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Using Visual and Narrative Methods to Achieve Fair Process in Clinical Care
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Medical influence: what does success look like?

Diane Wintz1,2, Kelly Wright3, Kathryn B Schaffer4

  • 1Jay's Heart, a Private Corporation Registered in San Diego, 7660-H Fay Avenue #154, La Jolla, CA 92037, USA.

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|November 14, 2024
PubMed
Summary
This summary is machine-generated.

Social media promotion for medical content yielded low website engagement. Paid social media ads on platforms like TikTok and Instagram did not drive website visits or podcast followers, despite high view counts.

Keywords:
end of lifegeriatricspodcastsocial media

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Area of Science:

  • Medical education
  • Digital health communication
  • Social media marketing

Background:

  • Social media influencers effectively engage audiences with short videos.
  • Medical teams can leverage social media for patient education.
  • Defining success metrics for medical social media campaigns is challenging.

Purpose of the Study:

  • To assess the effectiveness of social media promotion for a medical podcast.
  • To evaluate audience engagement and website traffic generated by social media efforts.
  • To compare the impact of organic and paid social media promotion.

Main Methods:

  • An educational podcast on end-of-life discussions was promoted via Instagram and TikTok.
  • Podcast episodes were published over three months and promoted by Spotify.
  • Website views and social media engagement metrics were compared between platforms and promotion types.

Main Results:

  • Organic Spotify promotion resulted in 10,400 promotions and 486 listeners.
  • Paid Instagram and TikTok promotions garnered over 50,000 video views but zero website visits or followers.
  • Paid promotions on social media platforms were costly and ineffective for driving desired outcomes.

Conclusions:

  • Current social media promotion strategies were insufficient for generating significant interest in the medical podcast.
  • Medical teams should consider strategic paid promotions and marketing expertise for better reach.
  • Greater transparency in social media algorithms is needed to define and achieve success in medical content dissemination.