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Analysis of UK Reporting on Health Data

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Analysis of UK Reporting on Health Data Analysis of UK reporting on health data February 2021 2 Contents This report was developed by strategic communications consultancy, Portland Communications, on behalf of Understanding Patient Data. 01 02 03 04 05 05 Executive Media General public Case studies Key Findings Appendix summary landscape discourse www.portland-communications.com 01 Executive Summary Research objectives 4 Analyse narratives and themes Assess how UK media reporting on Publish insights that can inform related to the use of health data in the use of health data influences efforts to make the use of NHS UK media reporting and public public discourse health data more visible, discourse, including how they have understandable and trustworthy changed during COVID-19 Key findings 5 1. Reporting on the use of health data is most positive 2. Reporting on the risks associated with the use of when there is a tangible benefit for the health of health data receives more cut-through with the individuals general public than any other theme • While more news stories were optimistic than negative, this was • The media typically only analyse the process of using health data heavily driven by private companies reporting on successful when something goes wrong, such as a data breach, driving a outcomes, such as new medicines or products. These stories rarely strong focus on risks within public discourse. explain the process behind the outcome, and so fail to drive widespread public awareness of the benefits of using health data. • In public discourse, the most widespread criticism emerges when private companies access data, despite few concrete examples of • Positive reporting was also heavily driven by the potential for negative consequences. This is particularly true of companies who health data to help manage COVID-19. The pandemic has made the have been accused of misusing broader types of data in the past. benefits of the use of health data clear to a wider audience and driven debate on the technicalities of regulation, opening up opportunities to increase general public awareness. ! Key findings 6 3. The topic of health data is highly politicised, often 4. There is limited focus on the role an individual can becoming a lens for criticism of broader issues, such as play in managing their own data, potentially reducing privatisation of the NHS or the use of other types of opportunities for wider public engagement data • Reporting tends to position individuals as passive players, likely • There is greatest public scrutiny when NHS data is involved - contributing to a sense of powerlessness and driving sentiments particularly if it is being shared with international organisations. such as anger and fear in public discourse • In both reporting and public discourse, there is limited focus on the • In both media reporting and general public discourse, there is very potential benefits to an individual from these partnerships. limited focus on an individual’s options for consent or potential involvement in shaping regulation. Research approach 7 Research question: How does greater visibility of health data issues Our definition of health data was based in the UK media influence public discourse on health data? on the GDPR definition: ‘Data concerning health’ means personal data related to the physical or mental health of a Analyse media reporting on the use of health data to Review social media conversation on the topic of the natural person, including the provision understand the sentiment, structure and themes of use of health data to understand the influence of of health care services, which reveal information content available for public consumption reporting on general public perceptions about his or her health status. In the process of our research, we refined this definition to: This approach has two limitations: • Exclude any macro level analysis of statistics on 1. While conversation on public social media platforms, such as Twitter, forms an integral part of public discourse, it is not COVID-19 cases and deaths necessarily fully representative of broader discussion or private perceptions of the use of health data. 2. Through analysing media and social media conversations simultaneously, comparing and contrasting, we can start to • Include topical conversation around anonymised understand the relationship between the two. However, given the wide factors influencing public understanding, it will data, as it touched on relevant themes of personal not give us full conclusive evidence of the precise causal impact media coverage has on public discourse and data use and access understanding. This research was conducted by strategic communications consultancy, Portland Communications, on behalf of Understanding Patient Data. Research methodology 8 Stream 01. Media 02. Social Media Time period 1 May 2019 – 30 November 2020 (allowing analysis of periods before and during the COVID-19 pandemic) Geography UK (sampled to ensure inclusion of sources across regions and devolved nations) TalkWalker with LexisNexis, drawing UK print, online TalkWalker drawing in public social media content, Data sources and broadcast media largely from Twitter • Development of search string capturing conversation • Adaptation of search string to capture relevant social around the use of health data conversation around the use of health data • Exploratory research to determine the most relevant • Developing search strings to isolate conversation around narrative strands appearing in the conversation specific narrative strands Approach to • Conducting analysis of top line metrics using TalkWalker • Conducting analysis of metrics from TalkWalker, • Hand coding a sample of 350 articles for sentiment, including volume, influential posts and influential analysis narrative strands, and use of data mentioned accounts • Identifying and analysing a set of the most relevant case • Comparing social data to media data to isolate areas of studies, focusing on the life cycle of stories within the greater and lesser pick up of media stories media • Using TalkWalker to supplement case study analysis, mapping factors influencing social media pick-up 02 Media landscape Who is reporting on the use of health data in the UK? 10 A wide range of non-specialist outlets report on the use of health data. The Daily Mail and Guardian reported on the topic most regularly, often with a high level of scrutiny and criticism. Volume of coverage by outlet type: * • Overall, 256 media outlets reported on the use of health data between May 2019 and November 2020. The majority of articles were in Scientific generalist outlets, covered by reporters across a variety or specialities – including ‘science’, ‘technology’, and general news. National (Print • Among national outlets, The Daily Mail reported on the topic of health Regional (Print and Broadcast) data most frequently, closely followed by The Guardian. From both and Broadcast) outlets, the majority of articles were negative (63% for both), indicating that these outlets tend to report with a high level of scrutiny. • The Financial Times also reported on the topic regularly, taking a much more positive position (81% of articles were positive). This is likely due to their higher prioritisation of business and technological perspectives Volume of coverage by outlet: ** on the issue. Daily Mail • Reuters and the BBC tended to be much more balanced in their The Guardian reporting style. This is aligned to broader editorial stances positioning The Financial Times Negative Reuters themselves as a primary source of neutral information for the public Positive The Independent Neutral BBC The Sun 0 50 100 150 200 * Proportion of coverage volume from each type of outlet based on coded sample **Top outlets in terms of volume of coverage determined by total data sample – proportion of positive, negative and neutral coverage based on coded sample. Is there any geographic variation in reporting? 11 There are no significant differences in reporting between national and regional media outlets; however, regional outlets tended not to cover stories about research or drug development, which are likely to be perceived as national issues. * ** Sentiment by outletSentiment type by outlet type Type of data use covered by outlet type 36% Covid-19 47% 26% Routine 27% 28% 28% Medical research 7% 18% Wellbeing Apps 7% 18% 10% 15% 15% 14% 13% 13% Other 7% 12% 12% 12% 8% 10% Commercial (e.g. marketing) 3% 4% 2% Clinical research 3% 0% 3% Pharmaceutical drug development Acceptance Anger Anticipation Fear Optimism Skepticism Surprise 2% National Regional Regional National The sentiment of regional reporting is slightly more positive This slight difference in tone is largely driven by a higher percentage of than national outlets. regional articles focusing on the benefits of using health data to manage the COVID-19 pandemic. *Percentage of national and regional coverage respectively related to each sentiment type, as based on coded data sample **Percentage of national and regional coverage respectively related to each data type, as based on coded data sample. Articles were coded for up to two types of data use Who is quoted as a spokesperson in media coverage? 12 While academics were the most quoted type of stakeholder in media coverage, no individuals consistently emerged as “go-to” authoritative experts able to share a balanced, constructive point of view on the issue. Academics are the most regularly quoted spokespeople as a discipline in media Professions of spokespeople: * coverage, suggesting a desire
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