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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
Information Environment
Tuesday, November 29, 2011
Information Environment
Tuesday, November 29, 2011
Information Environment
Tuesday, November 29, 2011
Information Environment
Tuesday, November 29, 2011
Information Environment
Tuesday, November 29, 2011
Information Environment
Tuesday, November 29, 2011
Tuesday, November 29, 2011
Everything causes?
Can prevent?
Know how?
Confusion
+7.7%
Confusion is increasing
Tuesday, November 29, 2011
Everything causes?
Can prevent?
Know how?
Confusion
+7.7%
-1%
Confusion is increasing
Tuesday, November 29, 2011
Everything causes?
Can prevent?
Know how?
Confusion
+7.7%
-1%
+3.7%
Confusion is increasing
Tuesday, November 29, 2011
2003
Tuesday, November 29, 2011
Tuesday, November 29, 2011
*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
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
Tuesday, November 29, 2011
Inform Support Decisions
Educate Persuade
“Making Data Talk”Adapting to a World of Ubiquitous Data Systems
Tuesday, November 29, 2011
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
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
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
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
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
Understand audience’s use / misuse of data
Plan• Audiences, messages, channels?• Timeline?
Educate
Tuesday, November 29, 2011
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
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
Plan• Audiences, messages, channels?• Timeline?
SOURCE: http://alleydog.com/topics/sensation_and_perception.php
Perceptual Basics
Tuesday, November 29, 2011
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
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
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
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
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
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
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
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
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
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
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
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
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
Test• User-centered design• Translational research
•Usability testing
•Focus groups
• Informal feedback
•Formative evaluation
•RCT’s
Tuesday, November 29, 2011
Test• User-centered design• Translational research
Tuesday, November 29, 2011
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
INtegrate• Within the bigger picture• In a practical way for users
Tuesday, November 29, 2011
INtegrate• Within the bigger picture• In a practical way for users
Tuesday, November 29, 2011
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
Inform Support Decisions
Educate Persuade
“Making Data Talk”Adapting to a World of Ubiquitous Data Systems
Tuesday, November 29, 2011
Inform Support Decisions
Educate Persuade
“Making Data Talk”Adapting to a World of Ubiquitous Data Systems
Tuesday, November 29, 2011
Inform Support Decisions
Educate Persuade
“Making Data Talk”Adapting to a World of Ubiquitous Data Systems
Tuesday, November 29, 2011
Inform Support Decisions
Educate Persuade
“Making Data Talk”Adapting to a World of Ubiquitous Data Systems
Tuesday, November 29, 2011
The Case of NOAA
“Making Data Talk”Adapting to a World of Ubiquitous Data Systems
Tuesday, November 29, 2011
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
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
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
Can we make data work to improve clinical practice?
Tuesday, November 29, 2011
ClearPractice, Inc.
Can we make data work to improve clinical practice?
ClearPractice, Inc.
Shared Decision Making
Mobile Access to Data
Tuesday, November 29, 2011
Can we make data work to improve community health?
The Health Data Initiative Forum, June 9, 2011
Tuesday, November 29, 2011
BLS USDA CDCUSDAUSDA CDCCDC
Can we make data work to improve community health?
Tuesday, November 29, 2011
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
Can we make data work to improve world health?
Tuesday, November 29, 2011
Can we make data work to improve world health?
Tuesday, November 29, 2011
Can we make data work to improve world health?
Thomas Friedman, Massachusetts Institute of Technology, May 16, 2005
Tuesday, November 29, 2011
Can we make data work to improve world health?
Thomas Friedman, Massachusetts Institute of Technology, May 16, 2005
Thank you!
Tuesday, November 29, 2011