A recent study led by Myrthe Kuipers, Umut Konus, Bianca Brundel, and Ilker Birbil, published in Nature’s npj Digital Medicine, has shed light on how different types of social
media communication can drive awareness and engagement in online health communities for patients with atrial fibrillation (AF).
What Makes People Engage with Health Posts?
Have you ever scrolled past a Facebook or Instagram post about a health condition and wondered what makes you stop and pay attention? This new research explores exactly which kinds of health messages motivate individuals to get involved in online communities—especially those living with AF.
A Collaborative Effort for Personalized Care
Researchers from the University of Amsterdam - Amsterdam Business School and Amsterdam UMC set out to discover what types of messages empower patients to share their experiences, with the goal of making AF research and care more personalized. The study is part of the #CIRCULAR consortium, a nationwide collaboration among universities, healthcare professionals, companies, and patient organizations. Together, they strive to put people with AF at the heart of research and innovation in treatment.
Testing Different Communication Approaches
To achieve this, the team tested 12 different Facebook and Instagram posts, each featuring a unique communication style. Some posts offered expert advice, others highlighted real patient stories, and the messages conveyed either fear or love. All posts invited viewers to visit the Atrial Fibrillation Innovation Platform (AFIP), a non-profit organization where patients, researchers, and healthcare providers collaborate to share knowledge and improve AF care.
Impressive Reach and Engagement
In just one month, the campaign reached over 795,000 people in the Netherlands, attracted 18,426 visitors to the AFIP website, and resulted in 478 new community members.
Key Findings from the Study
- Fear-based messages generated the most clicks when focused on protecting personal health.
- Love-driven messages were more effective when discussing family and relationships, keeping visitors on the website longer and leading to more community sign-ups.
- Posts featuring expert advice encouraged more people to visit the platform, but real patient stories were most successful in keeping them engaged and inspiring participation.
empowered to participate—not just in their own care, but in shaping the future of AF research. The way we communicate makes all the difference.
Why This Matters
These findings are significant because patient engagement and storytelling not only benefit individuals but also provide valuable insights for researchers. By sharing their experiences, patients help pave the way for more personalized AF treatments.
As lead researcher Myrthe Kuipers explains, “We want to build a space where individuals feel empowered to participate — not just in their own care, but in shaping the future of AF research. The way we communicate makes all the difference.”