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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 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? Recall information Satisfied Supported 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 Database, repository, data collection Sharing a lot of information and knowledge Linking documents Different languages and media Speed and dynamism Rapid (and precise) responses Availability Digital press kit Quick tracking Podcast/video/Multimedia Shareable Data repositories Surveillance Specialized audience 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 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