Italian Social Marketing Network - Newsletter 163

Social marketing focuses on behaviour. If your goal is only to increase awareness or knowledge, or change attitudes, you are not doing social marketing. 

Marketing has been defined as:

…a management process for creating, delivering and communicating value to citizens in exchange for behaviour which benefits both the customer and the marketing organisation.

Fake news threatens our democracy. Fake medical news threatens our lives.

While misinformation has been the object of great attention in politics, medical misinformation might have an even greater body count. As is true with fake news in general, medical lies tend to spread further than truths on the internet — and they have very real repercussions.

When it comes to policy arguments around complex issues like climate change, the messenger can be just as important as the message in mobilizing support for policy responses.

Last fall, two new reports communicated even more evidence that the world is rapidly warming and underscored the need to take immediate action to mitigate carbon emissions. In October, the United Nations Intergovernmental Panel on Climate Change released a special report on the impacts of global warming above the 1.5-degree Celsius target established in the Paris climate accord.

This week we outline what can we learn from digitally enabled patient communities, where diverse stakeholder groups can benefit, where activity is gaining momentum and what needs to happen for patient communities to have a lasting impact.

A Chesterfield, negli USA, un interessante caso di telemedicina: un ospedale di quattro piani, senza neanche un letto, dove vi lavorano 330 fra medici e infermieri che gestiscono da remoto circa 2.400 pazienti. Il Mercy Virtual Hospital è infatti il primo ospedale virtuale al mondo, costato 45 milioni di dollari

 Il cervellone-artificiale pediatra ha percentuali di successo diagnostico elevatissime: 93% per la varicella, 94% per l’influenza, 97% per l’infezione mani-piedi-bocca e si è dimostrato efficiente anche per la meningite: 93%. I risultati sono in linea con quelli di un medico esperto e affidabile. 

To keep all children safe, we must support the elimination of measles everywhere.

Beyond discomfort, measles can result in serious, life-changing complications, including pneumonia, swelling of the brain or death. I want parents everywhere to have access to vaccines so they can be secure in knowing their children are protected. Yet, we are still far from this reality – nearly 300 children under the age of 5 die every day from measles.

Social media is one of the most prevalent forms of communication and engagement, and physicians and researchers are becoming increasingly more active on these platforms. In this video, a group from the Massachusetts General Hospital Corrigan Minehan Heart Center discusses how they leverage social media as practicing clinicians and active researchers.

We present the Twitter Health Surveillance (THS) application framework. THS is designed as an integrated platform to help health officials collect tweets, determine if they are related with a medical condition, extract metadata out of them, and create a big data warehouse that can be used to further analyze the data.

 Progetti elaborati dagli studenti nei lavori di gruppo del Corso di "Comunicazione pubblica" - Laurea Magistrale in  Comunicazione e Pubblicità per le Organizzazioni (CPO). Scuola di Scienze della Comunicazione, Università di Urbino Carlo Bo

Il Master offre una sede di alta formazione specifica e professionalizzante nei campi della pianificazione, gestione e valutazione di azioni di promozione della salute e dell’educazione sanitaria. 

Il marketing - disciplina per anni dominata dalla visione occidentale moderna dell’homo oecomomicus - sembra infine aver scoperto che gli esseri umani (vale a dire, per i marketers, i “consumatori”) agiscono anche sotto l’influsso delle emozioni e che quindi realizzano decisioni (d’acquisto) non solo per effetto di scelte razionali ma anche subendo l’influsso di fattori emotivi o situazionali. Sembra ci si sia persino resi conto che le esperienze siano fonte primaria sia di sensazioni che influenzano il contesto di acquisto, sia di testimonianze considerate dai “simili” molto affidabili e influenti, talora persino più delle tradizionali forme pubblicitarie.

Unhealthy lifestyles have brought on a social epidemic of "diabesity," says author Mark Hyman, and community-driven solutions may be the only way out.

Il contenuto del Manuale online per la scuola si basa sul Manuale HEPS Tool for Schools: A Guide for School Policy Development on Healthy Eating and Physical Activity e sul Manuale online olandese Manual healthy high school (Handleiding Gezonde School Middelbaar Beroepsonderwijs). Le sezioni introduttive Perchè è importante promuovere la salute a scuola e cosa funziona realmente? Le 6 componenti dell’approccio globale di promozione della salute a scuola si basano sul documento Promoting health in schools: From evidence to action.

Patient online communities not only reduce isolation and anxiety when faced with a life-changing diagnosis, they can also improve health outcomes. As Community Director of Mayo Clinic Connect, Colleen Young wanted to do more than connect patients. She involved the Mayo Clinic enterprise: providers, managers, communications specialists, researchers, and frontline staff; demonstrating how they can learn from and engage with the patient community ...

Google and its parent company, Alphabet, have moved well beyond search and are now focused on the actual practice of medicine.

It’s time for policymakers to establish new rules that address the new roles being assumed by Dr. Google, Dr. Apple, Dr. Amazon, and others as health care and digital health blend together as one and the same.

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Editorial: Resisting childhood vaccinations for bad reasons should not be tolerated. We must not play with people’s lives.

The antivaxxers of the western world are very different. They are often rich, and enjoy plenty of access to the conventional medicine they despise until they need it. President Trump – who else? – has also embraced discredited theories linking vaccines to autism, instantly popularising dangerous fringe thinking with his tweets and speeches.

Scientists and National Institute of Health officials waged a concerted campaign to obtain funding from the alcohol industry for research that may enshrine alcohol as a part of a healthy diet.

Dr. Victor Montori, an Endocrinologist and Health Services Researcher at Mayo Clinic, is a proponent of minimally disruptive medicine and is working to create a Patient Revolution.

When marketing is used in government, its impact is often limited because it is dogged by a short-term, fragmented approach influenced by political time cycles. Government marketing is often characterised by an overemphasis on broadcast communications, including digital platforms, to the exclusion of a more citizen-centric approach focused on listening, relationship building, and social networking.