页面博士谷歌:从瘤治疗中心对直接面向消费者的数字广告进行表征
Katie M Huisman1, Mason K Whitaker2, Skyler B Johnson3
1College of Medicine, University of Arizona College of Medicine - Phoenix, Phoenix, USA.
Cureus
|April 22, 2025
概括
国家癌症研究所 (NCI) 指定的癌症中心大量利用通过谷歌广告的直接向消费者 (DTC) 营销,显示出显著的区域差异和中心之间的广告分配不平等.
科学领域:
- 瘤学和数字健康营销
背景情况:
- 直接向消费者 (DTC) 营销在医疗保健中越来越普遍,特别是在癌症治疗中心.
- 了解数字广告环境对于评估患者获得信息和服务的机会至关重要.
研究的目的:
- 通过谷歌搜索广告分析最活跃于直接向消费者 (DTC) 营销的医疗中心的特点和认证.
- 调查不同类型的癌症治疗中心对DTC营销的地理分布和利用模式.
主要方法:
- 分析了来自360个模拟搜索的817个付费谷歌广告,这些广告来自美国30个人口最多城市的360个模拟搜索.
- 癌症中心分为国家癌症研究所 (NCI) 指定,癌症委员会 (CoC) 认可,非CoC认可和非传统治疗中心.
- 根据城市,地区和特定搜索术语 (如"最佳癌症医生") 检查广告.
主要成果:
- 国家癌症研究所 (NCI) 指定的中心占分析的癌症治疗广告的51.2%.
- 观察到显著的地理差异,NCI中心占据了"最佳癌症医生"搜索广告的主导地位 (74.4%).
- 大多数NCI中心 (59.2%) 没有广告,而少数 (两个中心) 占NCI广告的80.2%;非传统中心在区域范围内从0-38%不等.
结论:
- 在数字DTC营销领域,NCI指定的癌症中心在数字DTC营销领域有着相当大的存在.
- 在癌症中心的广告努力中存在显著的区域差异.
- 不成比例的DTC广告来自少数癌症中心,这表明潜在的市场集中.
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