Measuring Omnichannel Health Communication Through Reach Overlap and Journey Completion

@article{1724090,
      author = {Helen Emoh Abutu, Opeyemi Alawode},
      title = {Measuring Omnichannel Health Communication Through Reach Overlap and Journey Completion},
      journal = {Iconic Research And Engineering Journals},
      year = {2021},
      volume = {4},
      number = {9},
      pages = {404-432},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1724090.pdf},
      abstract = {Coordinating health communication channels requires more than adding their activity counts. This conceptual analysis uses selected literature published through 2021 to develop a framework for measuring additional reach, repeated exposure, handoffs and journey completion. Campaign evaluation, implementation research and studies of digital access provide complementary perspectives, but they do not establish an independent omnichannel effect. The proposed framework distinguishes channel events from unique people and separates descriptive path attribution from causal evaluation. It specifies person or household identifiers where appropriate, event definitions, composition checks and an outcome window. A worked arithmetic example shows how channel totals overstate combined reach when audiences overlap. The paper also proposes an evaluation of coordination while holding the channel portfolio stable. Its contribution is an auditable measurement structure for assessing whether coordination changes completion of a defined health service journey. The framework is unvalidated and requires local testing of record linkage, completeness and the opportunity to use each channel.},
      keywords = {omnichannel communication; health communication; channel integration; measurement; attribution; health equity; campaign evaluation},
      month = {March},
      doi = {https://doi.org/10.64388/IREV4I9-1724090}
  }