Download Giulia Annovi

The art of communicate
Giulia Annovi
YOUNG ONCOLOGISTS: Specialists in the Science and Art of Patient
Care – Bologna 29,30 March 2017
Cancer speakers
Colleagues
Patient
Relatives
Media
Social
Media
Public
Cancer speakers
The communication landscape
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Reuters Institute for the Study of Journalism. Digital News Report
2016
Blog - therapy
Online self-diagnosis
Virtual communities
Online Physicians
Well-being app
The communication landscape
Health is currently the eighth most common news topic overall
Cancer ranks first among disease-specific news coverage
Millions: Italian people searching health information online
Smith, Katherine C., et al. "Advancing cancer control research in an emerging news media environment." J Natl Cancer Inst Monogr 2013.47 (2013): 17581.
The communication landscape
75% of Americans were aware of Angelina Jolie’s double mastectomy,
fewer than 10% of respondents had the information necessary to accurately interpret her risk
However, 9% of women were motivated to do something about their health, such as seeing a doctor,
having a mammogram or seeing a genetic counselor.
D Gareth R Evans et al. The Angelina Jolie effect: how high celebrity profile can have a major impact on provision of cancer related services
Breast Cancer Research201416:442
Biancovilli, Priscila, Gabriel de Oliveira Cardoso Machado, and Claudia Jurberg. "Celebrity and health promotion: how media can play an active role in
cancer prevention and early detection." Journal of Media and Communication Studies 7.3 (2015): 41.
The communication landscape
BUT
More focused on treatment than prevention*
Emphasizing individual-level behavioural*
Personal stories aren’t evidence based
A single issue or event often receives conflicting coverage from multiple
media outlets.
News coverage of research is frequently criticized for neglecting appropriate
caveats, limitations, or acknowledgement of ambiguity*
Smith, Katherine C., et al. "Advancing cancer control research in an emerging news media environment." J Natl Cancer Inst Monogr 2013.47 (2013): 17581.
Media Evolution
Going into the MEDIA
Listen
More than examining
the scientific
accuracy of messages
Communication, what does it mean?
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Recall information
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Satisfied
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Supported
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Physicians are in-line
IT’S BETTER TO REACH
EVERYONE
F. Stiefel, C. Bourquin; Communication in oncology: now we train - but how well?. Ann Oncol 2016; 27 (9): 1660-1663. doi: 10.1093/annonc/mdw229
The individual side of communication
The power of the World Wide Web
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Database, repository, data collection
Sharing a lot of information and
knowledge
Linking documents
Different languages and media
Speed and dynamism
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Rapid (and precise) responses
Availability
Digital press kit
Quick tracking
Podcast/video/Multimedia
Shareable
Data repositories
Surveillance
Specialized audience
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Tailored contents
Respect of diversities
Targeting stories
Pros and cons
Focus on the audience
Comparison
Advice
Learning
Seize the
moment
Sharing
Be useful
Scholarly selfie
Broadcast your
information
Speaking with journalists
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Preparedness
Help them
I don’t have time….
Framework
Questions
Brief, precise, clear
Play down
Participation
A participative audience
Personal choice
Peer – to – peer dialogue*
Less medical authority*
Shared decision
Positive relationship
Increased adherence to therapies
Can I tell you….?
David W. Kissane,Barry D. Bultz,Phyllis N. Butow,Carma L. Bylund,Simon Noble,Susie Wilkinson. Oxford Textbook
of Communication in Oncology and Palliative Care. Oxford University Press, 23 feb 2017
The patient writer
∼63% of users acquire
their news from social
media
Evitate errori online
Blogs and social media are undoubtedly an important component of the online information
environment, and they challenge traditional structures of news creation and delivery
Are them useful for us?
Xu, Songhua et al. “Leveraging Social Media to Promote Public Health Knowledge: Example of Cancer Awareness via Twitter.” Ed. Gunther Eysenb
JMIR Public Health and Surveillance 2.1 (2016): e17. PMC. Web. 26 Mar. 2017.
200 platforms
Overdrive Interactive
http://www.ovrdrv.com
Medical platforms
Italian Social Network
URL
DottNet
https://www.dottnet.it/articolo
Esanum
http://www.esanum.it/
Inderma
http://www.inderma.it/
Camici in rete
http://www.camiciinrete.it/
Nuto
http://www.nuto.it/
Different audience
What social needs are being satisfied via the use
of social media?
Community dimension
Learning dimension → CONSTRUCTIVISM and CONNECTIVISM
Information dimension → not active;
People respond to information by seeking more information, but also by:
BUILD A
BRIDGE
IGNORE
sharing or spreading information, creating documents, telling other people
taking mental note (non specific goal or goal not imagined yet)
avoiding or ignoring information
MAKE
SMALLER
disputing or disbelieving information
hiding and / or destroying information
Natalya Godbold. Beyond information seeking: towards a general model of information behaviour. Information Researh
Vol. 11 No. 4, July 2006
The post – truth era
The more active a user is, the more the
user tends to focus on a small number
of news sources*
Listening and empathy*
Creation of languages and figure of
speech
Give sense
The patient writer
Storytelling
Expertise
Emotions
Potentially
misleading
What about physicians?
Lefebvre C, Mesner J, Stopyra J, et al. Social Media in Professional Medicine: New Resident Perceptions and Practices. Eysenbach G, ed. Journal
of Medical Internet Research. 2016;18(6):e119. doi:10.2196/jmir.5612.
So why should I….?
PARTICIPATION / NETWORK
Amanda Clark, MD, and Avital O’Glasser, MD, FACP. Vox Popularis: Social Media and Medicine
Social media tips
Social media tips...to be a leader
Very good listener
Technically expert
Expert
Available on social
media
Attentive
Respectful of rules
Conclusions
Mean
Contents (and don’t forget the
privacy)
Select your audience
No personal advertisement
No personal life
No Service Alerts
No pictures
No comments
Conclusions
Feedback
No opinion is better
Curiosity
Questions
References
CROARI, Giuseppe et al. Comunicazione sanitaria e social media: rischi e opportunità. Pratica Medica & Aspetti Legali, [S.l.], v. 10, n. 3, aug. 2016.
ISSN 2283-4044.
Reuters Institute for the Study of Journalism. Digital News Report 2016
Smith, Katherine C., et al. "Advancing cancer control research in an emerging news media environment." J Natl Cancer Inst Monogr 2013.47
(2013): 175-81.
D Gareth R Evans et al. The Angelina Jolie effect: how high celebrity profile can have a major impact on provision of cancer related services
Breast Cancer Research2014 16:442
Biancovilli, Priscila, Gabriel de Oliveira Cardoso Machado, and Claudia Jurberg. "Celebrity and health promotion: how media can play an active
role in cancer prevention and early detection." Journal of Media and Communication Studies 7.3 (2015): 41.
F. Stiefel, C. Bourquin; Communication in oncology: now we train - but how well?. Ann Oncol 2016; 27 (9): 1660-1663. doi:
10.1093/annonc/mdw229
Sedrak MS, Cohen RB, Merchant RM, Schapira MM. Cancer Communication in the Social Media Age. JAMA Oncol. 2016;2(6):822-823.
doi:10.1001/jamaoncol.2015.5475
David W. Kissane,Barry D. Bultz,Phyllis N. Butow,Carma L. Bylund,Simon Noble,Susie Wilkinson. Oxford Textbook
of Communication in Oncology and Palliative Care. Oxford University Press, 23 feb 2017
Natalya Godbold. Beyond information seeking: towards a general model of information behaviour. Information Researh
References
Pinto C and Annovi G. Nelle reti. L’oncologo ha un sistema complesso di comunicazione e relazioni. Il Pensiero
Scientifico Editore, 2016
Affinito L and Ricciardi W. E-patients and social media. Come sviluppare una strategia di comunicazione per
Migliorare salute e sanità. Il Pensiero Scientifico Editore, 2016
Amanda Clark, MD, and Avital O’Glasser, MD, FACP. Vox Popularis: Social Media and Medicine
Lefebvre C, Mesner J, Stopyra J, et al. Social Media in Professional Medicine: New Resident Perceptions and Practices. Eysenbach G, ed. Journal
of Medical Internet Research. 2016;18(6):e119. doi:10.2196/jmir.5612.
Ana Lucía Schmidt, Fabiana Zollo, Michela Del Vicario, Alessandro Bessi, Antonio Scala, Guido Caldarelli, H Eugene Stanley, Walter
Quattrociocchi Anatomy of news consumption on Facebook. Proceedings of the National Academy of Sciences, 2017