Digital information–seeking behavior in patients with cancer through storytelling.

Abstract

9044 Background: Peer support for cancer patients through narrative interventions can have benefits for quality of life, emotional health, and self-efficacy. This support has classically been provided through static text content on websites, but less is known on whether video-based platforms can preferentially drive patient engagement and self-activation. The Patient Story is a multi-channel platform specializing in video-focused patient-led programs and stories designed to reduce emotional burden and drive patient self-advocacy that leads to informed treatment decision-making. We sought to describe engagement between webpage delivery and a video-based version to understand how different digital platforms could drive varying levels of patient reach and activation, including measurable behavioral changes like motivation to ask doctors questions about treatment and care. Methods: Site traffic data relative to benchmarks and participant characteristics visiting The Patient Story were prospectively collected (1/1/22–12/31/25) using Google Analytics 4 for the website and YouTube Studio for the videos. A retrospective review was done on a convenience sample of 4,065 digital platform viewers who then participated in high-touch educational webinars led by patient moderators and multidisciplinary health care providers. Impact was assessed via post-program surveys (n=1,452; 36% response rate) measuring shifts in treatment awareness and behavioral intent. Results: A higher percentage of patients who viewed the video platform were female (72.9%) compared to the website (64.4%). Video platform participants tended to be older, with 24% 65+ years old compared to 13% of web participants. Mobile devices were most commonly used for websites (71.2%) and video (54.8%) while 24.8% of those who engaged on video platforms used SmartTV. Reach was substantially higher with the video platform, which generated 72.4M views (average duration on video 6:04) compared to 1.8M website views (89.7% engagement rate). Significant shifts were observed: treatment awareness increased from 3.6 to 4.2 (on a 5-pt scale), and 51.5% of respondents reported a specific intent to discuss the webinar topics (treatment and clinical trial education) with their physician. Conclusions: Video first-person storytelling is a novel way of helping patients receive peer support and information. Cancer patients increasingly seek information through mobile and video platforms rather than traditional web searches on desktop computers. Health systems should consider multiple methods of digital communication to increase patient engagement. Metric Value (N=1,452) Topic Pre-Awareness (5pt scale) 3.6 Topic Post-Awareness (5pt scale) 4.2 % Change in Awareness +16.7% Intent to Discuss with Doctor 51.5% Intent to Research Clinical Trials 20.1%