creating the evidence base for mhealth
DESCRIPTION
Presentation made at the American Public Health Association Meeting, San Francisco, CA. 30 October 2012. This presentation includes images from the PSFK 'Future of Health' report; content developed from the mHealth Evidence Workshop convened at the National Institutes of Health [16 October 2011]; and mHealth marketing recommendations from Lefebvre RC. Integrating cell phones and mobile technologies into public health practice: A social marketing perspective. Health Promotion Practice, 2009; 10:490-494.TRANSCRIPT
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Creating the Evidence Base for
mHealth
Txt4Health: Using Mobile Technology in Public Health Communication and
Education Campaigns
American Public Health Association San Francisco, 30 October 2012
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Presenter Disclosures
The following personal financial relationships with commercial interests relevant to this presentation existed during the past 12 months:
R. Craig Lefebvre, aka chiefmaven
“No relationships to disclose”
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Mobile ThoughtsWhen the expectations of wireless experts are realized everyone will have his own pocket telephone and may be called wherever he happens to be…When that invention is perfected, we shall have a new series of daily miracles (circa 1908).
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It Took About 100 Years, But Then It Went Mainstream - Fast.
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The 7th Mass Media Channel
1 - first personal mass media
2 - permanently carried media
3 - always-on mass media
4 - built-in response mechanisms
5 - at the point of creative inspiration
6 - accurate audience
measurement
7 - captures the social context of people’s lives
Tomi T Ahomen. CommunitiesDominate Brands blog, 2 May 2008.
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mHealth Evidence Challenges
• Create and evaluate scalable systems capable of collecting unprecedented amounts of data
• Analyze and integrate that data with other health information
• Field interventions—some in real time—while at the same time providing value and protecting the safety of participants.
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mHealth Opportunities
• Contributes novel measurement methods and processes
• Enable the design and delivery of novel interventions that can be delivered remotely and in real time
• Offers new methods of data collection and analysis that can improve the speed and efficiency of health research and evidence of an intervention or treatment effect.
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mHealth Research Challenges
• Difficult to create controlled and reproducible environments
• mHealth devices are frequently used by individuals with little training that may affect their reliability and validity
• Few gold standard measurements exist in the mobile environment, self-report measures may be the most accepted existing assessment
• Risks to privacy and security
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Evidence Requirements
• Statistical Conclusion Validity - evidence of a meaningful, causal effect
• Internal Validity - rule out confounders
• Construct Validity - validity of outcome measures
• External Validity - generalizability across persons, settings, and times
• Ecological Validity – can be implemented in real-world settings and integrated into life and work flow
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When are Randomized Clinical Trials Indicated?
• Interventions have been shown to be feasible and acceptable
• Whose efficacy has been demonstrated in quasi-experimental designs
• There is the desire to demonstrate superiority to exiting approaches to the same problem
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Quasi-Experimental Designs for mHealth
• Pretest-posttest (with and without comparison conditions)
• N of 1 (with multiple crossover – ABABAB)
• Interrupted Times Series Design – (AAAAB, with and without comparison groups)
• Stepped Wedge (or delayed treatment)
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Other Research Considerations
• Continuous Evaluation of Evolving Interventions (CCEI) – new versions are added to original protocol
• Adaptive Interventions - personal tailoring
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Quality Considerations for mHealth Interventions
• Selection of appropriate technology
• Privacy assurances
• Linguistic and literacy competency• 2-way
communication• Targeting & tailoring
content
• Timing of communication
• Understanding of priority group
• Long-term evaluationGurman et al (2012).
Effectiveness of mHealth behavior change communication interventions in developing countries: A systematic review of the literature. Journal of Health Communication; 17 (suppl 1): 82-104.
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Marketing and mHealth
How do I add mHealth features to my behavior change products, services and programs??
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Marketing and mHealth• How do I use these
technologies to overcome psychological and social barriers (costs)
• develop new incentives and reinforcers
• create new ways of providing social support to people who are trying to change behaviors?
social support to people who are trying to change behaviors?
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Marketing and mHealth
How can I place-shift; use SNS, co-presence and virtual worlds; and add GPS to create scalable behavior change programs??
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Marketing and mHealth
How do I facilitate conversations among people, not aim messages at them?
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Are we available when, where and how people want us to be?
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R. Craig Lefebvre, PhD
Lead Change Designer, RTI InternationalUniversity of South Florida College of Public Health
socialShift, Sarasota, FLsocial|design, marketing and media
On Social Marketing and Social Changehttp://socialmarketing.blogs.com
http://twitter.com/chiefmaven