%0 Journal Article
%@ 2369-2960
%I JMIR Publications
%V 11
%N 
%P e66062
%T Evaluation of a Digital Media Campaign to Promote Knowledge and Awareness of the GPFirst Program for Nonurgent Conditions: Repeated Survey Study
%A Ong Hui Shan,Rebecca
%A Oh,Hong Choon
%A Goh Sook Kheng,Priscilla
%A Lee Sze Hui,Lyndia
%A Riza Bte Mohd Razali,Mas
%A Ahmad,Edris Atikah
%A Raghuram,Jagadesan
%A How,Choon How
%A Lim Hoon Chin,Steven
%+ Health Services Research, Changi General Hospital, SingHealth, 2 Simei Street 3, Singapore, 529889, Singapore, 65 64267479, rebecca.ong.h.s@singhealth.com.sg
%K digital media campaign
%K public awareness campaign
%K primary care partnership
%K social media
%K nonurgent emergency department visits
%K Andersen model
%D 2025
%7 14.4.2025
%9 Original Paper
%J JMIR Public Health Surveill
%G English
%X Background: GPFirst is a primary care partnership program designed to encourage patients with nonurgent conditions to seek care at participating general practitioner clinics instead of visiting the emergency department. In 2019, a digital media campaign (DMC) was launched to raise awareness and knowledge about GPFirst among residents in eastern Singapore. Objective: This study aims to assess the DMC’s impact on awareness and knowledge of GPFirst across different age groups, and the acceptability and satisfaction of GPFirst. Methods: The DMC, comprising Facebook posts and a website designed using the Andersen behavioral model, was evaluated through 2 repeated cross-sectional surveys. The first cross-sectional survey (CS1) was conducted with eastern Singapore residents aged 21 years and older, 2 1 year before the campaign’s launch, and the second survey (CS2) 4 months after. Satisfaction was measured on a 5-point Likert scale (very poor to excellent) about GPFirst experiences. Acceptability was assessed with 3 yes or no questions on decisions to visit or recommend GPFirst clinics. Analyses used tests of proportions, adjusted multiregression models, and age-stratified secondary analyses. Results: The Facebook posts generated 38,404 engagements within 5 months, with “#ThankYourGP” posts being the most viewed (n=24,602) and engaged (n=2618). Overall, 1191 and 1161 participants completed CS1 and CS2 respectively. Compared to CS1, CS2 participants were more aware (odds ratio [OR] 2.64, 95% CI 2.11-3.31; P<.001) and knowledgeable of GPFirst (OR 4.20, 95% CI 2.62-6.73; P<.001). Awareness was higher among married individuals (OR 1.31, 95% CI 1.04-1.66; P=.03), those without a regular primary care physician (OR 1.79, 95% CI 1.44-2.22; P<.001), and with higher education levels. Similarly, knowledge was greater among individuals with secondary (OR 2.88, 95% CI 1.35-6.17; P=.006) and preuniversity education (OR 2.56, 95% CI 1.14-5.70; P=.02), and those without a regular primary care physician (OR 1.54, 95% CI 1.02-2.34; P=.04). For acceptability, among participants who visited a GPFirst clinic, 98.2% (163/166) reported they would continue to visit a GPFirst clinic before the emergency department in the future, 95.2% (158/166) would recommend the clinic, 60.2% (100/166) cited the clinic’s participation in GPFirst as a factor in their provider’s choice and 87.3% (145/166) were satisfied with GPFirst. Among those unaware of GPFirst, 88.3% (1680/1903) would consider visiting a GPFirst clinic before the emergency department in the future. Conclusions: The DMC improved awareness and knowledge of GPFirst, with high satisfaction and acceptability among participants. Age-dependent strategies may improve GPFirst participation. The “#ThankYourGP” campaign demonstrated the potential of user-generated content to boost social media engagement, a strategy that international health systems could adopt. 
%M 40228291
%R 10.2196/66062
%U https://publichealth.jmir.org/2025/1/e66062
%U https://doi.org/10.2196/66062
%U http://www.ncbi.nlm.nih.gov/pubmed/40228291