Impacts of biomedical hashtag-based Twitter campaign: #DHPSP utilization for promotion of open innovation in digital health, patient safety, and personalized medicine
Metadatos
Afficher la notice complèteEditorial
Elsevier
Materia
Open innovation Digital health Patient safety Personalized medicine Twitter hashtags Science communication
Date
2021-05-04Referencia bibliográfica
Maria Kletecka-Pulker... [et al.]. Impacts of biomedical hashtag-based Twitter campaign: #DHPSP utilization for promotion of open innovation in digital health, patient safety, and personalized medicine, Current Research in Biotechnology, Volume 3, 2021, Pages 146-153, ISSN 2590-2628, [https://doi.org/10.1016/j.crbiot.2021.04.004]
Résumé
The open innovation hub Digital Health and Patient Safety Platform (DHPSP) was recently established with the
purpose to invigorate collaborative scientific research and the development of new digital products and personalized
solutions aiming to improve human health and patient safety. In this study, we evaluated the effectiveness
of a Twitter‐based campaign centered on using the hashtag #DHPSP to promote the visibility of the
DHPSP initiative. Thus, tweets containing #DHPSP were monitored for five weeks for the period
20.10.2020–24.11.2020 and were analyzed with Symplur Signals (social media analytics tool). In the study
period, a total of 11,005 tweets containing #DHPSP were posted by 3020 Twitter users, generating
151,984,378 impressions. Analysis of the healthcare stakeholder‐identity of the Twitter users who used
#DHPSP revealed that the most of participating user accounts belonged to individuals or doctors, with the
top three user locations being the United States (501 users), the United Kingdom (155 users), and India
(121 users). Analysis of co‐occurring hashtags and the full text of the posted tweets further revealed that
the major themes of attention in the #DHPSP Twitter‐community were related to the coronavirus disease
2019 (COVID‐19), medicine and health, digital health technologies, and science communication in general.
Overall, these results indicate that the #DHPSP initiative achieved high visibility and engaged a large
body of Twitter users interested in the DHPSP focus area. Moreover, the conducted campaign resulted in an
increase of DHPSP member enrollments and website visitors, and new scientific collaborations were formed.
Thus, Twitter campaigns centered on a dedicated hashtag prove to be a highly efficient tool for visibilitypromotion,
which could be successfully utilized by healthcare‐related open innovation platforms or initiatives.