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ORIGINAL RESEARCH article

Front. Commun.
Sec. Health Communication
Volume 9 - 2024 | doi: 10.3389/fcomm.2024.1387733

Enhancing Public Engagement through NICU Storytelling on Facebook and Instagram: A Case Study from Gaslini Children's Hospital

Provisionally accepted
M. Ester Canepa M. Ester Canepa 1*Maura Macciò Maura Macciò 2Luca Raffini Luca Raffini 3Pasquale Striano Pasquale Striano 4Luca A. Ramenghi Luca A. Ramenghi 5
  • 1 Eye clinic, Department of Neuroscience, Rehabilitation, Ophthalmology, Genetics and Maternal and Child Science, School of Medical and Pharmaceutical Sciences, University of Genoa, Genoa, Italy
  • 2 Giannina Gaslini Institute (IRCCS), Genoa, Liguria, Italy
  • 3 Department of Political Sciences, School of Social Sciences, University of Genoa, Genoa, Italy
  • 4 Department of Pediatric Neurology and Muscle Diseases, Giannina Gaslini Institute (IRCCS), Genoa, Italy
  • 5 Neonatal and Pediatric Intensive Care Unit, Giannina Gaslini Institute (IRCCS), Genova, Italy

The final, formatted version of the article will be published soon.

    Background: Social media platforms, particularly Instagram, have become pivotal in disseminating medical information to the public. However, the challenge of presenting neonatal intensive care unit PAGE \* Arabic \* (NICU) stories in a manner that is both engaging and informative remains significant, especially in the context of a reputable pediatric hospital. Objective: This study aims to explore the effectiveness of Instagram as a storytelling medium for NICU experiences at the Gaslini Children's Hospital, focusing on the impact of various storytelling elements on audience engagement and follower growth. Methods: We analyzed Facebook and Instagram posts of the Gaslini Children's Hospital, examining factors such as emotional appeal, news value, and content quality. Additionally, we considered the adherence of these posts to journalistic and medical guidelines. Results: The research identified key themes in successful posts, including emotional resonance, portrayal of medical excellence, and humanization of patient stories. Posts that effectively combined these elements saw significant increase in audience engagement, including likes, comments, and shares. Conclusion:Strategic storytelling on Instagram can significantly enhance public engagement with hospital content, fostering a deeper connection between the institution and its audience. This study underscores the significance of narrative elements and adherence to ethical guidelines in crafting compelling medical stories for social media.

    Keywords: neonatal intensive care unit1, Instagram2, storytelling3, Public Engagement4, pediatric hospital5, Gaslini Children's Hospital6

    Received: 18 Feb 2024; Accepted: 15 Oct 2024.

    Copyright: © 2024 Ester Canepa, Macciò, Raffini, Striano and Ramenghi. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

    * Correspondence: M. Ester Canepa, Eye clinic, Department of Neuroscience, Rehabilitation, Ophthalmology, Genetics and Maternal and Child Science, School of Medical and Pharmaceutical Sciences, University of Genoa, Genoa, Italy

    Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.