Purpose: To make an expert research article on Personalized Medicine go
viral.
Instructions:
1.
Create a popular version of the expert
research article.
·
Provide a summary that highlights the key
points of the research article. It needs to be adapted so your non-expert
audience will understand. It should at least include the description of
personalized medicine and its benefits.
o Description
§ Keep it
simple. Don’t use scientific terms that may confuse the reader. Remember your
audience is not an expert.
§ Example:
·
A medical treatment adapted to YOUR DNA and
body type.
·
It looks at your medical history to determine
the best treatment for the disease.
o Benefits
§ Minimizes
adverse side effects, better outcome predictability, save millions of dollars,
preventive strategy, increase mortality rates, improved health care confidence,
sustainability, and etc (Anaya 2016).
§ Extremely
useful for cancer patients that have like breast cancer, kidney cancer, lung
cancer, melanoma, and leukemia (What 2016).
2.
Post your popular article on websites with
specific communities (strong ties).
·
Examples of websites: Cancers Fighters Thrive,
Cancer Today Magazine, Women’s Health, etc
o This is an
emerging technology that most people don’t know about but everyone knows
cancer. So we will use that to connect with our readers. Also cancer is a
serious disease and if there a new and better treatment then people are going
to want to share the good news and their friends, and loved ones.
o This will
increase the chances of it spreading “because they share a common niche
interest that is worth celebrating” (Nathan and Hemsley p29).
3.
Create a video and post it on Facebook.
·
Video
o Make a one to
two minute video.
o Begin with
statistics on cancer then bring in personalized medicine.
§ Examples of
statistics (from National Institute for Health)
·
An estimated 595,690 people will die from
cancer in 2016
·
Most common cancer include breast cancer,
kidney cancer, leukemia, and lung cancer.
·
By 2020, national expenditures could rise to
$156 billion
o Include key
benefits of personalized medicine (not all), pictures, testimonials of cancer
patients and doctors, and link to the popular article (in bit.ly format).
·
Facebook
This is the best platform because you can promote the video so it has
a better chance of staying at the top of the news feed. It also has a chance of
circulating to communities with weak ties. According to Nathan and Hemsley, “Research shows that individuals are more likely to receive novel
ideas from weak ties than from strong ties.”
·
Post
o Ask to post
on Facebook pages like Breast Cancer Awareness, Breast Cancer Site, Cancer
Treatment Centers of America, National Cancer Institute, American Cancer
Society, Stand Up To Cancer, American Society of Clinical Oncology, etc
o Use hash tags—a
great way to reach out to even more people
§ People can
search for hash tags in the search bar at the top of Facebook page
§ Examples: #BreastCancer, #Leukemia, #CancerSurvivors,
#CancerChat, #CancerFreeMe, #BeatCancer (very popular), #breakthroughs,
#cancersucks
4.
Conclusion.
·
After a couple of weeks to a month, develop a
scatter chart with a moving average trendline to see results. (X-axis = Date,
Y-axis = Views) This will
·
Using Nathan’s and Hemsley’s definition of
virality, determine whether it went viral or not. (If it meets ALL four of these requirements,
then it did go viral.)
a) Social
sharing
b) Sharp
acceleration
c) Reach-by-numbers
d) Reach-by-networks
Check out these other blogs!
Sources:
Anaya, J., Duarte-Rey
C., Sarimiento-Monroy, J.C., Bardey, D., Castiblanco, J., &
Rojas-Villarrage, A. (2016). Personalized medicine. Closing the gap between
knowledge and clinical practice. Autoimmunity
Reviews, 15(8), 833-842.
Doi:10.1016/i.autry.2016.06.005
Keogh, B. (2012). Era of Personazlied Medicine May Herald End of
Soaring Cancer Costs. JNCI: Journal of the National
Cancer Institute, 104(1), 12-17.
Nathan, Karine; Hemsley, Jeff, Dec 06, 2013, Going Viral Willey,
Oxford: 9780745675480
(Nathan and Hemsley).
What is Personalized Cancer Medicine? Retrieved November 04, 2016,
from
http://www.cancer.net/navigating-cancer-care/how-cancer-treated/personalized-and-targeted-therapies/what-personalized-cancer-medicine
Using multiple mediums (article, video) to summarize the research is a great strategy for the diffusion of your information. Certain people prefer to watch while others prefer to read, and you extend your audience range by using this strategy.
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