Using Interactive Media in CDCs Health Marketing and
- Slides: 59
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
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. • 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
Deployed Widgets
Widget Views
Data & Statistics Interactions Shows approximately 15% interaction rate with the data.
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.
Podcasting
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 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 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
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) 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 • Participation • Partnerships • Personalization
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 • 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 B
Normal Syndication Timeline Audience Timeline Publication C
Personalized Channel Subscriber 1 Timeline Publications A, M and Z
Personalized Channel Subscriber 2 Timeline Publications A and Z
Personalized Channel Subscriber 3 Timeline Publications A
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
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 Listener 1 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 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 and development Heart by-pass surgery recovery Immunizations Child development milestones Diabetes management etc
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 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, 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 • 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 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 Senior Technologist, Interactive Media Division of E-Health Marketing National Center for Health Marketing Coordinating Center for Health Information and Service WFSmith@cdc. gov
- Managing personal communication
- Dallas interactive marketing
- Interactive system of marketing
- Types of interactive media
- Copywriting for digital/interactive media:
- Multimedia authoring tools examples
- Interactive media unit
- Interactive health communication adalah
- There are 3 types of people media.
- Health and social component 3
- Analyzing and using marketing information
- Marketing information and customer insights are
- Media information challenges
- Safety issues in ict
- Marketing information systems and marketing research
- Marketing information systems and marketing research
- Marketing information systems and marketing research
- Marketing information systems and marketing research
- Marketing information system kotler
- Marketing information systems and marketing research
- Mass marketing and niche marketing
- Hot and cold media
- Hot media and cold media
- Wired media and wireless media
- Hot and cold media
- Using system.collections
- Accumulator ac
- Wellness network marketing
- Distinguish between education and health services
- Chapter 3 health wellness and health disparities
- Difference between health education and propaganda
- Chapter 1 understanding health and wellness lesson 2
- Glencoe health chapter 1 understanding health and wellness
- Managing marketing information
- Using a single marketing strategy to reach all customers
- Social networks asset managers
- The interactive model of communication
- Examples of social loafing in sport
- Vbo1
- The big 4 and the treaty of versailles interactive notebook
- Renaissance and reformation interactive notebook
- Bottom up top down interactive
- Physical and chemical properties interactive
- Telephone model of communication
- Weather and climate interactive activities
- Examples of written language
- Interactive processing
- Interactive guide to healthy eating and active living
- The selling concept holds that
- Digital marketing marketing refers
- Basic marketing a marketing strategy planning approach
- Understanding marketing management
- Objective of marketing manager
- Marketing management definition
- Defining marketing for the new realities ppt
- Principles of marketing grade 12 module 2
- Performance marketing in holistic marketing
- Problem in marketing research
- Social media goals
- Christian social media platform