Making Data Talk
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Transcript of Making Data Talk
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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
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Information Environment
Tuesday, November 29, 2011
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Information Environment
Tuesday, November 29, 2011
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Information Environment
Tuesday, November 29, 2011
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Information Environment
Tuesday, November 29, 2011
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Information Environment
Tuesday, November 29, 2011
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Information Environment
Tuesday, November 29, 2011
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Tuesday, November 29, 2011
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Everything causes?
Can prevent?
Know how?
Confusion
+7.7%
Confusion is increasing
Tuesday, November 29, 2011
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Everything causes?
Can prevent?
Know how?
Confusion
+7.7%
-1%
Confusion is increasing
Tuesday, November 29, 2011
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Everything causes?
Can prevent?
Know how?
Confusion
+7.7%
-1%
+3.7%
Confusion is increasing
Tuesday, November 29, 2011
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2003
Tuesday, November 29, 2011
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Tuesday, November 29, 2011
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*8,571 must die from smoking to warrant news story*7,500 must die due to obesity to warrant news story
**
Tuesday, November 29, 2011
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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.
Tuesday, November 29, 2011
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Tuesday, November 29, 2011
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Inform Support Decisions
Educate Persuade
“Making Data Talk”Adapting to a World of Ubiquitous Data Systems
Tuesday, November 29, 2011
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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
Organize• What is the evidentiary story?• What functions will data serve?
Tuesday, November 29, 2011
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Organize• What is the evidentiary story?• What functions will data serve?
Inform Educate PersuadeSupport Decisions
Settled Science
UnsettledScience
Function
Science
Tobacco & Cancer
Example
Tuesday, November 29, 2011
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Organize• What is the evidentiary story?• What functions will data serve?
Inform Educate PersuadeSupport Decisions
Settled Science
UnsettledScience
Function
Science
Environmental ExposureExample
Tuesday, November 29, 2011
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HINTS Isopleth “Weather” Map
State-base Cancer Mortality (lung)
InformOrganize• What is the evidentiary story?• What functions will data serve? For Example
Tuesday, November 29, 2011
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Organize• What is the evidentiary story?• What functions will data serve?
Plan• Audiences, messages, channels?• Timeline?
Test• User-centered design• Translational research
INtegrate• Within the bigger picture• In a practical way for users
OPT IN
Plan• Audiences, messages, channels?• Timeline?
Tuesday, November 29, 2011
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Understand audience’s use / misuse of data
Plan• Audiences, messages, channels?• Timeline?
Educate
Tuesday, November 29, 2011
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Understand audience’s use / misuse of data
Plan• Audiences, messages, channels?• Timeline?
Exceptional Case
Fallacy of small numbers;Tversky & Kahneman, 1971
Educate
Tuesday, November 29, 2011
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Understand audience’s use / misuse of data
Plan• Audiences, messages, channels?• Timeline?
Lives Saved from Seatbelt Use
Use Data to Correct Misperceptions
For Example
Tuesday, November 29, 2011
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Plan• Audiences, messages, channels?• Timeline?
SOURCE: http://alleydog.com/topics/sensation_and_perception.php
Perceptual Basics
Tuesday, November 29, 2011
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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
Tuesday, November 29, 2011
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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
Tuesday, November 29, 2011
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Cognitive / Perceptual Research
• Constructive process
• Gaze goes to center for pattern
• Contiguous labels for meaning
• Left to right tendency in western culture
• Perceptual rules guide meaning
Tuesday, November 29, 2011
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Cognitive / Perceptual Research
• Constructive process
• Gaze goes to center for pattern
• Contiguous labels for meaning
• Left to right tendency in western culture
• Perceptual rules guide meaning
Tuesday, November 29, 2011
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Visualizing Long Term Change
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
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
Hans Rosling's 200 Countries, 200 Years, 4 Minutes - The Joy of Stats - BBC Four
Tuesday, November 29, 2011
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Visualizing Long Term Change
• Constructive process
• Gaze goes to center for pattern
• Contiguous labels for meaning
• Left to right tendency in western culture
• Perceptual rules guide meaning
• Constructive process
• Gaze goes to center for pattern
• Contiguous labels for meaning
• Left to right tendency in western culture
• Perceptual rules guide meaning
Hans Rosling's 200 Countries, 200 Years, 4 Minutes - The Joy of Stats - BBC Four
Tuesday, November 29, 2011
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Plan• Audiences, messages, channels?• Timeline?
Frame
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
Tuesday, November 29, 2011
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Plan• Audiences, messages, channels?• Timeline?
Frame
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
“Selling Scientific Doubt”
Tuesday, November 29, 2011
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Plan• Audiences, messages, channels?• Timeline?
Frame
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
The “Truth” Campaign: American Legacy Foundation
“1200 People”
Persuade
Tuesday, November 29, 2011
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0%
10%
20%
30%
40%
50%
60%
70%
80%
Doctor Family orFriends
Radio Internet Television
2002-2003 2005 2008
Public’s Trust in Health Information Channels
Plan• Audiences, messages, channels?• Timeline?
http://hints.cancer.gov/
Tuesday, November 29, 2011
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Plan• Audiences, messages, channels?• Timeline?
http://hints.cancer.gov/
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Non-HispanicWhite
Hispanic Black /African
American
Other
Online Support Bloggers Social Networking
http://hints.cancer.gov/
25%
45%http://hints.cancer.gov/
30%
45%
Use highest among non-white
Use of Social Media (2008)
Tuesday, November 29, 2011
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Plan• Audiences, messages, channels?• Timeline?
Press Release
Media Outreach
UpdatedWeb
Presence
PersonalMedia
Media Outreach
Go to where the people are
Physician Outreach
Tuesday, November 29, 2011
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Organize• What is the evidentiary story?• What functions will data serve?
Plan• Audiences, messages, channels?• Timeline?
Test• User-centered design• Translational research
INtegrate• Within the bigger picture• In a practical way for users
Test• User-centered design• Translational research
Tuesday, November 29, 2011
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Test• User-centered design• Translational research
•Usability testing
•Focus groups
• Informal feedback
•Formative evaluation
•RCT’s
Tuesday, November 29, 2011
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Test• User-centered design• Translational research
Tuesday, November 29, 2011
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Organize• What is the evidentiary story?• What functions will data serve?
Plan• Audiences, messages, channels?• Timeline?
Test• User-centered design• Translational research
INtegrate• Within the bigger picture• In a practical way for users
INtegrate• Within the bigger picture• In a practical way for users
Tuesday, November 29, 2011
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INtegrate• Within the bigger picture• In a practical way for users
Tuesday, November 29, 2011
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INtegrate• Within the bigger picture• In a practical way for users
Tuesday, November 29, 2011
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INtegrate• Within the bigger picture• In a practical way for users• Within the bigger picture• In a practical way for users
Tuesday, November 29, 2011
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Inform Support Decisions
Educate Persuade
“Making Data Talk”Adapting to a World of Ubiquitous Data Systems
Tuesday, November 29, 2011
![Page 47: Making Data Talk](https://reader034.fdocuments.us/reader034/viewer/2022051210/54c66ca34a7959e6368b4662/html5/thumbnails/47.jpg)
Inform Support Decisions
Educate Persuade
“Making Data Talk”Adapting to a World of Ubiquitous Data Systems
Tuesday, November 29, 2011
![Page 48: Making Data Talk](https://reader034.fdocuments.us/reader034/viewer/2022051210/54c66ca34a7959e6368b4662/html5/thumbnails/48.jpg)
Inform Support Decisions
Educate Persuade
“Making Data Talk”Adapting to a World of Ubiquitous Data Systems
Tuesday, November 29, 2011
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Inform Support Decisions
Educate Persuade
“Making Data Talk”Adapting to a World of Ubiquitous Data Systems
Tuesday, November 29, 2011
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The Case of NOAA
“Making Data Talk”Adapting to a World of Ubiquitous Data Systems
Tuesday, November 29, 2011
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The Case of NOAA
“Making Data Talk”Adapting to a World of Ubiquitous Data Systems
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
Tuesday, November 29, 2011
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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
“Making Data Talk”Adapting to a World of Ubiquitous Data Systems
Tuesday, November 29, 2011
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Mobile Access: Always on, always proximal
The Case of NOAA
“Making Data Talk”Adapting to a World of Ubiquitous Data Systems
Tuesday, November 29, 2011
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Can we make data work to improve clinical practice?
Tuesday, November 29, 2011
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ClearPractice, Inc.
Can we make data work to improve clinical practice?
ClearPractice, Inc.
Shared Decision Making
Mobile Access to Data
Tuesday, November 29, 2011
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Can we make data work to improve community health?
The Health Data Initiative Forum, June 9, 2011
Tuesday, November 29, 2011
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BLS USDA CDCUSDAUSDA CDCCDC
Can we make data work to improve community health?
Tuesday, November 29, 2011
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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?
Tuesday, November 29, 2011
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Can we make data work to improve world health?
Tuesday, November 29, 2011
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Can we make data work to improve world health?
Tuesday, November 29, 2011
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Can we make data work to improve world health?
Thomas Friedman, Massachusetts Institute of Technology, May 16, 2005
Tuesday, November 29, 2011
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Can we make data work to improve world health?
Thomas Friedman, Massachusetts Institute of Technology, May 16, 2005
Thank you!
Tuesday, November 29, 2011