医学影响:成功是什么样子的?
Diane Wintz1,2, Kelly Wright3, Kathryn B Schaffer4
1Jay's Heart, a Private Corporation Registered in San Diego, 7660-H Fay Avenue #154, La Jolla, CA 92037, USA.
Palliative care and social practice
|November 14, 2024
概括
对医疗内容的社交媒体推广产生了较低的网站参与度. 像TikTok和Instagram这样的平台上的付费社交媒体广告并没有推动网站访问或播客粉丝,尽管观看次数很高.
科学领域:
- 医学教育 医学教育
- 数字健康沟通数字健康沟通
- 社交媒体营销是社交媒体营销.
背景情况:
- 社交媒体影响者通过短视频有效地吸引观众.
- 医疗团队可以利用社交媒体进行患者教育.
- 定义医疗社交媒体活动的成功指标是一项挑战.
研究的目的:
- 为了评估社交媒体推广医疗播客的有效性.
- 评估受众参与度和网站流量由社交媒体的努力产生的.
- 为了比较有机和付费社交媒体推广的影响.
主要方法:
- 通过Instagram和TikTok推广了一个关于生命结束讨论的教育播客.
- 播客集在三个月内发布,并由Spotify推广.
- 在平台和促销类型之间比较了网站浏览量和社交媒体参与度指标.
主要成果:
- 有机Spotify推广导致了10,400次推广和486名听众.
- 付费的Instagram和TikTok促销活动获得了超过5万次视频观看,但没有访问网站或追随者.
- 社交媒体平台上的付费促销是昂贵的,并且在推动所需结果方面无效.
结论:
- 目前的社交媒体推广策略不足以引起对医疗播客的重大兴趣.
- 医疗团队应该考虑战略性付费推广和营销专业知识,以更好地覆盖.
- 需要在社交媒体算法中提高透明度,以定义和实现医学内容传播的成功.
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