Making Data Talk

MAKING DATA TALK:
COMMUNICATING PUBLIC HEALTH
DATA TO THE PUBLIC, POLICY MAKERS,
AND THE PRESS

Bradford W. Hesse, PhD
National Cancer Institute
Tuesday, November 29, 2011

Information Environment


Confusion is increasing
Confusion

Everything causes?

Can prevent?

Know how?


+7.7%

Confusion

Everything causes?

+7.7%

-1%
Can prevent?

Know how?


Confusion

Everything causes?

+7.7%

-1%
Can prevent?

+3.7%
Know how?


2003


*

*

*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 Factor
Copy 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.

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

Educate

Inform

Persuade

Support
Decisions

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

Example
Tobacco & Cancer

Function
Inform
Settled
Science

Science
Unsettled
Science


Educate

Persuade

Support
Decisions

Organize

Example
Environmental Exposure

Function
Inform
Settled
Science

Science
Unsettled
Science


Educate

Persuade

Support
Decisions

Organize

Inform


For Example

HINTS Isopleth “Weather” Map
State-base Cancer Mortality (lung)


Organize

Plan

• Timeline?

Test


INtegrate

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

OPT IN

Plan

Educate

• Timeline?
Understand audience’s use / misuse of
data


Plan

Educate

• Timeline?
data

Exceptional Case
Fallacy of small numbers;
Tversky & Kahneman, 1971


Plan
• Timeline?
data
For Example
Use Data to Correct
Misperceptions


Lives Saved from Seatbelt Use

Plan
• Timeline?

Perceptual Basics

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

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

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

Cognitive / Perceptual
Research
for pattern

meaning

in western culture

meaning


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

for pattern

meaning

in western culture

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.

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

for pattern

meaning

in western culture

meaning


Plan
• 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


Plan
• Timeline?
“Selling Scientiﬁc
Frame

Social progress
competitiveness
Morality/ethics
governance
Conﬂict/strategy


Doubt”

Plan

Persuade

• Timeline?

“1200 People”

Frame
Social progress
competitiveness
Morality/ethics
governance
Conﬂict/strategy


The “Truth” Campaign: American
Legacy Foundation

Plan
• Timeline?
Public’s Trust in Health Information Channels
2002-2003

2005

2008

80%

http://hints.cancer.gov/

70%
60%
50%
40%
30%
20%
10%
0%
Doctor


Family or
Friends

Radio

Internet

Television

Plan
Use of Social Media (2008)
• Timeline?
Online Support

Bloggers

Social Networking

50%

http://hints.cancer.gov/

45%

40%
Use highest among
35%
non-white
30%
25%
20%
15%
10%
5%
0%
Non-Hispanic
White

Hispanic

Black /
African
American

Other

Plan
• Timeline?
Go to where the people are
Press Release

Physician Outreach
Media Outreach
Personal
Media

Updated
Web
Presence

Organize

Plan

• Timeline?

Test


INtegrate


Test

• Usability testing
• Focus groups
• Informal feedback
• Formative
evaluation

• RCT’s


Test


INtegrate


The Case of NOAA


The Case of NOAA

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

Meteorologists innovate on
communication to public

The Case of NOAA
Participative media allows for
community activation

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

The Case of NOAA

Mobile Access: Always on, always proximal

Can we make data work to
improve clinical practice?


improve clinical practice?
Shared Decision
Making
ClearPractice, Inc.

Mobile Access to
Data


improve community health?

The Health Data
Initiative Forum,
June 9, 2011


improve community health?
BLS


USDA

CDC

improve world health?
Deaths from lung cancer: Men
Rates normalized on age per 100,000 male residents (gapminder.org)


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


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

Thank you!


Making Data Talk

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