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Health Social Media Trends and Opportunities in Qatar

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Luis Fernandez Luque
Luis Fernandez Luque

Presentation for a seminar at the Ministry of Public Health in Qatar about the use of social media in health communication

Health & Medicine
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Health Social Media Trends and Opportunities in Qatar MoPH 27th September 2018 Dr. L. Fernandez-Luque lluque@hbku.edu.qa Qatar Computing Research Institute HBKU, Qatar
The evolution of Social Media Web 1.0 Brochure-ware Web 2.0 Collaborative Web 2.0+ Social, Local, Mobile https://the-fit-foodie.com/15-health-foodies-you-need-to- follow-on-instagram-part-2/ http://www.satisfyingthings.com/the-first-yahoo- homepage-in-1996/
Social Media & Medicine = Parallelisms https://www.forbes.com/sites/reenitadas/2017/03/08/drug-development-industry-bets-big-on-precision-medicine-5-top-trends-shaping- future-care-delivery/#6937131f5d3a
Social Media/Internet Today
Social Media Now - Qatar http://teenshealth.qatar.northwestern.edu/
Social Media Now - Qatar http://teenshealth.qatar.northwestern.edu/
Digital Epidemiology Salathé M, Bengtsson L, Bodnar TJ, Brewer DD, Brownstein JS, Buckee C, Campbell EM, Cattuto C, Khandelwal S, Mabry PL, Vespignani A. Digital epidemiology. PLoS Comput Biol. 2012;8(7):e1002616. doi: 10.1371/journal.pcbi.1002616. Epub 2012 Jul 26.
Digital Epidemiology https://flunearyou.org/#!/
Geolocation - Public Health Surveillance Dietary Habits of an Expat Nation: Case of Qatar Yelena Mejova, Hamed Haddadi, Sofiane Abbar, Azadeh Ghahghaei, Ingmar Weber @ ICHI'15 https://the-fit-foodie.com/15- health-foodies-you-need-to- follow-on-instagram-part-2/
Learning Health Interests http://sha.qcri.org/
Multi-channel- Integrated social media
Health Communication 2.0 is a Process Lister C, Royne M, Payne HE, Cannon B, Hanson C, Barnes M. The Laugh Model: Reframing and Rebranding Public Health Through Social Media. American Journal of Public Health. 2015;105(11):2245-2251. doi:10.2105/AJPH.2015.302669.
Fake News & Digital Health Literacy
Public Health Messaging 2.0 • limited targeting • “one-size-fits-all” visual and text • social media for “fans” • duration less than 1 year • goal: one viral message • different visuals • different texts • specific to customer segment • dynamic creatives • goal: personalization https://www.doubleclickbygoogle.com/articles/weight-watchers-boosts-acquisitions-56-using-dynamic-creative/ https://ignyta.com
Existing Ad Targeting Capabilities ● Demographics: age, gender, marital status, recent parents, nationality, education, … ● Interests: fast food, weight loss, cancer, running, … ● Geo-fencing: recent hospital/bar/park visitors, … ● “Personality”: Using marker interests as proxy … ● Custom audiences: e.g. known email.
Example of targeted advertisement
Playing with the style / Personality Individualistic Ad Social-aspect Ad
Targeting by demographics
Facebook Campaign
Results The social messaging is generally more successful for both type of groups. But the relative improvement is far bigger for the social-aspect target group. Click-Through Rate Base Target Group (Arabic-speaking Women Aged 45+ in Qatar) Social-aspect Target Group (Arabic-speaking Women Aged 45+ in Qatar) + (Parents) Individualistic Ad 1.2% 1.2% Social-aspect Ad 1.8% 2.7%
Key considerations ● Health communication is social media can be highly targeting and precise ○ Need of new methodological approaches. ○ It can be done real-time and adjusted to events. ● Massive amounts of data ○ Need to incorporate new methods from computer science. ○ Enabling rapid experimentation. ● No barriers & Quality ○ Coexistence with misinformation. ○ Urgent need for digital health literacy. ○ Ethical & Privacy challenges.
Luis Fernandez-Luque Qatar Computing Research Institute lluque@hbku.edu.qa @luisluque Thanks - ‫شكر‬ Jisun An Qatar Computing Research Institute jan@hbku.edu.qa @JisunAn https://www.slideshare.net/luis.luque

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Health Social Media Trends and Opportunities in Qatar

  • 1. Health Social Media Trends and Opportunities in Qatar MoPH 27th September 2018 Dr. L. Fernandez-Luque lluque@hbku.edu.qa Qatar Computing Research Institute HBKU, Qatar
  • 2. The evolution of Social Media Web 1.0 Brochure-ware Web 2.0 Collaborative Web 2.0+ Social, Local, Mobile https://the-fit-foodie.com/15-health-foodies-you-need-to- follow-on-instagram-part-2/ http://www.satisfyingthings.com/the-first-yahoo- homepage-in-1996/
  • 3. Social Media & Medicine = Parallelisms https://www.forbes.com/sites/reenitadas/2017/03/08/drug-development-industry-bets-big-on-precision-medicine-5-top-trends-shaping- future-care-delivery/#6937131f5d3a
  • 5. Social Media Now - Qatar http://teenshealth.qatar.northwestern.edu/
  • 6. Social Media Now - Qatar http://teenshealth.qatar.northwestern.edu/
  • 7. Digital Epidemiology Salathé M, Bengtsson L, Bodnar TJ, Brewer DD, Brownstein JS, Buckee C, Campbell EM, Cattuto C, Khandelwal S, Mabry PL, Vespignani A. Digital epidemiology. PLoS Comput Biol. 2012;8(7):e1002616. doi: 10.1371/journal.pcbi.1002616. Epub 2012 Jul 26.
  • 9. Geolocation - Public Health Surveillance Dietary Habits of an Expat Nation: Case of Qatar Yelena Mejova, Hamed Haddadi, Sofiane Abbar, Azadeh Ghahghaei, Ingmar Weber @ ICHI'15 https://the-fit-foodie.com/15- health-foodies-you-need-to- follow-on-instagram-part-2/
  • 12. Health Communication 2.0 is a Process Lister C, Royne M, Payne HE, Cannon B, Hanson C, Barnes M. The Laugh Model: Reframing and Rebranding Public Health Through Social Media. American Journal of Public Health. 2015;105(11):2245-2251. doi:10.2105/AJPH.2015.302669.
  • 13. Fake News & Digital Health Literacy
  • 14. Public Health Messaging 2.0 • limited targeting • “one-size-fits-all” visual and text • social media for “fans” • duration less than 1 year • goal: one viral message • different visuals • different texts • specific to customer segment • dynamic creatives • goal: personalization https://www.doubleclickbygoogle.com/articles/weight-watchers-boosts-acquisitions-56-using-dynamic-creative/ https://ignyta.com
  • 15. Existing Ad Targeting Capabilities ● Demographics: age, gender, marital status, recent parents, nationality, education, … ● Interests: fast food, weight loss, cancer, running, … ● Geo-fencing: recent hospital/bar/park visitors, … ● “Personality”: Using marker interests as proxy … ● Custom audiences: e.g. known email.
  • 16. Example of targeted advertisement
  • 17. Playing with the style / Personality Individualistic Ad Social-aspect Ad
  • 20. Results The social messaging is generally more successful for both type of groups. But the relative improvement is far bigger for the social-aspect target group. Click-Through Rate Base Target Group (Arabic-speaking Women Aged 45+ in Qatar) Social-aspect Target Group (Arabic-speaking Women Aged 45+ in Qatar) + (Parents) Individualistic Ad 1.2% 1.2% Social-aspect Ad 1.8% 2.7%
  • 21. Key considerations ● Health communication is social media can be highly targeting and precise ○ Need of new methodological approaches. ○ It can be done real-time and adjusted to events. ● Massive amounts of data ○ Need to incorporate new methods from computer science. ○ Enabling rapid experimentation. ● No barriers & Quality ○ Coexistence with misinformation. ○ Urgent need for digital health literacy. ○ Ethical & Privacy challenges.
  • 22. Luis Fernandez-Luque Qatar Computing Research Institute lluque@hbku.edu.qa @luisluque Thanks - ‫شكر‬ Jisun An Qatar Computing Research Institute jan@hbku.edu.qa @JisunAn https://www.slideshare.net/luis.luque