Date post: | 18-Sep-2014 |
Category: |
Health & Medicine |
View: | 3 times |
Download: | 1 times |
Nedra Kline Weinreich, MSWeinreich Communications
National Conference on Health Communication, Marketing and Media 2011
Attracting and Retaining Teens on a Health-Focused Online Social Network:
What Works?
Project partners
NIH/NICHD Grant #5R01HD059756-02
Our target audience
Adolescents 13–17 years old, living in California
Insurance coverage under Medi-Cal or Healthy Families Program managed by Health Net
4
Navigation of system
Rights & responsibility
Preventive care
Information seeking
Provider-patient
relationship
- Barriers- Individual- Environmental- Appointments- Ability to overcome
-Knowledge, attitudes, self-efficacy-Confidentiality-Self-care practices
-Perceptions of wellness-Cues to action
-Ability to access information-Different media-Confidence in analyzing
-Trust and comfort level-Ability to request a different doctor
Health Literacy
Research design
Survey + Healthcare Utilization Data
Recruitment to intervention
Total teen participation on site
N=692
24% enrollment rate
Invitedintervention participants
N=691
Activeintervention
accounts
N=165
Non-intervention accounts
N= 527
7
8
Social activities
Profiles Status Updates Photos Videos Blogs Games (single +
multiplayer) Trivia Shared Goals Instant Messaging Chat (rooms +
events)
Opinion Prompts Polls Internal Messages eCards Friends Contests/Missions Articles Facebook
Integration Content
Rating/Sharing
Teen2xtreme health themes
Appearance Sex / STDs / Pregnancy
Stress / Depression
Infectious Disease
Obesity / Weight
Fitness / Sports
Violence / Gangs
Relationships / Family
Driving
Safety / Injury
Drugs /Alcohol /Smoking
Teen2xtreme domains
1) Annual Well Care Visit
2) Patient-Doctor Relationship
3) Navigate Healthcare System
4) Benefits, Rights & Responsibilities
5) Healthcare-Seeking Information
Social Activity
Theme Activity
Domain Activity
Conceptual framework
Enrollment onto the website
Outreach: Tailored email Email + SMS SMS Facebook messages
Follow-up: Christmas cards Participant created Valentines cards
Success rates per enrollment strategy*
Email 2.7% SMS 3.1% Cards** 6.3%
Holiday Card – 8.8% Valentine Card – 3.8%
Average Touches for Registration Visit = 4.8
* Total Unique Registration Visits = 268** Only 1 Touch
Member demographicsIn
vit
ati
ons • Male = 41%
• Female = 59%
• Avg Age = 15.2
n = 681
Use
rs • Male = 30%• Female =
70%• Avg Age =
16.0
n = 158
Pow
er
Use
rs • Male = 5%• Female =
95%• Avg Age =
16.4
n = 20
(Study participants only)
User site activity by points
[Points are designed to be a summative measure of site activity (time online, activities performed, engagement, etc.)]
0-1000 1001-10,000 10,001-100,0000
10
20
30
40
50
60
70
80
90
Points (100 pts ~ 1 hour)
% of members
Site activity for T2Xpression Awards
The 3 most popular days coincided with T2Xpression Awards
Music incentive SMS
Free music-you pick! Join Teen2xtreme-UCLA/Health Net's teen-only network-and get free music while supplies last. Your custom link: http://teen2xtreme.com/1823
Free music incentive – SMS campaign
Sent 1277 free music incentive SMS messages prompting invited members to register
31 incentives redeemed (2.4%) Incentive = $5 Amazon music
certificate Challenges
Rising above the din of other “free” offers
Hard to communicate that it is for any song
Whooping cough campaign
Teen Health Alert: Must have whooping cough shot (Tdap) to go back to school. It's a new law! Text INFO for help from http://t2x.me or DONE if you got the shot.
T2X Registered
Not Registered
Received SMS Alert
112 347
Responded INFO 3 0
Responded DONE
11 97
Response Rate 12.5% 28%
Recent class experience: Expert Chat
Topic: Mononucleosis (infectious disease)
Length of planned student activities: 2 hrs
Activities include: Highlighted video (CLUB Episode 2), Poll
of the Day, What do you Think, Test Your Knowledge Game, Expert Chat
New accounts created: 106 Users who visited site after class
activities were finished: 11 (10.4%)
CLUB Homepage
Ask Allison Blog
CLUB Episode 1 Experience – Interaction between CLUB Members and General Teen Members
Research project timeline delayed by IRB issues with innovative programs
Recruitment and retention requires multiple touchpoints
Engaging youth on the site requires constant attention and new content/activities
Competing with many other websites and constraints on their time
Not a self-selected group
Challenges
Playing coy about the purpose of the site
Waiting for organic growth to magically occur
Lumping together older and younger teens
Links to/from Facebook accounts Random incentives – “Free music!” Ignoring the short-term users in
favor of the regulars
What Has NOT Worked
What HAS Worked
Keep it teens-only – safe, no adults Volume: 90%-10%-1% rule Create micro-experiences/events
e.g., T2Xpression art contest, themed class curricula, health expert chats, ongoing transmedia story
Bring real-world groups online Provide pathways through the
content Text messaging – recruitment, Tdap
campaign
Teen2xtreme team
Deborah Glik, P.I.Michael Prelip, P.I.
Abdelmonem Afifi Philip MasseyElaine Quiter Gabriel StoverBrian Calimlim
Sharon Nessim, HN P.I.Elaine Robinson-Frank
Diana CarrMaya GumatayKelly KonoVinia PanganCarol Spencer Hoa SuNancy Wongvipat Kalev
Michael FioreElissa Vaidman
Nedra Kline Weinreich
Contact
Nedra Kline WeinreichWeinreich Communications
weinreich@social-marketing.comwww.social-marketing.com310.286.2721Twitter @Nedra