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Web-based recruiting for health research using a social networking site: an exploratory study
Yeshe Fenner1, Suzanne M Garland, Elya E Moore
1Department of Microbiology and Infectious Diseases, Royal Women's Hospital, and Department of Obstetrics and Gynaecology, University of Melbourne, Parkville, Australia.
Journal of Medical Internet Research
|February 3, 2012
Summary
Facebook advertising effectively recruited young women for health research, proving cost-effective and reaching diverse populations. This digital approach enhances participant engagement in medical studies.
Area of Science:
- Public Health
- Digital Health
- Social Media Research
Background:
- Traditional recruitment for health research is increasingly challenging and expensive.
- The internet offers novel recruitment strategies for engaging younger demographics.
Purpose of the Study:
- To evaluate the feasibility of recruiting young females for health research using targeted Facebook advertising.
- To assess the cost-effectiveness and demographic reach of social media recruitment.
Main Methods:
- A Facebook advertisement campaign targeted 16- to 25-year-old females in Victoria, Australia.
- Interested individuals were directed to a study website to submit contact details for eligibility screening.
- Participants completed a health survey either online or at a study site.
Main Results:
- 551 females responded, with 426 agreeing to participate and 278 completing the survey.
- Participant demographics (age, geographic, socioeconomic) mirrored the target population.
- The average cost per participant was $20, indicating high cost-effectiveness.
Conclusions:
- Targeted Facebook advertising is a viable method for recruiting young women into health research.
- This digital approach can effectively reach diverse populations, including those in nonurban areas.
- The findings support the use of modern information and communication technologies for future health and population studies.
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