Gamage Deepa G, Fuller Candice A, Cummings Rosey, Tomnay Jane E, Chung Mark, Chen Marcus, Garrett Cameryn C, Hocking Jane S, Bradshaw Catriona S, Fairley Christopher K
Melbourne Sexual Health Centre, Alfred Hospital, Melbourne, Vic. 3053, Australia.
Sex Health. 2011 Sep;8(3):407-11. doi: 10.1071/SH10144.
'TESTme' is a sexually transmissible infection (STI) screening service for Victorian young people living in rural areas. We evaluated the effectiveness of advertising for this service over an 11-month pilot period.
The advertising that was used included websites, a Facebook page, posters, flyers, business cards, wrist bands and professional development sessions for health nurses that occurred throughout the pilot period. We also used once-off methods including advertisements in newspapers, student diaries and short messages to mobile phones.
Twenty-eight clients had a consultation through TESTme. Twenty found the service through health professionals, six through the Melbourne Sexual Health Centre (MSHC) web page, one through the Facebook page and one through the student diary. The total direct costs incurred by the centre for advertising were $20850. The advertising cost per client reached for each advertising method was $26 for health professionals, $80 for the MSHC web advertisement, $1408 for Facebook and $790 for the student diary. Other advertising methods cost $12248 and did not attract any clients.
Advertising STI health services for rural young people would be best to focus on referrals from other health services or health care websites.
“TESTme”是一项为居住在维多利亚州农村地区的年轻人提供的性传播感染（STI）筛查服务。我们评估了在为期11个月的试点期间该服务广告的效果。
所使用的广告包括网站、脸书页面、海报、传单、名片、腕带以及在试点期间为健康护士举办的专业发展课程。我们还采用了一次性方法，包括在报纸上登广告、学生日记以及向手机发送短信。
28位客户通过“TESTme”进行了咨询。20人通过健康专业人员找到该服务，6人通过墨尔本性健康中心（MSHC）网页，1人通过脸书页面，1人通过学生日记。该中心广告产生的总直接成本为20850美元。每种广告方法吸引每位客户的广告成本分别为：健康专业人员26美元，MSHC网络广告80美元，脸书1408美元，学生日记790美元。其他广告方法花费12248美元且未吸引到任何客户。
为农村年轻人宣传性传播感染健康服务最好侧重于其他健康服务机构或医疗网站的推荐。
