Borgmann Hendrik, Kliesch Sabine, Roth Stephan, Roth Mael, Degener Stephan
Department of Urology, University Hospital Mainz, Mainz, Germany.
Urol Int. 2017;98(4):478-482. doi: 10.1159/000449257. Epub 2016 Nov 3.
We performed a professional campaign in Germany intending to establish the urologic profession as a competent and helpful point of contact for patients with cryptorchidism. The aim of this study was to assess the feasibility of this campaign and to quantify the efficacy of using Internet vs. social media.
The strategic design of the campaign comprised a strategy meeting, creation of a landing page, and targeted advertisements on Google in the form of Adwords and on Facebook in the form of sidebar ads and sponsored posts. Outcome measurements were number of impressions, homepage sessions, and downloads of an information brochure.
The campaign generated 2,511,923 impressions, 7,369 homepage sessions and 1,086 downloads of information brochures using a total investment budget of 7,500€. Use of Google Adwords was more efficient on outcome measurements than Facebook. A subanalysis of Facebook advertisements showed that sidebar ads and sponsored posts were equally efficient.
New media are an effective platform for a profession campaign. Google Adwords is a more effective and cost-efficient platform than Facebook for a targeted campaign.
我们在德国开展了一项专业活动，旨在将泌尿外科专业打造成为隐睾症患者的一个专业且能提供帮助的联系点。本研究的目的是评估该活动的可行性，并量化使用互联网与社交媒体的效果。
该活动的战略设计包括一次战略会议、创建一个着陆页，以及在谷歌上以关键词广告的形式和在脸书上以侧边栏广告及赞助帖子的形式投放定向广告。结果测量指标为展示次数、主页访问量以及一份信息手册的下载量。
该活动共产生了2,511,923次展示、7,369次主页访问以及1,086次信息手册下载，总投资预算为7500欧元。在结果测量方面，使用谷歌关键词广告比脸书更有效。对脸书广告的一项子分析表明，侧边栏广告和赞助帖子的效果相当。
新媒体是专业活动的一个有效平台。对于定向活动而言，谷歌关键词广告比脸书是一个更有效且更具成本效益的平台。
