Social media focus: Getting America talking about bladder health

Feb 8, 2018
Social media focus: Getting America talking about bladder health

November was Bladder Health Month, an initiative launched by the Bladder Health Alliance (BHA) in 2016 to get people talking about an issue that is all too often ignored.

The BHA, a coalition of more than 30 patient and physician advocacy organizations, led by the Urology Care Foundation, wants to change that.

In this article, we will look at the key topics of discussion, the most influential users and the most commonly used hashtags during Bladder Health Month.

Key statistics

Across Bladder Health Month, there were 293 posts which attracted 231 engagements and an impressive 557,000 views.

The biggest peak in activity came on November 1, with the launch of the campaign, followed by November 14–15, when an article on OAB was published by the Robert Irvine magazine and promoted online.

Of all the comments, 31% were of a positive sentiment, such as tips for a healthy bladder and expert interviews; 4.8% were of a negative sentiment, in which people talked about how bad bladder health affected day-to-day life, as well as the emotional impact and symptoms. The overwhelming majority, 63.9%, of posts were “neutral” and included people sharing bladder health statistics, treatment and prevention advice and other resources.

Key words

Key words across the month range from the obvious, such as “health” and “bladder” to the more insightful, such as “learn,” “control” and “resources.” These show that people were taking the opportunity to share information and felt empowered in the process.

Overwhelmingly, the most commonly used hashtag was the official #novbhealth, which had 240 mentions in the 293 posts. Also used were #bladderhealth, #bladderhealthmonth and #bladdercancer.

These key words also give us an insight on the most influential voices, namely the Urology Care Foundation, which leads the BHA, the American Urological Association and the Eunice Kennedy Shriver National Institute of Child Health and Human Development (NICHD).

Themes

The posts containing the official #novbhealth hashtag had the most engagement. In common, they all offered general information, either about bladder health or bladder health week itself.  Each of the top three tweets, one from the Urology Care Foundation and two from Astellas, signposted practical, awareness raising information.

The Urology Care Foundation led the campaign, and its 56 #novbhealth tagged posts were viewed 130,000 times. Those that received the most engagement offered clear, easy to digest facts on bladder health. Presenting key information in a visually appealing way, such as with infographics, was popular.

The Urology Care Foundation is the official foundation of the American Urological Association (AUA), which was also a key influencer during the month. The association used #novbhealth 44 times and #bladder 20 times. The content was viewed 100,000 times.

Among its most engaging tweets, all of which used #novbhealth, were those that offered short, sharp facts, with links to more information.

The NICHD used the #novbhealth hashtag just six times and #bladder eight times but was still ranked one of the top influencers. It is possible to attribute this to the feed’s reputation and wide reach.

The feed’s most engaged with content was aimed at women, and highlighted bladder ill health as a common problem, signposting readers to more information.

What can we learn from Bladder Health Month 2017?

The most used hashtag throughout the Bladder Health Month was the official #novbhealth. It shows how important it is for everyone involved in an awareness campaign to agree on a hashtag and tag all content accordingly, so it can be easily found by the target audience.

NICHD posted least about the awareness month, but still offered considerable traction to the campaign, highlighting the benefits of having more broad-spectrum organizations on board. The NICHD’s posts positioned bladder ill health as a common problem, helping to reduce stigma.

Top posts were divided between those that offered quick facts and signposting to more educational material for those whose interest had been caught. Presenting top statistics as easy-to-digest infographics was a popular way to build interest.

Social media focus: Getting America talking about bladder health

Stakeholder Engagement is a function within Corporate Affairs at Astellas that focuses on creating, building and maintaining third-party relationships. We serve as a conduit between Astellas and external stakeholders to help improve patient outcomes, improve access issues and address patients’ unmet needs head on.

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