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"Trust Me, I'm a Doctor." How TikTok Videos from Different Sources Influence Clinical Trial Participation
Yoorim Hong1, Namyeon Lee2, Ciera E Kirkpatrick3
1Strategic Communication, School of Journalism, University of Missouri.
Health Communication
|May 3, 2024
Summary
Using TikTok videos to recruit for clinical trials is effective. Doctor-led videos boost participation by enhancing credibility, while prior volunteer videos improve it for those distrusting doctors.
Area of Science:
- Health Communication
- Social Media Research
- Clinical Trial Recruitment
Background:
- Short-form videos on platforms like TikTok are increasingly used for health promotion.
- Understanding the impact of different video sources on clinical trial participation is crucial for effective recruitment strategies.
Purpose of the Study:
- To examine how short-form video sources (doctors vs. prior volunteers) influence perceived source credibility, self-efficacy, and behavioral intention to participate in clinical trials.
- To compare the effectiveness of doctor-led versus prior volunteer-led TikTok videos for clinical trial promotion.
Main Methods:
- An online experiment was conducted with 396 participants.
- Participants were exposed to TikTok-style videos featuring either doctors or prior clinical trial volunteers.
- Measures included perceived source credibility, self-efficacy, and behavioral intention to participate in clinical trials.
Main Results:
- Doctor sources significantly enhanced source credibility, leading to greater behavioral intention to participate in clinical trials compared to prior volunteer sources.
- Prior volunteer sources increased behavioral intention by enhancing self-efficacy, particularly among participants with low trust in doctors.
- Short-form video sources function as heuristic cues influencing persuasion outcomes in clinical trial recruitment.
Conclusions:
- Featuring doctors in video-based health messages is recommended for promoting clinical trial participation due to enhanced source credibility.
- Health communication practitioners should consider using prior volunteers as spokespersons when targeting populations with low baseline trust in doctors.
- Tailoring video source selection based on audience trust in medical professionals can optimize clinical trial recruitment strategies.
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