An assessment of online visibility and engagement of COVID-19 related health messages by selected health-related organizations in Sri Lanka

Abstract

<strong>Introduction:</strong> We live in an era of digital technologies. COVID-19 aggregate the usage of digital tools by all industries including the health sector. Social media and other digital marketing tools are used by healthcare professionals for health education. Online visibility and engagement of these tools affect the spread of health messages to people. <strong>Objectives:</strong> To assess the digital presence of selected health organizations in relation to COVID-19 related health messages. <strong>Methodology:</strong> A descriptive cross-sectional study was done to assess the digital presence of online health messages marketed by selected healthcare organizations. The Ministry of Health, Health Promotion Bureau, Epidemiology unit, Sri Lanka Medical Association, and Government Medical Officers Association were selected for the study. <strong>Results:</strong> The Health Promotion Bureau which is the focal point for health promotion has shown 39% of visibility. Sri Lanka Medical Association has shown 44% recording a higher percentage of visibility and engagement. Overall visibility and engagement are high in Health Promotion Bureau. However, none of the organizations reached more than 50% of visibility and engagement. <strong>Conclusions:</strong> Selected organizations have shown less than 50% in both visibility and engagement in digital presence. It is recommended that these organizations should pay more attention to enhancing the digital presence of their health messages related to COVID-19.