The Use of Facebook Advertising to Recruit Healthy Elderly People for a Clinical Trial: Baseline Metrics
The Use of Facebook Advertising to Recruit Healthy Elderly People for a Clinical Trial: Baseline Metrics
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DOI：
10.2196/resprot.7918
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发表时间：
2018-01-01
影响因子：
1.7
通讯作者：
Gurney, Mark E.
中科院分区：
文献类型：
--
作者：
Cowie, Julie M.;Gurney, Mark E.
背景资料：本报告提供了关于使用社交媒体广告作为针对60岁及以上健康志愿者的临床试验招募策略的数据。社交媒体广告活动的重点是1期临床试验的招募。传统的招募方式--广告牌、报纸广告、口口相传、个人推荐和直接邮寄--无法产生足够的合格参与者。目的：证明在社交网站Facebook上使用定向广告招募60岁及以上的志愿者参与临床试验的有效性。方法：试验申办者采用积极主动的方法，通过社交媒体上的广告招募受试者。申办者在Facebook上发布并监测了机构审查委员会批准的广告活动，以招募1期临床试验的潜在候选人。该临床试验需要在密歇根州的一家诊所住院（过夜）10天，并进行一次随访。临床试验的申办者投放广告，将感兴趣的受访者引导到由合同研究组织（CRO）控制的试验特定登陆页面。CRO提供所有随访知情同意、预筛选、筛选和入组程序。该活动为期8周，以补充CRO的招募工作。结果：共有621人通过填写在线表格或致电CRO对Facebook广告活动做出了回应，在为期8周的Facebook广告活动后，该临床试验招募了45名受试者。一项为期8周的Facebook广告活动促成了868项关于招募健康老年受试者的1期临床试验的询问。在征聘的最初11周内，使用传统的外联方法收到了178份询问。本报告中描述的Facebook广告活动的受访者参与赞助广告的比例高于基于社交媒体的临床试验招募策略。老年人的参与率为4.92%，是其他临床试验招募研究中参与社交媒体广告的年轻人点击率的两倍多。在社交媒体平台Facebook上投放的广告对60岁及以上的健康志愿者人群有效。这种方法可以快速和具有成本效益地找到合格的候选人进行临床试验招募，作为传统招募手段的补充。
Background: This report provides data on the use of social media advertising as a clinical trial recruitment strategy targeting healthy volunteers aged 60 years and older. The social media advertising campaign focused on enrollment for a Phase 1 clinical trial. Traditional means of recruiting-billboards, newspaper advertising, word of mouth, personal referrals, and direct mail-were not producing enough qualified participants.Objective: To demonstrate the effectiveness of using targeted advertising on the social networking site Facebook to recruit people aged 60 years and older for volunteer clinical trial participation.Methods: The trial sponsor used a proactive approach to recruit participants using advertising on social media. The sponsor placed and monitored an Institutional Review Board-approved advertising campaign on Facebook to recruit potential candidates for a Phase 1 clinical trial. The clinical trial required a 10-day residential (overnight) stay at a clinic in Michigan, with one follow-up visit. The sponsor of the clinical trial placed the advertising, which directed interested respondents to a trial-specific landing page controlled by the Contract Research Organization (CRO). The CRO provided all follow-up consenting, prescreening, screening, and enrollment procedures. The campaign was waged over an 8-week period to supplement recruiting by the CRO.Results: A total of 621 people responded to a Facebook advertising campaign by completing an online form or telephoning the CRO, and the clinical trial was fully enrolled at 45 subjects following an 8-week Facebook advertising campaign.Conclusions: An 8-week Facebook advertising campaign contributed to 868 inquiries made regarding a Phase 1 clinical trial seeking to enroll healthy elderly subjects. Over the initial 11 weeks of recruitment, 178 inquiries were received using traditional methods of outreach. Respondents to the Facebook advertising campaign described in this report engaged with the sponsored advertising at a higher rate than is typical for social media-based clinical trial recruitment strategies. The older adults' engagement rate of 4.92% was more than twice as high as click-through rates of younger adults engaged with social media advertising in other clinical trial recruitment studies. Advertising placed on the social media platform Facebook is effective with the healthy volunteer population aged 60 years and older. This approach can quickly and cost-effectively reach qualified candidates for clinical trial recruitment as a supplement to traditional means of recruiting.