Transcript Dr. Kish-Doto - Westchester Medical Center

iDelivery and Media Moms-to-Be:
The Role of Social Media in Childbirth
Presented by
Julia Kish-Doto, PhD, MS
RTI International, Rockville, MD
Presented at
9th Annual Regional Perinatal Forum Conference
Tarrytown, NY • November 3, 2010
www.rti.org
Phone 301-468-8280 • Fax 301-230-4647 • e-mail [email protected]
RTI International is a trade name
of Research Triangle Institute
Objectives
1. Identify social media sources women use for health
information
2. Describe the role of social media and marketing in
women’s health decision making
3. Provide examples of how to use social marketing to
communicate with and educate patients
2
Social Media and Network Examples
 Blogspot
 Flickr
 Twitter
 Facebook
 YouTube
 Wikipedia
 Foursquare
3
Women’s Use of Social Media—Overall
The Oxygen Media Insights Group studied 1,600 women
aged 18 to 34 (RBR, 2010):
 34% say checking Facebook
is the first thing they do in
the morning
 57% admit to talking to
people online more than
face to face
 48% find out about news through Facebook more often
than from traditional news outlets
 73% say Facebook is “me time”
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Moms in Particular
 Control large segment of social
market
 “Power moms”– women between
the ages of 25 and 54 who have at
least one child under the age of 18
in the home – represent 19% of the
total online population
(Nielsen Online, 2009)
 Can be segmented by their “social”
habits
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Profile of Social Moms
(i.e., moms using social media)
 Measured by “influence”
 How
often social moms post or comment on
social networks
 BabyCenter.com 2010 report
 18%
of moms who use social media account for
78% of the influence
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Use of Social Media during Labor
Growing incidence of the following activities during labor:
 Tweeting
 Texting
 Talking on a cell phone
 Recording and posting
in real time via webcams
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Why?
 To feel less alone
 As a distraction
 Because they can!
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Possible Implications
 Benefits


Expose future moms to positive birth experience
Increase knowledge of childbirth process
 Drawbacks




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Provider concerns about litigation
Instilling fear in moms-to-be
Questions about baby’s privacy rights
Boundaries of social etiquette
You Said It
 “Facebook friends: My doctor is sewing up my episiotomy
now. Thank God I can’t feel a thing!”
 “OMG! I can’t handle another contraction! Where’s my
epidural?! Somebody get me some DRUGS!”
(sent via iPhone)
» From Glynn, pregnancy360.com, 2010
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The Problem
 Data on the impact of women’s
preferences on delivery mode
and their decision-making
processes for delivery are
limited
 A woman’s planned delivery
preferences may not be the
most predominant factor in
the actual delivery
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Influencing Factors
Other external factors beyond a woman’s physical state:
 Health care providers
 Insurance companies
 Hospital protocols
 Childbirth educators
 Family, friends
 Media
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Behavior Change
Commercial marketers spend significant
amounts of money examining the behaviors of
their audience...
…and getting people to change them.
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Related Example
Umbilical cord banking
 Original idea in 1988
from not-for-profit
 Today, companies have
generated a “need” for
the service
(Prue & Daniel, 2006)
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There’s an App for That!
15
Moms-to-Be Information Seeking
 Moms often turn to the Internet for health information
before any other media source
 Motherhood is the
number one trigger
for social media use
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The Good News
 Despite openness to social
networking for health
information, people typically
connect with known
acquaintances
(Uhrig, Bann, Williams, &
Evans, 2010)
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The Challenge
 Difficult for health care to compete
 Motivational interviewing



18
Defined as changing what patients want to change
What if they don’t want to change?
Is the communicating audience/society better off?
Potential Solutions
 Piggyback on existing market research


Use the same media channels
Initiate discussions
 Upstream versus downstream approach

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Work with insurance companies, policy makers,
hospitals
Exposure and Awareness
 Women are not typically exposed to
normal, uncomplicated vaginal
births
 Media, provider’s offices, family,
friends
 Women may be unaware of
childbirth education philosophies
and practices supporting lowintervention vaginal births
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Is It Tweet-Worthy?
 Women rely heavily on social networks for health
information, including childbirth knowledge (CDC, 2009)
 Societal fascination with birth



21
Unexpected
Unplanned
Complicated
deliveries
Current Social Marketing Programs
 Text4Baby
 www.childcount.org
 Preconception health programs

22
READY-Girl
Patient-Provider Communication
 How can providers
use this
information to
reduce
unnecessary or
elective Cesarean
sections?
23
Market to Your Audience
Questions to consider:
 What is your office protocol to discuss preconception care
with patients?
 How is information delivered to/received from pregnant
patients?
 What questions are included in your electronic health
records (EHR) system?
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Recommendations
 “Bundle” your messages


In discussions
On your office Web site
 Foster a social network of communication about childbirth
 Provide a list of links and sites to local childbirth resources
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Recommendations (cont’d)
 Ask questions about childbirth preference early and often
 Dispel myths surrounding the process of childbirth
 Educate women about the types, availability, and
effectiveness of nonpharmacological coping techniques
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References
The BabyCenter® 2010 Mom Social Influencer Report reveals five unique segments of social moms [News Release].
http://www.babycenter.com/100_-the-babycenter-174-2010-mom-social-influencer-report-reveal_10332899.bc Accessed
October 25, 2010.
Centers for Disease Control and Prevention, Marketing and Communication Strategy Branch. Audience Insights: Communicating to
moms (with kids at home). http://www.cdc.gov/healthmarketing/pdf/AudienceInsight_moms.pdf Accessed October 25, 2010.
Glynn, A. The TMI of childbirth: From Tweeting intimate details of labor to posting full-frontal footage of baby’s birth—is nothing too
sacred for social networking? http://www.pregnancy360.com/the-big-day/tmi-childbirth Accessed October 25, 2010.
The Nielsen Company. Nielson Online. Where the moms are: shopping, blogging, networking and strategizing online. [2009 News
Release].
http://enus.nielsen.com/content/dam/nielsen/en_us/documents/pdf/Press%20Releases/2009/May/Where%20The%20Moms
%20Are%20Shoppi g,%20Blogging,%20Networking%20And%20Strategizing%20Online.pdf Accessed October 25, 2010.
Prue CE, Daniel KL. Social marketing: planning before conceiving preconception care. Matern Child Health J. 2006;10(Suppl 1):79–84.
http://www.springerlink.com/content/a3j554763469n035/ Accessed October 25, 2010.
Radio and Television Business (RBR) Report. The social media habits of women 18–34 [News Release].
http://www.rbr.com/medianews/research/25649.html Accessed October 25, 2010BabyCenter.com.
Uhrig J, Bann C, Williams P, Evans WD. Social networking websites as a platform for disseminating social marketing interventions: an
exploratory pilot study. Soc Mar Q. 2010;16(1):2–20.
http://www.informaworld.com/smpp/content~db=all~content=a919454461~frm=titlelink Accessed October 25, 2010.
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For more information contact
Julia Kish-Doto
[email protected]
www.rti.org
RTI International is a trade name
of Research Triangle Institute