Journal of Palliative Medicine: Use of Messaging Principles to Design a Facebook Ad Promoting Public Engagement in Serious Illness Care for National Healthcare Decisions Day
The Journal of Palliative Medicine has published a special report, "Use of Messaging Principles to Design a Facebook Ad Promoting Public Engagement in Serious Illness Care for National Healthcare Decisions Day."
The authors, Anthony L. Back et al, undertook a messaging study building on their previous work that identified public engagement as an important leverage point for the future of advance care planning, palliative care, and hospice. In this new study, the authors developed public messaging with a group of stakeholders that was based on empirical findings describing consumer perceptions. A set of messaging principles was developed with the stakeholders and tested in consumer focus groups - the resulting five messaging principles describe a fresh approach to public messaging intended to introduce consumers to serious illness care.
The special report describes the design, marketing, and analytics of a public engagement campaign based on a 60-second video produced for a state-based multi-stakeholder organization, the Oregon Coalition for Living Well with Serious Illness. The report notes that, "Overall, use of the messaging principles to guide the design and marketing of this Facebook ad shows that (1) the public is interested in serious illness care, (2) that targeted social media can be used to reach a defined public audience, and that (3) this public messaging strategy can be implemented at relatively low cost."
This study was supported by Cambia Health Foundation and The John A Hartford Foundation.
To access the abstract, click here.
To learn more about JAHF's co-funding, click here.
