Nash, EL and Gilroy, D and Srikusalanukul, W and Abhayaratna, WP and Stanton, T and Mitchell, G and Stowasser, M and Sharman, JE, Facebook advertising for participant recruitment into a blood pressure clinical trial, Journal of Hypertension, 35, (12) pp. 2527-2531. ISSN 0263-6352 (2017) [Refereed Article]
Copyright © 2017 Wolters Kluwer Health
Methods: Conventional advertisements (newspaper, radio and posters) were employed for the first 20 months of a randomized controlled clinical trial conducted in three Australian capital cities from Tasmania, Queensland and the Australian Capital Territory. With dwindling participant recruitment, at 20 months a Facebook advertising campaign was employed intermittently over a 4-month period. Recruitment results were retrospectively compared with those using conventional methods in the previous 4 months.
Results: Compared with conventional recruitment methods, Facebook advertisement was associated with a significant increase in the number of participants recruited in the Australian Capital Territory (from an average 1.8-7.3/month; P < 0.05). There was also an increase in Tasmania that was of borderline significance (from 4.0 participants recruited/month to 9.3/month; P = 0.052). However, there was no effect in Queensland (from 6.0 participants recruited/month to 3.0/month; P = 0.15). Facebook advertisement was associated with a significant decrease in the age of participants enquiring into the study (from 60.9 to 58.7 years; P < 0.001).
Conclusion: Facebook advertising was successful in helping to increase recruitment of middle-to-older aged participants into a blood pressure clinical trial, although there may be some variability in effect that is dependent on location.
|Item Type:||Refereed Article|
|Keywords:||direct-to-consumer advertising, direct-to-consumer marketing, research subject selection, social mediums, web 2.0|
|Research Division:||Biomedical and Clinical Sciences|
|Research Group:||Cardiovascular medicine and haematology|
|Research Field:||Cardiology (incl. cardiovascular diseases)|
|Objective Group:||Clinical health|
|Objective Field:||Clinical health not elsewhere classified|
|UTAS Author:||Nash, EL (Miss Erin Nash)|
|UTAS Author:||Sharman, JE (Professor James Sharman)|
|Web of Science® Times Cited:||16|
|Deposited By:||Menzies Institute for Medical Research|
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