■关于如何最好地利用社会营销信息来帮助人们推广临床HIV和性传播感染(STI)服务。
■我们评估了一个多平台,数字社交营销活动旨在增加艾滋病毒/性传播感染检测的使用,治疗,以及同性恋的预防服务,双性恋,和其他在LGBTQ+上与男性发生性关系的男性(MSM)(女同性恋,同性恋,双性恋,变性人,酷儿,和/或询问)社区卫生中心。
■我们评估了OpenDoorHealth发起的社交营销活动的参与度,罗德岛唯一的LGBTQ+社区卫生中心,在实施的前8个月(2021年4月至11月)期间。在Google搜索上开发并实施了三类鼓励使用艾滋病毒/性传播感染服务的广告,谷歌显示,Grindr,和Facebook。平台跟踪向用户显示广告的次数(印象),用户点击到一个方便安排(点击)的着陆页,并且用户请求呼叫以从着陆页安排约会(转换)。我们计算了点击率(每次印象的点击次数),转化率(每次点击的转化率),以及每1000次展示以及每次点击和转换花费的美元金额。
■总的来说,与GoogleDisplay相比,GoogleSearch的点击率(7.1%)和转化率(7.0%)最高,Grindr,和Facebook(点击率=0.4%-3.3%;转化率=0%-0.03%)。尽管与其他平台相比,Google搜索的每1000次展示和每次点击花费更高,Google搜索的每次转换支出-用于衡量打算到诊所接受服务的人数-大大降低(48.19美元对3120.42美元-3436.03美元)。
使用Google搜索平台的活动可能会在社区卫生诊所让MSM参与HIV/STI服务方面产生最大的投资回报。需要进行未来的研究,以衡量在观看竞选广告后向诊所提供服务的患者的临床结果,并将投资回报与使用社交营销活动相对于其他方法进行比较。
UNASSIGNED: Little is known about how best to reach people with social marketing messages promoting use of clinical HIV and sexually transmitted infection (STI) services.
UNASSIGNED: We evaluated a multiplatform, digital social marketing campaign intended to increase use of HIV/STI testing, treatment, and prevention services among gay,
bisexual, and other men who have sex with men (MSM) at an LGBTQ+ (lesbian, gay,
bisexual, transgender, queer, and/or questioning) community health center.
UNASSIGNED: We evaluated engagement with a social marketing campaign launched by Open Door Health, the only LGBTQ+ community health center in Rhode Island, during the first 8 months of implementation (April to November 2021). Three types of advertisements encouraging use of HIV/STI services were developed and implemented on Google Search, Google Display, Grindr, and Facebook. Platforms tracked the number of times that an advertisement was displayed to a user (impressions), that a user clicked through to a landing page that facilitated scheduling (clicks), and that a user requested a call to schedule an appointment from the landing page (conversions). We calculated the click-through rate (clicks per impression), conversion rate (conversions per click), and the dollar amount spent per 1000 impressions and per click and conversion.
UNASSIGNED: Overall, Google Search yielded the highest click-through rate (7.1%) and conversion rate (7.0%) compared to Google Display, Grindr, and Facebook (click-through rates=0.4%-3.3%; conversion rates=0%-0.03%). Although the spend per 1000 impressions and per click was higher for Google Search compared to other platforms, the spend per conversion-which measures the number of people intending to attend the clinic for services-was substantially lower for Google Search (US $48.19 vs US $3120.42-US $3436.03).
UNASSIGNED: Campaigns using the Google Search platform may yield the greatest return on investment for engaging MSM in HIV/STI services at community health clinics. Future studies are needed to measure clinical outcomes among those who present to the clinic for services after viewing campaign advertisements and to compare the return on investment with use of social marketing campaigns relative to other approaches.