利用社交媒体促进女性检测相关沟通：工具验证研究

Using Social Media to Facilitate Communication About Women's Testing: Tool Validation Study.

作者信息

Coffin Tara, Bowen Deborah, Lu Karen, Swisher Elizabeth M, Rayes Nadine, Norquist Barbara, Blank Stephanie V, Levine Douglas A, Bakkum-Gamez Jamie Nadine, Fleming Gini F, I Olopade Olufunmilayo, Romero Iris, D'Andrea Alan, Nebgen Denise R, Peterson Christine, Munsell Mark F, Gavin Kathleen, Crase Jamie, Polinsky Deborah, Lechner Rebecca

机构信息

University of Washington, Seattle, WA, United States.

MD Anderson Cancer Center, Houston, TX, United States.

出版信息

JMIR Form Res. 2022 Sep 26;6(9):e35035. doi: 10.2196/35035.

DOI:10.2196/35035

PMID:36155347

原文链接:https://pmc.ncbi.nlm.nih.gov/articles/PMC9555323/

Abstract

BACKGROUND

Strong participant recruitment practices are critical to public health research but are difficult to achieve. Traditional recruitment practices are often time consuming, costly, and fail to adequately target difficult-to-reach populations. Social media platforms such as Facebook are well-positioned to address this area of need, enabling researchers to leverage existing social networks and deliver targeted information. The MAGENTA (Making Genetic Testing Accessible) study aimed to improve the availability of genetic testing for hereditary cancer susceptibility in at-risk individuals through the use of a web-based communication system along with social media advertisements to improve reach.

OBJECTIVE

This paper is aimed to evaluate the effectiveness of Facebook as an outreach tool for targeting women aged ≥30 years for recruitment in the MAGENTA study.

METHODS

We designed and implemented paid and unpaid social media posts with ongoing assessment as a primary means of research participant recruitment in collaboration with patient advocates. Facebook analytics were used to assess the effectiveness of paid and unpaid outreach efforts.

RESULTS

Over the course of the reported recruitment period, Facebook materials had a reach of 407,769 people and 57,248 (14.04%) instances of engagement, indicating that approximately 14.04% of people who saw information about the study on Facebook engaged with the content. Paid advertisements had a total reach of 373,682. Among those reached, just <15% (54,117/373,682, 14.48%) engaged with the page content. Unpaid posts published on the MAGENTA Facebook page resulted in a total of 34,087 reach and 3131 instances of engagement, indicating that around 9.19% (3131/34,087) of people who saw unpaid posts engaged. Women aged ≥65 years reported the best response rate, with approximately 43.95% (15,124/34,410) of reaches translating to engagement. Among the participants who completed the eligibility questionnaire, 27.44% (3837/13,983) had heard about the study through social media or another webpage.

CONCLUSIONS

Facebook is a useful way of enhancing clinical trial recruitment of women aged ≥30 years who have a potentially increased risk for ovarian cancer by promoting news stories over social media, collaborating with patient advocacy groups, and running paid and unpaid campaigns.

TRIAL REGISTRATION

ClinicalTrials.gov NCT02993068; https://clinicaltrials.gov/ct2/show/NCT02993068.

摘要

背景

强大的参与者招募策略对公共卫生研究至关重要，但难以实现。传统的招募方式往往耗时、成本高，且未能充分针对难以接触到的人群。诸如脸书这样的社交媒体平台在满足这一需求领域具有优势，使研究人员能够利用现有的社交网络并提供有针对性的信息。MAGENTA（使基因检测可及）研究旨在通过使用基于网络的通信系统以及社交媒体广告来扩大覆盖面，从而提高有风险个体进行遗传性癌症易感性基因检测的可及性。

目的

本文旨在评估脸书作为一种外展工具，在MAGENTA研究中针对30岁及以上女性进行招募的有效性。

方法

我们设计并实施了付费和非付费的社交媒体帖子，并持续进行评估，将其作为与患者倡导者合作招募研究参与者的主要手段。利用脸书分析工具评估付费和非付费外展工作的有效性。

结果

在报告的招募期间，脸书资料的覆盖面达407,769人，有57,248次（14.04%）互动，这表明在脸书上看到该研究信息的人中，约有(14.04%)与内容进行了互动。付费广告的总覆盖面为373,682人。在这些被覆盖的人群中，只有不到15%（54,117/373,682，14.48%）与页面内容进行了互动。在MAGENTA脸书页面上发布的非付费帖子的总覆盖面为34,087人，有3131次互动，这表明看到非付费帖子的人中，约有9.19%（3131/34,087）进行了互动。65岁及以上的女性报告的回应率最高，约43.95%（15,124/34,410）的覆盖面转化为互动。在完成资格调查问卷的参与者中，27.44%（3837/13,983）是通过社交媒体或其他网页听说该研究的。