Managed Healthcare Executive - October 2008 - (Page 30)

{ TECHNOLOGY } Recognizing that, the CDC is taking its message to some seemingly unlikely venues, including online videos, YouTube, Second Life and The Mommy Blogger. The idea is to broaden CDC’s traditional reach. “We want to be wherever there are important and engaging conversations going High-tech tools such as cell phones, on so we can be there when the conversavideo games, social networking outlets tion turns to health,” Edgerton says. help broaden communication reach For example, the CDC has had a presence on Whyville, a social space BY SHELLY REESE for “tweens” since 2006. Each year during u season, the CDC sponsors a sixweek video that replicates the spread of u throughout Whyville and encourages players to get a virtual vaccination. Players who don’t get vaccinated may log on to nd their avatar—their electronic personality—covered in spots and their text peppered with plenty of “Ah-choos.” Sound silly? The rst year the CDC sponsored the game some 20,000 players got virtual vaccinations, and during the second year, 40,000 players were virtually vaccinated, including some 1,800 over the age of 50. Although the CDC doesn’t know how many of those players were vaccinated in real life, there’s no doubt the message promotes awareness. The CDC isn’t alone in exploiting hightech communication tools. Organizations across the country are nding creative, sometimes o -beat ways to reach audiences of every stripe. In July, CIGNA announced it is launching an “island” in Linden Lab’s Second TAKEHOLDERS ARE ALL OVER the Life world. Users can walk through 3-D communications map trying to reach their interactive displays with their avatars, play audiences in the high-tech world where they educational games, listen to seminars on live. Whether they’re texting consumers, sending nutrition and health, and receive virtual e-cards, creating video games or sharing informa- health consultations. tion via social media, all are working hard to get the HealthPartners’ mascot Petey P.Cup healthcare message out. and his syringe sidekick Pokey can be seen “We want people to be informed and empow- on Facebook and YouTube and have even ered, and you can’t do that today without considering launched their own site to deliver health and becoming involved in interactive media,” says information and promote the plan’s online Erin Edgerton, content lead for interactive media at capabilities, which include same-day test Shelly Reese is a frequent the Centers for Disease Control’s (CDC) division results and immunization records. contributor to MANAGED of e-health marketing. “There’s been a real shift in Kaiser Permanente’s site is laced HEALTHCARE EXECUTIVE. power.” with video games like “Snacktown She is based in Ohio. Interactive media signals shift to consumer empowerment Paul Burns/Getty Images S 30 OCTOBER 2008

Table of Contents Feed for the Digital Edition of Managed Healthcare Executive - October 2008

Managed Healthcare Executive - October 2008 For Your Benefit Editorial Advisors Contents News Analysis State Report Politics &�Policy Healthcare Reform Trends in 2009 Cost Control Strategies Predicted Premium Increase Top Challenges in 2009 IT System Integration Technology Innovation Disease Management Health Management Pharmacy Best Practices Technology Desktop Resource Ad/Edit Index Managed Care Outlook Statement of Ownership

Managed Healthcare Executive - October 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.