The drawbacks of using internet marketing in public health

Just a quick finding from our research on the RISE project. Across all communities, we looked at the interrelationships between a few of the social determinants of health. The correlation matrix is below:

This shows how different variables relate to one another. I filtered the data to show only the statistically significant correlations. So of these are super obvious, like the strong relationship between being an immigrant and speaking another language at home (I’m not sure we’re working with many immigrants from English-speaking countries, but I could be wrong.)

What stood out is the negative relationship between poverty and having the internet at home. On the one hand, sure that makes sense. But, then, why would be using internet-based outreach to trial to catch this population? So much of our work in this project involves looking at the messaging in social media. If we want to reach the most impoverished people, then maybe we need to rethink our methods.