‘It all stems from relationship’: effectiveness of a crowdsourcing contest to elicit community ideas on how to build trust between healthcare providers and community about COVID-19

Abstract

Objective The COVID-19 pandemic requires a nimble approach to building trust between healthcare providers and community. Crowdsourcing is one community-engaged approach that may be effective at engaging marginalised communities to identify ways to build trust. This early-stage innovation report assesses the effectiveness of using a crowdsourcing contest to elicit community ideas on how to build trust between healthcare providers and community about COVID-19 and promote community engagement about vaccines. Methods This mixed-methods study conducted a qualitative assessment of crowdsourcing contest entries and evaluated online community engagement via social media analytics (reach, video views, engagement). Themes from contest entries informed the development of community leader video interviews. Qualitative data from contest entries were digitally transcribed and analysed using axial coding. Results Contest participants (n=19) were European Americans (n=10), African Americans (n=8, 87%) and American Indians (n=1), the majority of whom identified as women (n=18) and were 18–80 years old. Contest entry recommendations included: (1) partner with community stakeholders and providers, (2) improve access to credible information from trusted sources, (3) use multiple channels of communication, and (4) use clear and plain language. Conclusion Crowdsourcing contests coupled with public education are beneficial community engagement tools to identify new ways to promote trust between medical professionals and diverse community members about COVID-19. Crowdsourcing contests also provide opportunity for partnership and critical dialogue between healthcare professionals and community leaders.