Facebook advertising to increase online community engagement: Results of the LungCancer.net advertisement campaign

Society of Behavioral Medicine Conference 2019

Authors: Sara Hayes, Amrita Bhowmick, Susan Mees, Allison Lazard (UNC), Carmina Valle (UNC), Lindsey Horrell (UNC)

In collaboration with the University of North Carolina at Chapel Hill, Health Union’s abstract on using Facebook advertising to increase online community engagement within our LungCancer.net community by utilizing our Facebook data was presented at the 40th Annual Meeting and Scientific Sessions of the Society of Behavioral Medicine. The focus of the study was to describe and evaluate a series of campaigns made to increase membership within the LungCancer.net online community.

Research findings show that Facebook advertising is a feasible recruiting tool for online health communities and, from additional industry and academic research partnership insights, may be leveraged to help future researchers more effectively engage patients to participate in online communities or interventions, ultimately enhancing health outcomes.

Learn more about our research from the Facebook recruitment advertising campaign here.