information and Service

Widgets

Widgets

What is a Widget or Web Widget? “A web widget is a portable chunk

What is a Widget or Web Widget? “A web widget is a portable chunk of code that can be installed and executed within any separate HTMLbased web page by an end user without requiring additional compilation. ” “Other terms used to describe web widgets include: gadget, badge, module, capsule, snippet, mini and flake. ” * Wikipedia: http: //en. wikipedia. org/wiki/Web_widget

Widget Reach and Audience* • Over 62% of Worldwide Internet audience has viewed a

Widget Reach and Audience* • Over 62% of Worldwide Internet audience has viewed a widget. • In the US Market, this balloons to over 77% of the market • Canadians are the heaviest users, with widgets reaching over 80% of the internet population * com. Score: http: //www. slideshare. net/ivan 007/widget-web-expo-linda-abrahams-new-york-2008

Available Widgets www. cdc. gov/widgets

Available Widgets www. cdc. gov/widgets

Deployed Widgets

Deployed Widgets

Widget Views

Widget Views

Data & Statistics Interactions Shows approximately 15% interaction rate with the data.

Data & Statistics Interactions Shows approximately 15% interaction rate with the data.

Widget Use • Allow users to select the content of interest to themselves. •

Widget Use • Allow users to select the content of interest to themselves. • Allow public health partners to select and serve the content of interests and relevant to their audience. • Decentralize channels and message dissemination, yet maintains centralized content management. • Extend marketing of Web site.

Widgets allow us to deliver CDC health messages to people where they already are.

Widgets allow us to deliver CDC health messages to people where they already are.

Podcasting

Podcasting

History of Podcasting at CDC • Began on July 30, 2006 • 1 Series:

History of Podcasting at CDC • Began on July 30, 2006 • 1 Series: “CDC Featured Podcasts” • 10 episodes: “History of Bioterrorism” (6 parts), “Stress in the Workplace” (2 parts), “Workplace Violence” (2 parts) • All 10 in audio, video and transcript PDF formats. • 3 subscription options: audio, video and transcript

Current Situation • 17 series, including one Spanish only series and 6 with video

Current Situation • 17 series, including one Spanish only series and 6 with video options. • over 500 episodes • over 100 video podcasts • All series have audio and transcript subscription options.

Let’s talk numbers • Since July 30, 2006, we’ve had 1. 2 million downloads

Let’s talk numbers • Since July 30, 2006, we’ve had 1. 2 million downloads of audio, video and transcript PDF files • Currently averaging over 4, 200 downloads per day • We know there is a viral audience multiplier, but we aren’t sure of the actual number. Used in classrooms, for patient orientation, clinical use, etc.

Weekly downloads

Weekly downloads

Initial goal: Prove the viability of the channel • “Evergreen” material – Workplace, History

Initial goal: Prove the viability of the channel • “Evergreen” material – Workplace, History of Bioterrorism • “In the News” topics, such as MRSA, XDR-TB • Outbreak investigations series – E. coli • Hybrid series – Hurricane Preparedness • Disease / Condition Specific series – Diabetes, Birth Defects • Topic Specific series – Travelers’ Health, Summertime Safety and Health, Health Marketing • “Closed” series / mini-series – Future of Health Technology • Publication Series – Morbidity and Mortality Weekly Report, Emerging Infectious Diseases

What have we learned? Best Practices Document: (http: //www 2 a. cdc. gov/podcasts/bestpractices. htm)

What have we learned? Best Practices Document: (http: //www 2 a. cdc. gov/podcasts/bestpractices. htm) 1. What is the purpose of the podcast? 2. Know thy audience. 3. Audience-centered content organization. 4. To repurpose or not to repurpose? 5. Less is more 6. Production quality. 7. Regular and frequent release. 8. Cross-Marketing – CDC internet and third party sites. 9. Be complete… 10. …But limited. 11. Transcripts – more than a Section 508 requirement. 12. Connecting with your audience. 13. Closing the loop – Getting audience participation.

Where do we go? • Podcasting Strategy Document • Audience Centered • Presentation •

Where do we go? • Podcasting Strategy Document • Audience Centered • Presentation • Participation • Partnerships • Personalization

Personalization • Allow users to subscribe by topic rather than by series • Allow

Personalization • Allow users to subscribe by topic rather than by series • Allow users to have subscriptions automatically include additional material (transcripts, FAQs, training material, etc. ) • Deliver podcasts to the appropriate audience by clearly distinguishing audience type on the site and through subscription. (clinicians, public health professionals, general public, etc. ) • Deliver podcasts at the appropriate time. (time-based variable delivery subscriptions, eg. Your Preganancy by Week) • Deliver podcasts to the appropriate audience at the appropriate time. (Geographically based emergency communications, eg Hurricane information by zip code)

Podcast Series Components • From a technical perspective: • Syndication file, i. e. RSS/XML

Podcast Series Components • From a technical perspective: • Syndication file, i. e. RSS/XML • Enclosure, i. e. attachment • More fundamentally: • Channel: Grouping and delivery • Time: When content is syndicated • Content: What is syndicated

Normal Syndication Timeline Audience Timeline Publication A

Normal Syndication Timeline Audience Timeline Publication A

Normal Syndication Timeline Audience Timeline Publication B

Normal Syndication Timeline Audience Timeline Publication B

Normal Syndication Timeline Audience Timeline Publication C

Normal Syndication Timeline Audience Timeline Publication C

Personalized Channel Subscriber 1 Timeline Publications A, M and Z

Personalized Channel Subscriber 1 Timeline Publications A, M and Z

Personalized Channel Subscriber 2 Timeline Publications A and Z

Personalized Channel Subscriber 2 Timeline Publications A and Z

Personalized Channel Subscriber 3 Timeline Publications A

Personalized Channel Subscriber 3 Timeline Publications A

Personalization By Channel • Personalized content bundles • • • Audio file and transcript

Personalization By Channel • Personalized content bundles • • • Audio file and transcript Audio and video files Additional hand outs for patients Additional Power. Point presentations for classrooms etc.

Personalization By Time

Personalization By Time

Normal Syndication Timeline Audience Timeline Publication

Normal Syndication Timeline Audience Timeline Publication

Normal Syndication Timeline Audience Timeline Publication

Normal Syndication Timeline Audience Timeline Publication

Normal Syndication Timeline Audience Timeline Publication

Normal Syndication Timeline Audience Timeline Publication

Normal Syndication Timeline Audience Timeline Publication

Normal Syndication Timeline Audience Timeline Publication

Normal Syndication Timeline Audience Timeline Publication

Normal Syndication Timeline Audience Timeline Publication

Normal Syndication Timeline Audience Timeline Publication

Normal Syndication Timeline Audience Timeline Publication

Normal Syndication Timeline Audience Timeline Publication

Normal Syndication Timeline Audience Timeline Publication

Normal Syndication Timeline Audience Timeline Publication

Normal Syndication Timeline Audience Timeline Publication

Personalized Timeline Publication

Personalized Timeline Publication

Personalized Timeline Listener 1 Timeline Publication

Personalized Timeline Listener 1 Timeline Publication

Personalized Timeline Listener 1 Listener 2 Timeline Publication

Personalized Timeline Listener 1 Listener 2 Timeline Publication

Personalized Timeline Listener 3 Listener 1 Listener 2 Timeline Publication

Personalized Timeline Listener 3 Listener 1 Listener 2 Timeline Publication

Personalized Timeline Listener 3 Listener 1 Listener 2 Listener n Timeline Publication

Personalized Timeline Listener 3 Listener 1 Listener 2 Listener n Timeline Publication

Personalized Timeline Listener 3 Listener 1 Listener 2 Listener n Timeline Publication

Personalized Timeline Listener 3 Listener 1 Listener 2 Listener n Timeline Publication

Personalized Timeline Listener 3 Listener 1 Listener 2 Listener n Timeline Publication

Personalized Timeline Listener 3 Listener 1 Listener 2 Listener n Timeline Publication

Personalized Timeline Listener 3 Listener 1 Listener 2 Listener n Timeline Publication

Personalized Timeline Listener 3 Listener 1 Listener 2 Listener n Timeline Publication

Personalization By Time • Personalized entry points and timelines • • • Prenatal health

Personalization By Time • Personalized entry points and timelines • • • Prenatal health and development Heart by-pass surgery recovery Immunizations Child development milestones Diabetes management etc

Personalization By Content

Personalization By Content

Personalized Content Listener 1 Timeline

Personalized Content Listener 1 Timeline

Personalized Content Listener 1 Timeline

Personalized Content Listener 1 Timeline

Personalized Content Listener 1 Timeline

Personalized Content Listener 1 Timeline

Personalized Content Listener 1 Timeline

Personalized Content Listener 1 Timeline

Personalized Content Listener 1 Timeline

Personalized Content Listener 1 Timeline

Personalized Content Listener 3 Timeline Listener 1 Listener 2

Personalized Content Listener 3 Timeline Listener 1 Listener 2

Personalized Content Listener 3 Timeline Listener 1 Listener 2

Personalized Content Listener 3 Timeline Listener 1 Listener 2

Personalized Content Listener 3 Timeline Listener 1 Listener 2

Personalized Content Listener 3 Timeline Listener 1 Listener 2

Personalization By Content • Pregnancy example • Were you diagnosed with pre-eclampsia, gestational diabetes,

Personalization By Content • Pregnancy example • Were you diagnosed with pre-eclampsia, gestational diabetes, hypertension, etc? • Twins? • Abnormal ultrasound? Etc. • Behavior change models with self assessment • • Smoking cessation Diabetes Weight loss Physical Therapy

Personalization By Location

Personalization By Location

Personalization By Location • Like other types of personalization, but based off of a

Personalization By Location • Like other types of personalization, but based off of a depersonalized geo-reference: e. g. Zip Code, Area Code or State • Emergency response, environmental risk factors, etc. • Pregnancy example – alert users in a specific area about an outbreak of Listeria

CDC should be (must be) where people are § Increases the dissemination and potential

CDC should be (must be) where people are § Increases the dissemination and potential impact of CDC’s science § Leverages unique characteristics of emerging channels § Reaches diverse audiences § Facilitates interactive communication and

Thank you • Podcast: www. cdc. gov/podcasts • Widgets: www. cdc. gov/widgets Fred Smith

Thank you • Podcast: www. cdc. gov/podcasts • Widgets: www. cdc. gov/widgets Fred Smith Senior Technologist, Interactive Media Division of E-Health Marketing National Center for Health Marketing Coordinating Center for Health Information and Service WFSmith@cdc. gov