Hepatitis a Vaccine Promotion Using Facebook Ads to Reach At-Risk Groups

Abstract

Purpose To evaluate using Facebook ads to promote hepatitis A vaccination to at-risk groups. Design This descriptive research study used Facebook ads and posts to deliver a social media health campaign. Setting The social networking site Facebook was used to target audiences in the United States. Subjects Adults in the United States with Facebook accounts were the general audience with at-risk audiences having interests or profile attributes in either LGBTQ or food service groups. Measures Facebook Ads Manager was used to determine impressions, engagement rates, link clicks, and cost per result of the ads. These metrics were measured to examine the use of Facebook ads and targeting audiences. Analysis Quantitative data were analyzed using descriptive statistics, and the Pearson correlation coefficient analysis was used to determine if the amount spent on each ad had any correlation with reach, results, cost per result, or impressions. Results The campaign resulted in a reach of 53 422 users, 70 542 impressions, 457 unique link clicks (483 link clicks), an average cost per results of $0.92 USD, and the total amount spent of $445.68 USD. The amount spent was positively correlated with reach (r = .969), results (r = .994), cost per result (r = .841), and impressions (r =.957). Conclusion The social media health campaign was effective in reaching an audience about hepatitis A vaccination. Using interest groups was not more cost-effective than a using a general audience for link clicks.

Cost-Effectiveness Analyses of Digital Health Technology for Improving the Uptake of Vaccination Programs: Systematic Review

“…Over the last 2 decades, the advancement of technology on the web and mobile devices has fueled the development and popularity of social media, which has highly integrated into daily lives and is ready to influence the choice preferences of the population. The feasibility and impact of Facebook in promoting vaccination uptake were recently examined in clinical trials [ 34 , 35 ]. The cost-effectiveness of using social media platform as a DHI to improve vaccination uptake is therefore highly warranted.…”

Adaptive Content Tuning of Social Network Digital Health Interventions Using Control Systems Engineering for Precision Public Health: Cluster Randomized Controlled Trial

“…The main study outcome was the number of link clicks per 1000 impressions (C/I) on the health educational content, which is a measure of social media engagement retrieved from Facebook and used as a surrogate marker of awareness [5,6,[9][10][11][12]. Link clicks are the number of clicks on links within the ad content, and impressions are the total number of times the ad content was on screen for the target audience [9,31].…”

“…SNIs have been increasingly adopted for health behavior change [5][6][7][8][9] because they leverage the traces of digital information left by users on social media to accurately reach the target population. In addition to assessing the primary outcome of the intervention, SNIs also provide exposure and engagement metrics that enable high-resolution assessments of the intervention performance in real time [5,6,[10][11][12]. Health educational interventions are targeted at populations that are further stratified into subgroups with distinct demographics.…”

Digital Marketing: A Unique Multidisciplinary Approach towards the Elimination of Viral Hepatitis

“…In this regard, digital marketing platforms such as social media can play a significant role. Through different platforms of social media, knowledge about different types of hepatitis, modes of transmission viruses, clinical outcomes, diagnostic tests, available vaccines, prophylaxis and treatment can be promoted [177]. For instance, based on social media resources, researchers found that among Moroccan university students, knowledge about viral hepatitis and its routes of transmission and immunization is limited [178].…”