Monday 16 June 2014

AdTags - converting an unmet to a met need

The first port of call for most people looking for information is Google.   Based on this reality, SXT ran a digital public health marketing campaigns last summer (see 05/08/13 blog post) using Google Adwords over six weeks across London.  During this time there were over 250,000 impressions, 864 clicks leading to 246 SXT clients who chose 163 specific providers [sexual health clinics, community services, GPs and pharmacies] for a one of four advertised services [Emergency contraception, STI testing, Contraception and Post Exposure Prophylaxis].

What was satisfying about the Google Adword approach was that it converted an unmet need in a Google search into a met need using SXT.  Assuming that every client who chose a provider in SXT actually visitied that venue then the return on investment was estimated to be £2.51 spent on Google Adwords for every provider chosen.  As impressive as this data is, SXT was keen to be there when an unmet need was identified in the real world and that is why it started to work with Connecthings (   An AdTag is a 10 x 10 adhesive tag that can be seen from the photograph below.

The AdTag is stuck outside a clinic (for use when the clinic is closed), on a reception desk (for when a patient is turned away) or behind a toilet door for discreet use on a hospital ward or in a social venue.  The top left part of the AdTag advertises the service whilst the upper right area gives the website and SMS number for those clients who do not have a smart phone.  The QR (2D barcode) is for iPhone access whilst the Near Field Communication (NFC) section takes the Android user to the landing page when their phone is held over the AdTag.

The first weekend an AdTag was installed in a social venue frequented predominantly by men who have sex with men a user was directed to SXT and then used the risk checking function of the site to identify that he needed post exposure prophylaxis to prevent HIV exposure and finally chose a venue providing this service.  The AdTag connection to SXT made it possible to convert an unmet into a met real world need.  If HIV transmission was prevented in this person, by early access to this time sensitive service, then it would have saved the NHS over £300,000 in lifetime costs.

Use of AdTags and SXT is confidential; however, both services have powerful analtyical tools to understand usage.  For example, every AdTag is geographicallly located so that when a connection is made this can mapped.  When SXT is used to provide information and locate a local service it is also possible to map the chosen service if one is selected by the client.  The two distinct services can be linked by the date & time of usage and the referral details.

Over the last week there have been seven unique connections.  Four were at a pharmacy reception, one outside a clinic and two from AdTags placed in toilets; one on an antenatal ward and the other in a social venue.   SXT plans to continue with this analysis and is currently looking for sponsors to support and build upon this novel way to assist individuals with an unmet need.