A technology-enabled, public-driven, and multi-channel communication strategy during Covid19 pandemic in the Province of Trento, Italy (Preprint)
Authors: Lucianer Marzia , Perini Francesca , Malfatti Giulia , Gios Lorenzo , Bacchiega Alessandro , Giuliano Claudio , Nicolini Andrea , Forti Stefano , Corazza Roberta , Tretter Veronica , Turra Ettore , Manica Andrea , Conforti Diego , Pedrotti Giampaolo 
Published: December 2022

BACKGROUND

Considering the impact that the pandemic had on healthcare-related communication systems, patients and citizens have been exposed to a plethora of information from different sources and different levels of accuracy and reliability. Proper communication during the emergency period has represented an ethical and public health issue. The Province of Trento (PAT), the local healthcare trust (APSS), the Bruno Kessler Foundation (FBK) with the support of TrentinoSalute4.0 jointly designed and implemented a comprehensive, technology-enabled communication strategy to properly inform citizens on the status and effects of the Covid-19 pandemic, basic health measures against infections and up-to-date regulations, all within the same platform, which could be reached either from the dedicated webpage or using the TreCovid19 mobile application. In addition, information was also available on social media and official websites of the public institutions involved.

OBJECTIVE

The aim of this communication initiative was to ensure proper and ethically-sound information to the citizens of the Province of Trento, by providing a set of easy-to-use tools supported by technologies to share information and respond to citizens’ questions focusing on Covid-19 pandemic and related impact in terms of epidemiological, societal, legal aspects

METHODS

We adopted a multi-level strategy with three different – albeit harmonized – communication tools: i) dedicated mobile application designed to provide useful information and recent updates about the epidemic numbers, video tutorials delivered by the Healthcare trust and presenting tips and advice on specific safety procedures, information on the regional and national decrees and regulations linked with the Covid-19 pandemic; ii) social media profiles (Twitter, Facebook, Instagram, YouTube, LinkedIn...); iii) advanced AI-based chatbot embedded in the healthcare institutions website to inform citizens and timely address their questions related to the COVID pandemic.

RESULTS

The coordinated work between the main stakeholders managed to release the platform TreCovid19 at the onset of the pandemic, on March 16, 2020. Content on the platform was synchronized with other institutional media that were kept up to date and used to answer citizens' main doubts and concerns about the emergency management and local and national regulations. All information provided was validated by the local healthcare and political authorities. In 2020-2022 the number of TreCovid19 app users was significantly associated with the number of positive cases, but significantly more correlated with rates of deaths and hospitalization (all P values <.001), suggesting it was mainly used during the emergency phase of the pandemic.

CONCLUSIONS

To our knowledge, the initiative described in this paper represents the first experience in Italy of a multi-layer, public-driven strategy to ensure proper information on the status and effects of the Covid-19 pandemic. This initiative was possible thanks to the joint efforts of public health institutions in empowering healthcare staff and citizens and in developing and deploying technology-enabled services.

CLINICALTRIAL

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