A recent study conducted by researchers at the University of Amsterdam (UvA) and Amsterdam UMC has shed light on the importance of targeted communication in engaging patients with online health communities. Focusing on atrial fibrillation (AF) as a case study, the research identified which communication strategies are most effective in raising awareness and encouraging participation among patients.
AF is a prevalent type of heart rhythm disorder characterized by irregular beating of the heart’s upper chambers. This condition can lead to symptoms such as fatigue, shortness of breath, and an increased risk of stroke. To investigate the impact of different communication concepts on patient engagement, the researchers conducted a field experiment on social media platforms like Facebook and Instagram. Over 795,000 Dutch adults were exposed to 12 distinct communication messages that directed them to the Atrial Fibrillation Innovation Platform (AFIP), a non-profit community connecting patients and healthcare professionals in the cardiovascular health field. The campaign resulted in 18,426 visits to the platform, 478 new subscriptions, and valuable engagement data.
The findings of the study, published in the journal npj Digital Medicine, highlighted the significance of emotional tone and topic selection in driving awareness and engagement. Fear-based messages focused on self-protection were found to increase clicks, while love-based messages emphasizing kin care and connection encouraged longer engagement and community sign-ups. Expert appeals were effective in generating click-throughs, while patient testimonials led to increased sign-ups and time spent on the platform.
Lead researcher Myrthe Kuipers emphasized the practical implications of the study, stating that tailored language and emotional appeals based on patient journey stages can significantly enhance the reach and impact of online health communities. These insights can inform the development of more effective communication strategies for public health campaigns, digital health platforms, and policymakers seeking to empower patients through online support and education.
The research team, comprising academics from the Amsterdam Business School and Amsterdam UMC, collaborated to deliver these impactful findings. As part of the national NWA-ORC “CIRCULAR” consortium, the team aims to advance personalized treatments for AF by actively involving patients in research and care.
For more information on the study, refer to the publication in npj Digital Medicine by Myrthe F. Kuipers et al., accessible through DOI: 10.1038/s41746-025-01854-1.
This study underscores the importance of strategic communication in engaging patients with online health communities and paves the way for more effective patient-centric approaches in healthcare communication.
