Development of Personas to Communicate Narrative-Based Information About the HPV Vaccine on Twitter
Introduction: Personas are based on real-life typologies of people that can be used to create characters and messages to communicate important health information through relatable narrative storylines. Persona development is data-driven and can involve multiple phases of formative research and evalu...
| Main Authors: | , , , , , , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2021-08-01
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| Series: | Frontiers in Digital Health |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fdgth.2021.682639/full |
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| author | Philip M. Massey Shawn C. Chiang Meredith Rose Regan M. Murray Madeline Rockett Elikem Togo Ann C. Klassen Jennifer A. Manganello Amy E. Leader |
| author_facet | Philip M. Massey Shawn C. Chiang Meredith Rose Regan M. Murray Madeline Rockett Elikem Togo Ann C. Klassen Jennifer A. Manganello Amy E. Leader |
| author_sort | Philip M. Massey |
| collection | DOAJ |
| description | Introduction: Personas are based on real-life typologies of people that can be used to create characters and messages to communicate important health information through relatable narrative storylines. Persona development is data-driven and can involve multiple phases of formative research and evaluation; however, personas are largely underutilized in digital health research. The purpose of this study was to create and document persona development to deliver narrative-focused health education for parents on Twitter with the goal of increasing uptake of HPV vaccination among adolescents.Methods: Leveraging data from a mixed-method study conducted in the U.S. with a diverse population of parents with adolescents ages 9–14, we used both qualitative and quantitative data (e.g., the National Immunization Survey—Teen, focus groups, and social media) to create personas. These data sources were used to identify and develop key characteristics for personas to reflect a range of parents and their diverse understandings and experiences related to HPV vaccination. A parent advisory board provided insight and helped refine persona development.Results: Four personas emerged and were characterized as the (1) Informed Altruist, (2) Real Talker, (3) Information Gatherer, and (4) Supporter. Characteristics differed across personas and provided insights into targeted narrative strategies. Described attributes included demographics, psychographics, communication style, vaccine goals and aspirations, vaccine challenges and frustrations, and vaccine hesitancy.Discussion: This work demonstrates how multiple data sources can be used to create personas to deliver social media messages that can address the diverse preferences and needs of parents for HPV vaccine information. With increasing usage of social media for health information among parents, it is important for researchers to consider marketing and design thinking to create health communication messages that resonate with audiences. |
| first_indexed | 2024-12-17T22:09:38Z |
| format | Article |
| id | doaj.art-a282e994304a4e3d92cb08fd25b9af7a |
| institution | Directory Open Access Journal |
| issn | 2673-253X |
| language | English |
| last_indexed | 2024-12-17T22:09:38Z |
| publishDate | 2021-08-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Digital Health |
| spelling | doaj.art-a282e994304a4e3d92cb08fd25b9af7a2022-12-21T21:30:47ZengFrontiers Media S.A.Frontiers in Digital Health2673-253X2021-08-01310.3389/fdgth.2021.682639682639Development of Personas to Communicate Narrative-Based Information About the HPV Vaccine on TwitterPhilip M. Massey0Shawn C. Chiang1Meredith Rose2Regan M. Murray3Madeline Rockett4Elikem Togo5Ann C. Klassen6Jennifer A. Manganello7Amy E. Leader8Department of Community Health and Prevention, Dornsife School of Public Health, Drexel University, Philadelphia, PA, United StatesDepartment of Community Health and Prevention, Dornsife School of Public Health, Drexel University, Philadelphia, PA, United StatesDepartment of Community Health and Prevention, Dornsife School of Public Health, Drexel University, Philadelphia, PA, United StatesDepartment of Community Health and Prevention, Dornsife School of Public Health, Drexel University, Philadelphia, PA, United StatesDepartment of Community Health and Prevention, Dornsife School of Public Health, Drexel University, Philadelphia, PA, United StatesDepartment of Community Health and Prevention, Dornsife School of Public Health, Drexel University, Philadelphia, PA, United StatesDepartment of Community Health and Prevention, Dornsife School of Public Health, Drexel University, Philadelphia, PA, United StatesDepartment of Health Policy, Management and Behavior, School of Public Health, University at Albany, State University of New York (SUNY), Albany, NY, United StatesDivision of Population Science, Department of Medical Oncology, Thomas Jefferson University, Philadelphia, PA, United StatesIntroduction: Personas are based on real-life typologies of people that can be used to create characters and messages to communicate important health information through relatable narrative storylines. Persona development is data-driven and can involve multiple phases of formative research and evaluation; however, personas are largely underutilized in digital health research. The purpose of this study was to create and document persona development to deliver narrative-focused health education for parents on Twitter with the goal of increasing uptake of HPV vaccination among adolescents.Methods: Leveraging data from a mixed-method study conducted in the U.S. with a diverse population of parents with adolescents ages 9–14, we used both qualitative and quantitative data (e.g., the National Immunization Survey—Teen, focus groups, and social media) to create personas. These data sources were used to identify and develop key characteristics for personas to reflect a range of parents and their diverse understandings and experiences related to HPV vaccination. A parent advisory board provided insight and helped refine persona development.Results: Four personas emerged and were characterized as the (1) Informed Altruist, (2) Real Talker, (3) Information Gatherer, and (4) Supporter. Characteristics differed across personas and provided insights into targeted narrative strategies. Described attributes included demographics, psychographics, communication style, vaccine goals and aspirations, vaccine challenges and frustrations, and vaccine hesitancy.Discussion: This work demonstrates how multiple data sources can be used to create personas to deliver social media messages that can address the diverse preferences and needs of parents for HPV vaccine information. With increasing usage of social media for health information among parents, it is important for researchers to consider marketing and design thinking to create health communication messages that resonate with audiences.https://www.frontiersin.org/articles/10.3389/fdgth.2021.682639/fullpersonasHPV vaccinationvaccine hesitancyTwitternarrative communicationhealth communication |
| spellingShingle | Philip M. Massey Shawn C. Chiang Meredith Rose Regan M. Murray Madeline Rockett Elikem Togo Ann C. Klassen Jennifer A. Manganello Amy E. Leader Development of Personas to Communicate Narrative-Based Information About the HPV Vaccine on Twitter Frontiers in Digital Health personas HPV vaccination vaccine hesitancy narrative communication health communication |
| title | Development of Personas to Communicate Narrative-Based Information About the HPV Vaccine on Twitter |
| title_full | Development of Personas to Communicate Narrative-Based Information About the HPV Vaccine on Twitter |
| title_fullStr | Development of Personas to Communicate Narrative-Based Information About the HPV Vaccine on Twitter |
| title_full_unstemmed | Development of Personas to Communicate Narrative-Based Information About the HPV Vaccine on Twitter |
| title_short | Development of Personas to Communicate Narrative-Based Information About the HPV Vaccine on Twitter |
| title_sort | development of personas to communicate narrative based information about the hpv vaccine on twitter |
| topic | personas HPV vaccination vaccine hesitancy narrative communication health communication |
| url | https://www.frontiersin.org/articles/10.3389/fdgth.2021.682639/full |
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