The art of communicate
Giulia Annovi
YOUNG ONCOLOGISTS: Specialists in the Science and Art of Patient
Care – Bologna 29,30 March 2017
Cancer speakers
Patient
Colleagues Media
Public Relatives
Social
Media
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
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.
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
The communication landscape
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.
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.
The communication landscape
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.
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*
BUT
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
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
IT’S BETTER TO REACH
EVERYONE
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
Broadcast your information
Advice Seize the moment Be useful
Comparison Learning Sharing
Scholarly selfie
Speaking with journalists
Preparedness
Help them
I don’t have time….
Framework
Questions
Brief, precise, clear
Play down
Participation
A participative audience
Peer – to – peer dialogue*
Shared decision
Positive relationship
Increased adherence to therapies Personal choice
Less medical authority*
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 Eysenbach.
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:
IGNORE
MAKE SMALLER BUILD A BRIDGE
Natalya Godbold. Beyond information seeking: towards a general model of information behaviour. Information Researh Vol. 11 No. 4, July 2006
sharing or spreading information, creating documents, telling other people taking mental note (non specific goal or goal not imagined yet)
avoiding or ignoring information
disputing or disbelieving information
hiding and / or destroying information
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
Emotions Storytelling
Expertise
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….?
Amanda Clark, MD, and Avital O’Glasser, MD, FACP. Vox Popularis: Social Media and Medicine
PARTICIPATION / NETWORK
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 Vol. 11 No. 4, July 2006
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
