A Tailored Approach to Promoting Engagement in Public Health

项目总结 在公共卫生干预中成功接触和招募完全具有代表性的目标人群是一项 极受欢迎但出了名的困难前景，特别是当一项计划专注于充满社会责任感的时候 影响弱势群体的问题或健康状况。例如，艾滋病毒/艾滋病不成比例地 少数群体/边缘化人口的高发病率，并面临进一步 使招聘工作复杂化。另一方面，商业部门面临着类似的挑战 吸引不同的受众，但在营销和广告方面取得了非常显著的成功 努力。品牌和公司有效地利用了一些创新方法来增加 运营效率，衡量活动效果，并捕获相关数据以确定具体目标 消费者行为。一种可比的方法，为满足公共卫生的特殊需求而量身定做 企业版将大大提高其与目标受众接触的能力。那些经过验证的 然而，方法需要大量的资金和专职的人员，而这些通常不是 大多数公共卫生组织。因此，存在对更具可伸缩性的工具集的明显但未得到满足的需求 这可以改善目标人群的覆盖面和参与度。 为了应对这些挑战，该项目寻求通过以下方式增加代表入学人数 对招聘和参与战略进行定制的外联分析和知情定制。建议数 基于网络的系统将使研究人员能够根据以下因素对参与者群体进行类型分层 人口统计、心理特征和其他相关特征，并将提供一个迭代的平台 对实时鼓励期望的参与者行为的改进。这种有针对性的方法保持了 承诺加强参与者对公共卫生干预的参与，并将在以下背景下进行测试 促进参加一项针对HIV+男男性行为者(MSM)的电子健康研究。

PROJECT SUMMARY Successfully reaching and enrolling fully representative target populations in public health interventions is a highly desired, but notoriously difficult, prospect, especially when an initiative is focused on socially charged issues or health conditions that affect vulnerable subgroups. For example, HIV/AIDS has disproportionately high morbidity among a number of minority/marginalized populations, and faces a stigma that further complicates recruitment efforts. The commercial sector, on the other hand, faces similar challenges for engaging diverse audiences, but has achieved highly notable successes in its marketing and advertising efforts. Brands and companies have effectively utilized a number of innovative approaches to increase operational efficiency, measure campaign effectiveness, and capture relevant data to pinpoint specific consumer behavior. A comparable approach, tailored to meet the idiosyncratic needs of the public health enterprise, would offer significant improvement to its ability to engage with intended audiences. Those proven methods, however, entail significant capital and dedicated personnel that are not typically available to the majority of public health organizations. Thus, there is a pronounced yet unmet need for more scalable toolsets that can improve outreach and engagement of target populations. In order to address these challenges, this project seeks to increase representative enrollment through customized outreach analyses and informed tailoring of recruitment and engagement strategies. The proposed web-based system will enable researchers to conduct typology stratification of participant groups based on demographic, psychographic, and other pertinent characteristics, and will provide a platform for iterative improvement toward encouraging desired enrollee behavior in real-time. This targeted approach holds the promise to enhance participant engagement in public health interventions, and will be tested in the context of facilitating enrollment in an eHealth study targeting HIV+ men who have sex with men (MSM).