Social Media, Recruitment and Patient Education in Northern Ontario
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Campaign Social Media Smoking Cessation Sidney Shapiro & Ryan Giroux Laurentian Univ ersity
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Transcript of Social Media, Recruitment and Patient Education in Northern Ontario
Campaign
Social Media
Smoking Cessation
Sidney Shapiro & Ryan Giroux
Laurentian University
Sidney Shapiro and Ryan Giroux were previously employed by QuitNorth Clinical Management and QuitNorth Ltd. during the year 2013. Neither have a financial interest in QuitNorth and this research project was not funded by the company, though consent was given for use of the project data and analysis.
Conflict of Interest Statement
Sidney Shapiro, MAPhD Student, Rural and Northern Health, Laurentian University Ryan GirouxBA Political Science Student, Laurentian University
QuitNorth has three smoking cessation clinics in Northern Ontario. The clinics are centered in Sudbury (initial three clinics) and Ottawa (research and development offices).
The concept of patient recruitment was explored is non-traditional channels (e.g. Patient referrals) using a social media campaign.
Overview135 Applegrove
St., Sudbury, Ontario
P3C 1N2
310 Larch St. Sudbury, Ontario P3B 1M2
2943 Highway 69 Val
Caron, Ontario P3N 0A4
Approximate Map of Campaign
Sudbury Map of area for campaign
Why
Why ?
not ? 3. Multiple Ad views due to a higher frequency of Facebook visits by users (stickiness).
1. Facebook ads are more flexible :
a. Provide additional Character Length
b. Allows image based Ads2. Greater Ad visibility due
to higher user retention on Facebook.
as a tool to find population
Facebook’s platform is relatively inexpensive and comes with the advantage of being highly targeted. There is a great deal of control over the demographics, social profile, location and interests of the people that can be targeted. Facebook is the perfect medium for advertising related to health promotion as it offers heavy and consistent exposure. Facebook offers both CPC (cost per click) and CPM (cost per thousand impressions) ads.
The Problem of Recruiting Patients
Finding the needle (and friends) in a haystack
Time
Popu
lati
on
Displays
/ Cost
Facebook Leveling Formula
Ad
Non SmokerSmoker
Non Smoker
Non Smoker
SmokerSmokerSmoker
Non Smoker
Non Smoker
Non Smoker
Smoking Ne
twork
Analysis
Best Socia
l Path Res
ults
Creating Category to Target AudienceCanada, 13+, M/F, (Broad:) Health and Wellbeing OR Home & Garden
There are many targeted categories, such as smokers, that do not fall into any defined category, which makes finding these users
increasingly difficult as multiple variables
are applied.
Example:
Sudbury has 157,860 as of 2006 (UNData)
Facebook has 98,000 people (aged 13+) within the Greater Sudbury area. This goes up to 112,000 for
the above +50 miles.
Using the above, group:Small business owners: 3800Mobile Phone users: 74,000Sports: 44,000Beer: 19,200Health and Wellbeing: 8,600
The question is, do people who like something (e.g. beer) like it on social media? Do smokers like a
particular place, location or product?
The Campaign:Overall numbers
Reach 98,547(of 108,000) 91.25%
Campaign ResultsReach: 98,547Frequency: 71.94Impressions: 7,089,016 – 7,089,471Clicks: 3,704Clicks to Impressions ratio: 1 to 1913.88Cost: $1675.67 Cost Per Click: $0.45Cost Per Imp.: $0.0002
Selection Criteria
breathe yoga
dog
hockey
local landmark
man
national flag
race car
woman
0 1 2 3 4 5 6 7 8 9
Types of ads that were run
Examples of Ads
Examples of
Ads
Exampl
es of
Ads
Examples of
Ads
Examples of
Ads
Examples of ads in 1-5
Examples of ads in 1-5
Examples of ads in 1-5
Examples of ads in 1-5
ad6
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Clicks
ad1 ad2 ad3 ad4 ad50
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CLICKS VS UNIQUE CLICKS
BY ADS
050000
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ad1 ad2 ad3 ad4 ad50
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IMPRESSIONS BY ADS
ad1 ad2 ad3 ad4 ad50
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$ SPEND BY AD
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0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
ad1 ad2 ad3 ad40
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585925 111
SOCIAL IMPRESSIONS BY ADS
ad1
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0 4 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
SOCIAL CLICKS BY ADS
ad1 ad2 ad3 ad4 ad50
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2012
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1 0 0 0 0 0 0 0 0 0 0 0
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0 0 3 0 0 0 0 0 0 0 0 0 0 0 0 0 06 9
0
ACTIONS BY ADS
All measurements cluster the top
performers. Ads 1 to 5 have higher yield in terms of effectiveness in reaching out the target audience in
this campaign.
CLICKS VS UNIQUE CLICKS BY ADS
ACTIONS BY ADS
Conclusion - Display:Variation in the image and ad text used
has less impact than identifying ads which will have the largest degree of social penetration. Using a test series of ads on Facebook will quickly show responses, and this can be tailored to meet the need of the campaign and improve results.
Conclusion - Social:The social factor to ads is critical
when trying to find an “invisible” population. This challenge is magnified in a large rural area where other forms of advertising would be prohibitively expensive. Finding users who are key nodes are essential to improving the social “contagion” factor associated with smoking. The social aspect may not be applicable to other types of health campaigns.
Conclusion - Targeting:Finding a population in a large,
geographically dispersed area for criterion not ordinarily tracked using Facebook can be done using a mechanism of “social internal referrals”. This can be done via ads, pages, applications and groups, all which can be used to create a cascade effect and target the invisible population from various aspects.
Thank you
