Purpose of the study

Online health communities, such as the AFIP foundation, are a valuable resource for people with atrial fibrillation (AF). These communities support knowledge sharing, emotional support, and patient involvement in care and research.

But many communities face the same question: How do you effectively reach and activate people online? What type of message works best?

We explored this question by experimenting with:

Research Design

We conducted an online advertising campaign through Facebook and Instagram between May and June 2023, targeting adults in the Netherlands.

No personal data was collected

All data was aggregated and (pseudo-)anonymized:

• We used Meta’s Ads Manager, which only provides grouped statistics (like total impressions and clicks).
• On the AFIP website, we analyzed behavior via Google Analytics 4, which does not store names or email addresses, but uses anonymized user IDs.
• Website visitors were shown a cookie statement explaining that anonymized website analytics may be used for research purposes.

What We Found (In General Terms)

The data showed that some emotional tones attracted more attention than others.
There were also clear differences between expert-driven messages and personal stories.
Finally, the topic of the message played a role in how people engaged.

More detailed results are currently being analyzed for publication in a peer-reviewed journal.

This debrief page was published after the campaign ended, to openly share the purpose of the study, the research methods used and how participant privacy was safeguarded.

Questions or concerns?
Feel free to contact the corresponding author:
m.f.kuipers@uva.nl

Many thanks to the AFIP foundation and the NWA CIRCULAR program ‘CIRCULAR’ by the Dutch Research Council (NWO).

AFIP foundation

The AFIP Foundation plays a central role in the CIRCULAR project. This foundation acts as a catalyst for collaboration between AF patients, healthcare professionals, and researchers. AFIP aims to bridge the gap between scientific progress and patient care, facilitating the development and implementation of innovative treatments for AF. AFIP has established a citizen science foundation with AF patients being involved in the creation of studies.

Understanding bioelectrical dysfunction

A major focus of the CIRCULAR project is understanding the complex mechanisms that drive AF. The team found that bioelectrical dysfunction plays a crucial role in the development and progression of AF. We hope to discover new therapeutic targets and interventions by investigating the electrical and contractile dysfunction caused by damage to atrial tissue.

Biomarkers for early detection

Early diagnosis of AF is crucial for effective management and prevention of complications. Thanks to previous research, the CIRCULAR project has made significant progress in identifying blood-based biomarkers that can improve the detection of AF. These biomarkers have the potential to revolutionize screening methods, enabling proactive intervention and personalized treatment plans.

Patient-funded research

The consortium recognizes the importance of patient involvement in the research process and actively participates in patient-funded initiatives. For example, the GGA Atrial Fibrillation Trial is investigating preventive measures for AF, specifically focusing on the use of Geranyl Geranyl Acetone (GGA) to prevent the onset of postoperative AF. By involving patients and their families, this study aims to improve patient outcomes and increase understanding of AF prevention strategies. This study is in collaboration with the StopAfib.org foundation and IXA.

Unraveling protein homoeostasis mechanisms

The CIRCULAR project places a strong emphasis on investigating protein homeostasis and the protein quality control system in relation to AF. The research group conducts in-depth studies to unravel the molecular mechanisms underlying AF pathogenesis. By deciphering these complex mechanisms, the team hopes to develop personalized diagnostic tools and mechanism-based therapies that address AF at its core.

Collaborations and partnerships

To achieve our ambitious goals, CIRCULAR collaborates with renowned researchers and institutions around the world. These partnerships promote a multidisciplinary approach to AF research, combining expertise from different domains such as cardiology, genetics, biochemistry, and biomedical engineering. Through these collaborations, the CIRCULAR project benefits from diverse perspectives and accelerates discoveries.