Cochrane Kelsey M, Hutcheon Jennifer A, Karakochuk Crystal D
Department of Food, Nutrition and Health, Faculty of Land and Food Systems, The University of British Columbia, Vancouver, BC, Canada.
BC Children's Hospital Research Institute, Vancouver, BC, Canada.
Digit Health. 2022 May 3;8:20552076221095707. doi: 10.1177/20552076221095707. eCollection 2022 Jan-Dec.
To evaluate the recruitment of pregnant women for a clinical trial in Vancouver, Canada, via social media versus offline methods and to explore optimization of social media campaigns.
Facebook was used to run nine social media campaigns (15 weeks total, CA$675). Offline methods were used concurrently over 64 weeks (printing costs: CA$300). The cost, rate of recruitment and conversion rate in each group was calculated. Performance metrics of social media campaigns (reach, impressions, clicks, inquiries, enrolments) were recorded. Linear regression was used to explore the association between metrics and dollars spent per campaign.
In total, n = 481 inquiries were received: n = 51 (11%) via offline methods and n = 430 (89%) via social media. Enrolees (n = 60 total) included n = 24 (40%) and n = 36 (60%) via offline and social media methods, respectively. Gestational weeks upon inquiry (n = 251; mean ± SD) were not different among groups (offline: 13.3 ± 4.7; social media: 13.2 ± 5.6). Direct cost per enrolee was CA$13 and CA$19 via offline and social media methods, respectively (however, this does not include cost of labour). The rate of recruitment was approximately six times faster via social media. However, the conversion rate was higher via offline methods than social media (47% vs. 8%). The amount spent per campaign was significantly associated with improved clicks and inquiries, but not enrolments.
Social media was more efficient and effective than offline methods. We gained numerous insights for optimization of social media campaigns (dollars spent, attribution setting, photo testing, automatic optimization) to increase clicks and inquiries, however, this does not necessarily increase enrolments, which was more dependent on study-specific factors (e.g. time of year, study design).
评估在加拿大温哥华通过社交媒体与线下方法招募孕妇参与一项临床试验的情况，并探索社交媒体活动的优化方法。
利用脸书开展九项社交媒体活动（共15周，花费675加元）。同时在64周内采用线下方法（印刷成本：300加元）。计算每组的成本、招募率和转化率。记录社交媒体活动的绩效指标（覆盖范围、展示次数、点击量、咨询量、入组人数）。采用线性回归分析指标与每项活动花费金额之间的关联。
共收到481次咨询：通过线下方法收到51次（11%），通过社交媒体收到430次（89%）。入组者（共60人）分别通过线下和社交媒体方法入组24人（40%）和36人（60%）。咨询时的孕周（n = 251；均值±标准差）在各组间无差异（线下：13.3±4.7；社交媒体：13.2±5.6）。通过线下和社交媒体方法，每位入组者的直接成本分别为13加元和19加元（然而，这未包括劳动力成本）。通过社交媒体的招募速度大约快六倍。然而线下方法的转化率高于社交媒体（47%对8%）。每项活动的花费金额与点击量和咨询量的增加显著相关，但与入组人数无关。
社交媒体比线下方法更高效。我们获得了许多关于优化社交媒体活动（花费金额、归因设置、照片测试、自动优化）以增加点击量和咨询量的见解，然而，这不一定会增加入组人数，入组人数更依赖于特定研究因素（如一年中的时间、研究设计）。
