Health Communication Campaign Performance During the HEALing Communities Study: Cross-Sectional Examination of...

Area of Science:

• Digital Health Communication
• Public Health Campaigns
• Health Services Research

Background:

• Effectiveness of digital health campaign strategies requires further research.
• Understanding campaign performance outcomes is crucial for successful implementation.
• Paid media performance data can inform digital health campaign strategies.

Purpose of the Study:

• Compare the performance of social media versus banner/display advertising for digital health campaigns.
• Analyze differences in click-through rate (CTR) and cost-per-click (CPC) between advertising methods.
• Assess performance variations based on state, community type, message approach, format, and image type.

Main Methods:

• Cross-sectional secondary analysis of the HEALing Communities Study paid media data.
• Compared social media and banner/display advertising using CTR and CPC metrics.
• Examined performance differences across geographic locations, community types, message strategies, and creative elements.

Main Results:

• Social media advertising yielded significantly higher CTR and lower CPC compared to banner/display ads.
• Ohio showed the highest CTR and lowest CPC for social media campaigns.
• Static formats and local spokespersons were associated with higher CTR for both social media and banner/display ads.

Conclusions:

• Social media platforms are more effective in engaging audiences for digital health campaigns compared to banner/display ads.
• Variations in campaign performance by state underscore the importance of message localization and pilot testing.
• Utilizing local spokespersons is recommended over stock spokespersons to enhance campaign effectiveness.