@Article{信息:doi 10.2196 / / jmir。1127，作者=“Gosselin, Pierre and Poitras, Philippe”，标题=“在健康促进中使用互联网病毒式营销软件平台”，期刊=“J Med Internet Res”，年=“2008”，月=“11”，日=“26”，卷=“10”，数=“4”，页=“e47”，关键词=“互联网;病毒式营销;电子邮件营销;电子邮件;健康促进;人与人之间的交往;背景:卫生相关网站已成为公共卫生部门向公众宣传其健康促进信息和计划的常用工具。然而，对政府健康促进网站来说，在混乱的健康互联网世界中建立流量正变得越来越复杂、昂贵和具有挑战性。2006年，加拿大卫生网络(CHN)，一个由加拿大公共卫生局(PHAC)和大约20个卫生非政府组织(ngo)组成的合作方案，正在寻找一种负担得起的营销工具，向特定人群推广其网站和内容。 Objective: To test new and innovative marketing tools for a health promotion website in Canada. Methods: Within the context and constraints of a governmental health promotion website, an adaptation of a commercial Internet viral marketing software platform was developed and implemented under the name ``The Crazy Race''. This process was done interactively between seven NGOs and the CHN staff. The communication objectives were (a) to provide a meaningful visit that could communicate important public health messages, and (b) to increase subscriptions to its e-newsletter. A nine-step standardized Web-user experience (Internet path) was thus defined and experimented with under a pre-determined operating budget of less then Can{\$}50,000, mainly paid for by participating organizations on a pay-per-performance basis. Results: An initial group of 215 people were sent an invitation to participate in the campaign. Over its 15-day duration, the campaign generated by itself and without any media support a total of 110,200 Web user participants who registered and sent a total of 439,275 invitations (2{\%} of the Canadian Web-user population of 21.8 million in 2006). The epidemic self-dissemination of the campaign occurred in both French and English populations and spread across all age groups. Two-thirds of the participants were women. Conclusions: The use of an Internet viral marketing platform proved to be effective in bringing thousands of Web users to discover and explore a governmental health promotion website. The exponential growth of the person-to-person dissemination generated by the campaign indicates that public health messages have high viral propagation potential on the Internet (``virulence'') when they are presented in the context of an enjoyable online game. This could constitute a promising method to create affordable mass audience public health campaigns, both in Canada and internationally. ", issn="1438-8871", doi="10.2196/jmir.1127", url="//www.mybigtv.com/2008/4/e47/", url="https://doi.org/10.2196/jmir.1127", url="http://www.ncbi.nlm.nih.gov/pubmed/19033151" }