Canadian Cancer Society and Evolution Health study find that Superusers
of smoking cessation support groups are a rare breed
TORONTO, July 18, 2012 /CNW/ - They are embedded in every fabric of our
online existence and we can count on hearing from them every day: those
who are always posting on Facebook, have the most connections on
LinkedIn, are always rating restaurants on Yelp, or are consistently
giving travel advice on TripAdvisor.
They have the potential to influence our decisions, change our
behaviors, and connect us with others. In healthcare social networks,
where people are struggling with addictions or mental health issues,
these influencers can make tremendous impacts on the lives of others.
But who are Superusers?
A recent study published in the open access publication Journal of
Medical Internet Research (JMIR) has shown that demographics alone
cannot explain why some become Superusers of healthcare support groups.
"Our research has repeatedly shown that Superusers play extremely
valuable roles in supporting others," says Trevor van Mierlo, the
study's lead author and CEO of Evolution Health. "Methods that attract
and retain Superusers should be high on any social marketer's
checklist. In our study we were surprised to find that there are
little, if any, statistically significant similarities among Superuser
Marketers frequently use Google AdWords or Microsoft adCenter to attract
new clients, and choosing demographic profiles is a key component to
the ad serving process.
"When successful quitters have an anonymous forum, to share their
experiences and tips to remain smoke-free, they provide great support
to smokers going through the quitting process," says Sharon Lee,
co-author and Senior Project Manager of the Canadian Cancer Society's
Smokers' Helpline Online. "The results of this study clearly show us
the importance of Superusers, and will drive our strategies to retain
"There may be psychological factors that can help explain the Superuser
phenomenon, and we are in the process of conducting further studies to
investigate this," says van Mierlo. "Perhaps science can't explain this
and quite simply, there is something very special about those who are
willing to give so much of their valuable time to help others."
To read the peer-reviewed study visit the JMIR at: http://www.jmir.org/2012/3/e66/
About Canadian Cancer Society Smokers' Helpline
Smokers' Helpline is a free, confidential service that provides personalized support,
advice and information about quitting smoking and tobacco use. Operated
by the Canadian Cancer Society and available in six provinces and one
territory, Smokers' Helpline can be accessed at 1 877 513-5333 and SmokersHelpline.ca.
About Evolution Health Systems Inc.
Evolution's Burijji is an evidence-based health behavior change
platform. The Burijji platform provides web and mobile tools, social
networking and expert support to effect behavior change across multiple
conditions. Visit us at www.Evolutionhs.com.
SOURCE Evolution Health Systems Inc.
For further information:
For more information about Evolution Health Systems Inc.:
Rachel Fournier, VP Business Development: firstname.lastname@example.org
Toronto: (416) 644-8476 x222 | San Francisco: (415) 839-8113 | www.evolutionhs.com
For more information about the Canadian Cancer Society Smokers' Helpline: Krista Murray, Senior Coordinator, Communications: email@example.com (905) 387-4322 ext. 5617 | www.smokershelpline.ca