Mobile Reach

We have discussed many ways in which social media technologies have transformed access, relationships, and outcomes that users have with their personal health management. One of the biggest game changers in the health industry has been dubbed mHealth, or text-based health campaigns. The short message service (SMS) technology of mobile communication allows users to share written messages between handsets and has two main advantages over traditional phone calls or personal home computers: it is relatively inexpensive, and it is asynchronous in nature. You may remember from that synchronous communication requires individuals to be gathered at the same time to communicate. Text message users do not have to read the message immediately to effectively participate in the communication process (Ling, 2005). This technology is ideal for physicians who may have small pockets of time between patients to access “held messages” that patients may have sent earlier in the day. 

Several health campaigns have already been developed and are successfully using mHealth technology with patients. For example, STOMP (Stop Smoking Over Mobile Phone) was created by Health phone Solutions to reach members attempting to quit smoking. It sends a series of motivational text messages to users over the course of 26 weeks when a patient is trying to kick the habit. This extra communication prompted quit rates to jump from 13 to 28% (Bull, 2010). The success of STOMP sparked a series of alternative mHealth initiatives. Ameratunga et al. (2012) modeled the STOMP program and developed an intervention to reduce problem drinking and injury among hard-to-reach trauma patients in New Zealand by sending them messages over a period of four weeks following hospital discharge. The weight loss program Sensei text messages subscriber’s health tips throughout the day to help them with their weight loss goals (Sensei, 2009). Intelicare Compliance Solutions Inc. provides women the opportunity to receive text message reminders about taking their birth control pills (Zimmerman, 2007). Today, mobile technologies have become the most common form of electronically mediated communication worldwide (Boase & Ling, 2013) (In 2013, the number of mobile-cellular subscriptions reached 6.8 billion, representing a global penetration of 96% (ITU, 2013). Global mobile traffic represents 13% of all Internet traffic (Olson, 2012), which suggests that more and more users are getting smartphones with Internet capability. Health providers can virtually be always with patients. 

While we cannot expect physicians to be on-call 24/7, nor would we want our physicians to oversee every decision we make in our lives, this increased connectivity is a game changer for the health industry. Mobile technology holds potential in increasing patient access to information, the type of personalized health information they receive, and the amount of communication they can have with physicians (Deaton, 2004; Bar et al., 2009). New media provide opportunities for individuals to have equal access to healthcare information and be able to communicate with physicians in ways that are not entirely disruptive to their lives. Of course, new media brings new sorts of concerns, such as increased misinformation, patient confidentiality, and liability concerns for physicians. While we continue to navigate through these opportunities and challenges, it is important to remember the principles of behavior change and communication theory. Regardless of the media platform that individuals utilize to communicate, their decision-making process remains complex. This demonstrates the importance of incorporating communication theory into public health and behavior change initiatives. Beyond the need for information and awareness on public health issues, other factors, such as economic or sociostructurally challenges, prevent individuals from carrying out a desired behavior change. The next generation will have better tools to access, engage and treat patients. Social media and mobile communication will play an intricate role in this process. 

Resources 

http://www.geocurrents.info/geonotes/mapping-the-cell-phone-revolution. 

University of Kentucky (2001) Communication capstone theory workbook