Experience Design, Communications and Marketing for the All of Us Research Program

“我们所有人”研究计划的体验设计、传播和营销

• 批准号: 10883004
• 负责人: APRIL Brinkoetter
• 金额: $ 2949.89万
• 依托单位: HUNGRY HEART MEDIA, INC.
• 依托单位国家: 美国
• 财政年份: 2019
• 资助国家: 美国
• 起止时间: 2019-09-01 至 2024-07-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10883004
• 关键词: All of Us Research Program; Biomedical Research; Child; Communication; Communities; Consent; Data Set; Development; Enrollment; Ensure; Foundations; Future; Goals; Health; Individual; Institution; Intuition; Marketing; Parents; Participant; Pathway interactions; Persons; Pilot Projects; Process; Research; Research Design; Research Methodology; Research Personnel; Time; Trust; United States National Institutes of Health; Work; biomedical resource; citizen science; cohort; community college; design; digital tool; experience; falls; ideation; improved; insight; member; programs

Over the next five years, we look forward to building on the foundation we have created through our long-standing partnership with the NIH and consortium partners. Specifically, our goals are to further develop and enrich the All of Us experience for new and existing participants and to build out an intuitive, efficient experience for diverse sets of researchers from across the nation. In year one, we will advance design research and experience design initiatives that focus on holistic experience strategies for [I] participants and [II] researchers. This research will move program priorities forward and ensure that we deliver the right experience to the right people at the right time. I. Participants As an extension of your team, we have successfully reached communities underrepresented in biomedical research (UBR) at an unprecedented rate. Approximately 80% of the program’s over 200,000 registered individuals (over 121,000 core participants) are UBR. According to Francis Collins, All of Us is “now considered the largest and most diverse cohort of its kind” (“The Future of Health Begins with All of Us” webcast, March 14, 2019). While expanding to new audiences, we want to build and sustain these relationships. This is why our top priority for year one is to improve the participant experience—to keep members motivated and engaged beyond consent, for the long haul. To do this, a core objective will be designing pathways that center on participant choice. Our marketing and communications initiatives will ensure that participants, regardless of whether they enter through DV or HPO pathways, have a smooth and engaging experience through joining, consenting, and staying involved. We will apply this same principle to create a parent/child-centered journey and related strategies following insights development. II. Researchers With the launch of the Researcher Portal in fall 2019, we will begin to engage a broader research community by leveraging ambassador researchers who are part of our awardee network. This community of first adopters will support pilot projects and reinforce a sense of validity, quality, and trust for the growing All of Us dataset as a critically important and unprecedented resource for biomedical research. In addition, we will continue to support the design of the researcher hub, workbench, and other digital tools and help define the overarching product roadmap and end-to-end experience for researchers. Using design research methods, we will build parallel experiences that work for researchers in different contexts, especially those outside of academic institutions (i.e. citizen scientists, community colleges, etc.). Below is a high-level summary of our primary objectives in year one. In years two to five, we will continue to develop audience and program insights, ideate, and refine processes and approaches with our partners at the national and local levels to increase enrollment and retention as well as encourage researchers to engage with the incredible dataset the program is building. In the sections below, we provide greater detail on the strategies, workstreams, and teams necessary to achieve these objectives.

在接下来的五年里，我们期待在我们与长期合作伙伴关系所建立的基础上再接再厉。 NIH 和财团合作伙伴。具体来说，我们的目标是进一步发展和丰富我们所有人对新的和现有的经验 参与者，并为来自全国各地的不同研究人员构建直观、高效的体验。 第一年，我们将推进设计研究和体验设计举措，重点关注 [I] 的整体体验策略 参与者和[II]研究人员。这项研究将推动计划优先事项并确保我们提供正确的体验 在对的时间对对的人。 一、参会人员 作为您团队的延伸，我们已成功接触生物医学研究 (UBR) 中代表性不足的社区 前所未有的速度。该计划超过 200,000 名注册个人（超过 121,000 名核心参与者）中约 80% 是 UBR。弗朗西斯·柯林斯 (Francis Collins) 表示，“我们所有人”“现在被认为是同类中规模最大、最多样化的群体”（《健康的未来》 从我们所有人开始”网络广播，2019 年 3 月 14 日）。在扩展到新受众的同时，我们希望建立并维持这些关系。 这就是为什么我们第一年的首要任务是改善参与者体验——保持会员的积极性和参与度 同意，从长远来看。 为此，核心目标是设计以参与者选择为中心的路径。我们的营销和传播举措 将确保参与者，无论他们是通过 DV 还是 HPO 途径进入，都能获得顺畅且引人入胜的体验 通过加入、同意和持续参与。我们将应用同样的原则来创建一个以父母/孩子为中心的旅程， 洞察发展后的相关策略。 二.研究人员 随着 2019 年秋季研究员门户网站的推出，我们将开始利用大使来吸引更广泛的研究社区 属于我们获奖者网络一部分的研究人员。这个首批采用者社区将支持试点项目并强化一种意识 不断增长的“我们所有人”数据集作为极其重要且前所未有的生物医学资源的有效性、质量和信任 研究。此外，我们将继续支持研究人员中心、工作台和其他数字工具的设计，并帮助定义 为研究人员提供总体产品路线图和端到端体验。使用设计研究方法，我们将构建并行 对不同背景下的研究人员有用的经验，尤其是学术机构之外的研究人员（即公民科学家、 社区学院等）。 以下是我们第一年主要目标的高级摘要。在第二年到第五年，我们将继续发展观众和 与我们在国家和地方层面的合作伙伴一起制定计划、构思并完善流程和方法，以提高入学率 和保留，并鼓励研究人员参与该计划正在构建的令人难以置信的数据集。在下面的部分中， 我们提供了有关实现这些目标所需的战略、工作流程和团队的更多详细信息。