Effectiveness of Targeted Web-Based Advertising for Recruiting Older Adults
Author Information
Author(s): Baldyga Kathryn, Millar Courtney, Iloputaife Ike, Taffet George, Lipsitz Lewis
Primary Institution: Hebrew SeniorLife
Hypothesis
Is targeted web-based advertising an effective recruitment strategy for clinical trials involving older adults?
Conclusion
Targeted web-based advertisements may be more effective in recruiting older adults for clinical trials than traditional methods.
Supporting Evidence
- Web-based advertising reached more individuals (~40 individuals/month) compared to traditional methods (~5 individuals/month).
- Web-based methods had at least twice the rate of expressed interest, screening completion, eligibility, and enrollment compared to traditional methods.
Takeaway
Using ads on the internet can help get more older people to join studies than using flyers or presentations.
Methodology
The study compared recruitment rates from traditional methods and targeted web-based advertising over a 12-week pilot study.
Potential Biases
Individuals recruited from web-based advertising tended to be younger than those from traditional methods.
Limitations
Further evaluation of compatible study designs, potential population bias, and cost effectiveness is needed.
Participant Demographics
Individuals recruited from web-based advertising were younger but similar in racial distribution and education to those recruited traditionally.
Digital Object Identifier (DOI)
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