Marketing to Increase Participation in a Web-Based Continuing Medical Education Cultural Competence Curriculum

Autor/inn/en	Estrada, Carlos A.; Krishnamoorthy, Periyakaruppan; Smith, Ann; Staton, Lisa; Korf, Michele J.; Allison, Jeroan J.; Houston, Thomas K.
Titel	Marketing to Increase Participation in a Web-Based Continuing Medical Education Cultural Competence Curriculum
Quelle	In: Journal of Continuing Education in the Health Professions, 31 (2011) 1, S.21-27 (7 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0894-1912
DOI	10.1002/chp.20097
Schlagwörter	Medical Education; Quasiexperimental Design; Health Programs; Hypertension; Public Health; Marketing; Internet; Participation; Physicians; Patients; Web Sites; African Americans; Statistical Analysis; Cross Cultural Training; Interpersonal Competence; Control Groups; Alabama + Suchen Sie Ihr Suchwort? Medizinische Ausbildung; Bluthochdruck; Hypertonie; Gesundheitswesen; Teilnahme; Physician; Doctor; Arzt; Patient; Web-Design; Afroamerikaner; Statistische Analyse; Interkulturelle Orientierung; Interpersonale Kompetenz
Abstract	Introduction: CME providers may be interested in identifying effective marketing strategies to direct users to specific content. Online advertisements for recruiting participants into activities such as clinical trials, public health programs, and continuing medical education (CME) have been effective in some but not all studies. The purpose of this study was to compare the impact of 2 marketing strategies in the context of an online CME cultural competence curriculum (www.c-comp.org). Methods: In an interrupted time-series quasi-experimental design, 2 marketing strategies were tested: (1) wide dissemination to relevant organizations over a period of approximately 4 months, and (2) Internet paid search using Google Ads (5 consecutive 8-week periods--control 1, cultural/CME advertisement, control 2, hypertension/ content advertisement, control 3). Outcome measures were CME credit requests, Web traffic (visits per day, page views, pages viewed per visit), and cost. Results: Overall, the site was visited 19,156 times and 78,160 pages were viewed. During the wide dissemination phase, the proportion of visits requesting CME credit decreased between the first (5.3%) and second (3.3%) halves of this phase (p = 0.04). During the Internet paid search phase, the proportion of visits requesting CME credit was highest during the cultural/CME advertisement period (control 1, 1.4%; cultural/CME ad, 4.3%; control 2, 1.5%; hypertension/content ad, 0.6%; control 3, 0.8%; p less than 0.001). All measures of Web traffic changed during the Internet paid search phase (p less than 0.01); however, changes were independent of the advertisement periods. The incremental cost for the cultural advertisement per CME credit requested was US $0.64. Discussion: Internet advertisement focusing on cultural competence and CME was associated with about a threefold increase in requests for CME credit at an incremental cost of under US $1; however, Web traffic changes were independent of the advertisement strategy. (Contains 2 tables and 2 figures.) (As Provided).
Anmerkungen	John Wiley & Sons, Inc. Subscription Department, 111 River Street, Hoboken, NJ 07030-5774. Tel: 800-825-7550; Tel: 201-748-6645; Fax: 201-748-6021; e-mail: subinfo@wiley.com; Web site: http://www3.interscience.wiley.com/browse/?type=JOURNAL
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10