loading
Papers Papers/2020

Research.Publish.Connect.

Paper

Face(book)ing the Truth: Initial Lessons Learned using Facebook Advertisements for the Chatbot-delivered Elena+ Care for COVID-19 Intervention

Topics: Augmenting traditional healthcare scenarios by the additional use of conversational agents, virtual assistants, or virtual coaches that reduce the gap in care or information some patient groups are facing; Dissemination and adoption strategies for digital innovations

Authors: Joseph Ollier 1 ; Prabhakaran Santhanam 2 and Tobias Kowatsch 2 ; 3

Affiliations: 1 Center for Digital Health Interventions, Chair of Technology Marketing, Department of Technology, Management, and Economics, ETH Zurich, Zurich, Switzerland ; 2 Center for Digital Health Interventions, Department of Technology, Management, and Economics, ETH Zurich, Zurich, Switzerland ; 3 Center for Digital Health Interventions, Institute of Technology Management, St. Gallen, Switzerland

Keyword(s): Facebook Advertisements, Social Media, Digital Health, Chatbots, Elena+ Care for COVID-19.

Abstract: Utilizing social media platforms to recruit participants for digital health interventions is becoming increasingly popular due to its ability to directly track advertising spend, number of app downloads and other metrics transparently. The following paper concerns the initial tests completed on the Facebook Ad Manager platform for the chatbot-delivered digital health intervention Elena+ Care for COVID-19. Eleven advertisements were run in the UK and Ireland during August/September 2020, with resulting downloads, post (i.e. advert) reactions, post shares and other advertisement engagement metrics tracked. Key findings from our advertising campaigns highlight that: (i) static images with text function better than carousel of images, (ii) Android users download and exhibit greater engagement behaviors than iOS users, and (iii) middle-aged and older women have the highest number of downloads and the most engaged behaviors (i.e. reacting to posts, sharing posts etc.). Lessons learned are discussed considering how other designers of digital health interventions may benefit and learn from our results when trialing and running their own ad campaigns. It is hoped that such discussions will be beneficial to other health practitioners seeking to scale-up their digital health interventions widely and reach individuals in need. (More)

CC BY-NC-ND 4.0

Sign In Guest: Register as new SciTePress user now for free.

Sign In SciTePress user: please login.

PDF ImageMy Papers

You are not signed in, therefore limits apply to your IP address 54.173.214.227

In the current month:
Recent papers: 100 available of 100 total
2+ years older papers: 200 available of 200 total

Paper citation in several formats:
Ollier, J.; Santhanam, P. and Kowatsch, T. (2021). Face(book)ing the Truth: Initial Lessons Learned using Facebook Advertisements for the Chatbot-delivered Elena+ Care for COVID-19 Intervention. In Proceedings of the 14th International Joint Conference on Biomedical Engineering Systems and Technologies - Scale-IT-up, ISBN 978-989-758-490-9; ISSN 2184-4305, pages 781-788. DOI: 10.5220/0010403707810788

@conference{scale-it-up21,
author={Joseph Ollier. and Prabhakaran Santhanam. and Tobias Kowatsch.},
title={Face(book)ing the Truth: Initial Lessons Learned using Facebook Advertisements for the Chatbot-delivered Elena+ Care for COVID-19 Intervention},
booktitle={Proceedings of the 14th International Joint Conference on Biomedical Engineering Systems and Technologies - Scale-IT-up,},
year={2021},
pages={781-788},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010403707810788},
isbn={978-989-758-490-9},
issn={2184-4305},
}

TY - CONF

JO - Proceedings of the 14th International Joint Conference on Biomedical Engineering Systems and Technologies - Scale-IT-up,
TI - Face(book)ing the Truth: Initial Lessons Learned using Facebook Advertisements for the Chatbot-delivered Elena+ Care for COVID-19 Intervention
SN - 978-989-758-490-9
IS - 2184-4305
AU - Ollier, J.
AU - Santhanam, P.
AU - Kowatsch, T.
PY - 2021
SP - 781
EP - 788
DO - 10.5220/0010403707810788

0123movie