Accepted for/Published in: Journal of Medical Internet Research
Date Submitted: Apr 20, 2019
Date Accepted: Aug 30, 2019
Attracting Users to Online Health Communities: Results of LungCancer.net Facebook Advertisement Campaigns
ABSTRACT
Background:
With growing numbers of adults turning to the Internet to answer health questions, online communities provide platforms with participatory networks to deliver health information and social support. To optimize the benefits of these online communities, however, these platforms must effectively market to attract new members and promote community growth.
Objective:
The objective of this study was to assess the engagement results of Facebook advertisements designed to increase membership in the LungCancer.net online community.
Methods:
In the fall of 2017, a series of five, weeklong Facebook advertisement campaigns were launched targeting adults over the age of 18 with an interest in lung cancer to increase the number of people who provided their email to join the LungCancer.net community.
Results:
Through the Facebook campaigns, 91,835 people were exposed to at least one study advertisement, and 863 new members joined the LungCancer.net community. Females ages 55 - 64 were the largest population reached by the campaign (34.29%), while females 65 and older were the largest population who joined the LungCancer.net community (35.57%). A total of $1742 was invested in the Facebook campaigns and 863 people joined LungCancer.net, resulting in a cost of $2.02 per new member.
Conclusions:
This research demonstrates the feasibility of using Facebook advertising to promote and grow online health communities, though more research is needed to identify the images, texts, advertisement methods/channels, and times of year that most effectively promote online community growth. Public health professionals should consider Facebook campaigns to effectively connect intended audiences to health information and support.
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Copyright
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