Publication Type
Journal Article
Version
publishedVersion
Publication Date
9-2021
Abstract
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.
Keywords
precision public health, tailored health communication, social media advertising, Facebook advertising, public health campaigns, effectiveness of campaigns, public health, advertising
Discipline
Databases and Information Systems | Public Health | Public Relations and Advertising | Social Media
Research Areas
Data Science and Engineering
Publication
JMIR Formative Research
Volume
5
Issue
9
First Page
1
Last Page
17
Identifier
10.2196/22313
Publisher
JMIR Publications / Journal of Medical Internet Research
Citation
AN, Jisun; KWAK, Haewoon; QURESHI, Hanya M.; and WEBER, Ingmar.
Precision public health campaign: Delivering persuasive messages to relevant segments through targeted advertisements on social media. (2021). JMIR Formative Research. 5, (9), 1-17.
Available at: https://ink.library.smu.edu.sg/sis_research/6448
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Additional URL
https://doi.org/10.2196/22313
Included in
Databases and Information Systems Commons, Public Health Commons, Public Relations and Advertising Commons, Social Media Commons