This presentation, which was given by invitation at a fitness blogger summit:
- highlights the huge reach of fitness and health bloggers
- provides 8 tips to ensure your content is accurate
- shares several new audience and outreach opportunities
- reveals 8 hot topics that you should keep an eye on
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Communicating Evidence-Based Health & Wellness Information: 8 Tips & 8 Hot Topics
1. Communicating evidence-based
health & wellness information:
8 tips + 8 hot topics
Carol E. Torgan, PhD, FACSM
www.caroltorgan.com
Twitter @ctorgan
on behalf of the
American College
of Sports Medicine
Fitness & Health Social Media Conference
September 2013
2. A full list of resources for this talk is available at:
www.caroltorgan.com
Twitter @ctorgan
www.acsm.org
PublicInfo@acsm.org
Twitter @acsmnews
3. Disclaimers
This presentation was developed in my private capacity.
The views should not be construed as an official statement of the American College
of Sports Medicine.
The views expressed in this presentation do not represent the views of or
endorsement by the United States Government or the National Institutes of Health.
The products, sites, and tools shown or mentioned are for illustrative purposes only.
I do not endorse or recommend any commercial products, processes, or services.
4. What you do is really important
Tips to make sure you do what you do really well
(the evidence part)
Why your future is really bright
(the communication part)
Outline
5. What you do is really, REALLY important
Your audience is really big (and getting bigger)
Image courtesy of Alan Grinberg via Flickr Creative Commons
6. More than
1/2
of Internet users
look online
for information
about
exercise or fitness
The Social Life of Health Information, Susannah Fox, Sydney Jones, Pew Internet, June 2009
www.pewinternet.org
7. The Social Life of Health Information, Susannah Fox, Sydney Jones, Pew Internet, June 2009
http://www.pewinternet.org
10. Fitness Information Flow: By time invested*
You
Scientists / Research
(the work behind
what you cover)
*Not exactly to scale.
Your
Audience
11. You never get a second chance
to make a first impression.
YOU
12. You never get a second chance
to make a first impression.
YOU
Consumer
Audience
People notice:
Advice
Accuracy
Advertising
Your
Future
Employers,
Clients
Experts
whose
work
you cover
Your
Peers
13. 8 Tips to get it right
(the evidence part)
Resource: www.HealthNewsReview.org
Independent expert reviews of news stories
Image courtesy of Daniel Kulinski via Flickr Creative Commons
17. Abstract presented at scientific meeting
Paper published in peer-reviewed journal
“Research highlighted in this news release has
been presented at a professional meeting but
has not been peer-reviewed.”
Tip 3.
http://www.acsm.org/about-acsm/media-room/news-releases
18. Go to the original source.
Press releases and news reports can be wrong.
Tip 4.
19. Interviewing the expert who did the research?
Interview someone else, too.
Lots of experts are available
from professional orgs:
ACSM Media Referral Network
www.acsm.org/about-acsm/media-room
Watch for conflicts of interest
Read the fine print
Tip 5.
20. Discussing a treatment, therapy, product, or device?
Help your audience understand their options!
What is the cost?
What are the
alternatives?
Are there side effects &
potential harms?
Tip 6.
21. Be humble. Know what you don’t know.
Tip 7.
Kale chips image courtesy of Melly Kay via Flickr Creative Commons
24. Baldness, wrinkles, cellulite, shyness, muffin top …
They’re normal states!
They aren’t diseases
They don’t need cures
What do these have in common?
Tip 8.
25. Why your future is really, REALLY bright
Your audience and reach can be much, much bigger
(the communication part)
29. Who is your current audience?
Age
Gender
Race / ethnicity
Marital status
Health status
Education / Literacy level
Communication styles
Location / time zone
Interests
Web Platform
Who is NOT your audience?
38. Caregivers
Family Caregivers are Wired for Health, Susannah Fox, Maeve Duggan, Kristen Purcell, June, 2013
www.pewinternet.org
Nearly 4 in 10 U.S. adults are caring for an
adult or child with significant health issues.
Caregivers need care, too!
39. Techies
App Developers
94% male
33 yrs median age
>70% college degree
A demographic and business model analysis of today’s app developer, Amy Cravens, Sept 2012
http://appdevelopersalliance.org/files/pages/GigaOMApplicationDevelopers.pdf
40. A demographic and business model analysis of today’s app developer, Amy Cravens, Sept 2012
http://appdevelopersalliance.org/files/pages/GigaOMApplicationDevelopers.pdf
42. 80% of U.S. adults use the internet
20% do not
Nearly 9/10 adults have difficulty
using everyday health information that is
available in health care facilities, retail
outlets, media, and communities.
Do you check jargon & reading level?
Innovations in Health Literacy March, 2011 Institute of Medicine Report
www.iom.edu/Reports/2011/Innovations-in-Health-Literacy.aspx
Are we reaching everyone we should?
If not, how do we reach them?
51. Keep an eye on …
circadian rhythm & chronobiology
What time of day do you like to exercise?
What’s your sleep / wake cycle?
Image courtesy of Jonathan Bliss via Flickr Creative Commons
53. Inactivity (sitting too much)
is hazardous to your health.
Sitting too much is not the same as
exercising too little.
Your next posture is your best posture.
Keep an eye on …
inactivity physiology
Hamilton MT, Hamilton DG, Zderic TW. Diabetes. 2007 Nov;56(11):2655-67.
Image: Watch Cycle of life (concept) by Andy Kurovets on Coroflot
59. The community of organisms that live
in and on us
Bacteria, fungi, protozoa, viruses
1-3% of your body weight = 2-6 lb
(your brain weighs 3 lb)
probiotics, poop, dirt,
antibiotics, obesity
Keep an eye on … the microbiome
#microbiomeImage of human gut bacterium courtesy of www.genome.gov
62. Carol Torgan, PhD, FACSM
A full list of resources for this talk is available at:
www.caroltorgan.com
Twitter @ctorgan
PublicInfo@acsm.org
www.acsm.org
@acsmnews
