Using digital and social media for health promotion: A social marketing approach for addressing co‐morbid physical and mental health
| Autor: | Michael Mehmet, Tahmid Nayeem, Russell Roberts |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Adult
Male Rural Population 020205 medical informatics Service delivery framework Psychological intervention Comorbidity Health Promotion 02 engineering and technology Digital media 03 medical and health sciences 0302 clinical medicine Stakeholder Participation 0202 electrical engineering electronic engineering information engineering Humans Social media 030212 general & internal medicine Digital Technology business.industry Mental Disorders Rural health Public Health Environmental and Occupational Health Public relations Service provider Social marketing Health promotion Social Marketing Female Rural Health Services Family Practice business Psychology Delivery of Health Care Social Media |
| Zdroj: | Australian Journal of Rural Health. 28:149-158 |
| ISSN: | 1440-1584 1038-5282 |
| DOI: | 10.1111/ajr.12589 |
| Popis: | Objective This study examines consumer engagement with a social marketing digital media strategy designed to support the implementation of Equally Well-a program to improve the physical health of people living with mental illness. Design A four-stage strategic analysis and intervention mix were used as the theoretical framework to assess stakeholder needs and to evaluate the effectiveness of the intervention. Setting Online and digital media. Participants Mental health consumers, carers, clinicians and service managers. Interventions A digital media, social marketing intervention to support those seeking to improve the physical health of people living with mental illness. The strategy was developed using a co-design methodology and provided links to self-care resources, access to service providers, clinical tools for health professionals and links to existing successful rural programs. Main outcome measures The main outcome measures were the number of people from each category accessing the media, making connections and downloading resources. Results The program has resulted in more than 24 500 website hits per annum, 3500 tweets and 14.5 million Twitter impressions with good bounce and download rates. The analysis suggested the materials were mostly used by clinicians and service managers using desktop computers. Conclusions Using a co-design approach, the study demonstrated the potential of a social marketing digital media strategy as a health promotion methodology. The paper has provided a framework for implementing and evaluating the effectiveness of digital social media campaigns that can help consumers, carers, clinicians and service planners address the challenges of rural health service delivery and the tyranny of distance. |
| Databáze: | OpenAIRE |
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