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Effective Health Care Program

Realizing the Promise of Web 2.0: Marketing and Dissemination of Patient-centered Health Research (Session I)

White Paper

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 first session addresses the promise of Web 2.0 tools in marketing and disseimination of patient-centered health research.

Presentations

These presentations are available in a streaming video format. An open captions viewing option is also available. For help viewing these proceedings, please see the Viewers, Players, and Plug-ins page.

Jay M. Bernhardt, Ph.D., M.P.H., Presenter

Douglas W. Roblin, Ph.D., Presenter

Case Panel Discussion: Web 2.0 Applications and Strategies for Marketing and Dissemination of AHRQ Translation Products

Adam D. Sharp, M.D., Panelist

Scott W. Eising, Panelist

Jane Lincoln, Panelist

Yvonne Hunt, Ph.D., M.P.H., Panelist

Biosketches

Jay M. Bernhardt, Ph.D., M.P.H., is Department Chairperson and Professor of Health Education and Behavior at the University of Florida, where he founded and directs the Center for Digital Health and Wellness. He is widely recognized as a visionary leader and innovative scholar on the application of communication, marketing, and new media to public health, healthcare, and medicine.

From 2005-2010, Dr. Bernhardt served as the Director of the National Center for Health Marketing (NCHM) at the US Centers for Disease Control and Prevention (CDC). In 2009, NCHM employed more than 500 staff with a budget of more than $100 million. Following Dr. Bernhardt’s vision, the CDC led the federal government in the application of social media, web 2.0, and mobile applications, resulting in one of the most user-centered, award-winning federal websites. Under his leadership, NCHM expanded its programs to East Asia, Central America, and East Africa.

Prior to his tenure at CDC, Dr. Bernhardt was Assistant Professor of Behavioral Sciences and Health Education at Emory University, Rollins School of Public Health and the Founding Director of the Emory Center for Public Health Communication. Previously, Dr. Bernhardt was Assistant Professor of Health Promotion and Behavior at the University of Georgia.

Dr. Bernhardt earned his PhD in Health Behavior and Health Education from the Gillings School of Global Public Health at the University of North Carolina at Chapel Hill. He is an Associate Editor of Health Education and Behavior, serves on three Editorial Boards, is a member of five honor societies, and has received numerous prestigious awards. In 2001, Dr. Bernhardt was the youngest member ever elected to the Executive Board of the American Public Health Association. During his term on the Board, he was elected by his peers to serve as its Vice Chairperson.

Disclosure: nothing to disclose.

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.

Yvonne M. Hunt, Ph.D., M.P.H., is a Cancer Prevention Fellow in the Tobacco Control Research Branch within the Division of Cancer Control and Population Sciences at the National Cancer Institute. She holds a PhD in Clinical Psychology from the University of Illinois at Chicago. She also holds an MPH from the Johns Hopkins Bloomberg School of Public Health. Dr. Hunt’s research interests lie broadly in the area of smoking cessation, with an emphasis on reducing disparities in tobacco-related morbidity and mortality. Much of her current research focuses on the population-level dissemination of cessation interventions via internet and mobile platforms; in particular, she is interested in how e-health technologies can improve the reach and efficacy of traditional smoking cessation interventions. Dr. Hunt has played a key role in the development, marketing, and evaluation of Smokefree Women, an NCI website that helps support both immediate and long-term needs of women as they quit smoking and remain nonsmokers. She is also a founding member of the Division of Cancer Control and Population Science’s Social Media Interest Group, and serves as a liaison to the Tobacco Control Research Branch in the larger NCI-wide Social Media Interest Group.

Disclosure: nothing to disclose.

Douglas W. Roblin, Ph.D., is a Senior Research Scientist with The Center for Health Research/ Southeast at Kaiser Permanente Georgia (KPG) and an adjunct Assistant Professor of Health Policy and Management at the Rollins School of Public Health at Emory University. He is a social anthropologist (Michigan, 1984) with research interests in patient-provider communication, health care access, social epidemiology, and the organization and financing of health care delivery systems. Dr. Roblin is KPG's site principal investigator for The HMO Cancer Research Network and The HMO Cancer Communication Research Center.

Disclosure: nothing to disclose.

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.