Wang Darrel, Balapal Neha, Ankem Amala, Shyamsundar Saishravan, Balaji Adarsh, Kannikal Jasmine, Bruno Marlie, He Shuhan, Chong Paul
Arizona State University, Phoenix, AZ, United States.
CUNY School of Medicine, New York, NY, United States.
JMIR Hum Factors. 2023 Jan 27;10:e40244. doi: 10.2196/40244.
BACKGROUND: Memes have gone "viral," gaining increasing prominence as an effective communications strategy based on their unique ability to engage, educate, and mobilize target audiences in a call to action through a cost-efficient and culturally relevant approach. Within the medical community in particular, visual media has evolved as a means to influence clinical knowledge transfer. To this end, the GetWaivered (GW) project has leveraged memes as part of a behavioral economics toolkit to address one of the most critical public health emergencies of our time-the 20-year opioid epidemic. As part of a multidimensional digital awareness campaign to increase Drug Enforcement Administration (DEA)-X waiver course registration, GW investigated the results of meme usage in terms of impressions, website traffic, and ultimately user acquisition, as determined by web-based training enrollment and attendance outcomes. OBJECTIVE: The objective of this study was to determine the efficacy of implementing humor-based promotional content versus the traditional educational model, and how the translation of the increase in engagement would increase the participant count and website traffic for GW's remote DEA-X waiver training. METHODS: The approach to this study was based on 2 time frames (pre- and postcampaign). During April-July 2021, we developed a campaign via advertisements on Facebook, Twitter, Instagram, and the GW website to expand outreach. These memes targeted medical professionals with the ability to prescribe buprenorphine. The time frame of this campaign measured engagement metrics and compared values to preceding months (January-March 2021) for our GetWaivered website and social media pages, which translated to registrants for our remote DEA-X waiver training. RESULTS: By the end of July 2021, a total of 9598 individuals had visited the GW website. There was an average of 79.3 visitors per day, with the lowest number of daily visitors being 0 and the highest being 575. CONCLUSIONS: The use of memes may provide a medium for social media engagement (likes, comments, and shares) while influencing viewers to pursue a proposed action, such as e-training registration.
背景：表情包已“疯传”，作为一种有效的传播策略，其基于独特能力，通过经济高效且与文化相关的方式，在行动呼吁中吸引、教育和动员目标受众，愈发受到关注。特别是在医学界，视觉媒体已发展成为影响临床知识传播的一种手段。为此，“获取豁免”（GetWaivered，GW）项目利用表情包作为行为经济学工具包的一部分，以应对我们这个时代最关键的公共卫生紧急情况之一——长达20年的阿片类药物流行。作为提高药品执法管理局（DEA）-X豁免课程注册率的多维数字宣传活动的一部分，GW根据基于网络的培训注册和出勤结果，调查了表情包使用在曝光量、网站流量以及最终用户获取方面的效果。 目的：本研究的目的是确定实施基于幽默的宣传内容与传统教育模式相比的效果，以及参与度提高的转化如何增加GW远程DEA-X豁免培训的参与者数量和网站流量。 方法：本研究方法基于两个时间段（活动前和活动后）。在2021年4月至7月期间，我们通过在脸书、推特、照片墙和GW网站上投放广告开展了一项活动，以扩大影响力。这些表情包针对有能力开具丁丙诺啡处方的医疗专业人员。该活动的时间段衡量了参与度指标，并将相关数值与之前几个月（2021年1月至3月）我们的GetWaivered网站和社交媒体页面的数据进行比较，这些数据转化为我们远程DEA-X豁免培训的注册者。 结果：到2021年7月底，共有9598人访问了GW网站。平均每天有79.3名访客，每日访客最少为0人，最多为575人。 结论：表情包的使用可能为社交媒体互动（点赞、评论和分享）提供一种媒介，同时影响观众采取建议的行动，如电子培训注册。
JMIR Public Health Surveill. 2021-2-19
J Med Internet Res. 2020-9-29
J Med Internet Res. 2009-12-21
JMIR Public Health Surveill. 2018-12-19
J Med Internet Res. 2022-4-15
Digit Health. 2021-10-19
Front Public Health. 2021-7-9
Brain Cogn. 2020-12
Pharmacy (Basel). 2020-10-29
J Med Internet Res. 2020-10-26
J Acad Mark Sci. 2020
Zotero 插件
