开展营销活动以提高对基于网络的继续医学教育文化能力课程的参与度。
Marketing to increase participation in a Web-based continuing medical education cultural competence curriculum.
作者信息
Estrada Carlos A, Krishnamoorthy Periyakaruppan, Smith Ann, Staton Lisa, Korf Michele J, Allison Jeroan J, Houston Thomas K
机构信息
Birmingham Veterans Affairs Medical Center, University of Alabama at Birmingham, Division of General Internal Medicine, 732 Faculty Office Tower, 510 20th Street South, Birmingham, AL 35294-3407, USA.
出版信息
J Contin Educ Health Prof. 2011 Winter;31(1):21-7. doi: 10.1002/chp.20097.
INTRODUCTION
CME providers may be interested in identifying effective marketing strategies to direct users to specific content. Online advertisements for recruiting participants into activities such as clinical trials, public health programs, and continuing medical education (CME) have been effective in some but not all studies. The purpose of this study was to compare the impact of 2 marketing strategies in the context of an online CME cultural competence curriculum (www.c-comp.org).
METHODS
In an interrupted time-series quasi-experimental design, 2 marketing strategies were tested: (1) wide dissemination to relevant organizations over a period of approximately 4 months, and (2) Internet paid search using Google Ads (5 consecutive 8-week periods--control 1, cultural/CME advertisement, control 2, hypertension/ content advertisement, control 3). Outcome measures were CME credit requests, Web traffic (visits per day, page views, pages viewed per visit), and cost.
RESULTS
Overall, the site was visited 19,156 times and 78,160 pages were viewed. During the wide dissemination phase, the proportion of visits requesting CME credit decreased between the first (5.3%) and second (3.3%) halves of this phase (p = .04). During the Internet paid search phase, the proportion of visits requesting CME credit was highest during the cultural/CME advertisement period (control 1, 1.4%; cultural/CME ad, 4.3%; control 2, 1.5%; hypertension/content ad, 0.6%; control 3, 0.8%; p < .001). All measures of Web traffic changed during the Internet paid search phase (p < .01); however, changes were independent of the advertisement periods. The incremental cost for the cultural advertisement per CME credit requested was US $0.64.
DISCUSSION
Internet advertisement focusing on cultural competence and CME was associated with about a threefold increase in requests for CME credit at an incremental cost of under US $1; however, Web traffic changes were independent of the advertisement strategy.
引言
继续医学教育（CME）提供者可能有兴趣确定有效的营销策略，以引导用户访问特定内容。在一些但并非所有研究中，诸如临床试验、公共卫生项目和继续医学教育（CME）等活动招募参与者的在线广告都取得了成效。本研究的目的是在在线CME文化能力课程（www.c-comp.org）的背景下比较两种营销策略的影响。
方法
采用中断时间序列准实验设计，测试了两种营销策略：（1）在大约4个月的时间内广泛传播给相关组织；（2）使用谷歌广告进行互联网付费搜索（连续5个8周周期——对照1、文化/CME广告、对照2、高血压/内容广告、对照3）。结果指标为CME学分申请、网络流量（每日访问量、页面浏览量、每次访问浏览的页面数）和成本。
结果
总体而言，该网站被访问了19156次，页面浏览量为78160次。在广泛传播阶段，申请CME学分的访问比例在该阶段的前半段（5.3%）和后半段（3.3%）之间有所下降（p = 0.04）。在互联网付费搜索阶段，申请CME学分的访问比例在文化/CME广告期最高（对照1，1.4%；文化/CME广告，4.3%；对照2，1.5%；高血压/内容广告，0.6%；对照3，0.8%；p < 0.001）。在互联网付费搜索阶段，所有网络流量指标都发生了变化（p < 0.01）；然而，变化与广告期无关。每申请一个CME学分的文化广告增量成本为0.64美元。
讨论
关注文化能力和CME的互联网广告与CME学分申请量增加约三倍相关，增量成本低于1美元；然而，网络流量变化与广告策略无关。
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