Abstract
BackgroundShareable online video offers the potential for spreading a health message across online and real world social networks. Seeding a message in a clinical setting may be advantageous.ObjectiveTo investigate the potential of an online video to spread a health message about juvenile idiopathic arthritis (JIA) when delivered or seeded in a clinical setting and investigate factors that influence sharing behavior.MethodsMultimethod proof of concept study. Concepts for two different styles of video were developed using focus groups and interviews and reviewed by an online market research panel. We compared dissemination of the two videos from two specialist pediatric rheumatology clinics in NHS Hospitals. Participants were 15 patients, family members, and clinical staff with knowledge of JIA at concept stage; 300 market research panel members in development stage; and 38 patients and their parents or guardians in the seeding stage. Newly diagnosed patients with JIA and/or parents or guardians were invited to view and share an online video with a health message about JIA across real-life and electronic social networks. Main outcome measures were viewing statistics, sharing behavior and patterns, and participant feedback.ResultsOf 38 patients and/or their parents or guardians given links, 26 visited the video webpage and shared the link, 2 visited and did not share, and 10 did not visit. Most links were viewed and shared within a few days. A total of 3314 pageviews were recorded with a mean of 89.6 pageviews per link (range 0-1245). Links were accessed from 26 countries, with most viewers in the United Kingdom (82.5%). Mothers were the most active group of sharers.ConclusionsDistribution of a video link in a clinical setting may be an effective way to spread a health message. Parents or guardians of children with JIA are more likely to share a link than young people. Dissemination depends on a small number of active sharers, the content of the video, and the willingness of participants to share health information about themselves.Trial RegistrationUK Clinical Research Network Study Portfolio ID (UKCRN): 13747; http://public.ukcrn.org.uk/Search/StudyDetail.aspx?StudyID=13747 (Archived by WebCite at http://www.webcitation.org/6eeXlMmM6).
Highlights
Health promotion and early diagnosis are core components of the National Health Service Improving Quality program [1]
We aimed to explore in this proof of concept study whether a health message with a shareable online video would be disseminated after initial distribution in a clinical setting by newly diagnosed children and young people with juvenile idiopathic arthritis (JIA) and their parents or guardians
Of 67 respondents to this question, 16 (24%) received the link directly from the research team, 30 (45%) via social networking sites, 5 (7%) from friends and 3 (4%) from a family member; 23 (34%) received the link from someone with JIA or whose child had JIA
Summary
Health promotion and early diagnosis are core components of the National Health Service Improving Quality program [1]. Traditional multiplatform awareness campaigns, can be resource intensive with a finite lifespan, and their impact and cost effectiveness may be difficult to measure [2]. The sharing of online content may disseminate health messages at relatively low cost. The potential reach of online messages is increasing: 73% of the UK population use the Internet and of these, 71% use it to gather health information [3]. One in 20 Google searches is for health information [4]. Improving the use of digital technologies for health is a priority for the National Health Service [5]. Shareable online video offers the potential for spreading a health message across online and real world social networks.
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