特定领域的参与者招聘超过了从常见在线广告平台的"定向"广告的应用
Joseph Powell1,2, Kyle Webster1,2, Siobhan Efionayi1,2
1Department of Biochemistry, Case Western Reserve University, Cleveland, OH, USA.
Journal of clinical and translational science
|July 2, 2025
概括
传统的招聘方法,如传单和口碑,对于临床试验的招聘比在线广告更有效. 与谷歌广告等平台相比,这些方法带来了更高的参与率和更好的参与者多样性.
科学领域:
- 临床研究 临床研究
- 公共卫生 公共卫生
- 数字健康数字健康
背景情况:
- 小样本规模和缺乏多样性阻碍了研究准确性和概括性.
- 评估各种招聘策略对于有效招募参与者至关重要.
- 在线广告平台 (如谷歌广告,Facebook广告) 越来越多地用于招聘.
研究的目的:
- 为了比较在线广告与传统方法的有效性,在COVID-19监测研究中招募参与者.
- 评估招聘策略对参与者多样性和转化率的影响.
主要方法:
- 一项使用可穿戴设备监测COVID-19的纵向研究通过传统方法 (电子邮件,传单,口碑) 和在线广告 (谷歌广告,Facebook广告) 招募了参与者.
- 参与者戴着智能手表,并每天完成调查.
- 分析了启动转换率 (ICR) 和同意转换率 (CCR).
主要成果:
- 与谷歌广告 (ICR: 28.47, CCR: 2961.20) 相比,传统的招聘产生了显著更高的ICR (24.14) 和CCR (66.54).
- 通过传单或推招募的参与者最初的参与率更高.
- 与其他方法相比,临床招聘导致参与者池的多样性较小 (更多的白人参与者).
结论:
- 传统的招聘方法在改善临床试验参与和多样性方面比谷歌广告更有效.
- 谷歌广告的关键字定位并不能保证更好的参与.
- 需要进一步的研究,以在不同研究设计和人群中概括这些发现.
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