Scientific Letter
The donation and transplant divulgation process of 21st century: Social media experience from “Coordinación Sectorial de Trasplantes de Sevilla-Huelva”
El proceso de divulgación de la donación y el trasplante del siglo XXI: experiencia en redes sociales de «Coordinación Sectorial de Trasplantes de Sevilla-Huelva»
J.J. Egea-Guerreroa,
, L. Martín-Villénb, Z. Ruiz de Azúa-Lópezb, F. Maroto Monserratc, J.A. Sanchez-Románd, F. Cabeza-Cabezae
Corresponding author
a Coordinación Sectorial de Trasplantes Sevilla-Huelva, Sevilla, Spain
b Coordinación de Trasplantes, Hospital Universitario Virgen del Rocío, Sevilla, Spain
c Coordinación de Trasplantes, Hospital San Juan de Dios del Aljarafe, Bormujos, Sevilla, Spain
d Coordinación de Trasplantes, Hospital Universitario Virgen de Valme, Sevilla, Spain
e Coordinación de Trasplantes, Hospital Universitario Juan Ramón Jiménez, Huelva, Spain
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"apellidos" => "Cabeza-Cabeza" "referencia" => array:1 [ 0 => array:2 [ "etiqueta" => "<span class="elsevierStyleSup">e</span>" "identificador" => "aff0025" ] ] ] ] "afiliaciones" => array:5 [ 0 => array:3 [ "entidad" => "Coordinación Sectorial de Trasplantes Sevilla-Huelva, Sevilla, Spain" "etiqueta" => "a" "identificador" => "aff0005" ] 1 => array:3 [ "entidad" => "Coordinación de Trasplantes, Hospital Universitario Virgen del Rocío, Sevilla, Spain" "etiqueta" => "b" "identificador" => "aff0010" ] 2 => array:3 [ "entidad" => "Coordinación de Trasplantes, Hospital San Juan de Dios del Aljarafe, Bormujos, Sevilla, Spain" "etiqueta" => "c" "identificador" => "aff0015" ] 3 => array:3 [ "entidad" => "Coordinación de Trasplantes, Hospital Universitario Virgen de Valme, Sevilla, Spain" "etiqueta" => "d" "identificador" => "aff0020" ] 4 => array:3 [ "entidad" => "Coordinación de Trasplantes, Hospital Universitario Juan Ramón Jiménez, Huelva, Spain" "etiqueta" => "e" "identificador" => "aff0025" ] ] "correspondencia" => array:1 [ 0 => array:3 [ "identificador" => "cor0005" "etiqueta" => "⁎" "correspondencia" => "Corresponding author." ] ] ] ] "titulosAlternativos" => array:1 [ "es" => array:1 [ "titulo" => "El proceso de divulgación de la donación y el trasplante del siglo XXI: experiencia en redes sociales de «Coordinación Sectorial de Trasplantes de Sevilla-Huelva»" ] ] "resumenGrafico" => array:2 [ "original" => 0 "multimedia" => array:7 [ "identificador" => "fig0005" "etiqueta" => "Figure 1" "tipo" => "MULTIMEDIAFIGURA" "mostrarFloat" => true "mostrarDisplay" => false "figura" => array:1 [ 0 => array:4 [ "imagen" => "gr1.jpeg" "Alto" => 577 "Ancho" => 2313 "Tamanyo" => 96060 ] ] "descripcion" => array:1 [ "en" => "<p id="spar0005" class="elsevierStyleSimplePara elsevierViewall">Specific logo for social media use including the hashtag designed for Twitter®.</p>" ] ] ] "textoCompleto" => "<span class="elsevierStyleSections"><p id="par0005" class="elsevierStylePara elsevierViewall">The greater access of the general public to the Internet powerful browsers and the growing number of platforms to interact with other users is a reality of our time. The social media (SM) have changed dramatically the way we communicate with each other and receive information both on the personal and professional level.<a class="elsevierStyleCrossRefs" href="#bib0045"><span class="elsevierStyleSup">1,2</span></a> However, even today, healthcare providers are still skeptical on their participation in the SM. Sometimes because they’re not social media savvy or because they don’t have enough tools to use them. So, despite the benefits derived from SM, it seems clear that they are underused in the Spanish healthcare setting today, especially when it comes to revealing donation-transplant programs.<a class="elsevierStyleCrossRefs" href="#bib0055"><span class="elsevierStyleSup">3,4</span></a></p><p id="par0010" class="elsevierStylePara elsevierViewall">The <span class="elsevierStyleItalic">Coordinación Sectorial de Trasplantes</span> (Sectoral Distribution of Transplants, in English) decided to join the SM progressively back in 2015. The results presented here come from a multicenter study that included all public hospitals from Seville and Huelva and private centers authorized to handle organ donation.<a class="elsevierStyleCrossRef" href="#bib0065"><span class="elsevierStyleSup">5</span></a> The different profiles opened were approved by the Autonomous Coordination of Transplants of Andalusia and the Department of Health of the Council of Andalusia. The following profiles were created: Facebook® (<span class="elsevierStyleItalic">Coordinación Sectorial de Trasplantes</span>), Twitter® (@coordtxSevHuelv), and Instagram® (Coordinaciontrasplantessvqhu). Two transplant coordinators were appointed as part of the editorial committee leading the content posted on Facebook® and Twitter®. The news posted should have to do with the donation-transplant process only. News on our coordination network broadcast by traditional mass media—press, TV, and radio—were prioritized including training and educational activities developed by transplant coordinators. The images of patients and relatives were preserved at all time and no news about specific donation-transplant processes were broadcast whatsoever. Instagram® was the platform used for people to pick the commemorative “Donors Day” poster of 2017. The rules of the contest were published, and 2 deadlines were set. The first deadline established the time remaining for users to upload their images with the hashtag of transplant coordination. The second deadline was set so all users could make their pick automatically by liking the poster they loved the most. The data available on the different applications was exported to the SPSS® statistical software. Based on their distribution, quantitative variables were expressed as mean and interquartile range (IQR).</p><p id="par0015" class="elsevierStylePara elsevierViewall">Since its inauguration, the total number of Facebook® followers grew to 5000. Afterwards, the “personal account” was migrated to “social media site”, and 4070 people joined in less than a week. The number of visualizations per news was estimated by counting the last 50 news posted since September 1st, 2017. This analysis confirmed that the average number of visualizations of Facebook® social media site was 1699 users/news (IQR: 1.047,50–2.636,00). The news with the highest number of users had a total of 9704 visits and had to do with “2017 Donors Day Acts”. The social media site still holds the highest score (5/5) since it opened. We only found one negative comment in a thread posted with positive comments about a news story. However, it did not have an impact on future comments. On Twitter® we now have 196 followers. We designed a logo with a specific hashtag for this network: <span class="elsevierStyleItalic">#yodonovida</span> (#idonatelife, in English) (<a class="elsevierStyleCrossRef" href="#fig0005">Fig. 1</a>). Finally, Instagram® was used to find out what poster won the contest with a total of 2500 likes.</p><elsevierMultimedia ident="fig0005"></elsevierMultimedia><p id="par0020" class="elsevierStylePara elsevierViewall">Our daily activity involves continuous care which is essential to have successful results. It is obvious that in other public-private sectors, companies have placed the SM at the forefront of their advertising campaigns to spread their message exponentially. In this sense, exploring new ways of communication with patients and relatives helps us meet their needs.<a class="elsevierStyleCrossRef" href="#bib0070"><span class="elsevierStyleSup">6</span></a> We believe that this theoretical framework inspired in the Transplant Coordination Networks brings us closer to the general population, puts the spotlight on our work, and serves as the liaison with associations of transplanted patients, among other benefits. Reaching high donation rates (90% in Andalusia) builds on society's trust in our public health system.<a class="elsevierStyleCrossRef" href="#bib0075"><span class="elsevierStyleSup">7</span></a></p><p id="par0025" class="elsevierStylePara elsevierViewall">We should mention here that we have recently piloted successful experiences targeted at transplanted patients that have been highly rated by our users.<a class="elsevierStyleCrossRef" href="#bib0055"><span class="elsevierStyleSup">3</span></a> No negative responses have been given to these experiences as our SM clearly show. We must admit though that our time is limited, and these activities need to be articulated in short easy-to-read messages optimized in different platforms. However, there are SM we still have not explored such as Youtube®, among others. Yet despite this fact, we believe that our presence in the social media mentioned above is enough. We should mention here that the doctors in charge of these SM had normal—not advanced—user skills.</p><p id="par0030" class="elsevierStylePara elsevierViewall">There is no question that, from the healthcare standpoint, we need to observe a series of basic rules regarding the publication of contents on the social media. As a matter of fact, the Spanish College of Physicians has a specific document on this regard whose reading we hereby recommend.<a class="elsevierStyleCrossRef" href="#bib0080"><span class="elsevierStyleSup">8</span></a> We agree with other authors that, from the healthcare standpoint, we cannot stay away from this reality. Also, we need specific training to remain updated and catch up with patients and citizens.<a class="elsevierStyleCrossRef" href="#bib0050"><span class="elsevierStyleSup">2</span></a></p><p id="par0035" class="elsevierStylePara elsevierViewall">To this day and in light of our results, we assess our experience in the management of SM as highly positive in our setting.</p></span>" "pdfFichero" => "main.pdf" "tienePdf" => true "NotaPie" => array:1 [ 0 => array:2 [ "etiqueta" => "☆" "nota" => "<p class="elsevierStyleNotepara" id="npar0005">Please cite this article as: Egea-Guerrero JJ, Martín-Villén L, Ruiz de Azúa-López Z, Maroto Monserrat F, Sanchez-Román JA, Cabeza-Cabeza F. El proceso de divulgación de la donación y el trasplante del siglo XXI: experiencia en redes sociales de «Coordinación Sectorial de Trasplantes de Sevilla-Huelva». Med Intensiva. 2020;44:57–58.</p>" ] ] "multimedia" => array:1 [ 0 => array:7 [ "identificador" => "fig0005" "etiqueta" => "Figure 1" "tipo" => "MULTIMEDIAFIGURA" "mostrarFloat" => true "mostrarDisplay" => false "figura" => array:1 [ 0 => array:4 [ "imagen" => "gr1.jpeg" "Alto" => 577 "Ancho" => 2313 "Tamanyo" => 96060 ] ] "descripcion" => array:1 [ "en" => "<p id="spar0005" class="elsevierStyleSimplePara elsevierViewall">Specific logo for social media use including the hashtag designed for Twitter®.</p>" ] ] ] "bibliografia" => array:2 [ "titulo" => "References" "seccion" => array:1 [ 0 => array:2 [ "identificador" => "bibs0015" "bibliografiaReferencia" => array:8 [ 0 => array:3 [ "identificador" => "bib0045" "etiqueta" => "1" "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Social media? Get serious! 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| Year/Month | Html | Total | |
|---|---|---|---|
| 2024 November | 5 | 1 | 6 |
| 2024 October | 34 | 45 | 79 |
| 2024 September | 40 | 38 | 78 |
| 2024 August | 43 | 40 | 83 |
| 2024 July | 32 | 31 | 63 |
| 2024 June | 41 | 50 | 91 |
| 2024 May | 40 | 34 | 74 |
| 2024 April | 36 | 35 | 71 |
| 2024 March | 35 | 21 | 56 |
| 2024 February | 30 | 34 | 64 |
| 2024 January | 28 | 34 | 62 |
| 2023 December | 35 | 27 | 62 |
| 2023 November | 36 | 46 | 82 |
| 2023 October | 39 | 33 | 72 |
| 2023 September | 33 | 38 | 71 |
| 2023 August | 15 | 10 | 25 |
| 2023 July | 27 | 26 | 53 |
| 2023 June | 31 | 21 | 52 |
| 2023 May | 36 | 31 | 67 |
| 2023 April | 29 | 24 | 53 |
| 2023 March | 44 | 19 | 63 |
| 2023 February | 59 | 25 | 84 |
| 2023 January | 27 | 19 | 46 |
| 2022 December | 49 | 29 | 78 |
| 2022 November | 47 | 27 | 74 |
| 2022 October | 55 | 44 | 99 |
| 2022 September | 38 | 27 | 65 |
| 2022 August | 41 | 39 | 80 |
| 2022 July | 28 | 35 | 63 |
| 2022 June | 27 | 18 | 45 |
| 2022 May | 35 | 37 | 72 |
| 2022 April | 39 | 40 | 79 |
| 2022 March | 34 | 54 | 88 |
| 2022 February | 35 | 35 | 70 |
| 2022 January | 32 | 33 | 65 |
| 2021 December | 34 | 38 | 72 |
| 2021 November | 38 | 30 | 68 |
| 2021 October | 59 | 70 | 129 |
| 2021 September | 20 | 34 | 54 |
| 2021 August | 23 | 36 | 59 |
| 2021 July | 25 | 23 | 48 |
| 2021 June | 33 | 21 | 54 |
| 2021 May | 47 | 38 | 85 |
| 2021 April | 121 | 66 | 187 |
| 2021 March | 45 | 24 | 69 |
| 2021 February | 58 | 26 | 84 |
| 2021 January | 33 | 17 | 50 |
| 2020 December | 29 | 23 | 52 |
| 2020 November | 23 | 18 | 41 |
| 2020 October | 14 | 7 | 21 |
| 2020 July | 27 | 10 | 37 |
| 2020 June | 22 | 16 | 38 |
| 2020 May | 26 | 8 | 34 |
| 2020 April | 30 | 10 | 40 |
| 2020 March | 1 | 0 | 1 |
| 2020 January | 1 | 2 | 3 |
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