A content analysis of Clinical and Translational Science Award (CTSA) strategies for communicating about clinical research participation online

INTRODUCTION: There is a dearth of literature providing guidance on how to effectively communicate about clinical research (CR). METHODS: Using the transactional model of communication, a content analysis of the investigator (n=62) and participant (n=18) Web sites of institutions funded through the National Institutes of Health Clinical and Translational Science Award (CTSA) was conducted to identify their strategies (e.g., messages) for communicating about CR participation. RESULTS: CTSAs targeted investigators with CR participation content across the main Web sites, although most CTSAs (n=55; 88.7%) also included CR participation content for participants. In total, 18 CTSAs (29%) hosted participant Web sites. Participant sites included 13 message types about CR participation (e.g., registry enrollment) and 5 additional channels (e.g., email, phone number) to communicate about CR. However, many CTSA participant Web sites excluded information explaining the CR process and offered CR content exclusively in English. CONCLUSION: CTSAs should identify their target audience and design strategies (e.g., messages, channels) accordingly.