Abstract
Abstract The open innovation hub Digital Health and Patient Safety Platform (DHPSP) was recently established with the purpose to invigorate collaborative scientific research and the development of new digital products and personalized solutions aiming to improve human health and patient safety. In this study, we evaluated the effectiveness of a Twitter-based campaign centered on using the hashtag #DHPSP to promote the visibility of the DHPSP initiative. Thus, tweets containing #DHPSP were monitored for five weeks for the period 20.10.2020–24.11.2020 and were analyzed with Symplur Signals (social media analytics tool). In the study period, a total of 11,005 tweets containing #DHPSP were posted by 3020 Twitter users, generating 151,984,378 impressions. Analysis of the healthcare stakeholder-identity of the Twitter users who used #DHPSP revealed that the most of participating user accounts belonged to individuals or doctors, with the top three user locations being the United States (501 users), the United Kingdom (155 users), and India (121 users). Analysis of co-occurring hashtags and the full text of the posted tweets further revealed that the major themes of attention in the #DHPSP Twitter-community were related to the coronavirus disease 2019 (COVID-19), medicine and health, digital health technologies, and science communication in general. Overall, these results indicate that the #DHPSP initiative achieved high visibility and engaged a large body of Twitter users interested in the DHPSP focus area. Moreover, the conducted campaign resulted in an increase of DHPSP member enrollments and website visitors, and new scientific collaborations were formed. Thus, Twitter campaigns centered on a dedicated hashtag prove to be a highly efficient tool for visibility-promotion, which could be successfully utilized by healthcare-related open innovation platforms or initiatives.
Highlights
Open innovation represents a concept that counters the traditional industry‐practiced innovation generation, which is based on secrecy and reliance on internal company expertise
Analysis of co‐occurring hashtags and the full text of the posted tweets further revealed that the major themes of attention in the #Digital Health and Patient Safety Platform (DHPSP) Twitter‐community were related to the coronavirus disease 2019 (COVID‐19), medicine and health, digital health technologies, and science communication in general
We aimed to evaluate the effectiveness of a Twitter campaign centered on using the hashtag #DHPSP as a tool to promote the visibility of the DHPSP initiative and form a new Twitter‐ community with interests in the scientific areas represented by DHPSP
Summary
Open innovation represents a concept that counters the traditional industry‐practiced innovation generation, which is based on secrecy and reliance on internal company expertise. The primary aims of the newly established institute are empowerment of patients and healthcare professionals with digital tools and stimulation of innovative research and development of products and solutions in the domain of digital health and patient safety. One of the initiatives started within the new institute was the establishment of the open innovation hub, Digital Health and Patient Safety Platform (DHPSP), which aims to bring together in a collaborative environment scientists from different specialties, industry representatives, healthcare professionals, patient and patient organization representatives, and everybody else interested in the topics digital health, patient safety, and personalized medicine (https://digitalpatientsafety.com/). The long‐term goal of DHPSP is to harness open innovation approaches to stimulate collaborative research and the development of new digital products and personalized solutions aiming to improve human health and patient safety. Founded in May 2020, one of the first major tasks of the DHPSP was to capture the attention of relevant audiences and potential future platform‐ participants with the use of a combination of approaches, such as providing relevant useful information on the platform website, establishing new research collaborations, publishing of relevant scientific articles and press releases, participation in specialized events, and use of social media channels for dissemination of pertinent information
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