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Using social media to challenge unwarranted clinical variation in the treatment of chronic noncancer pain: the “ Brainman ” story

View Article: PubMed Central - PubMed

ABSTRACT

There is a substantial clinical variation in the contemporary treatment of chronic noncancer pain reflecting different explanatory models and treatment emphasis. Hunter Integrated Pain Service and collaborators developed three key messaging videos outlining the foundations of chronic pain treatment, thus challenging unwarranted clinical variation and calling for greater therapeutic consistency. The videos were released on YouTube as a low-cost public health intervention. Each video used an evidenced informed script appropriate for low literacy and a cartoonist to provide matching images. The whole-person approach emphasized the role of the nervous system and active self-management approaches over passively received medical treatments. The first video was launched on YouTube in August 2011 and made freely available through a Creative Commons license. Multisource feedback led to refinement of key messages using a broader advisory group. Two further videos were launched on a dedicated YouTube channel in October 2014 and circulated through varied professional and consumer networks. All videos were widely viewed on YouTube, utilized by diverse health care organizations, and independently translated into multiple languages. They were embedded in multiple health-related websites. The first video “Understanding pain in less than 5 minutes” is known to have been translated into 15 languages by other health care organizations. The subsequent two videos (Brainman stops his opioids, and Brainman chooses) were translated into German and subtitled in French and Japanese. When the organization hosting the first video ceased operation in 2015 due to changes in primary health care funding, the video had received >700,000 views. Each of the three videos continues to receive ~1,500 views per month on YouTube. Release of evidence-informed key messages via YouTube is a simple method of challenging clinical variation and providing education about chronic pain across the health care system and community.

No MeSH data available.


YouTube/Google analytics for Video11 “Understanding pain in less than five minutes”: view count of top 30 countries (August 30, 2011–December 4, 2011).
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f4-jpr-9-701: YouTube/Google analytics for Video11 “Understanding pain in less than five minutes”: view count of top 30 countries (August 30, 2011–December 4, 2011).

Mentions: Tracking the number of views on YouTube is one measure of the impact of the Brainman videos. The view count and distribution of the top 30 countries are shown for the first 3 months after launch of the initial video in Figure 4. Further analysis by age group and sex for the top ten countries is shown in Figure 5. During the same time period, smaller numbers of views (<50) across an additional 80 countries demonstrated the wide geographical extent of interest (Table 1). Unfortunately, the largest record of these views (>700,000) was lost in 2015 when the HML YouTube channel was taken down when that organization ceased operation. The YouTube view count was also complicated by the fact that the videos were also separately hosted by other professional and consumer organizations on their own websites. Thus, a comprehensive view count was not possible. However, it would be reasonable to make a conservative estimate that the combined total viewings of the Brainman series have exceeded 1 million views on YouTube. Each video continues to receive ~1,500 views per month via the dedicated Brainman YouTube channel.


Using social media to challenge unwarranted clinical variation in the treatment of chronic noncancer pain: the “ Brainman ” story
YouTube/Google analytics for Video11 “Understanding pain in less than five minutes”: view count of top 30 countries (August 30, 2011–December 4, 2011).
© Copyright Policy
Related In: Results  -  Collection

License 1 - License 2
Show All Figures
getmorefigures.php?uid=PMC5036613&req=5

f4-jpr-9-701: YouTube/Google analytics for Video11 “Understanding pain in less than five minutes”: view count of top 30 countries (August 30, 2011–December 4, 2011).
Mentions: Tracking the number of views on YouTube is one measure of the impact of the Brainman videos. The view count and distribution of the top 30 countries are shown for the first 3 months after launch of the initial video in Figure 4. Further analysis by age group and sex for the top ten countries is shown in Figure 5. During the same time period, smaller numbers of views (<50) across an additional 80 countries demonstrated the wide geographical extent of interest (Table 1). Unfortunately, the largest record of these views (>700,000) was lost in 2015 when the HML YouTube channel was taken down when that organization ceased operation. The YouTube view count was also complicated by the fact that the videos were also separately hosted by other professional and consumer organizations on their own websites. Thus, a comprehensive view count was not possible. However, it would be reasonable to make a conservative estimate that the combined total viewings of the Brainman series have exceeded 1 million views on YouTube. Each video continues to receive ~1,500 views per month via the dedicated Brainman YouTube channel.

View Article: PubMed Central - PubMed

ABSTRACT

There is a substantial clinical variation in the contemporary treatment of chronic noncancer pain reflecting different explanatory models and treatment emphasis. Hunter Integrated Pain Service and collaborators developed three key messaging videos outlining the foundations of chronic pain treatment, thus challenging unwarranted clinical variation and calling for greater therapeutic consistency. The videos were released on YouTube as a low-cost public health intervention. Each video used an evidenced informed script appropriate for low literacy and a cartoonist to provide matching images. The whole-person approach emphasized the role of the nervous system and active self-management approaches over passively received medical treatments. The first video was launched on YouTube in August 2011 and made freely available through a Creative Commons license. Multisource feedback led to refinement of key messages using a broader advisory group. Two further videos were launched on a dedicated YouTube channel in October 2014 and circulated through varied professional and consumer networks. All videos were widely viewed on YouTube, utilized by diverse health care organizations, and independently translated into multiple languages. They were embedded in multiple health-related websites. The first video &ldquo;Understanding pain in less than 5 minutes&rdquo; is known to have been translated into 15 languages by other health care organizations. The subsequent two videos (Brainman stops his opioids, and Brainman chooses) were translated into German and subtitled in French and Japanese. When the organization hosting the first video ceased operation in 2015 due to changes in primary health care funding, the video had received &gt;700,000 views. Each of the three videos continues to receive ~1,500 views per month on YouTube. Release of evidence-informed key messages via YouTube is a simple method of challenging clinical variation and providing education about chronic pain across the health care system and community.

No MeSH data available.