How a population data set and predictive risk analytics underpinned Wirral’s social media health campaign

Digital Health November 29, 2022
DHI

Oracle Cerner’s combined population health data platform, HealtheIntent, and predictive risk analytics, proved to be powerful tools in Wirral’s winter 2021/22 campaign to encourage Covid-19 and influenza vaccination uptake among key cohorts of residents. The campaign, by Healthy Wirral Partners (HWP), targeted higher risk people, such as those aged between 50 and 65, pregnant women, and people living with long-term health conditions.

HWP used the technology to convey meaningful public health messages directly to people who would benefit most from vaccination. Working with HWP’s communication and vaccination teams, behavioural marketers at ICE created messaging through social media platforms, centred around the principle of ‘social norming.’ This promoted vaccination as normal behaviour, encouraging higher risk individuals to...

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