Identifying the challenges and opportunities of PCOS awareness month by analysing its global digital impact

Abstract

Background and objectiveAlthough significant resources are invested each September for PCOS Awareness Month campaign, there are no studies measuring its impact. We evaluated the digital impact of PCOS Awareness Month, common themes and associated topics, top influencers, and global equity of influence during the PCOS Awareness month.MethodsIn this serial cross-sectional analysis, we studied the outputs from Symplur® to study the total impressions of #PCOS on Twitter®. We tracked the hashtags—#PCOS, #PCOSawarenessmonth, #PCOSawareness—and a search query— “#PCOS OR #PCOSawarenessmonth OR #PCOSawareness”—using Sproutsocial® to study the total number of tweets related to PCOS Awareness Month. Network analysis was done using SocioViz® to identify common themes and associated topics. Using SymplurRank® machine learning algorithm, the top 10 #PCOS influencers were identified based on the number of mentions received. Google® Trends was used to study the web and news search popularity over the last 10 years beyond social media platforms.ResultsAn overall upward trend in the digital impact of PCOS awareness was noted since 2017. While the top themes associated with PCOS (insulin resistance, depression, anxiety, menopause, hormones, infertility) remained the same in 2021 and 2022, newer themes emerged in the latter year suggesting the need for ongoing review. News outlets were the most influential organisations during PCOS Awareness Month in both years of study. Seven of the top 10 users were the same in both years. Limited engagement from African, Asian, South American, and non-English speaking European countries was seen on Google Trends analysis.ConclusionActive involvement from various stakeholders of PCOS Awareness Month has shaped it into an effective strategy to raise awareness with social media playing a crucial role in amplifying the message. Our findings also provide an opportunity to understand the current perceptions and expectations amongst the public, which can influence future healthcare investment and research.

Concerns and expectations in women with polycystic ovary syndrome vary across age and ethnicity: findings from PCOS Pearls Study

“…This may be due to easier access to information on internet and social media. Social media influencers and public events such as PCOS awareness months may also have played a role in engaging the internet-active population ( 25 , 26 ). Also, taboo may have played a role as topics such as fertility and femininity were not mainstream at the turn of the last century.…”

Increasing trends in online information-seeking and decreasing trends of funded research for polycystic ovary syndrome: An 18-year joinpoint analysis of Google Trends data from 2004 to 2022

“…We highlighted this deficit in our previous work as well. 12 International bodies may consider using dedicated themes annually to highlight a specific aspect of PCOS, as has been done previously for World Hypertension Day, a single-day campaign which amasses over 250 million impressions just on social media. 23 A deeper dive into how these trends correlate with clinical developments or shifts in treatment approaches would enrich the discussion.…”

“…10 , 11 Previously, our group analysed the global digital impact of PCOS awareness month, but the study did not look at the trends in information-seeking behaviour over the rest of the year. 12 Also, there is a paucity of research to understand the impact of awareness campaigns and the positive change brought by these campaigns. 13 Whether this paucity in research is due to a lack of funding is not known.…”

The Invisible Struggle: The Psychosocial Aspects of Polycystic Ovary Syndrome

“…The focus should be on debunking myths, highlighting the multifaceted nature of PCOS, and promoting inclusivity. By engaging the public in meaningful conversations, these campaigns contribute to a more informed and empathetic society, ultimately reducing the stigma associated with PCOS [ 16 ].…”