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Outcomes of the clinical trial.
| Standard tweets | Story tweets | p value | ||
|---|---|---|---|---|
| Website engagement | Downloads (median IQR) | 25 (13–41) | 51 (34–71) | 0.002 |
| Page views (median IQR) | 43 (18–59) | 60 (36–81) | 0.07 | |
|
| ||||
| Twitter engagement | Retweets (median IQR) | 7.7 (3.6–11.8) | 7.4 (5.0–9.7) | 0.3 |
| Likes (median IQR) | 18.5 (9.2–27.8) | 20.7 (14.6–26.8) | 0.06 | |
| Impressions (median IQR) | 4,280 (2,732–5,829) | 5,388 (4,591–6,185) | 0.0002 | |
Differences between the study arms were assessed using Wilcoxon Rank-Sums tests.
