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Using digital and social media for health promotion: A social marketing approach for addressing co‐morbid physical and mental health
Author(s) -
Mehmet Michael,
Roberts Russell,
Nayeem Tahmid
Publication year - 2020
Publication title -
australian journal of rural health
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.48
H-Index - 49
eISSN - 1440-1584
pISSN - 1038-5282
DOI - 10.1111/ajr.12589
Subject(s) - mental health , social media , social marketing , stakeholder , psychological intervention , health promotion , service (business) , nursing , intervention (counseling) , promotion (chess) , public relations , digital media , psychology , medicine , marketing , medical education , business , public health , computer science , political science , world wide web , psychiatry , politics , law
Objective This study examines consumer engagement with a social marketing digital media strategy designed to support the implementation of Equally Well—a program to improve the physical health of people living with mental illness. Design A four‐stage strategic analysis and intervention mix were used as the theoretical framework to assess stakeholder needs and to evaluate the effectiveness of the intervention. Setting Online and digital media. Participants Mental health consumers, carers, clinicians and service managers. Interventions A digital media, social marketing intervention to support those seeking to improve the physical health of people living with mental illness. The strategy was developed using a co‐design methodology and provided links to self‐care resources, access to service providers, clinical tools for health professionals and links to existing successful rural programs. Main outcome measures The main outcome measures were the number of people from each category accessing the media, making connections and downloading resources. Results The program has resulted in more than 24 500 website hits per annum, 3500 tweets and 14.5 million Twitter impressions with good bounce and download rates. The analysis suggested the materials were mostly used by clinicians and service managers using desktop computers. Conclusions Using a co‐design approach, the study demonstrated the potential of a social marketing digital media strategy as a health promotion methodology. The paper has provided a framework for implementing and evaluating the effectiveness of digital social media campaigns that can help consumers, carers, clinicians and service planners address the challenges of rural health service delivery and the tyranny of distance.