The U.S. Food and Drug Administration (FDA), the Centers for Disease Control and Prevention (CDC), and the U.S. Department of Health and Human Services jointly respond to disease outbreaks, medical product recalls, and food recalls to ensure the safety of the publics’ health. The recent peanut product recall affected a significant number of food products, and therefore, required extensive digital and new media communications to reach the public.
To meet this need, FDA Web Communications Office actively reached out to CDC’s Division of eHealth Marketing to discuss joint traditional and new media strategies to increase impact and reach. One of the most accessed resources was FDA’s searchable database of recalled products.
The broad mix of online communication strategies included:
Blogs, Email Subscriptions, Health-e-Cards, Mobile Information, Online Video, Phone/Email, Podcasts, RSS Feeds, Social Networks, Badges for Social Networks, Twitter, Widgets, Content Syndication, Text Messages, XML Product Recall Database
This presentation will describe what Web 2.0 online communication strategies were employed, the impact of the different channels, and lessons learned.
Dan Luxenberg is the Web 2.0 / Social Media lead in the Office of Web Communications for the U.S. Food and Drug Administration (FDA). Dan is responsible for spearheading the Agency’s use of social media and he is active in developing guidance, governance, and implementation methodologies for the use of Web 2.0 technologies and social media in FDA’s communication strategies.
Prior to FDA, Dan served as the Director of Internet Services for Circle Solutions, Inc. At Circle, he led Internet development and communications efforts for a number of government agency clients including the National Institute of Arthritis, Musculoskeletal and Skin Diseases; the National Institute of Diabetes, Digestive, and Kidney Diseases; and the Health Resources and Services Administration. He served as project director for the development of the National Heart, Lung, and Blood Institute’s Diseases and Conditions Index and also led the initial redesign efforts for the United States Sentencing Commission’s web site.
From 1994 to 1996, Dan was the Deputy Director of the National Health Information Center contract with the U.S. Office of Disease Prevention and Health Promotion. Dan was responsible for designing and implementing a Web based interactive health communications database, maintaining a knowledge base on interactive communications technology and health, and educating public health professionals about the nature and use of new media technologies. He also compiled and edited the resource guide Selected Public Health Information Resources on the Internet.
Prior to 1994, Dan was a Faculty Research Assistant with the University of Maryland’s College of Health and Human Performance. He taught undergraduate level classes and managed the Interdisciplinary Health Research Laboratory after being advanced to candidacy in the College’s doctoral program.
Mr. Luxenberg holds a Bachelor of Science degree in Biochemistry from the University of Maryland. He also successfully passed the basic sciences exam from the National Board of Medical Examiners after successful completion of two and a half years of education at the University of Maryland, School of Medicine.
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