Harnessing big data for tailored health communication: A systematic review of impact and techniques

Abstract

In recent years, the convergence of healthcare and big data analytics has opened new avenues for tailored health communication, enabling personalized interventions and improving healthcare outcomes. This systematic review investigates the impact and techniques of harnessing big data for tailored health communication. The review synthesizes findings from diverse studies spanning healthcare sectors, including public health campaigns, clinical interventions, and patient engagement initiatives. It examines the effectiveness of tailored communication strategies in addressing various health challenges, such as chronic diseases, infectious outbreaks, and mental health disorders. Key findings highlight the significant positive impact of personalized health communication on health behavior change, treatment adherence, and patient empowerment. Big data analytics enable the segmentation of diverse populations based on socio-demographic, behavioral, and clinical characteristics, facilitating the delivery of targeted messages tailored to individual preferences and needs. Personalization enhances engagement, fosters trust, and motivates individuals to adopt healthier lifestyles and adhere to medical recommendations. Furthermore, the review explores the diverse techniques and technologies employed in harnessing big data for tailored health communication. Machine learning algorithms, natural language processing, and predictive modeling are leveraged to analyze vast datasets, predict health outcomes, and tailor communication messages in real-time. Mobile health applications, social media platforms, and wearable devices serve as channels for delivering personalized interventions and collecting real-time health data. However, the review also identifies challenges and limitations, including privacy concerns, data security risks, and the digital divide. Ethical considerations regarding data collection, consent, and transparency are paramount in ensuring the responsible use of big data in health communication. This systematic review underscores the transformative potential of harnessing big data for tailored health communication. By leveraging advanced analytics and technology, healthcare stakeholders can deliver personalized interventions that resonate with individuals, ultimately driving positive health behavior change and improving healthcare outcomes on a population scale.