在集群随机试验中对招聘策略的定量评估:来自AOK-Family +研究的细分回归和成本分析
Nicola Litke1, Michel Wensing1, Lina Hermeling2
1Department of General Practice and Health Services Research, University Hospital Heidelberg, Im Neuenheimer Feld 130.3, Heidelberg, 69120, Germany.
BMC medical research methodology
|November 29, 2025
概括
印刷健康杂志是预防性健康研究最有效的招聘策略,优于数字方法. 影响力营销最初表现有希望,但缺乏长期影响,突显了混合方法方法的必要性.
科学领域:
- 公共卫生 公共卫生
- 医疗保健服务研究 医疗服务研究
- 临床试验招聘 临床试验招聘
背景情况:
- 预防性卫生干预措施的参与者招募面临重大挑战,许多研究因入学率低而被中止或推迟.
- 大约19%的研究由于参与者不足而失败,三分之一的研究延长了招聘期.
研究的目的:
- 评估各种招聘策略对随时间推移的招聘率的影响.
- 分析与不同招聘方法相关的成本,以便未来的研究规划和资源优化.
主要方法:
- 一个集群随机对照试验 (AOK-Family+研究) 在德国西南部 (2023年4月至2024年6月) 进行.
- 干预的重点是减少孕妇和计划怀孕的孕妇的生活方式相关的风险因素.
- 采用了模拟 (杂志,传单) 和数字 (社交媒体,影响力营销) 策略;分析了255个申请的来源和参与状态.
- 分段线性回归确定了应用趋势的转折点;直接成本被跟踪.
主要成果:
- 该研究没有达到其目标样本规模,尽管在招聘方面进行了大量投资.
- 印刷AOK杂志 (35.5%) 和影响力营销 (23.6%) 获得了最多的申请.
- 杂志发行和Instagram影响者营销与申请率的显著增加有关.
- 社交媒体营销的效果是暂时的;每个申请和注册参与者的成本很高 (分别为389.54欧元和534.05欧元).
结论:
- 印刷健康杂志是最具成本效益和可持续性的招聘策略.
- 影响力营销产生了初始参与,但长期影响有限.
- 数字战略显示出明显的意图-行为差距和招生过程中的程序性障碍.
- 未来的研究建议采用混合方法方法,将数字外展与个性化,基于信任的沟通 (例如,通过医疗保健专业人员) 结合起来.
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