Health Social Media Trends and Opportunities in Qatar

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Presentation for a seminar at the Ministry of Public Health in Qatar about the use of social media in health communication

Health & Medicine

Health Social Media
Trends and
Opportunities in
Qatar
MoPH
27th September 2018
Dr. L. Fernandez-Luque
lluque@hbku.edu.qa
Qatar Computing Research
Institute
HBKU, Qatar

The evolution of Social Media
Web 1.0
Brochure-ware
Web 2.0
Collaborative
Web 2.0+
Social, Local, Mobile
https://the-fit-foodie.com/15-health-foodies-you-need-to-
follow-on-instagram-part-2/
http://www.satisfyingthings.com/the-first-yahoo-
homepage-in-1996/

Social Media & Medicine = Parallelisms
https://www.forbes.com/sites/reenitadas/2017/03/08/drug-development-industry-bets-big-on-precision-medicine-5-top-trends-shaping-
future-care-delivery/#6937131f5d3a

Social Media Now - Qatar
http://teenshealth.qatar.northwestern.edu/

Digital Epidemiology
Salathé M, Bengtsson L, Bodnar TJ, Brewer DD, Brownstein JS, Buckee C, Campbell EM, Cattuto
C, Khandelwal S, Mabry PL, Vespignani A. Digital epidemiology. PLoS Comput Biol.
2012;8(7):e1002616. doi: 10.1371/journal.pcbi.1002616. Epub 2012 Jul 26.

Digital Epidemiology
https://flunearyou.org/#!/

Geolocation - Public Health Surveillance
Dietary Habits of an Expat Nation: Case of Qatar
Yelena Mejova, Hamed Haddadi, Sofiane Abbar, Azadeh Ghahghaei, Ingmar Weber @ ICHI'15
https://the-fit-foodie.com/15-
health-foodies-you-need-to-
follow-on-instagram-part-2/

Learning Health Interests
http://sha.qcri.org/

Health Communication 2.0 is a Process
Lister C, Royne M, Payne HE, Cannon B, Hanson C, Barnes M. The Laugh Model: Reframing and
Rebranding Public Health Through Social Media. American Journal of Public Health.
2015;105(11):2245-2251. doi:10.2105/AJPH.2015.302669.

Public Health Messaging 2.0
• limited targeting
• “one-size-fits-all” visual and text
• social media for “fans”
• duration less than 1 year
• goal: one viral message
• different visuals
• different texts
• specific to customer
segment
• dynamic creatives
• goal: personalization
https://www.doubleclickbygoogle.com/articles/weight-watchers-boosts-acquisitions-56-using-dynamic-creative/
https://ignyta.com

Existing Ad Targeting Capabilities
● Demographics: age, gender, marital status, recent
parents, nationality, education, …
● Interests: fast food, weight loss, cancer, running,
…
● Geo-fencing: recent hospital/bar/park visitors, …
● “Personality”: Using marker interests as proxy …
● Custom audiences: e.g. known email.

Playing with the style / Personality
Individualistic Ad Social-aspect Ad

Results
The social messaging is generally more successful for both type of groups.
But the relative improvement is far bigger for the social-aspect target group.
Click-Through Rate
Base Target Group
(Arabic-speaking Women
Aged 45+ in Qatar)
Social-aspect Target Group
(Arabic-speaking Women Aged
45+ in Qatar) + (Parents)
Individualistic Ad
1.2% 1.2%
Social-aspect Ad
1.8% 2.7%

Key considerations
● Health communication is social media can be highly
targeting and precise
○ Need of new methodological approaches.
○ It can be done real-time and adjusted to events.
● Massive amounts of data
○ Need to incorporate new methods from computer science.
○ Enabling rapid experimentation.
● No barriers & Quality
○ Coexistence with misinformation.
○ Urgent need for digital health literacy.
○ Ethical & Privacy challenges.

Luis Fernandez-Luque
Qatar Computing Research Institute
lluque@hbku.edu.qa
@luisluque
Thanks - ‫شكر‬
Jisun An
Qatar Computing Research Institute
jan@hbku.edu.qa
@JisunAn
https://www.slideshare.net/luis.luque

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