National Institute of Nursing Research and MedlinePlus® Team Up to Offer a Palliative Care Text Campaign (QI632)

Abstract

•Apply the principles of plain language to deliver easy-to-understand, evidence-based palliative care information to those with serious illnesses and their families.•Utilize common forms of telecommunications (text messaging and email) to reach English- and Spanish-speaking patients. Research has shown that patients who receive palliative care report improvement in pain, nausea, and shortness of breath; communication with their healthcare providers and family members; and emotional support. To increase awareness of palliative care and its benefits for those living with serious illnesses and their families. From February 2018 to February 2019, the National Institute of Nursing Research (NINR) and the National Library of Medicine's MedlinePlus® ran a text message campaign about palliative care. Messages included information for adult and pediatric patients and their families. The campaign also ran in Spanish from February to August 2018. Subscribers received one text message per week. About a month into the campaign, a weekly e-mail option was added. 3,143 subscribers signed up for the English text messages, and 944 signed up for the Spanish campaign. An additional 8,004 subscribers signed up for English e-mails, and 9,252 subscribers signed up for Spanish e-mails. The 56 links shared generated 16,039 clicks to NINR and MedlinePlus® content. The average engagement rate of a message was 1%, or only 1% of subscribers clicked the link of any message. The most popular messages were about mental health/emotional wellbeing and new research. A successful campaign is determined by the number of people reached, increased visitors to linked content, attrition, and engagement. The growth was steady and the campaign was successful in gaining new subscribers. Attrition was low; fewer than 10 people unsubscribed. Overall, this campaign was successful in reach, but engagement was low.