Document Type



The Covid-19 outbreak initiated an international public health crisis, altering our publics dependency on health organizations communication strategies and tactics. Immediate crisis communication and public health efforts were needed to mitigate panic and infectious disease across the globe. The digital marketing strategies utilized for social media began to reflect the value of accurate and timely information spread in correlation to a healthier targeted public for large health organizations. The significance of this thesis in the field of communications directly correlates to the health belief model, which is used to observe the motivation and decision-making processes that influence an individual’s choice to seek medical intervention. This Quantitative Analysis approach will use qualitative and quantitative research studying two out-of-state hospitals from leading health organizations and analyze their promotional success and failures concerning pediatric Covid-19 rates, specifically children ages 5-11. After analyzing the hospital's social media engagement metrics, data comparisons will be drawn to establish a correlation between effective communication and a healthier, informed, and motivated public through increased engagement as a factor for these health outcomes. I will begin by analyzing three chosen social media platforms: Instagram, Facebook, and Twitter. My analysis will compare Children’s of Alabama with records of high pediatric Covid-19 infection and Boston Children’s Hospital with lower records of pediatric Covid-19 infection rates. This will lead to an informed analysis focusing on which hospital's social media accounts are most engaging, resulting in their public being well-informed and motivated to act as a healthier public when reflected in their infection rates.


Communication Studies

Thesis Comittee

Dr. Hui Zhang, Thesis Advisor
Dr. Lisa Bergson, Committee Member
Dr. Peter Sietins, Committee Member