Process Evaluation of the ‘No Money No Time’ Healthy Eating Website Promoted Using Social Marketing Principles. A Case Study

Abstract

Background: Reaching and engaging individuals, especially young adults, in web-based prevention programs is challenging. ‘No Money No Time’ (NMNT) is a purpose built, healthy eating website with content and a social marketing strategy designed to reach and engage a young adult (18–34 year olds) target group. The aim of the current study was to conduct a process evaluation of the 12-month social marketing strategy to acquire and engage NMNT users, particularly young adults. Methods: a process evaluation framework for complex interventions was applied to investigate the implementation of the social marketing strategy component, mechanisms of impact and contextual factors. Google Analytics data for the first 12 months of operation (17 July 2019 to 17 July 2020) was evaluated. Results: in year one, 42,413 users from 150+ countries accessed NMNT, with 47.6% aged 18–34 years. The most successful channel for acquiring total users, young adults and return users was via organic search, demonstrating success of our marketing strategies that included a Search Engine Optimisation audit, a content strategy, a backlink strategy and regular promotional activities. For engagement, there was a mean of 4.46 pages viewed per session and mean session duration of 3 min, 35 s. Users clicked a ‘call-to-action’ button to commence the embedded diet quality tool in 25.1% of sessions. The most common device used to access NMNT (63.9%) was smartphone/mobile. Engagement with ‘quick, cheap and healthy recipes’ had the highest page views. Conclusions: findings can inform online nutrition programs, particularly for young adults, and can apply to other digital health programs.

Online reach and engagement of a child nutrition peer-education program (PICNIC): insights from social media and web analytics

“…The relatively high proportion of user acquisitions from organic search reported in this study (43.8%) is consistent with that reported for other health or parenting information websites. For instance, 51.9% of visits to ‘No Money No Time’, a healthy eating website targeting young people in Australia [ 55 ], and as much as 90% of visits to babysleep.com , an international baby sleep information website [ 56 ], were acquired through search engines. Considering parents often seek parenting information on the Internet [ 10 , 13 ], this highlights the importance of search engine optimization (SEO) [ 57 ] to make sure users find the website when searching for a relevant topic online.…”

“…In addition to PICNIC specific recommendations, this table provides general considerations for using web and social media analytics that is applicable to any type of online health intervention that includes a planned social media component. We have also been guided by useful recommendations of others about online recruitment [ 58 ], the methodological and ethical consideration of using a website and/or social networks for health promotion or behaviour change interventions [ 22 , 25 , 37 , 55 , 68 , 69 ], and the application of social marketing principles [ 35 , 70 ]. Despite challenges, web and social media analytics can provide useful insights into intervention program content and strategy improvements.…”

Exploring the design and utility of an integrated web-based chatbot for young adults to support healthy eating: a qualitative study

“… Experts in dietary behaviour change in young adults (referred to as ‘dietary experts’ from herein ). Current users of a purpose-built healthy eating website ( https://nomoneynotime.com.au/ [ 24 , 25 ]) and aged 18–35 years ( referred to as ‘current website users’ from herein ). Experts in chatbot design (referred to as ‘chatbot experts’ from herein ).…”

“…Current users of a purpose-built healthy eating website ( https://nomoneynotime.com.au/ [ 24 , 25 ]) and aged 18–35 years ( referred to as ‘current website users’ from herein ).…”

“…Participants from stakeholder groups one (dietary experts) and three (chatbot experts) were considered experts based on their experience and/or relevant research outputs and were identified through (i) previously established contacts (ii) a search on Google and Google Scholar and (iii) exploring reference lists of relevant research [ 2 , 4 , 26 ]. Participants from stakeholder group two (current website users) were purposively selected from a database of users who had signed up to an account on our purpose-built healthy eating website (‘No Money No Time’: https://nomoneynotime.com.au/ [ 24 , 25 ]) and answered “yes” to the following question “Do you agree to be contacted about future studies from the University of Newcastle” when completing the embedded brief, validated dietary quality assessment tool (Healthy Eating Quiz) [ 27 – 29 ].…”