P4‐458: Facebook as a Resource for Hispanic/latino Recruitment: a Pilot Program of the Alzheimer's Prevention Registry
Year: 2019
Type: article
Abstract: Hispanics are about one to 1.5 times as likely as non-Hispanic whites to have Alzheimer's disease (AD) and other dementias. In addition, Hispanics are severely underrepresented in AD research. To address the disproportionate representation of the Hispanic population in current AD research studies, the Alzheimer's Prevention Registry (APR) piloted an online Facebook advertising campaign targeting Hispanics/Latinos aged 47–68 in the Phoenix, AZ area to accelerate enrollment into a longitudinal study of age-related memory decline and the effect of APOE4. The standard recruitment model for the longitudinal study is community outreach events. The APR tested eight advertisements that ran concurrently over two months. Three of the advertisements included Hispanic/Latino models within the study age range, four advertisement variations featured scientist and laboratory imagery, and one advertisement used a quiz image. Advertisements used advanced targeting options that characterize current APR members and identify users that meet similar online attributes. Advertisement clicks led users to a study summary page hosted on the APR website that asked interested individuals to call study site staff to learn more. Over the course of the two-month campaign, 43,598 online advertisement impressions were made resulting in 563 clicks on the advertisements, at a $2.11 cost per online click. Of the 563 clicks, 85 called, bringing the cost per call to $14.32. Of these callers, 22 were pre-screen eligible, and 19 were scheduled for screening visits at a cost of $62.59 per referral. This campaign did not show a difference in click response to the different advertisements (quiz vs scientific vs Hispanic/Latino model). In comparison, the standard recruitment model averages 1–2 screening visits/month. Facebook advanced targeting for recruitment of Hispanic/Latino research participants is an effective and cost-efficient method of recruitment for observational AD research studies and serves as a low-effort approach to connecting potential Hispanic/Latino research participants to study opportunities in their communities. Future study protocol updates to include expanding eligibility criteria will allow for further use of this online recruitment method.
Source: Alzheimer s & Dementia
Authors: Nellie M. High, Kathryn L. DeMarco, David K. Parkhurst, Erin E. Herbert, Alison K. Ward, Eric M. Reiman, Jessica B. Langbaum
Institution: Banner Alzheimer’s Institute
Language: English
Subfield: Health
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2981172286