公共卫生 公共卫生
Catherine C Conti1, Hannatu Amaza2, Melanie J Miller1,3
1Northern California Institute for Research and Education (NCIRE), San Francisco, CA, USA.
以社区为中心的数字营销成功地招募了各种老年人参加阿尔茨海默氏症神经成像倡议 (ADNI) 研究. 具有静态图像的教育内容和单独主题广告显示了最高的参与度,提高了研究的概括性.
科学领域:
- 神经成像研究研究的神经成像.
- 临床试验招聘工作人员
- 数字健康营销是数字健康营销.
背景情况:
- 阿尔茨海默病神经成像计划 (ADNI) 旨在增强参与者的多样性,以实现更广泛的结果概括性.
- 数字营销策略被用来招募老年人进入ADNI队伍进行临床查.
研究的目的:
- 提供关于广告参与度和注册率的数据.
- 评估以社区为中心的数字营销在招募ADNI.多样化的参与者的有效性.
主要方法:
- 实施了以社区为中心的数字营销方法,根据人口统计数据针对特定的地理区域.
- 数字广告活动利用了各种主题 (个人,家庭,社区;教育,志向) 和格式 (静态图像,视频) 在Meta,登陆页面和电子邮件等平台上.
- 广告参与度是通过点击到印象比率来衡量,并收集了数字和临床队伍的参与者注册数据.
主要成果:
- 数字活动将5931名参与者纳入了数字队列,目标社区群体的代表性比最初估计的要高.
- 具有"独家"主题,教育内容和静态图像的广告显示了最高的参与率.
- 18名参与者通过广告活动的推成功被选为临床队列.
结论:
- 特定于社区的数字营销是招募ADNI数字研究的不同参与者的可行和有效策略.
- 优化广告内容以包括单独主题,教育信息和静态视觉增强了参与度和招聘成功.
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