OBJECTIVE: To show how marketing methods can be used to distribute and evaluate a health promotion intervention. METHODS: Mass media promotion was used to communicate a physical activity resource. Brief telephone interviews were used to screen callers and recruit participants into a controlled trial. Follow-up was conducted 3 months later. RESULTS: Information was gained about the attitudes and motivation of callers. The majority of participants (study and control) made significant changes in their activity levels. CONCLUSION: The study demonstrated that even when mass media channels are used, market segmentation can be achieved and program evaluation conducted.
OBJECTIVE: To show how marketing methods can be used to distribute and evaluate a health promotion intervention. METHODS: Mass media promotion was used to communicate a physical activity resource. Brief telephone interviews were used to screen callers and recruit participants into a controlled trial. Follow-up was conducted 3 months later. RESULTS: Information was gained about the attitudes and motivation of callers. The majority of participants (study and control) made significant changes in their activity levels. CONCLUSION: The study demonstrated that even when mass media channels are used, market segmentation can be achieved and program evaluation conducted.