https://www.bloomberg.com/news/articles/2021-09-25/to-reach-vaccine-holdouts-scientists-take-a-page-from-digital-marketing
This article was very enlightening to me given the CPA is really a cost per action (versus the definition of cost per acquisition and not necessarily based on completing a sale / transaction). More broadly, the article discusses digital marketing from a public health standpoint (versus revenue generation). The article notes how companies use online ads to best promote their products with the ultimate goal of getting to a sale using varying techniques such as color schematics, typefaces, etc. and how the United Nations, Yale Institute for Global Health and Vaccination Demand Observatory have recently partnered with Facebook to lead the charge in applying the same concepts companies use in their online ad campaigns to determine how best to promote COVID vaccinations. The article also points out different cultural and regional perspectives on digital marketing campaigns and the need to tweak digital ads to the respective target audiences to deliver the highest CPA (while obvious certainly very interesting).
1 comment:
I was also intrigued by this article, I found it fascinating that digital marketing techniques can be used to positively impact public health. It is interesting to see how A/B testing is aiding officials in delivering the best performing message depending on a viewers culture or geographic region. I believe this is a great start to better promote public health throughout the world and hope officials continue to utilize these techniques for other issues that extend beyond Covid.
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