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Novel research Recruitment Strategies

Learn about online and traditional recruitment strategies for medical research studies, including online advertisements, web design, and optimization techniques. Explore tools for secure data collection and engagement opportunities.

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Novel research Recruitment Strategies

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  1. Novel research Recruitment Strategies Stephen Juraschek, MD PhD

  2. Learning Objectives • Become familiar with various forms of online and traditional advertisements to direct traffic to a study website as well as traffic monitoring tools • Discover tools for web design, secure data collection, web referrals, engagement opportunities • Be introduced to advanced techniques in recruitment optimization (A/B/n testing) as a tool to improve messaging and increasing recruitment yields

  3. Recruitment Framework Agnostic (trial-based) vs. Ethnographic research

  4. Media Goals • Inform • Applicable • Match values/interests • Excite • Peak interest for participants to seek more information • Traditional approaches: • Newspaper ads • Mailed/hand-delivered brochures • Fliers

  5. Online Advertisements • Banner advertisements: • Brief description (~30 sec on Facebook) • Link to additional information • Cost primarily based on clicks • Varies based on demand to display ad to your target audience • Exception: Facebook charges to display ad

  6. Facebook Advertisements

  7. Facebook Ad Appearance

  8. Google Adwords: Display Network

  9. Google Adwords: Search Network

  10. Google Ad Appearance

  11. Facebook versus Google versus Standard Techniques

  12. Targeting “Marry the right person in the right place at the right time.” (“Life’s Obligations,” Ensign, February 1999)

  13. Targeting • Traditional: • Purchased contacts • Fairs/events with target of interest • Chart reviews

  14. Online Ads • Data gathered by Facebook, Google • Demographic data • Interests, behaviors • Prior online activities • Geography (IP address)

  15. Designing Ads: Facebook

  16. Designing Ads: Facebook

  17. Facebook Ad Summary

  18. Implementation: Designing Google Ads

  19. Monitor Response:Google Analytics

  20. Google analytics: Demographics

  21. Google analytics: Geography

  22. Early insights • Online targeting differs from traditional targeting • Demographics seem to be more reliable online than interests • Geographic radius can be important

  23. Response media: website • Traditional: phone, mail, email, clinic visit • Website opportunity: • Accessible (transcends time/place) • Very informative • Adapt content (via randomized experiments)

  24. Important considerations • Security for data collection • Qualtrics • IRB review of content • Anticipate adaptations • Ease of use • Trust

  25. Case: Participant reply to mailers • Two community-based trials • SPIRIT: cancer survivors, age 35+ years • STURDY: seniors, age 70+ years • Mailed brochure: • SPIRIT: no mention of website • STURDY: website listed as option for reply • Number of people signing up online from mailers: • SPIRIT: 0 • STURDY: 147

  26. Staff Response • Tracking • Timeliness • Quality of response • Require complete contact information • Engendering interest

  27. Opportunity for Optimization • Randomized trials • Ads: Facebook, Google • Website content: Optimizely • Enrollment form: Qualtrics • Agnostic approach vs. ethnographic research • Goal: precision recruiting

  28. Facebook Randomization • Case: • Spirit response to logo • Spirit response to title • Sturdy response to film

  29. Trial of Logo

  30. Trial of Title

  31. Trial of website content

  32. Other opportunities • Online referrals • Social engagement and retention • Online community • Social media • Privacy • Reputation management

  33. Acknowledgements ICTR: Cheryl Denison PhD, RN; Crystal Evans, MS Collaborators: Tim Plante MD, MHS; Pete Miller MD, PhD; Manuel Hermosilla, PhD Study Principal Investigators: Larry Appel, MD, MPH; Jessica Yeh, PhD; Jeanne Charleston, RN, STURDY & SPIRIT teams Team: Manik Arora, BS; Olive Tang, BA; Seamus Wang; Simon Zhang

  34. Appendix

  35. Resources • Web editor: Weebly • Domain name purchases: • Godaddy, Hover • Website randomization: Optimizely • PHI security: Qualtrics

  36. IRB Considerations “We would like to use paid banner ads on websites (Google, Facebook, and possibly other sites) that direct individuals to a STURDY landing page. By necessity, the ads must be brief. We intend to use text and images that we use in other IRB-approved recruitment materials. We ask for flexibility in selecting and changing these images and text in the banner ads, as long as they are drawn from IRB approved-materials. Sample text and images are attached.  Note - this is not a social media platform - screenees will not be able to identify or contact other individuals. Hence, there is no exchange of PHI.” Larry Appel, MD MPH

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