当前位置： SCI文献检索 > JOURNAL OF MEDICAL INTERNET RESEARCH期刊下所有文献 > Digital Marketing to Promote Healthy Weight Gain Among Pregnant Women in Alberta: An Implementation Study.

Digital Marketing to Promote Healthy Weight Gain Among Pregnant Women in Alberta: An Implementation Study.

Abstract：

BACKGROUND:As the use of digital media for health promotion has become increasingly common, descriptive studies exploring current and innovative marketing strategies can enhance the understanding of effective strategies and best practices. OBJECTIVE:This study aims to describe the implementation of a provincial digital media campaign using complementary advertising platforms to promote healthy pregnancy weight gain messages and direct a Web audience to a credible website. METHODS:The digital media campaign occurred in 3 phases, each for 8 weeks, and consisted of search engine marketing using Google AdWords and social media advertising through Facebook. All advertising materials directed users to evidence-based pregnancy-related weight gain content on the Healthy Parents, Healthy Children website. RESULTS:Google Ads received a total of 43,449 impressions, 2522 clicks, and an average click-through rate (CTR) of 5.80%. Of people who clicked on a Google ad, 78.9% (1989/2522) completed an action on the website. Across all Facebook advertisements, there were 772,263 impressions, 14,482 clicks, and an average CTR of 1.88%. The highest-performing advertisement was an image of a group of diverse pregnant women with the headline "Pregnancy weight is not the same for every woman." CONCLUSIONS:This study supports the use of digital marketing as an important avenue for delivering health messages and directing Web users to credible sources of information. The opportunity to reach large, yet targeted audiences, along with the ability to monitor and evaluate metrics to optimize activities throughout a campaign is a powerful advantage over traditional marketing tactics. Health organizations can use the results and insights of this study to help inform the design and implementation of similar Web-based activities.

journal_name

J Med Internet Res

journal_title

Journal of medical Internet research

authors

Graham JE,Moore JL,Bell RC,Miller T

doi

10.2196/11534

subject

Has Abstract

pub_date

2019-02-01 00:00:00

pages

e11534

issue

eissn

1439-4456

issn

1438-8871

pii

v21i2e11534

journal_volume

pub_type

杂志文章

在线工具

Digital Marketing to Promote Healthy Weight Gain Among Pregnant Women in Alberta: An Implementation Study.