Finding a Voice Hacking the Narrative — We all have a voice. It’s that internal monologue we have with ourselves. Have you ever considered what that voice is and how it connects to raise above the din? How do I find my voice when I am working to find my way? Can our voice be a guide or a tool to drive a narrative and content?
The Internet is a rich, vital, and important vein of information on healthcare, clinical medicine, and sharing. It sometimes takes trial and error to find the right information. Let’s see if we can remedy that.
Today we discuss ways to become an internet savvy patient with Diana Frame owner and founder of Frame Research which provides rigorous summaries of medical evidence to health care decision makers. Diana shares her practical and smart academic search process with Carolyn and I. We had her promised to return and teach us how to bring what we’ve found to our HCP. So keep an eye open for Part II.
Below are links that Diana identified as key sites for patients and caregivers.
Please let us know if this was informative and what else you would like us to discuss.
MedlinePlus (It also has a Spanish language version)
Centers for Disease Control (especially good for infectious disease updates and various US health statistics)
Cleveland Clinic (has an online chat feature)
Google and Google Scholar can be very useful, as we discussed, particularly if you use specific search terms and refine them as you go. Try the “medical term” diagnosis rather than symptoms, and the generic name of drugs rather than brand names, for more rigorous results. (Do the opposite if you are looking for more basic patient care info, or descriptions of patient experiences). Your local public library can also be a good starting point.
Disease-specific organizations are good places for more targeted info, and some .orgs can help you find a community of people with similar health issues (the social learning piece we talk about), which is usually lacking at the .gov sites. For example – NCI is pretty comprehensive, but without the social aspect that one may find at American Cancer Society who has a list of ACA online communities.
Patients Like Me is a good one, not specific to cancer.
More in-depth evidence based medicine sites – these may require some familiarity with medical jargon:
PubMed is the big one
AHRQ Evidence reports
National Guidelines Clearinghouse – website is a little clunky to search, but if you do find a relevant hit on this it is usually a fairly comprehensive summary from a reputable organization
Cochrane Library – only summaries are available for free (and they are a little dry, even for academic medicine), but again these are reviews assembled with a rigorous methodology
Clinicaltrials.gov – a good place to look for ongoing studies, for those with an understanding of their or a loved one’s specific diagnosis. Also can be helpful to find clinical experts in your area, even if trials are not appropriate.
Doc Searls Weblog begins with a Michael Wolff’s article in USA Today “What ad biz needs are writers“. Searls primary message in this piece is that advertising and direct marketing were kept apart with top notch writers, art directors, creative directors, etc. wanting to go into direct marketing. And as Searls points out.
In the online world, advertising messages are not much about increasing brand awareness, or other old-fashioned advertising purposes. (Though today’s ad folk love to throw the word “brand” around.) Instead the main purpose is getting direct responses: clicks and sales, aimed by personal data, gathered and analyzed every possible way. The idea is to make the advertising as personal as possible, as far as possible, regardless of how creepy it gets. It’s all fully rationalized. (Hey, you canopt out if you don’t like it.)
Terry Heaton in Street Fighting Magazine is quoted
Operating within the soul of every marketer is the ridiculous assumption that people want or need to be bombarded by advertising, and that any invasion of their time or experience to “pass along” an attempt to influence is justified. If this were true, there would be no looming fight over DVRs, which allow viewers to skip ads. You have no inherent right to my eyeballs, and it is precisely this axiom that makes today’s instruments and gadgets so powerfully disruptive to the culture
What we have here is the fact technology is changing marketing. It is timely that the next post from Greg at Digital Tonto takes us into the future of marketing.
Greg writing on Digital Tonoto points us toward the future of marketing. And in todays techno world Greg sums it up nicely when he says “…brans will have to learn to be more like publishers and develop content skills. It also means that marketers will have to create a genuine value exchange rather than just coming up with catch ad slogans and price promotions”
Greg points out the following:
- From Rational Benefits to Passion Economy
- From Strategic Planning to Adaptive Strategy
- From Hunches to Simulations
- From Brands to Platforms
This is a great read full of ideas and links you won’t find elsewhere. And with Twitter Chats like #hcsm what Greg offers us are tools, ideas, a directions for those of us interested in healthcare to focus and build. We are marketing outcomes, care, management, cost, etc. It’s time we had the tools to think of it that way.
How sweet it is. Dan Munro Contributor at Forbes takes a deep dive into the Credit Suisse report on sugar and finds this pearl:
So 30% – 40% of healthcare expenditures in the USA go to help address issues that are closely tied to the excess consumption of sugar.” Credit Suisse Report
This is a financial report about the sugar industry, which the US subsidizes in a big way. Americans pay three times the world price of sugar to the tune of about $3 billion a year in estimated taxes. See the full article here. In essence we pay to get sugar and we pay to fix what sugar broke.
What is of interest is how detailed this report gets into the health aspect of sugar. And below is a chart “Annual Global Soda Consumption Versus GDP per Capita” Check out where the USA sits. No where near the trend line so far above it think heaven. And you really need to see the chart titled “Average Daily Caloric Intake of Sweeteners By Country”.
From Making Contacts to Building Assets
From Campaigns to Platforms
From Awareness to Activation
From Transactions to Experiences