在心房颤动背景下，对推动在线健康社区患者认知和参与的沟通策略进行调查。

Communication strategies driving online health community patient awareness and engagement investigated within atrial fibrillation context.

作者信息

Kuipers Myrthe F, Konus Umut, Brundel Bianca J J M, İlker Birbil Ş

机构信息

Department of Marketing, Economics and Business Administration, Amsterdam Business School, University of Amsterdam, Amsterdam, The Netherlands.

Department of Business Analytics, Economics and Business Administration, Amsterdam Business School, University of Amsterdam, Amsterdam, The Netherlands.

出版信息

NPJ Digit Med. 2025 Jul 16;8(1):446. doi: 10.1038/s41746-025-01854-1.

DOI:10.1038/s41746-025-01854-1

PMID:40665151

原文链接:https://pmc.ncbi.nlm.nih.gov/articles/PMC12264050/

Abstract

Online health communities (OHCs) enhance personalized care by connecting patients, professionals and leveraging patient-reported outcomes. This study investigates how communication elements (emotions, patient-generated topics, appeals, and linguistic style) affect patient awareness (click-through-rate) and engagement (average engagement time and community subscriptions) in an atrial fibrillation (AF) OHC. A quasi-randomized online field experiment targeted Dutch adults via Facebook and Instagram with 12 communication concepts, directing them to the AF OHC. From May to June 2023, 795,812 users were reached, generating 18,426 visits, 478 subscriptions, and an average engagement time of 35 s. Communication elements significantly influenced awareness and engagement, with emotions and topics as strongest predictors. Fear was most effective for self-protection topics, love for affiliation and kin care. Expert appeals increased awareness, while testimonials boosted engagement. These findings offer novel insights into the role of communication strategies across patient journey stages, aiding health managers in optimizing patient engagement and OHC impact.

摘要

在线健康社区（OHC）通过连接患者、专业人员并利用患者报告的结果来加强个性化护理。本研究调查了沟通要素（情绪、患者生成的话题、诉求和语言风格）如何影响心房颤动（AF）在线健康社区中的患者认知度（点击率）和参与度（平均参与时间和社区订阅量）。一项准随机在线实地实验通过Facebook和Instagram向荷兰成年人推送12种沟通概念，引导他们访问心房颤动在线健康社区。2023年5月至6月，覆盖了795812名用户，产生了18426次访问、478次订阅，平均参与时间为35秒。沟通要素对认知度和参与度有显著影响，其中情绪和话题是最强的预测因素。恐惧对自我保护话题最有效，爱对归属感和亲属关怀话题最有效。专家诉求提高了认知度，而推荐则促进了参与度。这些发现为沟通策略在患者就医旅程各阶段的作用提供了新的见解，有助于健康管理者优化患者参与度和在线健康社区的影响力。