This piece was contributed by Dr. Alexandra Krallman, Assistant Professor of Marketing, UNCW Cameron School of Business.
Over the last two years, the CDC has highlighted the impact of health disparities throughout the world. Minority groups often don’t experience healthcare equity due to a variety of factors including access barriers and feelings of skepticism or distrust. These factors make such populations less likely to engage in preventive health measures (i.e. vaccinations, health screenings, annual PCP visits) and also often underrepresented in healthcare research studies.
Accordingly, Assistant Professor of Marketing, Dr. Alexandra Krallman, has teamed up with a group of epidemiologists from the University of Alabama Birmingham, the American Heart Association, and Verily Life Sciences to investigate how social media marketing campaigns may serve as a beneficial channel to reach groups of minority Millennial women to promote healthy heart initiatives and enroll participants in “Research Goes Red” studies.
Today, social media plays a fundamental role in connecting individuals, building relationships, and delivering information to a worldwide audience. Recognizing this opportunity, health organizations have adopted these online channels to disseminate information. Typically beginning with awareness campaigns, social media is used to reach large populations to both inform and engage.
The targeting abilities that exist on social media channels may be effective in...
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