Installation, growth, and retention metrics.

BackgroundSkin-related neglected tropical diseases (sNTDs) remain a significant public health challenge in Cameroon, where limited resources, training, and infrastructure hinder early diagnosis and management. The World Health Organization (WHO) has developed the SkinNTDs app version 3.0 as a digital solution to assist frontline healthcare workers (FHWs) in recognizing and managing sNTDs. As utilization will rely on a high degree of awareness among FHWs, a dedicated and effective marketing plan is required. This study describes the design, implementation, and evaluation of a structured marketing plan to promote the app among FHWs in Cameroon.MethodsWe conducted a pilot quasi‑experimental before‑and‑after study comparing three 6‑month phases—pre‑campaign, campaign, and post‑campaign. The multi‑channel marketing campaign combined communications via WhatsApp, in‑person training sessions, video presentations, and email outreach. Google Play Console Analytics provided monthly metrics on store listing visits, downloads, installations, uninstalls, and retention.ResultsDuring the campaign (1 April 2024–30 September 2024), store page visits totaled 961, yielding 616 downloads (conversion rate = 64.1%) and the app was installed 751 times; new-user acquisition exceeded 81.6%. Net installs surged by 227.3% in April and 140.4% in May, with retention above 88%. ANOVA revealed significant period effects on growth rate (p = 0.007, ε² = 0.591), loss rate (p = 0.011, η² = 0.452), churn rate (p = 0.003, η² = 0.532), and retention rate (p = 0.003, η² = 0.532), with campaign performance superior to pre‑ and post‑campaign phases. Interrupted time series analyses found gradual adoption and sustained retention following intervention start, but significant decrease at campaign end.ConclusionA context‑adapted, multi‑channel marketing strategy markedly improved adoption and retention of the WHO SkinNTDs app among Cameroonian FHWs. Digital (WhatsApp, videos) and face‑to‑face (training) channels were complementary. Sustained integration into routine health activities and automated re‑engagement tools are recommended to maintain long‑term use and inform scale‑up in other endemic settings.背景：皮肤相关被忽视热带病（skin-related neglected tropical diseases, sNTDs）在喀麦隆仍是一项重大公共卫生挑战，当地资源、培训与基础设施的匮乏严重阻碍了此类疾病的早期诊断与规范管理。世界卫生组织（World Health Organization, WHO）开发了3.0版SkinNTDs应用程序，作为协助一线医护人员（frontline healthcare workers, FHWs）识别并管理皮肤相关被忽视热带病的数字化解决方案。由于该应用的推广效果依赖一线医护人员的高度认知，因此亟需制定专门且有效的营销方案。本研究详述了一项结构化营销方案的设计、实施与评估流程，旨在喀麦隆的一线医护人员群体中推广该应用。 方法：本研究开展了一项准实验性前后对照研究，对比三个连续的6个月阶段：活动前阶段、活动开展阶段与活动后阶段。本次多渠道营销活动整合了WhatsApp通讯、线下培训课程、视频演示以及邮件推广等多种传播方式。通过谷歌应用商店控制台分析工具（Google Play Console Analytics），我们获取了应用商店页面访问量、下载量、安装量、卸载量与用户留存率等月度监测指标。 结果：本次活动开展时段为2024年4月1日至2024年9月30日，期间应用商店页面总访问量达961次，累计产生616次下载（转化率为64.1%），应用累计安装量达751次；新用户获取率超过81.6%。净安装量在4月飙升227.3%，5月增长140.4%，用户留存率高于88%。方差分析（Analysis of Variance, ANOVA）结果显示，阶段效应对增长率（p=0.007, ε²=0.591）、损耗率（p=0.011, η²=0.452）、客户流失率（p=0.003, η²=0.532）以及留存率（p=0.003, η²=0.532）均存在显著影响，且活动开展阶段的各项指标表现均优于活动前与活动后阶段。中断时间序列分析（interrupted time series analyses）显示，干预启动后用户采用量呈逐步上升态势且留存情况持续稳定，但在活动结束时出现显著下降。 结论：适配喀麦隆当地场景的多渠道营销策略，显著提升了当地一线医护人员对世界卫生组织SkinNTDs应用的采用率与留存率。数字化渠道（WhatsApp、视频演示）与线下培训渠道形成了良好互补。建议将该应用持续融入日常卫生工作流程，并配置自动化的用户重激活工具，以维持长期使用效果，同时为其他流行地区的规模化推广提供决策参考。