Ehrlich PF, Costello B, Randall A. Am. J. Surg. 2019; ePub(ePub): ePub.
Affiliation
Department of Surgery, Section of Pediatric Surgery CS Mott Children's Hospital, University of Michigan School of Medicine, Ann Arbor, MI, 48109, USA. Electronic address: randalam@med.umich.edu.
BACKGROUND: Distracted driving(DD) is a public health threat. We initiated a DD program where the objective was to attract parents to a website to download a parent tool box. We report the effectiveness of media strategy.
METHODS: An evidence based interactive DD website was developed which provided a parent tool box. Two different digital media strategies were used. Parent(P)/Teen(T) focus groups were used. Analytics, orders during each media strategy are reported as well the results of the focus group.
RESULTS: There were 73972 visits (>2 min) to the site. The tool box was downloaded/ordered from 10 different countries and 50 states. There were 603 requests via the internet for tools kits, 159 in the first campaign and 444 in the second campaign. Average website time increased from 2.33 min in media campign 1-5.29 min in campaign 2. The focus groups reported the: website was "very useful" in 9/15-P vs 10/15- T.
CONCLUSION: Contextual placement digital advertising and focused social media was more effective in attracting parents to the website, and increased downloads. LEVEL OF EVIDENCE: III. TYPE OF STUDY: prospective/retrospective study with economic and valued based evaluations.