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

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Facebook effectively recruits women aged 30+ for genetic testing studies. Paid and unpaid social media campaigns increased reach and engagement for the MAGENTA study.

Keywords:
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Area of Science:

  • Public Health Research
  • Genetics
  • Social Media Analytics

Background:

  • Traditional participant recruitment is challenging, costly, and inefficient.
  • Difficult-to-reach populations are often not adequately targeted.
  • Social media offers a powerful tool for targeted outreach and leveraging social networks.

Purpose of the Study:

  • To evaluate Facebook's effectiveness for recruiting women aged 30 and older.
  • To assess social media as an outreach tool for the MAGENTA study.
  • To improve genetic testing accessibility for hereditary cancer susceptibility.

Main Methods:

  • Utilized paid and unpaid social media posts for participant recruitment.
  • Collaborated with patient advocates to enhance outreach efforts.
  • Employed Facebook analytics to measure the effectiveness of recruitment strategies.

Main Results:

  • Facebook reached 407,769 individuals with 14.04% engagement.
  • Paid ads reached 373,682 individuals with 14.48% engagement.
  • Women aged 65+ showed the highest response rate (43.95% engagement).

Conclusions:

  • Facebook is a valuable tool for enhancing clinical trial recruitment among women aged 30+.
  • Promoting news stories and collaborating with advocacy groups boosts social media recruitment.
  • Integrated paid and unpaid campaigns effectively increased study reach and engagement.