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模拟脸书广告，利用当地人群的常规和靶向模型确定每例新HIV诊断病例的成本。

Simulating Facebook Advertisements to Establish Cost per New HIV Diagnosis Using Routine and Targeted Models in a Local Population.

作者信息

Hanna John J, Nijhawan Ank E, Lehmann Christoph U, Medford Richard J

机构信息

Division of Infectious Diseases and Geographic Medicine, University of Texas Southwestern, Dallas, TX 75390, USA.

Clinical Informatics Center, University of Texas Southwestern, Dallas, TX 75390, USA.

出版信息

Healthcare (Basel). 2022 Jun 26;10(7):1195. doi: 10.3390/healthcare10071195.

DOI:10.3390/healthcare10071195
PMID:35885724
原文链接:https://pmc.ncbi.nlm.nih.gov/articles/PMC9320612/
Abstract

BACKGROUND: Undiagnosed human immunodeficiency virus (HIV) infection remains a public health challenge. We explore Facebook (FB) advertisement (Ads) cost per new HIV diagnosis using non-targeted Ads, a routine testing model against targeted Ads, and a focused testing model in Texas. METHODS: On 14 October 2021, we created (without launching) Texas-based, USD 10 targeted (using criteria matching HIV populations at risk) and non-targeted FB Ads for 10 days. In the process of creating the Ads, we collected estimated audience size, daily reach, and daily clicks. We estimated Ad cost for each new HIV diagnosis for targeted and non-targeted Ads using new HIV diagnosis rates from focused and routine testing campaigns. RESULTS: The Ad costs per new HIV diagnosis from the targeted model were 4.74, 2.86, 5.28, and 2.88 times lower for men, Black, Hispanic, and all age groups, respectively, when compared to the non-targeted model. The wider the gap was between new HIV diagnosis rates in a population for focused and routine testing, the more cost-effective targeted Ads became. CONCLUSIONS: Among HIV populations at risk, targeted FB Ads are more cost-effective for detecting new HIV infections than non-targeted Ads. This cost-effectiveness increases in locations where focused testing increases new HIV diagnosis rates, compared to routine testing.

摘要

背景：未确诊的人类免疫缺陷病毒（HIV）感染仍然是一项公共卫生挑战。我们在德克萨斯州探索使用非定向广告、针对定向广告的常规检测模型以及重点检测模型来计算每例新HIV诊断的脸书（FB）广告成本。 方法：2021年10月14日，我们创建了（未投放）以德克萨斯州为基础、10美元的定向（使用与HIV高危人群匹配的标准）和非定向FB广告，为期10天。在创建广告的过程中，我们收集了估计的受众规模、每日覆盖范围和每日点击量。我们使用重点检测和常规检测活动中的新HIV诊断率来估算定向和非定向广告每例新HIV诊断的广告成本。 结果：与非定向模型相比，定向模型每例新HIV诊断的广告成本在男性、黑人、西班牙裔和所有年龄组中分别低4.74倍、2.86倍、5.28倍和2.88倍。重点检测和常规检测人群中新HIV诊断率的差距越大，定向广告就越具成本效益。 结论：在HIV高危人群中，与非定向广告相比，定向FB广告在检测新HIV感染方面更具成本效益。与常规检测相比，在重点检测提高新HIV诊断率的地区，这种成本效益会增加。

https://cdn.ncbi.nlm.nih.gov/pmc/blobs/a83d/9320612/89c5935af0cb/healthcare-10-01195-g003.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/a83d/9320612/7114855373e2/healthcare-10-01195-g001.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/a83d/9320612/2b6d402fbc7d/healthcare-10-01195-g002.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/a83d/9320612/89c5935af0cb/healthcare-10-01195-g003.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/a83d/9320612/7114855373e2/healthcare-10-01195-g001.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/a83d/9320612/2b6d402fbc7d/healthcare-10-01195-g002.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/a83d/9320612/89c5935af0cb/healthcare-10-01195-g003.jpg

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[2]
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[3]
Reaching Populations at Risk for HIV Through Targeted Facebook Advertisements: Cost-Consequence Analysis.

JMIR Form Res. 2023-1-20

[4]
Impact of Antiretroviral Therapy on Oral Health among Children Living with HIV: A Systematic Review and Meta-Analysis.

Int J Environ Res Public Health. 2022-9-21

本文引用的文献

[1]
Evaluation of the iCARE Nigeria Pilot Intervention Using Social Media and Peer Navigation to Promote HIV Testing and Linkage to Care Among High-Risk Young Men: A Nonrandomized Controlled Trial.

JAMA Netw Open. 2022-2-1

[2]
Comparing Social Media and In-Person Recruitment: Lessons Learned From Recruiting Substance-Using, Sexual and Gender Minority Adolescents and Young Adults for a Randomized Control Trial.

JMIR Public Health Surveill. 2021-12-1

[3]
Precision Public Health Campaign: Delivering Persuasive Messages to Relevant Segments Through Targeted Advertisements on Social Media.

JMIR Form Res. 2021-9-24

[4]
Limited Interaction Targeted Epidemiology of HIV in Sexual and Gender Minority American Adolescents and Adults: Feasibility of the Keeping it LITE Study.

JMIR Form Res. 2021-11-26

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Online recruitment of youth for mHealth studies.

Mhealth. 2021-4-20

[6]
Facebook Ads Manager as a Recruitment Tool for a Health and Safety Survey of Farm Mothers: Pilot Study.

JMIR Form Res. 2021-4-7

[7]
Social Media Recruitment for a Web Survey of Sexual and Gender Minority Youth: An Evaluation of Methods Used and Resulting Sample Diversity.

LGBT Health. 2020

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Ethical Considerations in HIV eHealth Intervention Research: Implications for Informational Risk in Recruitment, Data Maintenance, and Consent Procedures.

Curr HIV/AIDS Rep. 2020-6

[9]
An Internet-Based, Peer-Delivered Messaging Intervention for HIV Testing and Condom Use Among Men Who Have Sex With Men in India (CHALO!): Pilot Randomized Comparative Trial.

JMIR Public Health Surveill. 2020-4-16

[10]
Psychosocial and sexual factors associated with recent sexual health clinic attendance and HIV testing among trans people in the UK.

BMJ Sex Reprod Health. 2019-10-30

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