JMIR Publications

ABSTRACT

While established marketing techniques have been applied to design more effective health campaigns, more often than not, the same message is broadcasted to large populations, irrespective of unique characteristics. As individual digital device usage has increased, so has individual digital footprints, creating potential opportunities for targeted digital health interventions. We propose a novel Precision Public Health Campaign (PPHC) framework to structure and standardize the process of designing and delivering tailored health messages to target particular population segments using social media targeted advertising tools. Our framework consists of five stages: (1) defining a campaign goal, priority audience, and evaluation metrics, (2) splitting the target audience into smaller segments, (3) tailoring the message for each segment and doing a pilot test, (4) running the health campaign formally, and (5) evaluating the performance of the campaigns. We will demonstrate how the framework works through two case studies. The PPHC framework has the potential to support higher population uptake and engagement rates by encouraging a more standardized, concise, efficient, and targeted approach to public health campaign development.