Digital citizens and health 2.0. Where are the institutions? – Wired.it

Posted:

May 19, 2014

Thursday and Friday are was held in Milan on “ 1st English Digital Health Summit “, one of the first occasions of debate in Italy on the theme “web and health” among all players in the healthcare system: companies, advertising agencies and most importantly, government institutions and associations of doctors, pharmacists and defense of the patient. The event organized by the HPS was supported by the Ministry of Health, absent truly great except the greeting of Beatrice Lorenzin.

The topic “health” is at the top on search engines and social networks . According to the survey “Digital Pharma 2014″ Reputation Manager presented a few days prior to Cosmofarma, citizens online questions arise mainly (89%) while 11% provides the answers. Of these, 72% are physicians, and 19% from “influencers web” , people often tell that without a scientific experiences. These exchanges take place mainly on forums (71%) and “thematic portals” (18%), less on blogs, websites and corporate or institutional sites opinions and reviews.

surprising the marginal role of corporate websites that offer credible information but definitely not quick and easy to find . According to Sabrina Nardi Cittadinanzattiva “ need information and guidance through tools easily accessible and useful, clear language, simple and direct and the possibility of comparison with competent professionals “.

Today we are all better informed and prepared: we seek data and information on Google about the characteristics and severity of a disease, ask advice on how to cure it on Facebook and share the best experiences of Al Female, Yahoo Answers and Medicitalia . The latter have a key role in such delicate topics as facilitate discussions more “intimate” the anonymity.

Too bad that, as pointed out by Luca Toschi University degli Studi di Firenze, Italy ‘s “functional illiteracy” is 47.4%. ” To be clear: an Italian two does not possess adequate writing skills, reading and comprehension of the text . This phenomenon obviously must be added to the partial or inaccurate information dictated by the lack of medical training, and sometimes impulsively generated from his own experience.

So here you are likely to rely on unreliable sources in finishing turbines hypochondria or, conversely, creating false expectations in us . Claudio Cricelli, President Simg, testified that “the patient today comes from the family doctor asking to prescribe a drug that has read online ” but how do you explain Annarosa Racca, President Federfarma not always self- prescription is appropriate and “ pharmacist must help defend against incorrect messages “.

Perhaps frightened by this new scenario during the summit someone got out a “ is all the fault of the web “: an attitude of closure is now an anachronism that must give way to a sense of urgency to establish an active digital presence. “Check the network” is unthinkable. Only by doing system between relevant actors and credible services that you can offer in time to be recognized by the public as a primary source of information . As explained Simona Zanette, country manager of alfemminile.com, “ everyone online is patient, consumer and user at the same time, and must be placed at the center respectively by healthcare professionals, businesses and institutions “.

By all the Ministry of Health should lead the change through” Guidelines for online communication on the protection and promotion of health “constantly updated to change the digital landscape. In addition to making it available, and must communicate pretenderne transposition by all subjects, primarily ASL and medical societies. A waterfall then will the individual health professionals to apply them on a daily basis thanks to the web favoring finally a symmetrical communication between doctor and patient.

Provide rich portals of information is a good start but not enough. The institutions must be present with the right language and tone of voice conversations take place where . Eugenio Santoro, a researcher at the Institute of Pharmacological Research Mario Negri, he reported excellent cases from which to learn, including the Centers for Disease Control and Prevention, “ federal institution in the United States focusing on Facebook and Twitter to disseminate the citizen with information on prevention and disease management, providing multiple channels for major diseases “. Adds Edward Schenardi, pharmacist Genoese very active online, “ in Italy there are examples virtuous as pediatric hospitals Meyer, Gaslini and Baby Jesus “. Also commended the dedication of NGO such as MS Society, told with passion by Isabella Baroni.

Paolo Daniele Siviero of AIFA admitted: “ As institutions are ill-prepared and delayed “. So enough about the web as something of the future: online people are talking about health, and it is spoken today. The awareness is there, the tools as well. We now want the commitment of all to invest continuously for the good of everyone: patients, consumers and users .