Telling Health Stories with Data
Yesterday, we put a great DCWeek session together entitled “The Data We’ve All Left Behind: Uncovering The Social Media Data Trail”. Nevermind the genius of holding the session at James Hobans authentic Irish Pub during the exciting World Cup. The session was designed to present a very broad canvass of all the many types of health information data we deposit all over the Web. The session was kicked off by Kevin Walsh who leads Digital Strategy in Healthcare at Spectrum Communications. Kevin went through a wide range of case studies, showing how the combined blogosphere and twitosphere have been important sources of information for health marketers to help them develop listening skills to inform their message and outreach programs.
I then shared my views on how we can look at the way people express themselves about health in public places like Twitter is eerily mirrored in how they interact with search engines. Our work analyzing health needs and concerns through the lens of the language people use when searching was the focus of my many graphs and charts. I left the crowd with a new theory that we are exploring – how one measure of how much a brand has penetrated a market may be reflected in whether it shows up in “long tail” conversational search queries.
Last up was Chris Hall from Humana’s Innovation Center, and he shared a number of fascinating demonstrations of how Humana has explored chronic disease and wellness issues by building tools on top of the Twitter and Amazon shopping API’s. Chris makes the point that there is an ocean of data passively accumulating in various platforms just waiting for the health questions it can answer.
After the talk, we hosted an ad hoc reception for attendees just in time for the South Africa-Uruguay match!
I had a lot of fun, Ted.
And in the midst of it all, I forgot to talk with you about the pairing up of search data with on-line conversation data. I guess I’ll have to save it for a future phone call. 
Good times.
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