Design and results of the promotional campaign for the "Understanding pre-exposure prophylaxis modalities for HIV prevention in European communities" (PROTECT) survey.
Johann Kolstee, Haoyi Wang, Sabine Reuter, Hanne M L Zimmermann, Kai J Jonas
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引用次数: 0
Abstract
Understanding how men who have sex with men, transgender and non-binary (MSMTNB) people can be engaged in HIV prevention research is critical for ongoing collaboration with these key communities. A campaign was developed in 2023 to market an online survey to European MSMTNB participants. Key campaign elements included: a project logo, a slogan, a cohesive and consistent design, a website, and images tailored to target groups for promotion across social media, dating apps and hard copy. 15,458 MSMTNB participants completed the survey, 55% via a link found on dating apps and 38% from social media. Promotion on dating apps (click through rate (CTR) = 9.0%) was more effective than on social media (CTR = 2.1%). However, participants were more likely to complete the survey had they arrived at the survey via social media advertisements. MSMTNB are not "hard to reach" communities if promotional efforts are targeted.
期刊介绍：
Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.
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