attracting and retaining teens on a health-focused online social network: what works?
Post on 18-Sep-2014
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Nedra Kline Weinreich Weinreich Communications Presented at the National Conference on Health Communication, Marketing and Media Atlanta, GA August 9, 2011 http://www.social-marketing.com [email protected] @NedraTRANSCRIPT
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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?
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Project partners
NIH/NICHD Grant #5R01HD059756-02
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Our target audience
Adolescents 13–17 years old, living in California
Insurance coverage under Medi-Cal or Healthy Families Program managed by Health Net
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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
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Research design
Survey + Healthcare Utilization Data
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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
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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
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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
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Teen2xtreme domains
1) Annual Well Care Visit
2) Patient-Doctor Relationship
3) Navigate Healthcare System
4) Benefits, Rights & Responsibilities
5) Healthcare-Seeking Information
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Social Activity
Theme Activity
Domain Activity
Conceptual framework
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Enrollment onto the website
Outreach: Tailored email Email + SMS SMS Facebook messages
Follow-up: Christmas cards Participant created Valentines cards
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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
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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)
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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
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Site activity for T2Xpression Awards
The 3 most popular days coincided with T2Xpression Awards
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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
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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
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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%
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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%)
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CLUB Homepage
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Ask Allison Blog
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CLUB Episode 1 Experience – Interaction between CLUB Members and General Teen Members
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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
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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
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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
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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
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Contact
Nedra Kline WeinreichWeinreich Communications
weinreich@social-marketing.comwww.social-marketing.com310.286.2721Twitter @Nedra