Mobile & Social Media Breakthroughs: H1N1 and Seasonal Flu

Jay Bernhardt, PhD, MPHCenters for Disease Control and PreventionFebruary 4, 2010

CDC’s Mission

CDC Mission:…to promote health and quality

of life by preventing and controlling disease, injury and disability

eHealth Goals:….to make CDC content, tools

and services available when, where and how users want them

• Increases the dissemination and potential impact of CDC’s science

• Leverages unique characteristics of emerging channels

• Reaches diverse audiences• Allows for tailored health

messages• Facilitates interactive

communication and community• Empowers people to make

healthier and safer decisions

Why Mobile & Social Media

CDC should be (must be) where people are

Personal and Portable

“Mobile users are inseparable from their devices… And as these devices become more capable, they are evolving into extensions of users’ desktops and home communications and entertainment systems.”

From: eMarketer, Mobile Users and Usage: It’s Personal, Accessed on November 4, 2009 at http://www.emarketer.com/Reports/All/Emarketer_2000589.aspx

Average number of hours per day mobile phones are within arm’s reach:

19 hours(From: Pew Internet & American Life Project, The Social Life of Health Information, Accesed September 10, 2009 ttp://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx)

Engaging in Real Time Where Users are LocatedMobile provides us with the ability to engage immediately, in real time, (mobile users in Bangladesh after flooding and cyclones ) where people are and communicate directly with target audiences.

Photo from: http://www.textually.org/textually/archives/2009/06/023931.htm

Real-Time Access Where Users Are

Mobile Engagement and Access

“Mobile technology is associated with deeper engagement in social media and an accelerated pace of information exchange.”

http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx

• There are more than 270.3 million U.S. mobile subscribers, accounting for 87% of the total U.S. population.

• According to Pew, while almost three quarters of white Americans have cell phones, 84% of English-speaking Hispanics and 71% of black Americans have them.*

* (Pew Internet & American Life Project: May, 2008. Accessed at http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and Information.aspx on August 23, 2009).

Mobile-Only Households

17.5% of US households were wireless only in first six months of 2008

*Metrics Insider - January 2009

Mobile-Only Household Health

Use of the Mobile Web

*Mobile Insider - October 23, 2008

October 23, 2008

• Around 50% of mobile users access the mobile Web

• 80% believe that the mobile Web should be easier to use

http://m.cdc.gov

Over 100,000 views of mobile H1N1 flu pages alone since April 22nd

http://m.cdc.gov

Mobile-ready content that is easy to read and scan with appropriate formatting and design.

• Weekly health features

• Hurricane Recovery Information

• Seasonal Flu information for consumers and physicians

• Travelers’ health alerts

• Emergency response information

Use of the Mobile Web

October 23, 2008

About two-thirds of mobile web traffic is done with an iPhone.

Use of the Mobile Web

85% of iPhone users report accessing the mobile web compared to 13% of the overall mobile phone market 58% of total smartphone users

*http://bits.blogs.nytimes.com/2008/03/18/iphone-users-are-mobile-web-junkies

Top Mobile Devices Accessing m.cdc.gov

1. Apple iPhone [44.8%]

2. Apple iPod Touch [10.6%]

3. RIM BlackBerry 8330 (Curve) [9.4%]

4. T-Mobile G1 [4.1%]

5. RIM BlackBerry 9530 (Storm) [3.2%]

Source: Omniture, Jan. – July 2009

vs.

vs.

iPhone version of m.cdc.gov

iPhone version of m.cdc.gov

*http://bits.blogs.nytimes.com/2008/03/18/iphone-users-are-mobile-web-junkies

31% of iPhone users have watched mobile TV or a video clip from their phone, which is more than double the percentage that have done so on other smartphones

92% of Android users access the Internet compared to 88% of those using iPhones, 71% of all smartphone users and 22% of all mobile subscribers.

http://blog.nielsen.com/nielsenwire/consumer/the-droid-is-this-the-smartphone-consumers-are-looking-for/

Use of the Mobile Web

Use of the Mobile Web

Nielsen projects that smartphones could cross the 50-percent mark by the middle of 2011, which would mean approximately 150 million Americans would be using smartphones.

http://blog.nielsen.com/nielsenwire/consumer/the-droid-is-this-the-smartphone-consumers-are-looking-for/

iPhone Application

Our Mobile Users

19 or under 20-34 35-49 50-64 65 or older0%

10%

20%

30%

40%

50%

5%

20%

41%

32%

2%3%

27%

36%32%

3%

Age Mobile All

Advanced degree College degree Some college High school or less0%

10%

20%

30%

40%

50%

60% 52%

29%

11% 8%

36% 39%

18%

7%

Education Mobile All

Source: American Customer Satisfaction Index (N=724): October 4, 2008 - May 11, 2009

Our Mobile Users

Healthcare providers

Consumers

Students

Public Health Professionals

Educators

Researchers/Scientists

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

45%

18%

5%

15%

4%

5%

32%

17%

15%

9%

8%

5%

Role All Mobile

Source: American Customer Satisfaction Index (N=724): October 4, 2008 - May 11, 2009

Our Mobile Users

• In the past three months, have you:

• Browsed websites using your mobile phone? 73%

• Sent or received text messages using your mobile phone? 63%

Source: American Customer Satisfaction Index (N=724): October 4, 2008 - May 11, 2009

Text Messaging

(http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and-Information.aspx)

Avg. monthly txt msg vs. calls: 357 vs. 204

With the use of SMS (text messaging) available on 98% of all cell phones, the number of text messaging users continues to grow steadily. In 2008, there were 92 million text messaging users in the U.S. alone. That number is projected to increase to 100 million by the end of 2010.

http://www.ctia.org/media/press/body.cfm/prid/1772

Text Messaging

(http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and-Information.aspx)

Avg. monthly txt msg vs. calls: 357 vs. 204

With the use of SMS (text messaging) available on 98% of all cell phones, the number of text messaging users continues to grow steadily. In 2008, there were 92 million text messaging users in the U.S. alone. That number is projected to increase to 100 million by the end of 2010.

http://www.ctia.org/media/press/body.cfm/prid/1772

Text Messaging

http://www.ctia.org/media/press/body.cfm/prid/1772

Mobile Text Messaging Pilot

• Launched September 2009

• Subscribers receive about three messages/week

• H1N1 flu messages and other health topics

• Health message testing and user evaluation

Example Text Messages

• If sick, stay home (except 2 get medical care) at least 24 hrs after fever is gone (w/o using fever-reducing meds).

• Antiviral drugs 4 treating flu work best if started w/in first 2 days of symptoms.

• Traveling 4 the holidays? Wash hands often & postpone travel if ill. Wait 24 hrs after fever is gone (w/o fever-reducing meds) to travel.

Example Text Messages

MessageHaving turkey this Thanksgiving? Test your turkey knowledge with a turkey quick quiz. Reply TURKEY to start. Call CDC 800-232-4636 or http://m.cdc.gov. Quiz QuestionWhat is the minimum internal temperature needed when cooking a turkey? A. 145F B. 160F C. 165F D. 175F Correct AnswerThat's right! All poultry, incl. turkey, should be cooked to an internal temperature of 165F. From all of us @ CDC, have a happy & healthy Thanksgiving.  

Incorrect AnswerSorry! All poultry, incl. turkey, should be cooked to an internal temp. of 165F to prevent illness. From all of us @ CDC, have a happy & healthy Thanksgiving.  

Text Message Subscribers

More than 16,000 subscribers since September 2009

Satisfaction Question

Jan. 23, 2009

Satisfaction message sent to all subscribers (N = 16,158)

Help us improve our text messages! Please answer one question about UR satisfaction so we can improve our msgs & better meet UR needs. Reply FEEDBACK to begin.

15% of subscribers replied (N = 2,435)

How would you rate UR overall satisfaction with the text messages:  A) Very Satisfied, B) Satisfied, C) Dissatisfied, D) Very Dissatisfied - Reply A, B, C, or D

Of those who replied, 90% completed the quiz (N = 2,198)

34% Very Satisfied 53% Satisfied 10% Dissatisfied 3% Very Dissatisfied

87% Satisfied87% Satisfied

Satisfaction Question

Jan. 27, 2009

Follow-up message sent to SATISFIED subscribers (N = 1,936)

We're glad U R satisfied w/ our text messaging pilot. We'd like to improve. Reply to this message w/ the keyword INPUT & let us know how we can do better!

27% of SATISFIED subscribers replied (N = 523)

How can we improve? 1)Make msgs more relevant 2)Pick better topics 3)Make msgs more actionable 4)Reduce frequency of msgs 5)Other. Reply w/ 1 answer: 1,2,3...

Of those who replied, 69% completed the quiz (N = 363)

27% Make messages more relevant 19% Pick better topics 30% Make messages more actionable 4% Reduce frequency 20% Other

Relevancy & Actionable

Relevancy & Actionable

Satisfaction Question

Jan. 27, 2009

Follow-up message sent to subscribers who were NOT SATISFIED (N = 262)

Not satisfied with CDC's text messages? Please tell us why, so we can improve. Reply to this message w/ the keyword IMPROVE & let us know how we can do better.

33% of subscribers who were NOT SATISFIED replied (N = 87)

How can we improve? 1)Make msgs more relevant 2)Pick better topics 3)Make msgs more actionable 4)Reduce frequency of msgs 5)Other. Reply w/ 1 answer: 1,2,3...

Of those who replied, 48% completed the quiz (N = 42)

45% Make messages more relevant 12% Pick better topics 14% Make messages more actionable 5% Reduce frequency 24% Other

RelevancyRelevancy

Social Media at CDC

H1N1 Social Media Response

http://www.cdc.gov/SocialMedia/Campaigns/H1N1/

H1N1 Flu Social Media Response

H1N1 Flu Metrics

CDC’s eHealth Metrics Dashboard:http://cdc.gov/metrics

Online Video: YouTube

• 19 videos posted on YouTube

• 3.02Million Views since April 22nd

Most Popular H1N1 Video (2009)

Symptoms of Swine Flu

YouTube views: 2,024,581

CDC-TV:

76,592 views

YouTube: http://www.youtube.com/watch?v=0wK1127fHQ4 CDC-TV: http://www.cdc.gov/CDCTV/SwineFlu/index.html

Facebook

52,700 fans since CDC Facebook page launched May 1st

CDC Podcasts

2.67M views of CDC H1N1-related podcasts since April 22nd

Twitter

• 1.18M followers on 3 CDC Twitter profiles

• 447,754 click throughs to CDC.gov content from links posted on Twitter since April 22nd

Email Updates

• 260,525 subscribers to H1N1 flu email updates

• 7.44M H1N1 flu related emails sent

Widgets

www.cdc.gov/widgets 5.5M views of H1N1-related widgets since April 22nd

Content Syndication and RSS

Content syndication provides a streamlined process for disseminating current and credible content in real-time on other Web sites.

•37.05 Million views of H1N1 Content via CDC RSS Feeds•407,334 views of CDC H1N1 content via Content Syndication

The Future of mHealth

• Location, Location, Location– Geocoding data and GPS

• Apps, Apps, and More Apps– There is (or will be) an app for everything

• Convergence – Media, Data, Devices

CDC Mobile Resources

– Mobile Activities at CDC: http://www.cdc.gov/mobile/

– Mobile Health Coalition:http://www.cdc.gov/mobilehealth/

– eHealth Data Briefs:http://www.cdc.gov/HealthMarketing/ehm/databriefs/

– Mobile Metricshttp://www.cdc.gov/metrics/socialmedia/mobile.html

CDC Social Media Resources

– Novel H1N1 Flu: http://www.cdc.gov/SocialMedia/Campaigns/H1N1/index.html

– Novel H1N1 Flu (Spanish): http://www.cdc.gov/spanish/mediossociales/h1n1/

– Seasonal Flu:http://www.cdc.gov/SocialMedia/Campaigns/SeasonalFlu/index.html

– eHealth Metrics Dashboard and eHealth Data Briefs:http://www.cdc.gov/SocialMedia/Data/index.html

Questions?

jbernhardt@cdc.gov@jaybernhardt

This presentation is the opinion of the author and does not necessarily represent the official position of CDC or HHS.