Case Studies Workshop – CADTH Symposium 2014

Case Study Session

  • This portion of the workshop will divide the group in four or five.


Each group will be asked to identify an idea based from their own professional context involving social media being used (or potentially being used) for knowledge mobilization. Example can include but are not limited to:

  • Awareness raising
  • A set of new recommendations or guidelines
  • A health technology
  • The release of a new product
  • Academic research
  • Clinician/patient communication

Within the group:

  • What are your goals? Why involve social media?
  • What are the affordances of using social media?
  • What are the drawbacks?
  • What, if any, strategy can you envision?


Each group will be asked to identify a way in which they’ve encountered social media being used for knowledge mobilization. Suggestions will be made for each group to consider, but unique cases/case ideas are welcome. Here are some suggestions:

  • Look at the American Board of Internal Medicine (ABIM) Foundation’s Choosing Wisely campaign:
    • Recently launched in Canada
    • #CWC OR #Choosingwisely
  • Consider the antivaccinationists and social media:
  • Reflect on some best practices for conference hashtags:
    • How have you seen conference hashtags used well?
    • Have you seen arenas where hashtags were used poorly?
  • Pharmaceutical patient engagement or electronic direct-to-consumer advertising?
  • Review the recent CMAJ editorial on pharmaceutical companies’ use of social media to connect with patients
    • What are your thoughts? Is some corporate use of social media backfiring?

Within the Group:

  • Identify at least one related campaign you have encountered.
  • What resonates with you about this campaign?
  • What would you do differently? What worked for you?
  • Here are some examples


  1. I’m interested in your findings, particularly with regards to vaccinations. I’m in Napa, CA. I’ve encountered through social media, particularly Facebook groups of local/regional mommies ( parenting support) many debates gone out of control. What resonates to me is a great need to find information, being misdirected by campaigns from sources less than legitimate or reputable, a lack of time/knowledge how to find a source to trust and de-code in lay man’s terms the applicable meaning and ultimately people choosing the opinion of someone they know and trust over actually looking in to the facts themselves. Rarely do ‘undecided’s change their minds after choosing a side, despite good logic UNLESS there is a personal account also included. For instance while explaining threat of disease from other countries might not warrant action, knowing a classmate has a relative in from India or mexico or a father who travels to/from China all the time in your child class WOULD warrant action since it’s more personal. Social media easily connects us with people so that we feel that first person connection closer than we’d been able to before, instantly, virtually. Which is why it’s so powerful.
    BTW, found this site from looking for a guy on Twitter I read about on a blog I found through a search, about chefs no less, but here we are connected. I digress, but that’s what it’s all about.


  2. Hi Colleen. Would you believe we didn’t even get to this activity during our workshop? I’d highly recommend following Scott Gavura on Twitter (@PharmacistScott). He blogs at — another great resource.


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