一个WIC机构的滴滴营销活动得到了很好的接待,并提高了项目参与和保留率:一个准实验性研究
Jennifer Chancay1, Susan M Gross2, Kevin Koegel3
1Pima County Health Department, Tucson, Arizona.
Journal of the Academy of Nutrition and Dietetics
|August 1, 2024
概括
像WICBuzz这样的短信活动显著促进了妇女,婴儿和儿童 (WIC) 特殊补充营养计划的参与和保留. 参与者还报告说,他们对WIC服务的知识增加和积极的看法.
科学领域:
- 公共卫生 营养 公共卫生 营养
- 卫生沟通健康沟通
- 项目评价 项目评价
背景情况:
- 关于短信在妇女,婴儿和儿童特殊补充营养计划 (WIC) 中对儿童留守的影响的了解有限.
- 研究新的沟通策略对于优化WIC计划的有效性和参与者的参与至关重要.
研究的目的:
- 评估WICBuzz的有效性,一个短信营销活动,在WIC参与者保留和参与方面.
- 为了比较使用WICBuzz的WIC机构和接受标准护理的对照WIC机构之间的结果.
- 评估WIC参与者对WICBuzz活动提供的附加值的看法.
主要方法:
- 采用了一种准实验性设计,在实施前和后进行测量.
- 综合了WIC管理信息系统数据的定量分析和参与者调查数据的定性分析.
- 倾向性得分权重和差异模型用于统计分析.
主要成果:
- WICBuzz活动与重新认证率的6.7%增加和保留率的7.4%增加有关.
- 与对照组相比,干预组的家庭WIC参与率显著增加10.9%.
- 大多数WICBuzz受益者报告说,他们增强了WIC知识,并对该计划的价值有了更好的看法.
结论:
- 短信活动,如WICBuzz,证明了改善参与和保留WIC计划的潜力.
- 有针对性的消息传递可以提高参与者对WIC服务的理解和欣赏.
- 移动通信策略为加强公共卫生营养计划推广提供了一个有希望的途径.
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