Proximity Marketing and STI Prevention

Proximity Marketing and STI Prevention Presented by Michelle Hamilton-Page Sexual Health Promotion Toronto Public Health

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)

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.)

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)

Bluetooth Marketing Putting health information into the hands of youth

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.

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

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.

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

Images
Ringtones
Games
Mobile Websites
Applications
Contests
Video
MP3s…etc…
What can be delivered?

Hypertag Download

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.

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

inSPOT Toronto Electronic Bookmark (animated jif)

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.

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

Chlamydia Campaign Electronic Bookmark (animated jif)

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.

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.

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

What’s Next in mobile services at TPH?

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.

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%+

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]

Proximity Marketing and STI Prevention

by Social Innovation Generation

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