Effectiveness and Costs of Participant Recruitment Strategies to a Web-Based Population Cohort: Observational Study

Recruitment to population-based health studies remains challenging, with difficulties meeting target participant numbers, biosample returns, and achieving a representative sample. Few studies provide evaluations of traditional and web-based recruitment methods particularly for studies with broad inclusion criteria and extended recruitment periods. Generation Scotland (GS) is a family-based cohort study that initiated a new wave of recruitment in 2022 using web-based data collection and remote saliva sampling (for genotyping). Here, we provide an overview of recruitment strategies used by GS over the first 18 months of new recruitment, highlighting which proved most effective and cost-efficient in order to inform future research.

This study evaluated recruitment strategies using four main outcomes: (1) absolute recruitment numbers, (2) sociodemographic representativeness, (3) biosample return rate, and (4) cost per participant.

Between May 2022 and December 2023, recruitment was undertaken via snowball recruitment (through friends and family of existing volunteers), invitations to those who participated in a previous survey (CovidLife: the GS COVID-19 impact survey), and Scotland-wide recruitment through social media (including sponsored Meta-advertisements), news media, and TV advertisement. The method of recruitment was self-reported in the baseline questionnaire. We present absolute recruitment numbers and sociodemographic characteristics by recruitment method and evaluate the saliva sample return rate by recruitment strategy using chi-square tests. The overall cost and cost per participant were calculated for each method.

In total, 7889 new participants joined the cohort over this period. Recruitment sources by contribution were social media (n=2436, 30.9%), survey responder invitations (n=2049, 26.0%), TV advertising (n=367, 17.3%), snowball (n=891, 11.3%), news media (n=747, 9.5%), and other methods or unknown (n=399, 5.0%). More females signed up than males (5570/7889, 70.5% female). To date, 83.5% (6543/7836) of participants returned their postal saliva sample, which also varied by demographic factors (3485/3851, 90.5% older than 60 years vs 471/662, 71.1% aged 16-34 years). Average cost per participant across all recruitment strategies was £13.52 (US $16.82). Previous survey recontacting was the most cost-effective (£0.37 [US $0.46]), followed by social media (£14.78 [US $18.39]), while TV advertisement recruitment was the most expensive per recruit (£33.67 [US $41.89]).

This study highlights both the challenges and the opportunities in large web-based cohort recruitment. Overall, social media advertising has been the most cost-effective and easily sustained strategy for recruitment over the reported recruitment period. We note that different strategies resulted in successful recruitment over varying timescales (eg, consistent sustained recruitment for social media and large spikes for news media and TV advertising), which may be informative for future studies with different requirements of recruitment periods. Limitations include self-reported methods of recruitment and difficulties in evaluating multilayered recruitment. Overall, these data demonstrate the potential cost requirements and effectiveness of different strategies that could be applied to future research studies.