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Internet and Social Media to Reach Young Women with Breast Cancer: Targeting Your Message
Women under the age of 45 years with breast cancer have needs that differ from older survivors. Surveys of this population revealed issues of genetic counseling and testing, employment, and sexuality and dating in addition to the psychosocial needs found in all age groups.
Methods
The SurviveDAT program aims to promote health and education regarding the specific needs of young breast cancer survivors (YBCS) and offers support to them and their loved ones. Traditional methods of support groups and workshops were developed around the specific needs identified. As a means of sustaining the program and continually provide YBCS with useful resources and up-to-date information, a comprehensive resource website was created and social media was utilized. Targeted social media ads were created and sent only to persons most likely to be in demographic of interest.
Results
Traditional methods were marginally successful. Support groups rarely drew more than four people and workshop attendance peeked at twelve. Social media generated 70 page fans until targeted advertising was initiated. Page fans quickly increased to over 400 (450% increase) and daily unique users increased to almost 5,000. Of particular interest to viewers were audio files of the workshops and professional videos created around the topics of interest. Targeted advertising proved to be inexpensive at about a dollar per new person engaged.
Conclusions
Younger populations regularly use social media and are more comfortable with that platform for addressing health needs. Social media and the internet can be even more effective when targeted advertising is utilized.
Learning Areas:
Administer health education strategies, interventions and programsAssessment of individual and community needs for health education
Communication and informatics
Conduct evaluation related to programs, research, and other areas of practice
Learning Objectives:
Demonstrate the use of social media to reach and targeted population.
Explain ways to evaluate social media efforts.
Keyword(s): Social Media
Qualified on the content I am responsible for because: I have worked in cancer control for over 20 years. I am principal investigator of mutliple federally funded grants forcusing on cancer control and breast cancer in particular.
Any relevant financial relationships? No
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.