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Publication Profiles

Identifying Effective Components of a Social Marketing Campaign to Improve Engagement With Express Sexual Health Services Among Gay, Bisexual, and Other Men Who Have Sex With Men: Case Study

Citation

Chambers LC, Malyuta Y, Goedel WC, et al. Identifying Effective Components of a Social Marketing Campaign to Improve Engagement With Express Sexual Health Services Among Gay, Bisexual, and Other Men Who Have Sex With Men: Case Study. JMIR Public Health Surveill. 2024;10:e50944. doi:10.2196/50944

Implementation stage:

Implementation

Implementation outcomes reported:

Penetration, Adoption, Cost

Continuum target addressed:

HIV testing, Linkage to preventative care, Linkage to HIV care

Geography:

Non-priority jurisdiction

Study Participant Classification:

Recipients of care

Plain Language Objectives

The researchers compared several online advertising platforms to see which most efficiently encouraged people to click and request help scheduling HIV and sexual health services.

Plain Language Abstract

Community clinics need efficient ways to promote HIV and sexually transmitted infection services. Open Door Health, an LGBTQ+ health center in Rhode Island, ran three types of advertisements on Google Search, Google Display, Grindr, and Facebook from April through November 2021. Researchers measured how often advertisements appeared, how often users clicked to a scheduling page, how often users requested a call, and the cost of each step. Google Search had the highest click-through rate (7.1%) and conversion rate (7.0%). Other platforms had click-through rates of 0.4%–3.3% and conversion rates of 0%–0.03%. Although Google Search cost more per impression and click, its cost per scheduling request was much lower: $48.19 versus $3,120.42–$3,436.03. A scheduling request does not confirm that someone attended a clinic or received services. The authors concluded that search advertising may provide better value for this purpose, while future studies should measure clinical outcomes and compare digital campaigns with other outreach strategies.

Key Takeaways

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