Archive for February, 2009

Erica
Anderson

Health Care Reform to Dominate New Agenda

Wednesday, February 25th, 2009

On Tuesday, February 24th, President Barack Obama laid out the state of the economy. In the speech, he described a "blueprint" for the future and focused on three major areas: energy, health care and education.

The President called the cost of health care crushing and said health reform would be a vital to the success of American Recovery and Reinvestment Act, which is now law.

The main focus of reform will be to lessen the cost of health care and expand coverage to the some 45 million uninsured Americans. President Obama tied the cost of coverage to the economy, saying, "it is one of the major reasons why small businesses close their doors and corporations ship jobs overseas."

Other areas of focus in the new Administration's health care reform effort are;

  • Investment in electronic health records
  • Seeking a cure for cancer
  • Making the "largest investment ever in preventive care"

President Obama went on to say there will be competing ideas as to how to achieve these goals. In an effort to bring different expertise to the table, the White House will hold a meeting next week with individuals representing businesses, doctors, health care providers, Democrats and Republicans. The team at Spectrum will follow the developments and post it on this blog for you.

At the end of the speech, President Obama made one final, if not compelling, plea to Congress.

"...if we come together and lift this nation from the depths of this crisis, if we put our people back to work and restart the engine of our prosperity, if we confront without fear the challenges of our time and summon that enduring spirit of an America that does not quit, then some day, years from now, our children can tell their children that this was the time when we performed, in the words that are carved into this very chamber, "something worthy to be remembered."

For a full transcript of the speech, click here.

Erica Anderson, Senior Digital Strategist

 
Audrey
Spolarich

Carrying the Water for a Social Marketer (and yourself)

Tuesday, February 24th, 2009

What, really, is social marketing?

Since the phrase first started to be kicked around in the mid-90s there have been many ‘experts' who have defined the term, on both sides of the pond.

In fact, the United Kingdom includes social marketing in the development of many of their social policies, particularly their health care policy. They believe that they have a very good idea what social marketing is.

I, too, consider myself something of an expert in social marketing, having been involved in social marketing campaigns since 1995, many of them spanning a number of years with major positive outcomes. I was involved in the social marketing effort of children's health advocates from around the country to call for passage of the Children's Health Act, which was signed into law in December 2000.

So, what is social marketing?

I like to use a little metaphor to explain what social marketing is. This approach works well, especially when attempting to explain the concept to the very people you hope to involve in the campaign itself, like veterans. I start by asking them if they remember when they first read Mark Twain's Tom Sawyer. Near the beginning of the book there is a chapter where Tom wants to go fishing but his Aunt won't allow it until he has white-washed the fence around her house. Tom is bewildered. He has no interest in the onerous task. Then a brilliant idea occurs to him. He rounds up all his friends and proceeds to explain to them how white-washing his Aunt's fence is the most exciting and fun activity that they could possibly imagine for that fine spring day. Soon they are all busy, brushes in hand. Tom is discovered, supervising, from under the shade tree nearby.

This is social marketing: Getting other people to carry the water. Making it seen as though carrying that water is the most important, most useful, most gratifying thing they could do with the time available. However, to be ethical, the water must be their water, you are simply motivating them to do what they need and hope to do anyway.

Along the way, you help them refine their message - a key part of social marketing - so that they are not going before key decision makers with the same old tired story about their cause and its needs. You help them carry their water to state houses and to the federal legislature by making their cause fresh and new. By helping them to develop the exact phrasing of what they are asking that legislator or policymaker to do exactly. Most important you teach them when it's time to leave and when it is time to follow up.

If you have questions about social marketing or how your organization or advocacy organization could use social marketing techniques to advance your cause, write me at aspolarich@spectrumscience.com.

-Audrey Spolarich, Senior Advisor

 
Spectrum

Mobile Phones To Improve Health Care in Developing Countries

Monday, February 23rd, 2009

The Vodafone Foundation, the United Nations Foundation and the Rockefeller Foundation during the Mobile World Congress held last week in Barcelona, Spain, announced that they have joined together to create the Mobile Health Alliance, or mHealth, which will use mobile and digital technology to improve health care in developing countries.

Since mobile technology is relatively affordable and easy to distribute, it can be utilized in a way to connect the rural areas in developing countries with physicians whom often reside in larger urban areas.

Claire Thwaites, head of the U.N. and Vodafone Technology Partnership, said, "So you might be looking at text messaging to improve population awareness about malaria prevention or how to prevent HIV/AIDS. […] Or you could use mobile to support public health data collection campaigns or immunization campaigns. Then you get to more sophisticated uses of mobile to support consultation and remote diagnosis, as well as being able to communicate with health workers, which there's a huge lack of in the developing world."

The mHealth Alliance is expected to host a conference by the end of the 2009 to invite people from both the private and public sector to participate in the program.

Some of the mHealth projects pulled from Sarah Perez in ReadWriteWeb:

  • Sending mobile phone owners updates on diseases via SMS;
  • Letting health workers in Uganda log data on mobile devices from the field;
  • In South Africa, the SIMpill is a sensor-equipped pill bottle with a SIM card that informs doctors whether patients are taking their tuberculosis medicine;
  • In Uganda, a multiple-choice quiz about HIV/AIDS was sent to 15,000 subscribers inviting them to answer questions and seek tests. Those who completed the quiz were given free airtime minutes. At the end of the quiz, a final SMS encouraged participants to go for voluntary testing. The number of people who did so increased from 1000 to 1400 over a 6-week period;
  • In the Amazonas state of Brazil, health workers filled in surveys on their phones about the incidences of mosquito-borne dengue fever; and
  • In Mexico, a medical hotline called MedicallHome lets patients send medical questions via SMS.

It is interesting to see how intertwined mobile technology and health care are becoming, especially in the developing world where the population is not as concentrated and the infrastructure and funds are lacking.

The efficacy of such campaigns in the developing world are clear, but how can the health care systems in developed countries utilize this technology beyond awareness campaigns? Will I be able to refill a prescription using a mobile phone application? What do you think?

For more information on mHealth and the impact it has had thus far, check out this video from the U.N. Foundation:

-Chris Rottler, Digital Strategist & Account Executive

 
Spectrum

The Ten Billion Dollar Question for NIH

Friday, February 20th, 2009

This past Wednesday, Acting Director of the National Institutes of Health (NIH), Raynard Kington, M.D., Ph.D., presented a public briefing on how the organization would spend the $10.4 billion  it received in the stimulus package. After an amendment was made to the bill by Sen. Arlen Specter (R.-P.A.), the Senate agreed to add $6.5 billion to the already approved $3.9 billion.

The lingering question is how exactly this money will be spent in the two year timeframe.  The original plan was to divide the money between research and infrastructure (construction and maintenance of facilities) but now more emphasis is being put on the research end. NIH will have $8.2 billion to spend over two years for research alone.  Most will be distributed among NIH's institutes and centers (IC's), while the rest will be reserved for the Office of the Director to distribute.

Kington addressed the spending of the research portion and said it will be divided into three major "buckets."  The first deals with projects in the NIH Research Project Grant Program (RO1)

"These will be determined with the expectation that the project can make significant scientific advances within the two years," Kington said.

The second bucket includes funding to supplement existing grants and the third bucket includes new programs under the NIH Challenge Grant Program.

Kington did not go into specifics about what projects will receive funding under each bucket, nor did he specify when more details would be released.  He did, however, say that the plan presented to Congress in a month will have more details.

Throughout the briefing, Kington repeatedly noted that the procedure is not business as usual. 

"We will have unprecedented reporting requirements and be transparent in what we do with this funding.  We have been given this money with the expectation that we will demonstrate to the American public exactly what it is used for.  We will be transparent with the number of jobs created and preserved and what the impact is on the economy."

Speculations have been made as to who will be appointed as the permanent director of NIH, despite the fact that no formal announcement has been made to date.   Dr. Francis Collins, former director of the National Human Genome Research Institute, is the leading nominee for the position according to a source present at a meeting with Obama's agency review team.  Kington did not address this issue during the briefing nor did anyone else present.

To learn more about the topics covered in the briefing visit NIH's website.

-Katie Halloran, Spring Intern

 

 
Spectrum

Surgeries, 140 Characters or Less

Thursday, February 19th, 2009

Scalpel, check ... Sponge, check ... Twitter?

Yes, last week surgeons at the Henry Ford Hospital in Detroit, Michigan, provided real-time play-by-plays of a surgery that involved removing a tumor from a man's kidney. The event marked the second time a surgery has been live tweeted and open to the public.

As lead surgeon during the surgery Dr. Craig Rogers worked away, the chief resident, Dr. Raj Laungani, provided the international audience with real-time Tweets @henryfordnews:

-This patient has a 5 cm tumor located on the upper portion of the kidney, close to the spleen. 10:06 AM Feb 9th

-Dr. Rogers is now stripping the fat off the tumor and delineating the borders of the tumor 11:01 AM Feb 9th

-Isolating the tumor on the back side has proven difficult. 11:30 AM Feb 9th

-If the tumor is too large to excise during attempt at the partial nephrectomy, Dr. Rogers will remove the entire kidney. 12:00 PM Feb 9th

-At the present time we have approx 30 minutes to excise the tumor and control any bleeding vessels with suture 12:06 PM Feb 9th

-The tumor has been completely excised, 20 minutes left to repair the kidney 12:15 PM Feb 9th

-28 minutes - tumor is excised, bleeding is controlled, we are about to come off clamp 12:34 PM Feb 9th

-The renal tumor has been successfully retrieved 12:59 PM Feb 9th

Rogers said that the idea to use Twitter was to let people know that a tumor can be removed without taking the entire kidney. "We're trying to use this as a way to get the word out," he said.

Christopher Parks, co-founder of the website changehealthcare.com, says, "Doing this removes a real communication barrier. It helps make something scary much more comprehensible." He added, "It also brings us closer together and makes us more engaged."

Those who followed the surgery got to share some medical drama in real time and family members got to follow every step of the surgery, which allowed them to feel like they were in the room with the patient.

Some physicians say that this can help alleviate undue stress and other Twitter enthusiasts say it can engage people in medicine and make complicated procedures more understandable. How do you feel about Tweeting during surgery? Would you sign off for your surgery to be tweeted?

(You can read the "Tweetstream" or watch video of the tumor removal below).

-Chris Rottler, Digital Strategist & Account Executive

 
Colleen
Butz

DC Twestival – Great Cause, Great Media Insight

Friday, February 13th, 2009

Last night, Twitter users from hundreds of cities around the globe participated in Twestivals.

Thousands of Twitterers stepped away from their computers and met-up in honor of charity. Over 175 cities worldwide hosted their own Twestivals, including London, Paris, New York and Washington, DC.

Twitter is a micro-blogging service, where users can post personal and professional news in 140 characters or less. The Twestivals hosted on February 12, 2009, were arranged as a meet-and-greet for Twitterers to network with others in their communities. Tickets were sold and the money was donated to charity: water, a not-for-profit bringing clean and safe drinking water to people in developing countries.

I joined other DC Twitterers at the DC Twestival at Local 16. I was impressed with the turnout of people and agreed with my Spectrum colleagues that it was a surprise to match up the people we follow online with their actual faces.

Two people that I paid particular attention to work at national news publications as social media experts. Separately, these two gentlemen explained to me that they do not write for the news, instead they work with the editors and reporters to make their news more digital, expanding its coverage and making sure its delivery is on the cutting edge. In these turbulent times where the news rooms are getting smaller and smaller, they told me how important it was to expand their digital presence.

My main take away from the event was a question as to how Spectrum can better organize our clients' news to make it more digital and appeal to these up-and-coming social media experts and their editors.

For starters, we are all encouraged to talk with journalists through new media channels such as Twitter and Facebook. You can always send an e-mail, but how about a quick 140 characters and a link? We know relationships are key with the media, and now, Web 2.0 is giving us the tools to open so many new doors.

We will keep you posted on the upcoming events and share with you our key takeways and any jawdroppers. Stay tuned.

In the meantime, if you don't twitter, sign-up and follow us @SpectrumScience and you'll receive news updates on the latest health, science and communications news.

Colleen T. Butz, Account Executive