The All of Us Research Program's Social Media Outreach to Underrepresented Populations: Mixed Methods Analysis

Area of Science:

• Precision Medicine
• Digital Health Outreach
• Health Disparities Research

Background:

• The All of Us Research Program (AoURP) aims for diverse participation using digital outreach.
• Concerns arise regarding tangible benefits for underrepresented groups and institutional accountability for research harms.

Purpose of the Study:

• Examine AoURP's conceptualization and social media implementation of "diversity."
• Analyze the use of solidaristic messaging in recruitment appeals for underrepresented populations.

Main Methods:

• Mixed methods analysis of 380 AoURP social media posts (2020-2021).
• Coded for "underrepresented in biomedical research" (UBR) categories and types of appeals (individual vs. solidaristic).
• Thematic analysis of UBR-targeted posts for language related to benefits, shared goals, and injustice.

Main Results:

• "Race and Ethnicity" (49%) and "Age" (19%) were most emphasized UBR categories in social media.
• Recruitment appeals included individual benefits (genetic results), community benefits (disease predispositions), shared goals (improving health), and addressing disparities.

Conclusions:

• AoURP social media messaging aligns with solidaristic appeals but raises concerns.
• Unclear links between participation and addressing health disparities, and incomplete acknowledgment of institutional roles in data disparities were noted.
• Empowerment rhetoric may shift the burden of correcting disparities onto participants, requiring careful consideration for future outreach.