Precision Public Health Campaign: Delivering Persuasive Messages to Relevant Segments Through Targeted Advertisements on Social Media

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 footpri...

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Bibliographic Details
Published in:JMIR formative research 2021-09, Vol.5 (9), p.e22313-e22313
Main Authors: An, Jisun, Kwak, Haewoon, Qureshi, Hanya M, Weber, Ingmar
Format: Article
Language:English
Subjects:
Advertising
Audiences
Breast cancer
Marketing
Medical screening
Obesity
Performance evaluation
Public health
Research methodology
Social networks
Viewpoint
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Summary: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.
ISSN:2561-326X
2561-326X
DOI:10.2196/22313