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
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.
Authors
- Philip A. Chan (ORCID: https://orcid.org/0000-0003-0964-5895)
- Laura C. Chambers (ORCID: https://orcid.org/0000-0003-1802-6578)
- Cassandra Sutten Coats (ORCID: https://orcid.org/0000-0002-3931-1020)
- William C. Goedel (ORCID: https://orcid.org/0000-0002-2869-1048)
- Yelena Malyuta
- Amy Nunn (ORCID: https://orcid.org/0000-0001-8115-0390)
- Ken Allen (ORCID: https://orcid.org/0009-0006-5158-9590)
Institutions
- Rhode Island Department of Health (US)
- Brown University (US)
- Miriam Hospital (US)
- Public Health Institute (US)
- Allen (United States) (US)
Publication Details
- Journal
- JMIR Public Health and Surveillance
- Published
- 2024-08-23
- DOI
- https://doi.org/10.2196/50944
- Citations
- 2
- Primary Topic
- HIV/AIDS Research and Interventions
- Type
- article
- Field-Weighted Citation Impact
- 0.78