Impact of Facebook Ads for Sexual Health Promotion Via an Educational Web App: A Case Study

Elia Gabarron, Luis Fernandez Luque, Thomas Roger Schopf, Annie Y.S. Lau, Manuel Armayones, Rolf Wynn and J. Artur Serrano
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Elia Gabarron: Norwegian Centre for E-health Research, University Hospital of North Norway, Tromsø, Norway & Department of Clinical Medicine, Faculty of Health Sciences, The Arctic University of Norway, Tromsø, Norway
Luis Fernandez Luque: Salumedia Tecnologias, Dos Hermanas, Spain & NORUT, Northern Research Institute, Tromsø, Norway
Thomas Roger Schopf: Norwegian Centre for E-health Research, University Hospital of North Norway, Tromsø, Norway
Annie Y.S. Lau: Australian Institute of Health Innovation, Macquarie University, Sydney, Australia
Manuel Armayones: Open University of Catalonia, Barcelona, Spain & PSINET, Open University of Catalonia, Barcelona, Spain
Rolf Wynn: Department of Clinical Medicine, The Arctic University of Norway, Tromsø, Norway & Division of Mental Health and Addictions, University Hospital of North Norway, Tromsø, Norway
J. Artur Serrano: Norwegian Centre for E-health Research, University Hospital of North Norway, Tromsø, Norway & Department of Neuromedicine and Movement Science, Faculty of Medicine and Health Sciences, Norwegian University of Science and Technology, Trondheim, Norway

International Journal of E-Health and Medical Communications (IJEHMC), 2017, vol. 8, issue 2, 18-32

Abstract: Background: The authors present a case study of a public health campaign, including social media, and aiming at maximizing the use of web app on sexual health. Objective: To analyze the impact of a Facebook fan page, Facebook advertisements, and posters to maximize the number of visits to the educational web app. Methods: The campaign is assessed for 1 year, using data tracked through Facebook statistics and Google Analytics. Results: The site had 3670 visits (10.1 visitors/day, 95%CI 8.7-11.4). During the one-month Facebook Ads campaign, the site received 1263 visits (42.1 visitors/day, 95%CI 37.3-46.9), multiplying by over four the average number of visitors/day. 34.4% of all the participants were recruited during the one-month Facebook ads campaign. Conclusions: Facebook advertisements seem to be a good tool to promote an educational web app on sexual health targeting youth, and to reach a huge number of users rapidly and at a low cost.

Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jehmc0:v:8:y:2017:i:2:p:18-32

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International Journal of E-Health and Medical Communications (IJEHMC) is currently edited by Joel J.P.C. Rodrigues

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