ArticleJournal of medical Internet research2019
Digital Marketing to Promote Healthy Weight Gain Among Pregnant Women in Alberta: An Implementation Study.
Article in Journal of medical Internet research, 2019. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 17 papers, 1 of them a synthesis that pooled it.
What it found
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The trial behind it
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Who cites it
17 citing papers in PubMed, 1 synthesis or guideline pooled it, 37 citations in OpenAlex.
- Evaluating Messaging on Prenatal Health Behaviors Using Social Media Data: Systematic Review.Journal of medical Internet research · 2023Pooled it
- Conditions for the Successful Integration of an eHealth Tool "StopBlues" Into Community-Based Interventions in France: Results From a Multiple Correspondence Analysis.Journal of medical Internet research · 2022Trial
- Using Social Media Marketing to Improve Retention of Children in the Special Supplemental Nutrition Program for Women, Infants, and Children: Implementation Study.JMIR public health and surveillance · 2025Article
- Prenatal alcohol exposure before pregnancy awareness: a thematic analysis of online forum comments and misinformation.Frontiers in public health · 2025Article
- Assessment of the general public's knowledge of atrial fibrillation through social media: a cross-sectional study.BMC nursing · 2023Article
- Growing and Glowing: A Digital Media Campaign to Increase Access to Pregnancy-Related Health Information for Black Women During the COVID-19 Pandemic.Health promotion practice · 2023Article
- Tailoring Perinatal Health Communication: Centering the Voices of Mothers at Risk for Maternal Mortality and Morbidity.International journal of environmental research and public health · 2022Article
- Social Media Recruitment Strategies to Recruit Pregnant Women Into a Longitudinal Observational Cohort Study: Usability Study.Journal of medical Internet research · 2022Observational
- An Overview of Innovative Approaches to Support Timely and Agile Health Communication Research and Practice.International journal of environmental research and public health · 2022Review
- Use of a Paid Digital Marketing Campaign to Promote a Mobile Health App to Encourage Parent-Engaged Developmental Monitoring: Implementation Study.JMIR pediatrics and parenting · 2022Article
- Evaluation of a Social Media Campaign in Saskatchewan to Promote Healthy Eating During the COVID-19 Pandemic: Social Media Analysis and Qualitative Interview Study.Journal of medical Internet research · 2021Article
- Impact of remote prenatal education on program participation and breastfeeding of women in rural and remote Indigenous communities.EClinicalMedicine · 2021Article
- Building Strong Futures: The Feasibility of Using a Targeted Digital Media Campaign to Improve Knowledge About Pregnancy and Low Birthweight Among Black Women.Maternal and child health journal · 2021Article
- Engagement design in studies on pregnancy and infant health using social media: Systematic review.Preventive medicine reports · 2020Review
- Analysis of Answers to Queries among Anonymous Users with Gastroenterological Problems on an Internet Forum.International journal of environmental research and public health · 2020Article
- A Software Tool Aimed at Automating the Generation, Distribution, and Assessment of Social Media Messages for Health Promotion and Education Research.JMIR public health and surveillance · 2019Article
- Dietary interventions using Facebook: a systematic review.Porto biomedical journalReview
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
4 authors at 2 institutions in 1 country.
Funding
No grant is acknowledged in the PubMed record.
Abstract
backgroundAs the use of digital media for health promotion has become increasingly common, descriptive studies exploring current and innovative marketing strategies can enhance the understanding of effective strategies and best practices.
objectiveThis study aims to describe the implementation of a provincial digital media campaign using complementary advertising platforms to promote healthy pregnancy weight gain messages and direct a Web audience to a credible website.
methodsThe digital media campaign occurred in 3 phases, each for 8 weeks, and consisted of search engine marketing using Google AdWords and social media advertising through Facebook. All advertising materials directed users to evidence-based pregnancy-related weight gain content on the Healthy Parents, Healthy Children website.
resultsGoogle Ads received a total of 43,449 impressions, 2522 clicks, and an average click-through rate (CTR) of 5.80%. Of people who clicked on a Google ad, 78.9% (1989/2522) completed an action on the website. Across all Facebook advertisements, there were 772,263 impressions, 14,482 clicks, and an average CTR of 1.88%. The highest-performing advertisement was an image of a group of diverse pregnant women with the headline "Pregnancy weight is not the same for every woman."
conclusionsThis study supports the use of digital marketing as an important avenue for delivering health messages and directing Web users to credible sources of information. The opportunity to reach large, yet targeted audiences, along with the ability to monitor and evaluate metrics to optimize activities throughout a campaign is a powerful advantage over traditional marketing tactics. Health organizations can use the results and insights of this study to help inform the design and implementation of similar Web-based activities.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.