Impact of a health campaign on Chinese public awareness of stroke: evidence from internet search data
Introduction Health campaigns have the potential to improve public awareness, but their impact can be difficult to assess. Internet search data provide information concerning online health information-seeking behaviour in the population and may serve as a proxy for public awareness to evaluate healt...
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| Format: | Article |
| Language: | English |
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BMJ Publishing Group
2021-12-01
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| Series: | BMJ Open |
| Online Access: | https://bmjopen.bmj.com/content/11/12/e054463.full |
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| author | Yuanli Liu Xueyan Han Man Cao Tianjia Guan Bingjie Shen Baohua Chao |
| author_facet | Yuanli Liu Xueyan Han Man Cao Tianjia Guan Bingjie Shen Baohua Chao |
| author_sort | Yuanli Liu |
| collection | DOAJ |
| description | Introduction Health campaigns have the potential to improve public awareness, but their impact can be difficult to assess. Internet search data provide information concerning online health information-seeking behaviour in the population and may serve as a proxy for public awareness to evaluate health campaigns. This study aimed to measure the impact of World Stroke Day (WSD) in China using Baidu search data.Methods Daily search index values (SIV) for the term ‘stroke’ were collected from January 2011 to December 2019 using the Baidu Index platform. We examined the mean difference in SIV between the 4 weeks surrounding WSD (period of interest) and the rest of the year (control period) for each year by t-test analysis. The mean difference between the period of interest and the control period was also calculated. The joinpoint regression model was used to analyse the trends of internet search activity 30 days before and after WSD for each year (2011–2019). Finally, the top and rising queries related to stroke during the week of the campaign in 2020 were summarised.Results A significant mean increase in SIV of 418.5 (95% CI: 298.8 to 538.2) for the period of interest surrounding WSD was observed, 36.2% greater than the SIV during the control period (2011–2019). Short-term joinpoint analysis showed a significant increase in SIV 3 days before WSD, a peak on WSD and a decrease to the precampaign level 3 days after WSD. The rising related queries suggested that the public had increasing concerns about stroke warning signs, stroke prevention and stroke recovery during the campaign.Conclusions The WSD campaign increased internet search activity. These research techniques can be applied to evaluation of other health campaigns. Advancing understanding of public demand will enable tailoring of the campaign and strengthen health management. |
| format | Article |
| id | doaj-art-5d438bc8eeb646298c002e76042eaabb |
| institution | OA Journals |
| issn | 2044-6055 |
| language | English |
| publishDate | 2021-12-01 |
| publisher | BMJ Publishing Group |
| record_format | Article |
| series | BMJ Open |
| spelling | doaj-art-5d438bc8eeb646298c002e76042eaabb2025-08-20T01:54:55ZengBMJ Publishing GroupBMJ Open2044-60552021-12-01111210.1136/bmjopen-2021-054463Impact of a health campaign on Chinese public awareness of stroke: evidence from internet search dataYuanli Liu0Xueyan Han1Man Cao2Tianjia Guan3Bingjie Shen4Baohua Chao5School of Health Policy and Management, Chinese Academy of Medical Sciences & Peking Union Medical College, Beijing, ChinaDepartment of Medical Statistics, Peking University First Hospital, Beijing, China3The Second Affiliated Hospital of Fujian University of Traditional Chinese Medicine, ChinaSchool of Health Policy and Management, Chinese Academy of Medical Sciences & Peking Union Medical College, Beijing, ChinaSchool of Health Policy and Management, Chinese Academy of Medical Sciences & Peking Union Medical College, Beijing, ChinaNational Health Commission of the People`s Republic of China, Beijing, ChinaIntroduction Health campaigns have the potential to improve public awareness, but their impact can be difficult to assess. Internet search data provide information concerning online health information-seeking behaviour in the population and may serve as a proxy for public awareness to evaluate health campaigns. This study aimed to measure the impact of World Stroke Day (WSD) in China using Baidu search data.Methods Daily search index values (SIV) for the term ‘stroke’ were collected from January 2011 to December 2019 using the Baidu Index platform. We examined the mean difference in SIV between the 4 weeks surrounding WSD (period of interest) and the rest of the year (control period) for each year by t-test analysis. The mean difference between the period of interest and the control period was also calculated. The joinpoint regression model was used to analyse the trends of internet search activity 30 days before and after WSD for each year (2011–2019). Finally, the top and rising queries related to stroke during the week of the campaign in 2020 were summarised.Results A significant mean increase in SIV of 418.5 (95% CI: 298.8 to 538.2) for the period of interest surrounding WSD was observed, 36.2% greater than the SIV during the control period (2011–2019). Short-term joinpoint analysis showed a significant increase in SIV 3 days before WSD, a peak on WSD and a decrease to the precampaign level 3 days after WSD. The rising related queries suggested that the public had increasing concerns about stroke warning signs, stroke prevention and stroke recovery during the campaign.Conclusions The WSD campaign increased internet search activity. These research techniques can be applied to evaluation of other health campaigns. Advancing understanding of public demand will enable tailoring of the campaign and strengthen health management.https://bmjopen.bmj.com/content/11/12/e054463.full |
| spellingShingle | Yuanli Liu Xueyan Han Man Cao Tianjia Guan Bingjie Shen Baohua Chao Impact of a health campaign on Chinese public awareness of stroke: evidence from internet search data BMJ Open |
| title | Impact of a health campaign on Chinese public awareness of stroke: evidence from internet search data |
| title_full | Impact of a health campaign on Chinese public awareness of stroke: evidence from internet search data |
| title_fullStr | Impact of a health campaign on Chinese public awareness of stroke: evidence from internet search data |
| title_full_unstemmed | Impact of a health campaign on Chinese public awareness of stroke: evidence from internet search data |
| title_short | Impact of a health campaign on Chinese public awareness of stroke: evidence from internet search data |
| title_sort | impact of a health campaign on chinese public awareness of stroke evidence from internet search data |
| url | https://bmjopen.bmj.com/content/11/12/e054463.full |
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