title: Can Seeding in the Clinic Reach a Wide Audience? A Proof of Concept Study on Spreading a Health Message About Juvenile Idiopathic Arthritis Using a Shareable Online Video.
abstract: BACKGROUND
  Shareable online video offers the potential for spreading a health message across online and real world social networks. Seeding a message in a clinical setting may be advantageous.
  
  
  OBJECTIVE
  To investigate the potential of an online video to spread a health message about juvenile idiopathic arthritis (JIA) when delivered or seeded in a clinical setting and investigate factors that influence sharing behavior.
  
  
  METHODS
  Multimethod proof of concept study. Concepts for two different styles of video were developed using focus groups and interviews and reviewed by an online market research panel. We compared dissemination of the two videos from two specialist pediatric rheumatology clinics in NHS Hospitals. Participants were 15 patients, family members, and clinical staff with knowledge of JIA at concept stage; 300 market research panel members in development stage; and 38 patients and their parents or guardians in the seeding stage. Newly diagnosed patients with JIA and/or parents or guardians were invited to view and share an online video with a health message about JIA across real-life and electronic social networks. Main outcome measures were viewing statistics, sharing behavior and patterns, and participant feedback.
  
  
  RESULTS
  Of 38 patients and/or their parents or guardians given links, 26 visited the video webpage and shared the link, 2 visited and did not share, and 10 did not visit. Most links were viewed and shared within a few days. A total of 3314 pageviews were recorded with a mean of 89.6 pageviews per link (range 0-1245). Links were accessed from 26 countries, with most viewers in the United Kingdom (82.5%). Mothers were the most active group of sharers.
  
  
  CONCLUSIONS
  Distribution of a video link in a clinical setting may be an effective way to spread a health message. Parents or guardians of children with JIA are more likely to share a link than young people. Dissemination depends on a small number of active sharers, the content of the video, and the willingness of participants to share health information about themselves.
  
  
  BACKGROUND
  UK Clinical Research Network Study Portfolio ID (UKCRN): 13747; http://public.ukcrn.org.uk/Search/StudyDetail.aspx?StudyID=13747 (Archived by WebCite at http://www.webcitation.org/6eeXlMmM6).
authors.affiliation: Institute of Health and Society, Newcastle University, Newcastle Upon Tyne, United Kingdom.
authors.forename: Michaela
authors.initials: M
authors.lastname: Fay
authors.forename: Tim
authors.identifier: http://orcid.org/0000-0003-4836-4279
authors.initials: T
authors.lastname: Rapley
authors.forename: Helen
authors.identifier: http://orcid.org/0000-0001-8824-2546
authors.initials: H
authors.lastname: Foster
authors.forename: Clare
authors.identifier: http://orcid.org/0000-0003-4965-3259
authors.initials: C
authors.lastname: Pain
authors.forename: Craig
authors.identifier: http://orcid.org/0000-0003-3043-4507
authors.initials: C
authors.lastname: Gerrand
keywords: Internet; juvenile arthritis; patient education; video-audio media