Facebook impact on health promotion in Santo Domingo de los Tsáchilas - Ecuador

Impact of social networks on health promotion

Abstract

Objective. Establish the impact and effectiveness of the promotion of health services in the rural sector of Santo Domingo de los Tsáchilas - Ecuador

Method. With the help of advertising guidelines on the social network Facebook, a health promotion campaign is launched targeting women between 20 and 40 years old who are pregnant, delimiting the universe of study in 320,000 possible participants. Those interested in participating in the study fill out a survey prior to the gynecological consultation and another at the end of it. The results of the guidelines are compiled by the ads and promotions tool of the social network in question and the data obtained from the survey are processed in a spreadsheet.

Results

 The guideline reached in a span of 10 days 13,504 people of which 91.6% were identified as women and 8.4% as men. Of the total achieved, 463 people showed interest in the publication, 367 reviewed the terms and conditions of the promotion and the specific information about the study and its procedure. Twenty six women attended the examination, 5 of them did not meet the criteria to perform the procedure and 3 did not agree to take the exam.

Conclusions

 The study showed in the first instance that the promotion of health services by social networks alone is not effective, due to intermediate factors such as campaign promotion time. In a deeper analysis we can see that this tool is persuasive and that it needs authority figures in information that reinforce the message.