Proximity Marketing and STI Prevention
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Toronto Public Health used proximity marketing through Bluetooth and mobile apps to deliver sexual health information and resources to youth. They conducted several campaigns using a tool called Hypertag to wirelessly deliver content like websites and videos to phones of youth. These campaigns achieved conversion rates of 21-30% of recipients accessing the delivered content. The campaigns aimed to increase awareness of sexual health services and testing in a discreet way that respects privacy.
![Thank you for your time! Please contact us with any questions, comments or interesting ideas! Michelle Hamilton-Page Sexual Health Educator/Social Media Lead Toronto Public Health Phone: 416 338-6295 Email: [email_address]](https://image.slidesharecdn.com/netchangemobilestrategyslides-100616095045-phpapp01/85/Proximity-Marketing-and-STI-Prevention-28-320.jpg)
Proximity Marketing and STI Prevention
- 1. Proximity Marketing and STI Prevention Presented by Michelle Hamilton-Page Sexual Health Promotion Toronto Public Health
- 2. Toronto Public Health’s (TPH) sexual health new media strategy inSPOT Toronto Checking Up On Chlamydia TOHealth: providing the first mobile platform for reliable, transferable sexual health information TOHealth Java App. TOHealth Facebook Ad, Fan Page (Mumps clinics, CDC)
- 3. Toronto Public Health’s (TPH) sexual health new media strategy In 2009, there were 22 million wireless subscribers Younger households, 35% of households comprised of just youth between 18-34 rely exclusively on cell phones Canadians sent 7.8 billion person to person text messages in Jan-March 2009. (Stats Canada; Canadian Wireless Telecommunications Association; Strategy Magazine, Sept. 2009.)
- 4. Toronto Public Health’s (TPH) sexual health new media strategy Cell phone is considered more personal and direct (than internet and email) and in a healthcare context SMS has several advantages (The role of mobile phones in increasing accessibility and efficiency in healthcare, Analysis of calls NHS Direct, March 2006)
- 5. Bluetooth Marketing Putting health information into the hands of youth
- 6. Hypertag: A Brief Overview Hypertag delivers digital content directly into mobile handsets using a wireless data transfer connection to create a connection with Bluetooth or infrared enabled phones.
- 7. Proximity Marketing and Health Communication Connecting to youth in an effective and relevant way achieved through Bluetooth marketing with Hypertag Delivers digital content into the mobile handsets of consumers FREE of charge
- 8. Proximity Marketing and Health Communication FREE To consumer since it does not require network connection Carrier agnostic Not specific to any one carrier Fully trackable Provides information like the date, time, model#, success, failure, etc.
- 9. Proximity Marketing and Health Communication Consent Receive health info upon agreeing to accept message Tangible Recall A campaign’s message is extended as long as the content remains in the mobile phone. Discreet Sensitive messages can be delivered without requiring any personal information in return
- 10. Images Ringtones Games Mobile Websites Applications Contests Video MP3s…etc… What can be delivered?
- 13. inSpot Toronto In December 2007, Toronto Public Health launched a Hypertag Pilot campaign for inSPOT Toronto to deliver a bookmark to the website directly into the handsets of gay men, and men who have sex with men in Toronto’s gay community.
- 14. inSPOT Toronto Campaign Hypertag delivered the inSPOT message into mobile handsets within a 4 hour period over 5 nights. Summary: 1463 Audience Alerts, 317 downloads= 21.7% conversion rate
- 15. inSPOT Toronto Electronic Bookmark (animated jif)
- 16. TOHealth Mobile Strategy Rationale Why a mobile outreach strategy? Research with young women aged 16-24 in priority neighbourhoods in Toronto indicated that youth use their social network to obtain information about sexual health, recommendations for care, and personal support. (Generating Local Knowledge for Local Solutions, TPH, 2006) TOHealth provides a platform for Peer to Peer dissemination of reliable sexual health information.
- 17. Chlamydia Campaign Proximity Marketing Goal of Hypertag campaign to raise awareness, and send youth for more information to contact points. Summary: 306 Audience Alerts, 109 downloads= 30% conversion rate
- 18. Chlamydia Campaign Electronic Bookmark (animated jif)
- 19. Chlamydia Campaign Proximity Marketing Delivered over 5 days to 6 high schools as part of a Gr. 11 health promotion assembly. Electronic bookmark delivered through 4 wearable units at end of assembly. Animated gif which reflects look of posters/condom cards placed in cell phones.
- 21. TOHealth Service 15 scripts, built in consultation with Planned Parenthood Toronto staff and youth advisory Scripts: provide keywords to shortcode 365247, info on clinics, STI prevention, testing and treatment, birth control info., youth-centred counseling, sexual decision making. Standard rates apply.
- 24. TOHealth, Java Application and Proximity Marketing TOHealth Java App developed to “point a cell phone” to the service Rolled out with Proximity Marketing at malls in priority neighbourhoods to Toronto youth 18% conversion rate Jump in TOHealth user rates Java App goes online for internet downloads
- 25. What’s Next in mobile services at TPH?
- 26. Evaluation of Proximity Marketing Campaigns Number of alerts, number of downloads, conversion rate Model of phones – useful for text messaging campaign Challenge is to close loop with technology – inSPOT – clinic questionairre High Schools/Mall outreach Measure impact on service ussage.
- 27. Hypertag: In Health Communication Results Highlights for Toronto Public Health Proximity marketing campaigns using Hypertag: inSPOT Toronto campaign: 21.7% conversion rate Chlamydia Campaign: 30% Conversion rate Mumps Campaign: 39% Conversion rate TOHealth Mall Campaign 18% Conversion Rate inSPOT Toronto results are in line with typical infield Hypertag campaigns which experience an average conversion rate of 20%+
- 28. Thank you for your time! Please contact us with any questions, comments or interesting ideas! Michelle Hamilton-Page Sexual Health Educator/Social Media Lead Toronto Public Health Phone: 416 338-6295 Email: [email_address]
Editor's Notes
- #12: Add piece from Generating Local Knowledge -influence of peers – women used their social network to obtain information about sexual health, recommendations for care, and personal support – important roll of peers in delivering information – if they heard sexual health from someone their own age, it would make it easier for them to relate to the issues. Use in Chlamydia campaign - Can seed campaign specific information in the first few slides, directing youth to other resources eg. website for more information
- #15: inSPOT Toronto results are in line with typical infield Hypertag campaigns which experience an average conversion rate of 20%+
- #25: Lessons learned – Scarborough Town Centre – huge amount of youth, need to find similar venue in north and west.
- #28: 1463 Audience Alerts 317 downloads