Development of a User-friendly Health Promotion Website to Spread Evidence-based Information in Italy

Introduction: Appropriate communication models and strategies are crucial in order to strengthen preventive and health promotion interventions via digital platforms. Today, 52.23% of the Italian population use the Internet as a source of health-related information. The aim of the "Insegna Salute" project was to create a website that would enable people to satisfy their knowledge health needs and increase their awareness in the field of prevention.

Methods: To develop the website, a qualitative literature research was carried out to collect an overview of effective online health communication strategies and tools before, during and after the COVID-19 pandemic. Further, we implemented the website insegnasalute.it according to the one-to-many (screen-to-face) communication model. The second part of the research focused on identifying tools to ensure the constant update of the platform. Finally, we proceeded with the creation of the visual identity.

Results: The research resulted in 28 sources regarding health communication, vaccine hesitancy, online health information seeking, visual identity, current digital and social trends and mis/disinformation. Many publications reported that healthcare professionals (HCPs) are the main providers of evidence-based information and the most effective agents against misinformation. Furthermore, most of the articles advocated the use of digital technologies, such as social media and websites, along with proactive and targeted communication strategies.

Conclusions: Vaccination hesitancy and other health prevention issues require accurate tools to build trust-based relationships between users and healthcare professionals. In line with the preventive guidelines issued by the Italian Ministry of Health, new tools, such as "Insegna Salute", integrate health knowledge with communication strategies. In the wake of the COVID-19 pandemic, preventive measures are essential to protect the population from misinformation spread and the probability of getting ill.