Precision Public Health Campaign: Delivering Persuasive Messages to Relevant Segments Through Targeted Advertisements on Social Media
<p dir="ltr">Although established marketing techniques have been applied to design more effective health campaigns, more often than not, the same message is broadcasted to large populations, irrespective of unique characteristics. As individual digital device use has increased, so ha...
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| مؤلفون آخرون: | , , |
| منشور في: |
2021
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| الموضوعات: | |
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إضافة وسم
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| _version_ | 1864513517558693888 |
|---|---|
| author | Jisun An (10230800) |
| author2 | Haewoon Kwak (5747558) Hanya M Qureshi (18456387) Ingmar Weber (149886) |
| author2_role | author author author |
| author_facet | Jisun An (10230800) Haewoon Kwak (5747558) Hanya M Qureshi (18456387) Ingmar Weber (149886) |
| author_role | author |
| dc.creator.none.fl_str_mv | Jisun An (10230800) Haewoon Kwak (5747558) Hanya M Qureshi (18456387) Ingmar Weber (149886) |
| dc.date.none.fl_str_mv | 2021-09-24T03:00:00Z |
| dc.identifier.none.fl_str_mv | 10.2196/22313 |
| dc.relation.none.fl_str_mv | https://figshare.com/articles/journal_contribution/Precision_Public_Health_Campaign_Delivering_Persuasive_Messages_to_Relevant_Segments_Through_Targeted_Advertisements_on_Social_Media/25709787 |
| dc.rights.none.fl_str_mv | CC BY 4.0 info:eu-repo/semantics/openAccess |
| dc.subject.none.fl_str_mv | Health sciences Public health Information and computing sciences Human-centred computing precision public health tailored health communication social media advertising Facebook advertising public health campaigns effectiveness of campaigns public health advertising |
| dc.title.none.fl_str_mv | Precision Public Health Campaign: Delivering Persuasive Messages to Relevant Segments Through Targeted Advertisements on Social Media |
| dc.type.none.fl_str_mv | Text Journal contribution info:eu-repo/semantics/publishedVersion text contribution to journal |
| description | <p dir="ltr">Although established marketing techniques have been applied to design more effective health campaigns, more often than not, the same message is broadcasted to large populations, irrespective of unique characteristics. As individual digital device use has increased, so have individual digital footprints, creating potential opportunities for targeted digital health interventions. We propose a novel precision public health campaign framework to structure and standardize the process of designing and delivering tailored health messages to target particular population segments using social media–targeted advertising tools. Our framework consists of five stages: defining a campaign goal, priority audience, and evaluation metrics; splitting the target audience into smaller segments; tailoring the message for each segment and conducting a pilot test; running the health campaign formally; and evaluating the performance of the campaigns. We have demonstrated how the framework works through 2 case studies. The precision public health campaign framework has the potential to support higher population uptake and engagement rates by encouraging a more standardized, concise, efficient, and targeted approach to public health campaign development.</p><p dir="ltr">Correction: Precision Public Health Campaign: Delivering Persuasive Messages to Relevant Segments Through Targeted Advertisements on Social Media <a href="https://formative.jmir.org/2021/10/e33922/" target="_blank">https://formative.jmir.org/2021/10/e33922/</a>, published online 5 October 2021.</p><h2>Other Information</h2><p dir="ltr">Published in: JMIR Formative Research<br>License: <a href="https://creativecommons.org/licenses/by/4.0/" target="_blank">https://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.2196/22313" target="_blank">https://dx.doi.org/10.2196/22313</a></p> |
| eu_rights_str_mv | openAccess |
| id | Manara2_5bef16286a202fa91d7ed7db4eae18d8 |
| identifier_str_mv | 10.2196/22313 |
| network_acronym_str | Manara2 |
| network_name_str | Manara2 |
| oai_identifier_str | oai:figshare.com:article/25709787 |
| publishDate | 2021 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| rights_invalid_str_mv | CC BY 4.0 |
| spelling | Precision Public Health Campaign: Delivering Persuasive Messages to Relevant Segments Through Targeted Advertisements on Social MediaJisun An (10230800)Haewoon Kwak (5747558)Hanya M Qureshi (18456387)Ingmar Weber (149886)Health sciencesPublic healthInformation and computing sciencesHuman-centred computingprecision public healthtailored health communicationsocial media advertisingFacebook advertisingpublic health campaignseffectiveness of campaignspublic healthadvertising<p dir="ltr">Although established marketing techniques have been applied to design more effective health campaigns, more often than not, the same message is broadcasted to large populations, irrespective of unique characteristics. As individual digital device use has increased, so have individual digital footprints, creating potential opportunities for targeted digital health interventions. We propose a novel precision public health campaign framework to structure and standardize the process of designing and delivering tailored health messages to target particular population segments using social media–targeted advertising tools. Our framework consists of five stages: defining a campaign goal, priority audience, and evaluation metrics; splitting the target audience into smaller segments; tailoring the message for each segment and conducting a pilot test; running the health campaign formally; and evaluating the performance of the campaigns. We have demonstrated how the framework works through 2 case studies. The precision public health campaign framework has the potential to support higher population uptake and engagement rates by encouraging a more standardized, concise, efficient, and targeted approach to public health campaign development.</p><p dir="ltr">Correction: Precision Public Health Campaign: Delivering Persuasive Messages to Relevant Segments Through Targeted Advertisements on Social Media <a href="https://formative.jmir.org/2021/10/e33922/" target="_blank">https://formative.jmir.org/2021/10/e33922/</a>, published online 5 October 2021.</p><h2>Other Information</h2><p dir="ltr">Published in: JMIR Formative Research<br>License: <a href="https://creativecommons.org/licenses/by/4.0/" target="_blank">https://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.2196/22313" target="_blank">https://dx.doi.org/10.2196/22313</a></p>2021-09-24T03:00:00ZTextJournal contributioninfo:eu-repo/semantics/publishedVersiontextcontribution to journal10.2196/22313https://figshare.com/articles/journal_contribution/Precision_Public_Health_Campaign_Delivering_Persuasive_Messages_to_Relevant_Segments_Through_Targeted_Advertisements_on_Social_Media/25709787CC BY 4.0info:eu-repo/semantics/openAccessoai:figshare.com:article/257097872021-09-24T03:00:00Z |
| spellingShingle | Precision Public Health Campaign: Delivering Persuasive Messages to Relevant Segments Through Targeted Advertisements on Social Media Jisun An (10230800) Health sciences Public health Information and computing sciences Human-centred computing precision public health tailored health communication social media advertising Facebook advertising public health campaigns effectiveness of campaigns public health advertising |
| status_str | publishedVersion |
| title | Precision Public Health Campaign: Delivering Persuasive Messages to Relevant Segments Through Targeted Advertisements on Social Media |
| title_full | Precision Public Health Campaign: Delivering Persuasive Messages to Relevant Segments Through Targeted Advertisements on Social Media |
| title_fullStr | Precision Public Health Campaign: Delivering Persuasive Messages to Relevant Segments Through Targeted Advertisements on Social Media |
| title_full_unstemmed | Precision Public Health Campaign: Delivering Persuasive Messages to Relevant Segments Through Targeted Advertisements on Social Media |
| title_short | Precision Public Health Campaign: Delivering Persuasive Messages to Relevant Segments Through Targeted Advertisements on Social Media |
| title_sort | Precision Public Health Campaign: Delivering Persuasive Messages to Relevant Segments Through Targeted Advertisements on Social Media |
| topic | Health sciences Public health Information and computing sciences Human-centred computing precision public health tailored health communication social media advertising Facebook advertising public health campaigns effectiveness of campaigns public health advertising |