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Realizing the Promise of Web 2.0: Engaging Community Intelligence (Session II)

White Paper Sep 30, 2010

Page Contents

This conference took place on September 14, 2010, in Gaithersburg, Maryland. The conference explored the key tasks of the Effective Health Care (EHC) Program and proposed Web 2.0 solutions that can enhance public interaction throughout the research process, expand the dissemination of EHC Program products, increase the use of EHC Program materials at the point of care, and boost the comprehension and use of evidence among vulnerable and disparate populations.

This second session addresses the promise of Web 2.0 tools in engaging community intelligence.


Bradford W. Hesse, Ph.D., Presenter

Miriam J. Metzger, Ph.D., Presenter

Case Panel Discussion: Tapping Community Intelligence to Inform Development, Enhancement and Research of Translation Products from Patient-Centered Research

Adam D. Sharp, M.D., Panelist

David B. Buller, Ph.D., Panelist

Scott W. Eising, Panelist


David B. Buller, Ph.D., is a Senior Scientist and Director of Research at Klein Buendel, Inc., a health communication research firm located in Golden, Colorado. He received his Ph.D. in Communication from Michigan State University. From 1986–97, Dr. Buller was on the faculty of the Department of Communication at the University of Arizona, rising to the rank of full professor. At the University of Arizona, he conducted health communication research at the Arizona Cancer Center as the Director of the Behavioral Sciences Section. In 1997, Dr. Buller moved to Denver where he was a Senior Scientist at AMC Cancer Research Center (1997–2002) and the Harold Simmons Senior Scientist for Health Communication at the Cooper Institute (2002–05). He joined Klein Buendel, Inc. in 2005. He has been a consultant on health communication to the National Cancer Institute, US Centers for Disease Control and Prevention, and several universities and is a permanent member of the Community Influences on Health Behavior Study section at the National Institutes of Health. Dr. Buller is the recipient of the Everett Rogers Award for public health communication from the American Public Health Association and the Outstanding Researcher/Research Project Award from the Colorado Cancer Coalition. He is the immediate past Chair of the Health Communication Division in the International Communication Association.

In his health communication research, Dr. Buller has tested theory-based communication strategies employing interpersonal communication, media, the Internet, and mobile technologies and environmental and policy approaches. His research has focused on reducing the risk of chronic disease among children and adults in community settings by improving sun protection, dietary behavior and physical activity, reducing the use of tobacco and abuse of alcohol, preventing sexually-transmitted infections, and supporting informed decision making on human papillomavirus vaccination. Dr. Buller's research has been funded with nearly $30 million in grants and contracts from the National Cancer Institute, National Heart, Lung, and Blood Institute, US Centers for Disease Control and Prevention, Robert Wood Johnson Foundation, Cancer Research Foundation of America, Arizona Disease Control Research Commission, and Colorado Department of Public Health and Environment. Dr. Buller has published over 125 books, chapters, and articles on his research.

Disclosure: Intellectual Property—Klein Buendel, Inc. owns websites developed by scientific staff

Scott Eising is the Director of Advance Market and Product Development for Mayo Clinic Global Products and Services (GPS). He identifies and pursues new product and market opportunities that align with the organizations vision, mission, goals, strategy, and core competencies. With Support from other Mayo experts, he is responsible for analyzing highest priority opportunities, product ideation, concept development, and for guiding incubation and pilot projects, either inside or outside of Mayo. Embracing the Mayo Clinic philosophy that needs of the patient come first, Scott and his colleagues pursue projects that use technology or other innovations to help patients, consumers and other key audiences be more empowered and engage. Scott is a graduate of Bowling Green State University and has over 20 years of experience designing, developing, and delivering health and wellness products and services for consumers, patients and employers. In addition to being a technology enthusiast, Scott is an avid inline skater, participating in several marathons each year. He and his family live in Rochester, Minnesota where they enjoy sports and outdoor activities.

Disclosure: nothing to disclose.

Linda Fleisher, M.P.H., Ph.D(c)., is the Assistant Vice President of Fox Chase Cancer Center's Office of Health Communications and Health Disparities (OHCHD), and also an Assistant Research Professor at Fox Chase Cancer Center. OHCHD includes community outreach, cancer screening, the Resource and Education Center, and other health communications research projects. The Office of Health Communications and Health Disparities is dedicated to bringing state-of-the-science prevention, screening, and treatment programs to the many communities served by Fox Chase Cancer Center.

Dr. Fleisher has over 25 years of experience in the fields of cancer control, health communications, program planning, management and evaluation, as well as intervention research. During her career, she has developed numerous health education materials and resources, co-authored a number of health communication tools (print and new media) and numerous publications on various health communications topics and projects. She is also a member of the Healthy People 2010 Health Communications Working Group. She has directed a number of successful cancer control efforts focusing on tailoring health communications materials to underserved audiences and on the use of formative evaluation and community participation in developing cancer-related programs. A particular area of interest is health literacy and informed consent. She has developed a number of easy reading materials, co-authored the Practical Guide to Informed Consent and directed a Pfizer-funded project to train health care organizations to better understand the health literacy needs of their patients.

Disclosure: nothing to disclose.

Bradford (Brad) Hesse, Ph.D., is Chief of the National Cancer Institute's Health Communication and Informatics Research Branch. Dr. Hesse received his degree in social psychology from the University of Utah in 1988, where he studied the interpersonal aspects of computer mediated communication. After completing his degree, he served as a member of the Committee for Social Science Research on Computing at Carnegie Mellon University, and then went on to co-found the Center for Research on Technology at the American Institutes for Research in Palo Alto, California. For more than two decades, he has been conducting research in the interdisciplinary fields of health communication, health informatics, survey methodology, and user-centered computing. Since coming to the National Cancer Institute (NCI), Dr. Hesse has focused his energies on bringing the power of evidence-based health communication to bear on the problem of eliminating death and suffering from cancer. He continues to direct the Health Information National Trends Survey, a biennial general population survey aimed at monitoring the public’s use of health information, and he serves as program director for the Centers of Excellence in Cancer Communication Research. Dr. Hesse also serves in an advisory capacity for the NCI's User Centered Informatics Research Laboratory, and is an elected member of the American Psychological Association's Publication and Communication Committee.

Disclosure: nothing to disclose.

Miriam J. Metzger, Ph.D., received her PhD from the Annenberg School for Communication at the University of Southern California (UCSB) in 1997. After serving as a Visiting Assistant Professor at the University of Michigan, Dr. Metzger joined the faculty at UCSB in 2000.

Dr. Metzger's interests lie at the intersection of media, information technology, and trust, centering on how information technology alters our understandings of credibility, privacy, and the processes of media effects. Her recent work has examined how information technology alters our understandings of trust in the new media environment, with a specific focus on the credibility of information online; and on how trust intersects with privacy and disclosure in online social networks. Prior studies have examined the impact of media on public opinion, and the theoretical and regulatory changes brought about by new media technologies.

In 2008, Dr. Metzger published an edited volume on Digital Media, Youth, and Credibility with MIT Press, as part of the MacArthur Series on Digital Media & Learning. Her research articles have been published in such journals as Human Communication Research, Journal of Communication, Communication Research, Journalism & Mass Communication Quarterly, Mass Communication & Society, Communication Yearbook, New Media & Society, Journal of Computer-Mediated Communication, Journal of Broadcasting & Electronic Media, Journal of the American Society for Information Science & Technology, Computers & Education, Computers in Human Behavior, Critical Studies in Media Communication, Communication Research Reports, and Information, Communication & Society.

Dr. Metzger teaches courses in media processes and effects, communication law, the Internet and society, and statistics for the social sciences.

Dr. Metzger is a faculty affiliate of the Center for Information, Technology and Society, as well as the Center for Film, Television, and New Media at UCSB. Dr. Metzger has served as a consultant to the MacArthur Foundation, the New Media Consortium, and the National Library of Medicine based on her work on Internet credibility.

Disclosure: Honorarium Recipient – Kaiser Permanente Colorado – Cancer Communication Research Center

Adam D. Sharp, M.D., was a member of the original team that launched Sermo, Inc., in 2006—and remains the company's Chief Medical Officer. As such, he focuses on all aspects of the Sermo user experience. His responsibilities include maintaining the transparency of the Sermo business model and ensuring a positive and valuable experience for the more then 116,000 Sermo physician members. Dr. Sharp is also actively involved with the development and implementation of many Sermo product offerings, including Sermo Panels and client postings. He has a particular interest in insuring that the physician-client interactions that Sermo facilitates are mutually beneficial and rewarding. In addition to his dedicated Sermo workload, he continues to care for patients as an Emergency Physician. He holds a Bachelors of Science in Biology from Indiana University, completed medical school at Tel Aviv University, and trained in Emergency Medicine at the Medical College of Wisconsin. Dr. Sharp is board certified by the American Board of Emergency Medicine.

Disclosure: nothing to disclose.

Project Timeline

The Prospect for Web 2.0 Technologies for Engagement, Communication and Dissemination in the Era of Patient-Centered Outcomes Research (Eisenberg Center Conference Series 2010)

Sep 30, 2010
Topic Initiated
Sep 30, 2010
White Paper
Sep 30, 2010
Sep 30, 2010
Sep 30, 2010
Page last reviewed July 2019
Page originally created November 2017

Internet Citation: White Paper: Realizing the Promise of Web 2.0: Engaging Community Intelligence (Session II). Content last reviewed July 2019. Effective Health Care Program, Agency for Healthcare Research and Quality, Rockville, MD.

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