six days in september - pediatric health network
TRANSCRIPT
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Six Days in September… One Year Later
Dr. Todd Wolynn MD, MMM
CNHN Business of Pediatrics Conference 12/13/18
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“At Kids Plus, we’re thrilled to provide the HPV vaccine. In this video, our providers tell you why.”
Wednesday, August 23rd8:45am
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Banned: 808 attackers Deleted: >10,000 comments
September 15-20th, 2017
BOOM!
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Sept 15 - Sept 20, 2017
7699
124
321
147
24
791 Attackers Banned
Fri 9/15 Sat 9/16 Sun 9/17 Mon 9/18 Tue 9/19 Wed 9/20
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Key Centers of Attack
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A Portrait of the 838
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Overwhelmingly Female
796 Women, 42 Men
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18-24 Years / 50+
Bimodal Age Distribution
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Un(der)-Educated/Employed
Dunning-Kruger Effect in full effect.
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Hard Left andHard Right
Anonymous, Antifa, SanderistasNationalists, 9/11 Truthers, Trumpers.
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Strange Bedfellows
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Anti-Vaccine Response Project
Phase 1: Rising to the ChallengeAnalyze, Connect, Interview, Present, Establish Goals, Prep Research
Phase 2: Lead the ChargeInvest Time & Resources, Peer-to-Peer, Additional ConnectionsFurther Develop Goals, Advance the Research
Phase 3: Winning Back SciencePublish Research, Implement Goals, Effect Social Media ChangeEmpower Providers & Scientists, Safeguard & Improve Public Health
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Science/Medicine Advocacy Goals 2018
Anti-Vaccine Social Media ToolkitPreparedness, defense, and clean-up supported by academic rigor
& peer-reviewed research
Rapid-Response Social Media ResourcePowered by data, science, and evidence-based health care advocates
Social Media Platform Acceptance of ResponsibilitySelf-monitoring and responsive action to fraudulent post/ratings
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“They’re more willing to fight for their false claims than most of us are willing to fight for the facts.”
Asymmetry of Passion
and Preparedness
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Science's Vulnerability
Objective MeasurementExperimentation
Testing & RetestingFormulation
Hypothesis Modification
ReactionSubjective Opinion
Dissemination EntrenchmentAmplification
Scientific Method Anti-Scientific Method
Publication…maybe? Social Media Definitely!!!
Resource-Intensive No LimitationsTime-Intensive Rapid Creation
Science vs Sensationalism (If it Scares, then Share)
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Primary CarePediatrics
vs
Someone who doesn’t agree with the science
…and wants everyone to know
Social Media-wary
Risk AverseConflict Avoidant
Performance Evaluations
Publicly ScrutinizedLicensed & Regulated
Professional Decorum
Social MediaDisinformation
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The Largest U.S. Generation
is plugged in and starting to have kids.
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Anti-Vaccine Impact
Wasted Time, Effort and Resources
Affront to Trust and Our Relationship
Increased Disease, Death and Suffering
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Exam Room
OUTSIDE
THE
EXAM
ROOM
Inside
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Evidence-based Communication
Teachable and Impactful
Pediatric-powered
Multiple Applications
Best Impact when Practiced
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Vaccine Communication
~75% Accepting
~2% ResistantCare and ShareNot Facts & Scare
~23% HesitantAnnounce-Inquire-Mirro
r-Secure
80%
Exam RoomInside
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Exam Room
OUTSIDE
THE
EXAM
ROOM
365 DaysPerYear
1-3 TimesPerYear
Educate Engage
Entertain Affect
Inside
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Vaccine Acceptance Behavior
~75% Accepting
~23% Hesitant
~2% Resistant
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Anti-Vaccine Social Media Toolkit
Prepare
Defend
Clean-up
Detailed ‘How To’ ManualStep-by-Step instructionsRapid Reference ModulesSocial Media Platform-specificUpdated Living DocumentBattle-Tested, Combat-Proven
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Combating Anti-Vaccine Attacks with aRapid-Response Social Media Network
Shots HeardRound the World
https://shotsheard.com
Powered by Science, Protecting Public Health
DEFEND Physicians & PracticesDEFUSE Anti-vaccine AttacksDEBUNK Vaccine Disinformation
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Join the team! Email us at:
Shots HeardRound the World
https://shotsheard.com
Powered by Science, Protecting Public Health
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Engagement of Social Media Platforms
Educating Social Media Platforms on their Public Health impactworking toward their acceptance of responsibilityto become part of the solution to combat anti-vaccine efforts
Self-monitoringResponsive action to fraudulent post/ratingsOpen lines of communication with science-based vaccine authorities
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OUTSIDE
THE
EXAM
ROOMBuild
Relationship
GrowTrust
UtilizeCommunication
PhysicianLed
Team-based
EfficientEffective
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Vaccine Communication Support:
A.I.M.S. Social Media ToolkitTeam-based ApproachOther?
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Todd Wolynn MD, MMM, IBCLC, FAAP
@DrToddWo
Todd Wolynn
Dr. Todd Wolynn
THANKS!