Comparative analysis of the takzdorovo.ru internet portal within the framework of a communication campaign aimed at the motivation of citizens of the Russian Federation to lead a healthy lifestyle

Abstract

Objective. To evaluate the results of the information and communication campaign to promote a healthy lifestyle through a comparative analysis of the use of the takzdorovo.ru Internet portal in 2018–2019.Methods. Comparative analysis of the use of the Internet portal takzdorovo.ru in 2018–2019. was carried out by analyzing the data of the Yandex.Metrica web analytics system. As a source of information on the prevalence of risk factors from 2018 to 2019 we used data from a sample observation of behavioral factors affecting the health status of the population and the compilation “Healthcare in Russia – 2019” by Rosstat, as well as data from surveys of VTsIOM and the Public Opinion Foundation.Results. The total number of visits to the Internet portal takzdorovo.ru after the information and communication campaign increased by 6,4 times. In 2018, the number of unique visitors to the Internet portal reached 449,302 people, in 2019 – 1,82 million people, an increase of 4 times. The number of page views on the site during the reporting period increased by 8,6 times. Also, a number of behavioral characteristics of users of the takzdorovo.ru Internet portal have improved, for example, attendance by time of day, from various types of devices, page viewing depth, number of failures and duration of the visit on the takzdorovo.ru Internet portal.Conclusion. Conducting a communication campaign within the framework of the federal project “Strengthening Public Health” of the national project “Demography” made it possible to attract citizens to use a reliable Internet resource about healthy lifestyles, which is filled by leading experts in the field of health protection.The conducted communication campaign has demonstrated the effectiveness of attracting the target audience to information materials on the preservation and promotion of health, and indicates the need to support and replicate this experience in order to attract and further motivate the population to lead a healthy lifestyle.