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What Drives Health Professionals to Tweet About #HPVvaccine? Identifying Strategies for Effective Communication
Journal article   Open access

What Drives Health Professionals to Tweet About #HPVvaccine? Identifying Strategies for Effective Communication

Philip M Massey, Alex Budenz, Amy Leader, Kara Fisher, Ann C Klassen and Elad Yom-Tov
Preventing chronic disease, v 15(2), pp E26-E26
22 Feb 2018
DOI: https://doi.org/10.5888/pcd15.170320
PMID: 29470166
Featured in Collection :   UN Sustainable Development Goals @ Drexel
url
https://doi.org/10.5888/pcd15.170320View
Published, Version of Record (VoR)Maybe Open Access (Publisher Bronze),  Open

Abstract

Area Under Curve Attitude of Health Personnel Data Mining Female Humans Information Dissemination - methods Papillomavirus Vaccines - administration & dosage Parents - psychology Prospective Studies Social Media - statistics & numerical data Uterine Cervical Neoplasms - prevention & control Vaccination - psychology
We conducted this study to quantify how health professionals use Twitter to communicate about the human papillomavirus (HPV) vaccine. We collected 193,379 tweets from August 2014 through July 2015 that contained key words related to HPV vaccine. We classified all tweets on the basis of user, audience, sentiment, content, and vaccine characteristic to examine 3 groups of tweets: 1) those sent by health professionals, 2) those intended for parents, and 3) those sent by health professionals and intended for parents. For each group, we identified the 7-day period in our sample with the most number of tweets (spikes) to report content. Of the 193,379 tweets, 20,451 tweets were from health professionals; 16,867 tweets were intended for parents; and 1,233 tweets overlapped both groups. The content of each spike varied per group. The largest spike in tweets from health professionals (n = 851) focused on communicating recently published scientific evidence. Most tweets were positive and were about resources and boys. The largest spike in tweets intended for parents (n = 1,043) centered on a national awareness day and were about resources, personal experiences, boys, and girls. The largest spike in tweets from health professionals to parents (n = 89) was in January and centered on an event hosted on Twitter that focused on cervical cancer awareness month. Understanding drivers of tweet spikes may help shape future communication and outreach. As more parents use social media to obtain health information, health professionals and organizations can leverage awareness events and personalize messages to maximize potential reach and parent engagement.

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6 Record Views
29 citations in Web of Science
33 citations in Scopus

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UN Sustainable Development Goals (SDGs)

This publication has contributed to the advancement of the following goals:

#3 Good Health and Well-Being
#5 Gender Equality

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Collaboration types
Domestic collaboration
International collaboration
Web of Science research areas
Public, Environmental & Occupational Health
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