The Western Sydney Primary Health Network and Gold Coast Primary Health Network have been using a digital communications tool by Melbourne-based health technology firm Healthily to deliver COVID-19-related messages to Aboriginal and Torres Strait Islander communities and Culturally and Linguistically Diverse people.

WHAT IT DOES

The SMS reminder tool called GoShare Plus combines health analytics with an extensive content library and content bundle delivery method by Healthily. It assists general practice staff in sending credible information related to preventive health and quality improvement to patients.

A health information package for the PHNs was formed on the web-based platform which includes video messages from community leaders sharing the importance of vaccinations and COVID-safe behaviours in protecting the family, community, country, and elders. Aside from community leaders, medical professionals were also recorded speaking in multiple languages to communicate similar messages.

Through the platform, clinicians can send SMS texts instructing patients how to make vaccination appointments. A recipient list can be filtered by vaccination status, age or existing chronic conditions.

WHY IT MATTERS

Matt Carrodus, CEO of GCPHN, said they have felt the need to send "culturally appropriate messaging" to address vaccine hesitancy among the indigenous communities. 

The timely delivery of trusted health information, including messages from respected community leaders, "not only helps to dispel misinformation and promote positive behaviours but supports the health literacy and self-management skills of communities in these PHN regions," said Dr Tina Campbell, managing director at Healthily.

THE LARGER CONTEXT

Dr Gary Call, CMO at HMS, a global health tech provider, has encouraged stakeholders to adopt an "analytics-driven health-engagement solution" that delivers specific messages to targeted segments of the population.

In a forum in June, he said engagement platforms can be deployed to enable vaccine communication with racial and ethnic groups and individuals who face language and cultural barriers. He also referred to analytics platforms that factor in social determinants of health in prioritising and creating "effective messaging and actions to remove barriers and inequities in the healthcare system". 

However, "these tools are currently underutilised due to healthcare system fragmentation, lack of funding and lack of appropriate direct incentives to stakeholders throughout the system," he said. 

Chatbot technology was also suggested by a group of French researchers in addressing vaccine hesitancy in many European Union countries. In a study, they found that using chatbots led to a 20% reduction in vaccine refusal in a test group of 338 participants.