Marketing the "sex check": Evaluating recruitment strategies for a telephone-based HIV prevention project for gay and bisexual men
Marketing the "sex check": Evaluating recruitment strategies for a telephone-based HIV prevention project for gay and bisexual men
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DOI：
10.1521/aeap.2006.18.2.116
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发表时间：
2006-04-01
影响因子：
1.8
通讯作者：
Kalichman, SC
中科院分区：
文献类型：
--
作者：
McKee, MB;Picciano, JF;Kalichman, SC
为艾滋病毒预防研究设计有效的营销和招聘策略需要注意文化相关性、后勤障碍和获得服务的感知社会心理障碍。McGuire的沟通/说服矩阵（1985）指导了我们的评估，特别关注每个营销“渠道”（即策略）相对于所有呼叫者、合格呼叫者和登记呼叫者的数量的成功，以及接触到所谓的“难以服务”的个人。几乎所有的渠道都能成功地接触到特定的子群体。拉丁美洲人对海报反应积极，双性恋者对另一种（非同性恋）出版物的付费媒体反应积极，而先行者对家人和朋友的推荐反应积极。虽然使用了多种招聘策略，但有三种策略对项目的成功至关重要：(a)招聘人员出现在同性恋场所，(b)家人和朋友推荐（雪球技术），以及(c)在其他（非同性恋）当地报纸上刊登付费广告。每个渠道的资源分配和成本也都给出了。
Designing effective marketing and recruitment strategies for HIV prevention research requires attention to cultural relevance, logistical barriers, and perceived psychosocial barriers to accessing services. McGuire's communication/persuasion matrix (1985) guided our evaluation, with particular attention to success of each marketing "channel" (i.e., strategy) vis-a-vis the number of all callers, eligible callers, and enrolled callers, as well as reaching so-called "hard-to-serve" individuals. Nearly all channels offered success in reaching specific subgroups. Latinos responded favorably to posters, bisexuals responded favorably to paid media in an alternative (non-gay) publication, and precontemplators responded to referrals by family and friends. Although multiple recruitment strategies were used, three were crucial to the success of the project: (a) recruiters' presence in gay venues, (b) referrals by family and friends (snowball technique), and (c) paid advertisements in alternative (non-gay) local newspapers. Resource allocation and costs are also presented for each channel.