Ação de Comunicação em Saúde no WhatsApp com base no Perfil Digital de Portadores de Hipertensão e Diabetes

Chronic noncommunicable diseases are the cause of a large number of deaths in Brazil and require new approaches tohealth education and communication, including incorporating digital technologies. However, social disparities and access tothese technologies make the design of health education campaigns and interventions a challenge. Therefore, the objective ofthis study was to evaluate the digital profile of SUS users, patients with hypertension and Diabetes Mellitus (DM) to developa health communication strategy considering the profile of these users. 499 individuals were interviewed in Maringa-Paranaand of these 57 were diabetic, 280 were hypertensive and 162 were diabetic and hypertensive. For the creation of content,the principles of design, software for graphic and audio creation, as well as guidelines for the development of health contenton adherence to drug therapy were used. It was observed that 32.87% of the participants belonged to the age group of50 to 59 years old, with 64.93% being female. Regarding the users’ digital profile, 81.56% have social networks, of whichWhatsApp (95.79%) and Facebook (68.54%) were the most popular. The data allowed to define a target audience, personaand vehicle to be used in the intervention (WhatsApp). 58 images, 14 audio files and 49 text messages with health educationcontent were originally produced by the team. The present study pointed to the use of WhatsApp’s multimedia resource witha focus on images and audios that would meet the socioeconomic profile of the target population. Prior knowledge of therecipients’ profile promotes a more assertive and objective communication of health communication campaigns, differingfrom mass communication strategies that are not intended to personalize the message for the various segments of the public.