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Published on: November 7, 2018
A descriptive analysis of multi-jurisdictional enteric illness messaging web analytics data, 2020-2022
Vayshali Patel1,2, Jennifer McWhirter1, Melissa MacKay1
1Department of Population Medicine, University of Guelph, Guelph, ON.
Summary
Online engagement with Public Health Notices (PHNs) for enteric illness outbreaks in Canada decreased over three years. Mobile and search access dominated, indicating a need for improved search optimization and social media strategies.
Area of Science:
- Public Health Communication
- Infectious Disease Surveillance
- Digital Health Analytics
Background:
- Effective online communication is crucial for disseminating information during multi-jurisdictional enteric illness outbreaks in Canada.
- The Public Health Agency of Canada (PHAC) utilizes web-based Public Health Notices (PHNs) for outbreak communication and prevention.
- No prior studies have investigated online engagement with PHAC's PHNs.
Purpose of the Study:
- To assess access to and engagement with online information regarding multi-jurisdictional enteric illness outbreaks.
- To analyze website traffic and engagement metrics for PHAC's PHNs.
Main Methods:
- Collected data on page/screen metrics, geographic location, device/browser types, and traffic sources for PHAC's PHN webpages (2020-2022).
- Calculated descriptive statistics for page/screen metrics and proportional frequencies for geographic location, device type, and traffic source.
- Utilized R Studio for data tabulation and visualization.
Main Results:
- PHN webpages averaged 2,729 page views and 2,490 visits, showing a non-significant decrease over the study period.
- Average session duration was 165 seconds, with a non-significant increase over time.
- Most visits originated in Canada (89.0%) and were from mobile devices (74.6%), with search engines (49.1%) as the primary traffic source.
Conclusions:
- Engagement with PHAC's PHN webpages declined from 2020-2022.
- Mobile and search-driven access were dominant, while social media generated minimal traffic.
- Opportunities exist to enhance search optimization and social media amplification for improved outbreak communication.
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