在线招募策略在癌症幸存者随机试验中的应用。
Use of online recruitment strategies in a randomized trial of cancer survivors.
作者信息
Juraschek Stephen P, Plante Timothy B, Charleston Jeanne, Miller Edgar R, Yeh Hsin-Chieh, Appel Lawrence J, Jerome Gerald J, Gayles Debra, Durkin Nowella, White Karen, Dalcin Arlene, Hermosilla Manuel
机构信息
1 The Johns Hopkins University School of Medicine, The Johns Hopkins Bloomberg School of Public Health, and The Welch Center for Prevention, Epidemiology and Clinical Research, Baltimore, MD, USA.
2 Division of General Medicine and Primary Care Section for Research, Beth Israel Deaconess Medical Center, Harvard Medical School, Boston, MA, USA.
出版信息
Clin Trials. 2018 Apr;15(2):130-138. doi: 10.1177/1740774517745829. Epub 2018 Jan 24.
BACKGROUND/AIMS: Despite widespread Internet adoption, online advertising remains an underutilized tool to recruit participants into clinical trials. Whether online advertising is a cost-effective method to enroll participants compared to other traditional forms of recruitment is not known.
METHODS
Recruitment for the Survivorship Promotion In Reducing IGF-1 Trial, a community-based study of cancer survivors, was conducted from June 2015 through December 2016 via in-person community fairs, advertisements in periodicals, and direct postal mailings. In addition, "Right Column" banner ads were purchased from Facebook to direct participants to the Survivorship Promotion In Reducing IGF-1 Trial website. Response rates, costs of traditional and online advertisements, and demographic data were determined and compared across different online and traditional recruitment strategies. Micro-trials optimizing features of online advertisements were also explored.
RESULTS
Of the 406 respondents to our overall outreach efforts, 6% (24 of 406) were referred from online advertising. Facebook advertisements were shown over 3 million times (impressions) to 124,476 people, which resulted in 4401 clicks on our advertisement. Of these, 24 people ultimately contacted study staff, 6 underwent prescreening, and 4 enrolled in the study. The cost of online advertising per enrollee was $794 when targeting a general population versus $1426 when accounting for strategies that specifically targeted African Americans or men. By contrast, community fairs, direct mail, or periodicals cost $917, $799, or $436 per enrollee, respectively. Utilization of micro-trials to assess online ads identified subtleties (e.g. use of an advertisement title) that substantially impacted viewer interest in our trial.
CONCLUSION
Online advertisements effectively directed a relevant population to our website, which resulted in new enrollees in the Survivorship Promotion In Reducing IGF-1 Trial at a cost comparable to traditional methods. Costs were substantially greater with online recruitment when targeting under-represented populations, however. Additional research using online micro-trial tools is needed to evaluate means of more precise recruitment to improve yields in under-represented groups. Potential gains from faster recruitment speed remain to be determined.
背景/目的：尽管互联网已广泛普及，但在线广告在招募临床试验参与者方面仍是一种未得到充分利用的工具。与其他传统招募形式相比，在线广告是否是一种具有成本效益的招募参与者的方法尚不清楚。
方法
“降低IGF-1促进癌症幸存者康复试验”是一项针对癌症幸存者的社区研究，于2015年6月至2016年12月期间通过面对面社区活动、期刊广告和直接邮寄进行招募。此外，还从脸书购买了“右栏”横幅广告，引导参与者访问“降低IGF-1促进癌症幸存者康复试验”网站。确定并比较了不同在线和传统招募策略的响应率、传统广告和在线广告的成本以及人口统计学数据。还探索了优化在线广告功能的微型试验。
结果
在我们总体推广活动的406名受访者中，6%（406人中的24人）是通过在线广告推荐的。脸书广告向124,476人展示了超过300万次（展示量），其中4401人点击了我们的广告。在这些人中，24人最终联系了研究人员，6人接受了预筛选，4人参与了研究。针对普通人群时，每名参与者的在线广告成本为794美元，而针对非裔美国人或男性的特定策略时，成本为1426美元。相比之下，社区活动、直接邮寄或期刊招募每名参与者的成本分别为917美元、799美元或436美元。利用微型试验评估在线广告发现了一些细微之处（例如广告标题的使用），这些细微之处极大地影响了观众对我们试验的兴趣。
结论
在线广告有效地将相关人群引导至我们的网站，使得“降低IGF-1促进癌症幸存者康复试验”有了新的参与者，成本与传统方法相当。然而，针对代表性不足人群进行在线招募时，成本要高得多。需要使用在线微型试验工具进行更多研究，以评估更精确招募的方法，提高代表性不足群体的招募成功率。更快的招募速度带来的潜在收益仍有待确定。
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