Division of Infectious Diseases, The Miriam Hospital, Providence, RI, United States.
Department of Epidemiology, School of Public Health, Brown University, Providence, RI, United States.
JMIR Public Health Surveill. 2024 Aug 23;10:e50944. doi: 10.2196/50944.
Little is known about how best to reach people with social marketing messages promoting use of clinical HIV and sexually transmitted infection (STI) services.
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.
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.
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).
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.
对于如何以最佳方式向人们传达社会营销信息，以促进他们使用临床艾滋病毒和性传播感染（STI）服务，我们知之甚少。
我们评估了一个多平台数字社会营销活动，该活动旨在提高同性恋、双性恋和其他与男性发生性关系的男性（MSM）在 LGBTQ+（女同性恋、男同性恋、双性恋、跨性别、酷儿和/或疑问）社区健康中心使用艾滋病毒/性传播感染检测、治疗和预防服务的使用率。
我们评估了 Open Door Health 发起的社会营销活动在实施的头 8 个月（2021 年 4 月至 11 月）内的参与度。Open Door Health 是罗得岛州唯一的 LGBTQ+社区健康中心。开发并在谷歌搜索、谷歌展示、Grindr 和 Facebook 上实施了三种鼓励使用艾滋病毒/性传播感染服务的广告。各平台追踪广告展示给用户的次数（印象）、用户点击广告进入方便预约的登录页面的次数（点击）以及用户从登录页面请求呼叫预约的次数（转化）。我们计算了点击率（点击次数/印象）、转化率（转化次数/点击次数）以及每 1000 次展示、每次点击和每次转化的花费金额。
总体而言，与谷歌展示、Grindr 和 Facebook 相比，谷歌搜索的点击率（7.1%）和转化率（7.0%）最高（点击率=0.4%-3.3%；转化率=0%-0.03%）。尽管谷歌搜索的每 1000 次展示和每次点击的花费高于其他平台，但衡量打算到诊所接受服务的人数的每次转化花费却低得多（谷歌搜索为 48.19 美元，而谷歌展示、Grindr 和 Facebook 分别为 3120.42 美元、3436.03 美元和 3436.03 美元）。
在社区健康诊所，使用谷歌搜索平台的活动可能会带来最大的投资回报，以吸引 MSM 使用艾滋病毒/性传播感染服务。需要进一步的研究来衡量那些在观看广告后到诊所就诊的人的临床效果，并将投资回报率与使用社会营销活动与其他方法进行比较。
