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Health Net, Inc.; UCLA School of Public Health; EPG Technologies; and Weinreich Communications
Health Net, Inc.; UCLA School of Public Health; EPG Technologies; and Weinreich Communications
Using Social Media to Engage Teens in Their Health Care
Health Net Strength of Quality ConferenceNovember 5, 2011
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Health, Health Care Literacy, and the Adolescent
Challenge
Social Media Tools that Promote Health Care Literacy
From Social Activity to Health Care Literacy
Growing Pains: Adjusting Our Strategy
Engaging Providers
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Health, Health Care Literacy, and the Adolescent Challenge
Social Media Tools that Promote Health Care Literacy
From Social Activity to Health Care Literacy
Growing Pains: Adjusting Our Strategy
Engaging Providers
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94% of adolescents (aged 13-17) in CA have health care insurance and 84% have a usual source of care.
21.6% are covered by Medi-Cal and 7.4% by Healthy Families.
BUT: Teens lack health literacy and often do not know how to set doctor appointments, get referrals, fill out forms, and advocate for appropriate care.
ALSO: Teens have many other life priorities.
Bridging the Gap:
Get teens involved in their health care.
Improve the health care literacy of adolescents about health insurance benefits.
Source: California Health Interview Survey, 2009 4
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Social Media Website for Teens: http://www.t2x.me
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Health, Health Care Literacy, and the Adolescent
Challenge
Social Media Tools that Promote Health Care Literacy
From Social Activity to Health Care Literacy
Growing Pains: Adjusting Our Strategy
Engaging Providers
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View Episode 2 at:http://www.teen2xtreme.net/club.aspx
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“Ask Allison” Blog
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Interaction Between CLUB Members and General Teen Members
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From Expert Chat with Dr. Ray: Teens and Sex[ExpertRaymondP] great question! in california,
anyone over 12 years old can get a pregnancy or std test without their parent's permission. But, if you use your parent's insurance, it may show up on the bill.
[Blooomwink] wait, why would you need parent's insurance for a pregnancy test??
[HostMichael] did everyone get that? that is not usually known by most teens.
[KlondikBar] im sure it costs[ExpertRaymondP] there are free or low cost clinics
throughout the city and state that you can go to, even though it's always best to involve a parent or an adult you trust in health care decisions. 10
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Intervention GroupNot Website-Registered
Intervention Group Website-Registered
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Whooping Cough Example:
Intervention Group: T2X Registered Not Registered
Received SMS Alert 112 347
Responded 14 97
Response Rate 12.5% 28%
Comparison with SMS-driven registration on website
3.1% 0%
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Health, Health Care Literacy, and the Adolescent
Challenge
Social Media Tools that Promote Health Care Literacy
From Social Activity to Health Care Literacy
Growing Pains: Adjusting Our Strategy
Engaging Providers
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Social Activity
Theme Activity
Domain Activity
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(Activities in white are most popular)
Individual: profiles, status updates, photos, blogs, videos, single-player games, articles, content rating, Facebook integrationWith another: “friending,” eCards, multi-player games, chats, internal messaging, content-rating and sharing Community: shared goals, shouts, polls, trivia, opinion prompts We initiate: expert chats, contests, transmedia, SMS mini-campaigns
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Appearance
Sex / STDs / Pregnancy
Stress / Depression
Infectious Disease
Obesity / Weight
Fitness / Sports
Safety / Injury
Violence / Gangs
Relationships / Family
Environmental Health
Drugs /Alcohol / Smoking
Driving
(Chat Experts have addressed the themes in white)
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1) Annual Well Care Visit
2) Patient-Doctor Relationship
3) Navigate Healthcare System
4) Benefits, Rights & Responsibilities
5) Healthcare-Seeking Information
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Health, Health Care Literacy, and the Adolescent
Challenge
Social Media Tools that Promote Health Care Literacy
From Social Activity to Health Care Literacy
Growing Pains: Adjusting Our Strategy
Engaging Providers
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* Pool includes all eligible teens after randomly selecting 1 eligible teen per household; † Estimated retention rate
Intervention GroupN = 683
Comparison GroupN = 685
70% retention rate†
Intervention Complete StudyN = 478
Comparison Complete StudyN = 479
Baseline SurveyOct. 2010 – March 2011
Follow-Up SurveyOct. 2011 – March 2012
Randomization
Survey + Health Care Utilization Data
Study PopulationN ~ 155,000
Recruitment PoolN = 52,660*
Number of Completed SurveysN = 1,676
Met Randomization CriteriaN = 1,368
3.2% response rate
308 excluded for consent and other reasons
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Email 2.7% SMS 3.1% Greeting Cards* 6.3%
- Holiday Card 8.8%
- Valentine Card 3.8%
Average Touches for Registration Visit = 4.8(*Only 1 touch for each type of greeting card)
Total Unique Website Registration Visits = 268
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(Data for study participants only)
Invitations Users Power Users
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Sent 1277 free music incentive SMS messages prompting invited members to register
Incentive = $5 Amazon music certificate
31 incentives redeemed (2.4%)
Challenges
Competing with the onslaught of other “free” offers
Hard to communicate that it is for any song22
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Classrooms
Boys and Girls Clubs
Potentially:
Teen Clinics
Teen Health Fairs
Community Events
Other
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Linked to Nemours’ KidsHealth.org/ TeensHealth.org: We didn’t need to become content experts
Competing with many other websites and constraints on teens’ time
Links to/from Facebook accounts didn’t work:
“Totally new” community desired, but unwilling to ‘friend’ strangers
Heaviest users are non-Facebook users
Like not having parents/adults on site 27
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Mini campaigns
Supplemental classroom resources and activities
Vertical integration to enhance content delivery to multiple audiences
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Health, Health Care Literacy, and the Adolescent
Challenge
Social Media Tools that Promote Health Care Literacy
From Social Activity to Health Care Literacy
Growing Pains: Adjusting Our Strategy
Engaging Providers
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Providers can identify communities to invite
Notifications can become automated and instant
Can monitor teens and provide more effective responses
Can tailor “nurse chat line” to appropriate health plan beneficiaries
Allows tracking of teens’ interests and usage
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Sharon Nessim, HN P.I.Elaine Robinson-Frank Nancy Wongvipat KalevHoa SuMaya GumatayDaisy OsunaVinia Pangan Carol Spencer Diana Carr
Michael FioreElissa Vaidman
Nedra Kline Weinreich
Deborah Glik, P.I.Michael Prelip, P.I.
Abdelmonem Afifi Philip MasseyElaine Quiter Brian CalimlimNIH/NICHD Grant #5R01HD059756-02
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