Making Data Talk

MAKING DATA TALK: COMMUNICATING PUBLIC HEALTH

DATA TO THE PUBLIC, POLICY MAKERS, AND THE PRESS

Bradford W. Hesse, PhDNational Cancer Institute

Tuesday, November 29, 2011

Information Environment

Everything causes?

Can prevent?

Know how?

Confusion

Confusion is increasing

Everything causes?

Can prevent?

Know how?

Confusion

Everything causes?

Can prevent?

Know how?

Confusion

*8,571 must die from smoking to warrant news story*7,500 must die due to obesity to warrant news story

Actual Mortality from Risk FactorCopy Devoted to Risk Factor

Frost K, Frank E, Maibach E. Relative risk in the news media: a quantification of misrepresentation. Am J Public Health 1997;87(5):842-5.

Inform Support Decisions

Educate Persuade

“Making Data Talk”Adapting to a World of Ubiquitous Data Systems

Organize• What is the evidentiary story?• What functions will data serve?

Plan• Audiences, messages, channels? • Timeline?

Test• User-centered design• Translational research

INtegrate• Connect service w/ partners• Connect the dots for users

OPT IN

Inform Educate PersuadeSupport Decisions

Settled Science

UnsettledScience

Function

Science

Tobacco & Cancer

Example

Inform Educate PersuadeSupport Decisions

Settled Science

UnsettledScience

Function

Science

Environmental ExposureExample

HINTS Isopleth “Weather” Map

State-base Cancer Mortality (lung)

InformOrganize• What is the evidentiary story?• What functions will data serve? For Example

Plan• Audiences, messages, channels?• Timeline?

INtegrate• Within the bigger picture• In a practical way for users

OPT IN

Understand audience’s use / misuse of data

Educate

Exceptional Case

Fallacy of small numbers;Tversky & Kahneman, 1971

Educate

Lives Saved from Seatbelt Use

Use Data to Correct Misperceptions

For Example

SOURCE: http://alleydog.com/topics/sensation_and_perception.php

Perceptual Basics

Cognitive / Perceptual Research

source: Carpenter PA, Shah P. A model of the perceptual and conceptual processes in graph comprehension. J Educ Psychol. 1999, 91(4): 690-702.

• Constructive process

• Gaze goes to center for pattern

• Contiguous labels for meaning

• Left to right tendency in western culture

• Perceptual rules guide meaning

Visualizing Long Term Change

Hans Rosling's 200 Countries, 200 Years, 4 Minutes - The Joy of Stats - BBC Four

Visualizing Long Term Change

Hans Rosling's 200 Countries, 200 Years, 4 Minutes - The Joy of Stats - BBC Four

Social progress

Economic development/competitiveness

Morality/ethics

Scientific/technical uncertainty

Pandora ’ s box/Frankenstein’ s monster/runaway science

Public accountability/governance

Middle way/alternative path

Conflict/strategy

Social progress

Morality/ethics

Conflict/strategy

“Selling Scientific Doubt”

Social progress

Morality/ethics

Conflict/strategy

The “Truth” Campaign: American Legacy Foundation

“1200 People”

Persuade

Doctor Family orFriends

Radio Internet Television

2002-2003 2005 2008

Public’s Trust in Health Information Channels

http://hints.cancer.gov/

Non-HispanicWhite

Hispanic Black /African

American

Online Support Bloggers Social Networking

45%http://hints.cancer.gov/

Use highest among non-white

Use of Social Media (2008)

Press Release

Media Outreach

UpdatedWeb

Presence

PersonalMedia

Media Outreach

Go to where the people are

Physician Outreach

•Usability testing

•Focus groups

• Informal feedback

•Formative evaluation

•RCT’s

INtegrate• Within the bigger picture• In a practical way for users• Within the bigger picture• In a practical way for users

Educate Persuade

The Case of NOAA

Hesse, B. W. Overview to the Concept of Cyberinfrastructure for Health. First NIH-NSF sponsored seminar, La Jolla, CA, March 2008.

Government ensures data quality, provenance

Meteorologists innovate on communication to public

The Participative WebHesse BW, Hansen D, Finholt T, Munson S, Kellogg W, Thomas JC. Social Participation in Health 2.0. IEEE Computer. 2010;43(11):45-52.

Participative media allows for community activation

The Case of NOAA

Mobile Access: Always on, always proximal

The Case of NOAA

Can we make data work to improve clinical practice?

ClearPractice, Inc.

Can we make data work to improve clinical practice?

ClearPractice, Inc.

Shared Decision Making

Mobile Access to Data

Can we make data work to improve community health?

The Health Data Initiative Forum, June 9, 2011

BLS USDA CDCUSDAUSDA CDCCDC

Can we make data work to improve community health?

Rates normalized on age per 100,000 male residents (gapminder.org)

Deaths from lung cancer: Men

Can we make data work to improve world health?

Thomas Friedman, Massachusetts Institute of Technology, May 16, 2005

Thank you!

Making Data Talk

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