In sickness and in health: Medical journalists and health news on Twitter

Claudette G. Artwick, Ph.D.

August 2015

From live coverage of open-heart surgery (Heussner, 2012) to the latest on Alzheimer’s disease (Kolata, 2012), health information on Twitter is on the rise (Heussner, 2012; Dugan, 2012). Doctors, politicians, and journalists are generating “tweets by the millions” (Kenen, 2013), offering information with the potential to improve health literacy and ultimately the nation’s overall health (Pearl, 2013).  These social media conversations are taking place in the midst of an effort to move the nation “from a focus on sickness and disease to one based on prevention and wellness” (Benjamin, 2011, 3).  But, at the same time, health coverage in the mainstream media has come under fire for weaknesses that range from ignoring the potential harms of a treatment to outright disease-mongering (Health News Review, 2013).
As more reporters adopt Twitter into their daily routines, will we see patterns from mainstream health coverage carrying over to the social media platform?  And in this specialized field where many journalists are also medical doctors, how is news and information about health and sickness framed?  For journalists overall, professional norms and practices are being “normalized” on Twitter (Lasorsa, Lewis, & Holton, 2012) while also evolving into new forms (Hermida, Lewis, & Zamith, 2012).  What is the case for health journalists?  And is their focus on disease and treatment, or on wellness and prevention?  This study explores these questions by examining Twitter content of 25 top-followed U.S. health journalists.
Health information and the Internet
More than seven in ten U.S. Internet users look online for health information (Fox & Duggan, 2013), accessing resources ranging from government-supported websites like MedLine Plus (2012) to doctor/journalist blogs such as CNN’s Sanjay Gupta (2012).  Whether seeking information on Alzheimer’s in one of 17 languages (alz.org, 2012) or participating in a Zoster discussion on WebMD (2012), symptoms on a specific disease or treatment dominate Internet users’ searches (Fox, 2011).  People are looking for help with their questions about health and sickness, with more than a third of Internet users seeking information to self-diagnose (Fox & Duggan, 2013).  On social media, nearly one-fourth of users have followed friends’ health postings on the network (Fox, 2011b).  And the public and medical professionals are managing care using online resources. Hello Health (2012) offers prescription renewal via email, online scheduling, and video chat features.  Another such service, the virtual doctor’s office Sherpaa, examines patients via email and texting (Stein, 2013).
Interest in online health information extends to journalists who report on health, who generally look upon these resources favorably. Nearly two-thirds of respondents to an Association of Health Care Journalists’ member survey said the new platforms for news such as blogs, multimedia, and enhanced features like transcripts and longer interviews had a “mostly positive influence on health journalism…” (Schwitzer, 2009: 6). 
Twitter and health
In 2012, health-related tweets increased more than 50 percent (Heussner, 2012; Dugan, 2012).  Along with the expanding Twitter activity is a growing body of scholarship in this area.  Researchers have built models to track disease through Twitter (Paul & Dredze, 2011) and studied dissemination of information on the social network related to antibiotics (Scanfeld, Scanfeld, & Larson, 2010) and concussions (Sullivan, Schneiders, Cheang, Kitto, Lee, Redhead, Ward, Ahmed, & McCrory, 2012). Teams have explored tweets about influenza to detect epidemics (Aramaki, Maskawa, & Morita, 2011) and to assess disease activity in real time (Signorini, Segre, & Polgreen, 2011).  Studies have also explored the public’s tweets on menstruation (Thornton, 2011), mammograms and pap smears (Lyles, López, Pasick & Sarkar, 2013), and smoking cessation (Prochaska et al., 2012).  And an examination of health care media showed that more than a third of the tweets studied focused on the business of health (Matthews, 2013).
Doctors on Twitter:  The international directory, Twitter Doctors (2013), lists more than 1,000 doctors and links to their Twitter profiles. The most popular include Dr. Oz, who tops the list with 3.1 million followers, and Dr. Drew of HLN TV, with 3 million.  Much of their Twitter content pertains to the treatment of disease.  An examination of more than 2 million physician tweets showed that nearly half related to treatment, with childhood diseases and diabetes topping the discussion (Matthews, 2013). And research on 260 doctors showed nearly half of the 5,000 tweets studied were health or medical related, and 12 percent were self-promotional (Chretien, Azar, & Kind, 2011).
Tweets are also coming out of operating rooms and medical-related government agencies.  A Houston hospital live-tweeted open-heart surgery (Heussner, 2012), with a cardiologist on hand to answer questions, and photos preceded by warnings that the content might be graphic (TwitterMedia, 2012). And The Centers for Disease Control and Prevention and director, Dr. Tom Frieden (2013), host Twitter chats on topics ranging from eradicating polio to emergency preparedness The chats were started in 2011 to “amplify CDC’s health and safety messages” (Jones & Carey, 2012). 
Social media use has become so prevalent among physicians that the American Medical Association (2010) posts its social media policy online, which highlights safeguarding patient privacy and maintaining “appropriate boundaries.”  Other resources include a book by Dr. Kevin Pho that offers guidelines for physicians on managing their online reputations (Chen, 2013).
Health reporters on Twitter:  During the 2013 Association of Health Care Journalists’ conference attendees posted hundreds of tweets per hour to the hashtag #AHCJ13 (2013), including those coming out of a session on social media reporting. Holcomb, Gross, & Mitchell (2011) found health reporters to be more “interactive” than others; engaging followers in 6 percent of tweets, and retweeting 22 percent of their tweets.  But as journalists adopt Twitter as a platform for communicating about health, mainstream media health news has faced criticism from experts as well as the general public.  And in an environment where journalists have been found to normalize Twitter (Lasorsa, et al., 2012), concerns about deficiencies in mainstream health news reporting may be carrying over to Twitter.
Health coverage in mainstream media
         Consumers perceive that the media sensationalize health news (Van Slooten, Friedman & Tanner, 2013).  And independent medical experts and scholars are calling attention to other shortcomings (healthnewsreview.org, 2013). An examination of 500 U.S. health news stories showed deficiencies in 62-77 percent of the reports, including a failure to adequately cover “costs, harms, benefits, the quality of the evidence, and the existence of other options…” (Schwitzer, 2008: 701).  And an analysis of 78 television news websites showed that nearly 15 percent of stories included no attribution from health sources (Tanner & Friedman, 2011).  Earlier work showed half of the stories citing an expert or scientific study included a source with a financial tie to the drug being covered (Moynihan, et al., 2000).
Story ideas frequently come from other news organizations, as shown by a nationwide survey of nearly 800 journalists (Len-Rios, et al., 2009).  Journalists working for national media were more reliant on scientific journals for initial story ideas than were local journalists (Viswanath, et al., 2008), and also showed differences in sources by media type. 
Framing and health news
The way news is reported, or framed, has been explored in relation to audience perceptions and behaviors.  Drawing from Goffman (1974: 24) “…we tend to perceive events in terms of primary frameworks, and the type of framework we employ provides a way of describing the event to which it is applied.” Journalists employ frames in storytelling, and included among the body of research on framing and perceptions of news are studies focusing on health news.  Coleman, Thorson, & Wilkins (2011) found stories with a thematic frame that included context and prevention strategies related to readers’ support for improving their own health behaviors.  The framing of obesity in news has also been documented.  An analysis of 500 obesity stories showed mentions of personal causes significantly outnumbered attributions of societal responsibility (Kim & Willis, 2007).  Image framing of obesity on national news websites showed “the majority (72%) of overweight and obese individuals depicted in online news photographs were stigmatized.”  The images highlighted bare stomachs and lower bodies, were shot from the side or rear, and were often headless. (Heuer, McClure, & Puhl, 2011:8).  Obese and overweight people in online news stories were also shown eating unhealthy foods, wearing clothes that did not fit, and being sedentary (Puhl, Peterson, DePierre, & Luedicke, 2013). Another study found obesity moving toward environmental causes and away from biology and personal behavior (Lawrence, 2004: 69).   
Another health news frame highlights prescription drug treatments.  Some suggest that coverage may be related to consumer demand for the drugs presented:
“We do, though, indirectly help market them by the kinds of stories we write, which can stimulate demand. Stories touting the benefits of the latest gee-whiz drug, coupled with ads by the drug maker, are powerful stuff” (Lieberman, 2008).
Moynihan, Heath, & Henry (2002: 886) argue that, “The social construction of illness is being replaced by the corporate construction of disease.”  Campaigns that raise awareness of diseases and conditions that are “widespread” and “treatable,” can expand markets for pharmaceutical products.  And companies market stories to the media designed to create fear about a disease or a condition that can be addressed with the latest treatment (Moynihan, et al., 2002).
         Physician-journalists:  Doctors who are also journalists face a “delicate balance” in the conflicting requirements of the two professions (Linden, 2011).  As doctors, abiding by the Hippocratic oath requires keeping patient information private, while journalism strives to enlighten the public by disseminating information (Linden, 2011).  The potential for exploiting patients by using them in stories has been raised as an ethical dilemma for physician-journalists (Linden, 2011).  Doctors’ relationships with the pharmaceutical industry have also been highlighted as a conflict of interest (Ornstein, Weber, & Nguyen, 2010), as has the potential influence of drug companies on journalists (Lipworth, et al., 2012).
Twitter and journalism
In seven years, Twitter has grown from a side project (Williams, 2009) to an information network that is “affecting the way news is gathered, disseminated, and consumed” (Hermida, 2012, 2). More than 200 million people, including 10,000-plus journalists, use Twitter (Sreenivasan, 2012; What is Twitter? 2013).  And mainstream news media are attracting large numbers of Twitter followers, often exceeding their circulation many times over (nytimes on Twitter, 2012). 
Data show that the majority of journalists are using this information network on the job (Oriella, 2011; Cision, 2010), linking to their stories, live-tweeting events, engaging with their communities, and more, (Twitter for Newsrooms, 2012).  While research shows that journalists “normalize” Twitter to fit existing professional norms and practices (Lasorsa, et al., 2012), it also indicates new forms emerging, such as active participation (An, Cha, Gummadi, and Crowcroft, 2011; Sheffer and Schultz, 2010) and source diversification through @mentions (Hermida, et al., 2012, Artwick, 2013). 
Research questions
The study’s framework takes into account both the “normalization” of mainstream news conventions on Twitter and the potential for developing new practices.  It also recognizes the national strategy to improve health and quality of life by “moving the nation from a focus on sickness and disease to one based on prevention and wellness” (Benjamin, 2011: 3).  And, is set within a mainstream news environment where health reporting has generated a range of concerns—from deficiencies in coverage to potential conflicts of interest—and where story frame can relate to consumers’ perceptions. 
         Within this framework, the study asks the following about health journalists and Twitter: 
RQ1:  How do health journalists on Twitter frame health news?  Is their focus on disease and treatment or wellness and prevention?
RQ2: What do health journalists’ tweets say about their reporting practices on Twitter?   
RQ3: Are characteristics including gender and whether a journalist is also a medical doctor related to reporting on Twitter?

Method
         Using constructed-week sampling, the study analyzed 635 tweets from 25 U.S. health journalists on Twitter.  It selected for analysis the Twitter accounts of the 25 most-followed U.S. health journalists listed on the website MuckRack.  MuckRack’s compilation of journalists on Twitter has served as a source for sampling journalists who use the social network (Lasorsa, et al., 2012).  While other journalists and non-journalists also tweet about health, this research focused solely on journalists who specialize in reporting on health.  It chose the most-followed health journalists to help assure an active level of tweeting as well as identifying those reporters in this specialization with the highest readership and potential for impact.
         The period of analysis included August and September 2011.  A sample week was constructed by randomly selecting one Sunday from all available Sundays in that period, one Monday, and so on.  Constructed-week sampling has been tested and used as a reliable method for sampling media content (Riffe, Aust, and Lacy, 1993). All tweets from each journalist’s Twitter account were collected for the following dates in 2011: August 6, 14, 17, and 29, and September 1, 2, and 13.
         The researchers collected the data by accessing the selected reporters’ Twitter accounts and copying the sampled tweets into a Word document for numbering and coding.  Two research assistants coded the tweets after pretesting the coding categories on a separate collection of tweets.
         Variables
Measuring framing: The following variables are examined separately for frequency and together as crosstabulations using Pearson’s Chi Square.
·      Topic - This measures the major topic of the tweet.  Categories include: disease, drugs/drug business, healthcare/doctors/insurance, diet/exercise, other health-related, non-health-related.  (The original list contained 27 topics, and was condensed to the six categories named above.)
·      Disease – Each tweet is coded for mention of disease.  Categories include: heart, cancer, diabetes, stroke, arthritis/inflammatory, STDs, insect-borne, cognitive (Alzheimer’s, dementia), mental illness, flu/colds, obesity, allergies, contamination-related (e-coli, listeria), AIDS/HIV, measles, kidney stones, asthma, dermatitis, Sjogren’s, other disease, not disease.  For more than one disease, the first mention is coded.
·      Frame – The tweet focuses on: prevention, treatment, other health-related, other non-health.
Measuring reporting practices:
·      Link – The variable measures the links in reporters’ tweets.  Categories include: none, reporter’s own content, content by other staff in the reporter’s news organization, other news organization content, official content (politician, public employee, non-phamaceutical business), citizen, government agency, independent health organization, university scientist/researcher, health care provider, journal article, private foundation, pharmaceutical company or spokesperson, journalism industry, entertainment, other, can’t tell (broken link), and multiple links. 
·      Retweet – The categories for retweets are the same as listed above for links.
·      Live – This measures whether a tweet is covering something as it is happening.  Categories include: not a live event, planned event, breaking news, other.
·      Engaging with public – The reporter is: participating in a chat, asking a question of all followers (not in chat), sending @mention (not in chat), retweeting a follower’s message (not in chat), not interacting with public.
Measuring journalists’ characteristic:  These variables are measured for frequency and also crosstabulated with variables from the above categories.
·      Reporter gender – The sender of each tweet is coded as male or female.
·      Reporter MD – The reporter is or is not a medical doctor.
An intercoder reliability test on 10 percent of cases yielded a 93 percent agreement and Cohen’s Kappa reliability coefficient of .84.  Cohen’s Kappa and percent agreement for each variable indicate acceptable levels of reliability (Lombard, 2010; Krippendorff, 2004): topic=.89, 91.8%; disease=.68, 91.8%; frame=.78, 86.9%; link=.94, 96.7%; retweet=.74, 90.2%; live=undefined, 100%, engage=.87, 93.4%.  The researcher assigned gender and reporter medical doctor values to each tweet based on reporter Twitter profiles. 
Results
         Two-thirds of the 635 tweets analyzed focused on a health-related topic.  Prescription drugs and the medical industry dominated the discussion, accounting for 35.8 percent of the health-related tweets.  Next in prevalence (29.4 percent) were tweets on specific diseases.  And only 10 percent of health-related tweets featured diet or exercise. 
         RQ1 asked how health journalists on Twitter frame health news, and the results show a predominant treatment frame for tweets about disease (46.4 percent).  Only 17.6 percent of disease-related tweets were framed as prevention.  The rest were neither treatment nor prevention, but focused on growing epidemics, celebrities, or other terms.  The findings also revealed differences in framing by disease, with a focus on prevention for heart disease and treatment for mental illness. 
RQ2 asked what health journalists’ tweets say about their reporting practices on Twitter.  The journalists used links to share their own news organization content as well as to connect users to other sources of information. A substantial number of tweets, 42.4 percent, linked to external content, including government reports, health websites, and other news organization content.
The data also show that the journalists retweeted information originating outside their own newsrooms.  Other news organization content accounted for 23.6 percent of retweets, researchers’ content, 22.1 percent, and citizens’ tweets, 18.1 percent.
About 11 percent of tweets were generated during live events—specifically chats the journalists organized and participated in.
The majority of the journalists’ tweets were interactions, and of those, 70 percent were @mentions, including 13.6 percent RT@ tweets.
RQ3 asked if gender or being a medical doctor related to the way health journalists reported using Twitter.  The sampled tweets came from 10 male and 15 female journalists. The men tweeted more than the women, sending an average of 36 tweets each for the constructed week, while each woman averaged 19. Prescription drugs and the pharmaceutical industry dominated the men’s conversations (48 percent of their health-related tweets), while the women focused on other health-related topics (34 percent), from the prevalence of diabetes to Venus Williams living with Sjogren’s syndrome.  About half of the men’s tweets and one-fourth of the women’s focused on disease.  Overall, nearly two-thirds of tweets about disease used a treatment frame (64.4 percent).  This skewed male, as they framed 60 percent of disease tweets as treatment. The women associated disease with treatment in only 11.4 percent of theirs.
One-fifth of the journalists were also medical doctors.  The MDs tweeted more than the other journalists, averaging 35 and 23 tweets respectively.  They also focused on disease in 69.3 percent of their health-related tweets, versus only 12.4 percent for the other journalists. Those who were not doctors focused on drugs and the pharmaceutical business in 48.7 percent of their health-related tweets, while the physician-journalists did so in only 5.5 percent of theirs.  Topic was significantly related to whether a journalist was a medical doctor (X2=167.735, N=635, P<.001). 
The medical doctors also focused on treatment in their tweets more than the non-MDs. A Chi-Square test revealed a significant relationship between frame and whether a journalist was a medical doctor (X2=76.804, N=635, P<.001).  
Discussion
The health journalists’ tweets examined in this study suggest that some of the weaknesses in mainstream health coverage are being carried over to Twitter.  But at the same time, the journalists appear to be adopting the platform to interact with the public, for live coverage, and to share information beyond their own newsrooms. So, while the data point to a “normalization” of professional practices on Twitter (Lasorsa, Lewis, & Holton, 2012) for health journalists, they also suggest that new forms (Hermida, Lewis, & Zamith, 2012) also appear to be evolving.  
What does this mean for the framing of health news? The findings indicate a focus on disease and treatment over wellness and prevention.  However, the journalists framed their tweets differently depending on the diseases they were writing about, their gender, and whether they were also physicians. 
The majority of heart disease tweets were framed as prevention, largely highlighting Dr. Sanjay Gupta’s documentary “The Last Heart Attack,” which explored the impact of diet and lifestyle on hearth health.  And more than half of the tweets on sexually transmitted diseases were framed as prevention, largely due to discussions on the HPV vaccine.  A treatment frame, on the other hand, appeared in 8 of 10 tweets on mental illness.  The bulk of those tweets came out of a live Twitter chat about depression with ABC News Chief Medical Editor Dr. Richard Besser.  And while most touched on therapy, issues related to stigma, family, and resources for getting help were also discussed.  So, even though prevention was not an emphasis, the chat featured a strong educational component.  Most of the tweets about cancer were neither prevention nor treatment, as they focused primarily on a study that revealed cancer in firefighters who responded to the 9/11 attacks.
Men framed the majority of their tweets about disease as treatment, while women did so minimally.  For the prevention frame, none of the men’s tweets focused on diet and exercise, while nearly one-fourth of the women’s did.  But for both men and women, this topic was largely framed as neither prevention nor treatment. 
The findings also showed differences in tweets for journalists who were also medical doctors. In addition to tweeting more frequently, the MDs focused on disease in nearly 70 percent of their health-related tweets, versus only 12 percent for the other journalists, who instead covered drugs and the pharmaceutical business.  The medical doctors also focused on treatment in their tweets more than the non-MDs. A general discussion of treatment during a Twitter chat on depression accounted for the bulk of these tweets. But the doctors never discussed diet or exercise in a prevention or treatment context, while the other journalists did so more than one-fourth of the time.
Prescription drugs and the drug business were also framed differently by journalists and physician-journalists.  The doctors used a prevention frame for a majority of those tweets, versus about 12 percent for the other journalists.  This suggests the doctors equated drugs with prevention while the non-MDs focused more on the business of drugs.
The journalists in this study also used Twitter to share content from their own newsrooms, other news organizations, and other sources.  More than four out of ten tweets linked to external content, which is remarkably similar to other findings on journalists and linking (Lasorsa et al., 2012; Artwick, 2013).  And nearly a third of those links connected to other news organization content, which aligns with mainstream news findings in which health journalists relied on other news media for story ideas (Len-Rios et al., 2009).  In essence, the links were directing the Twitter followers to read stories covered by other news media.  But they also sent followers to scientific reports and government agency information in nearly one-fifth of links. 
In a more traditional function, Twitter served as a platform to disseminate the health journalists’ own news organization content. Four in ten links connected the reader to the journalists’ stories or those generated by colleagues in their own newsroom.  While this may appear somewhat high, the figure is considerably lower than the 93 percent found on major news organization’s Twitter feeds (Holcomb, Gross, and Mitchell, 2011), and 58 percent among metro reporters (Artwick, 2013).  This suggests that health journalists are directing their readers to not only their own content, but to a broader base of information in their network of health news sources. 
The same appears to be true for retweets in the health journalists’ Twitter streams. What stands out here is that Twitter appears to facilitate the dissemination of information health journalists receive from other journalists, researchers, and the public through the retweet function.  Instead of, or in addition to, using those sources to develop their own stories, the health journalists can share them with followers immediately, without the need to further write or report. 
The platform also lends itself to live event coverage, and to interaction with through chats with experts and the public.  The majority of the journalists’ tweets were interactions, including @mentions and retweets.  So, not only did they communicate semi-privately via @mentions, they also shared those conversations more widely by retweeting them to all followers.
Documenting content is the first step toward understanding how health journalists and their use of Twitter may impact health literacy and ultimately the nation’s overall health.  The major limitation of content analysis is that it does not measure effects.  Moving forward, future studies would explore exposure to and meaning-making from health journalists’ tweets.
Conclusions
         The data analyzed in this research showed that the 25 most popular U.S. health journalists on Twitter focused largely on disease and treatment over wellness and prevention in their health-related tweets.  But at the same time, they interacted through live chats and retweeted conversations with followers, offering the potential to convey prevention strategies and improve health literacy.  Given the public’s thirst for health information online (Fox & Duggan, 2013), these interactions provide yet another avenue for acquiring that knowledge.  As a whole, the findings suggest that journalists are carrying some mainstream media practices over to Twitter, while also adopting social-media-specific engagement and communication in health news journalism. 
         The findings also revealed interesting distinctions between physician-journalists and non-MDs and differences related to gender.  Disease dominated the doctors’ Twitter streams while the non-MDs focused more on drugs and the pharmaceutical business.  When doctors tweeted about drugs, it was largely through a prevention frame.  They never mentioned exercise or diet in terms of prevention, but instead associated disease prevention with drugs.  Women journalists, on the other hand, did discuss prevention in about a fourth of their diet and exercise tweets.   
Overall, amidst a national effort to direct the nation away from a focus on disease toward prevention and wellness (Benjamin, 2011), the health journalists’ Twitter streams in this study suggest little movement in that direction.  However, while the tweets as a whole presented a focus on disease, treatment, and the pharmaceutical industry, a closer look at specific diseases did reveal some emphasis on prevention and education.  These tweets are noteworthy considering the potential to improve health behaviors through context and prevention frames (Coleman, et al., 2011). 
                
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