Becker's Hospital Review

35 CIO / HEALTH IT Where do different generations get their health info? By Katie Adams D isseminating health information at a physician's office is the most effective strategy for reaching all generations, according to a report released Nov. 1 by health- care marketing agency CMI Media Group. e agency surveyed 2,000 American adults across generations about the most effective ways health information reaches them. e study defined Generation Z as people ages 18-24, millennials as people ages 25-40, Gen- eration X as people ages 41-56, baby boomers as people ages 57-75 and the silent generation as people ages 76-99. Here are what respondents from different generations reported about how health infor- mation reaches them. Note the percentages do not total 100 percent because respondents were allowed to mark more than one category. e most effective ways Generation Z gets health information: • Information at a physician's office: 42 percent • Social media: 28 percent • Email: 28 percent • Ads on health-related websites: 22 per- cent • Direct mail: 19 percent e most effective ways millennials get health information: • Information at a physician's office: 42 percent • Email: 28 percent • Ads on health-related websites: 27 per- cent • Direct mail: 26 percent • Social media: 21 percent e most effective ways Generation X gets health information: • Information at a physician's office: 46 percent • Email: 36 percent • Direct mail: 30 percent • Ads on health-related websites: 28 per- cent • Social media: 12 percent e most effective ways baby boomers gets health information: • Information at a physician's office: 50 percent • Email: 37 percent • Direct mail: 34 percent • Ads on health-related websites: 24 per- cent • Social media: 3 percent e most effective ways the silent generation gets health information: • Information at a physician's office: 63 percent • Email: 38 percent • Direct mail: 38 percent • Ads on health-related websites: 29 per- cent • Social media: 3 percent n Google parent Alphabet launches AI-powered drug discovery company By Hannah Mitchell G oogle's parent company, Alphabet, launched Isomorphic Labs, which will use artificial intelligence to accelerate drug discovery, according to a Nov. 4 company blog post. Five things to know: 1. Demis Hassabis, founder and CEO of Alphabet's Deep- Mind, will temporarily helm Isomorphic Labs. He will serve as CEO for the company's initial phase and will remain as DeepMind's CEO to facilitate collaboration between the companies, the blog post said. 2. The company will behave as a venture firm, partnering with pharmaceutical and biomedical companies in their drug discovery process. It will use computational and AI methods intended to help scientists accelerate the drug discovery process and seek cures to diseases, according to the post. 3. "I think biology can be thought of as an information pro- cessing system, albeit an extraordinarily complex and dy- namic one," Mr. Hassabis said. "Taking this perspective im- plies there may be a common underlying structure between biology and information science — an isomorphic mapping between the two — hence the name of the company." 4. Google acquired DeepMind in 2014. The United King- dom's National Health Service signed a deal in 2015 that gave DeepMind access to pseudonymized patient records to develop patient-monitoring app Streams. 5. In September, an NHS patient sued Google and Deep- Mind for allegedly obtaining 1.6 million patients' medical records without their consent, according to CNBC. The suit claimed the lab used the patients' health data to develop the patient-monitoring app. n

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