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Evaluation of a multimedia marketing campaign to engage African American patients in glaucoma screening

Our objective was to determine which messaging approaches from a marketing campaign were most effective in recruiting African American individuals to a glaucoma screening and research study. We conducted a multimedia marketing campaign in Philadelphia from 01/31/2018 to 06/30/2018. Messaging approac...

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Autores principales: Kikut, Ava, Vaughn, Marquis, Salowe, Rebecca, Sanyal, Mohima, Merriam, Sayaka, Lee, Roy, Becker, Emily, Lomax-Reese, Sara, Lewis, Monica, Ryan, Robert, Ross, Ahmara, Cui, Qi N., Addis, Victoria, Sankar, Prithvi S., Miller-Ellis, Eydie, Cannuscio, Carolyn, O'Brien, Joan
Formato: Online Artículo Texto
Lenguaje:English
Publicado: 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6997297/
https://www.ncbi.nlm.nih.gov/pubmed/32025476
http://dx.doi.org/10.1016/j.pmedr.2020.101057
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author Kikut, Ava
Vaughn, Marquis
Salowe, Rebecca
Sanyal, Mohima
Merriam, Sayaka
Lee, Roy
Becker, Emily
Lomax-Reese, Sara
Lewis, Monica
Ryan, Robert
Ross, Ahmara
Cui, Qi N.
Addis, Victoria
Sankar, Prithvi S.
Miller-Ellis, Eydie
Cannuscio, Carolyn
O'Brien, Joan
author_facet Kikut, Ava
Vaughn, Marquis
Salowe, Rebecca
Sanyal, Mohima
Merriam, Sayaka
Lee, Roy
Becker, Emily
Lomax-Reese, Sara
Lewis, Monica
Ryan, Robert
Ross, Ahmara
Cui, Qi N.
Addis, Victoria
Sankar, Prithvi S.
Miller-Ellis, Eydie
Cannuscio, Carolyn
O'Brien, Joan
author_sort Kikut, Ava
collection PubMed
description Our objective was to determine which messaging approaches from a marketing campaign were most effective in recruiting African American individuals to a glaucoma screening and research study. We conducted a multimedia marketing campaign in Philadelphia from 01/31/2018 to 06/30/2018. Messaging approaches included radio advertisements and interviews (conducted in partnership with a local radio station with a large African American listener base), print materials, event tables, and online postings. Participants received free glaucoma screenings and the opportunity to enroll in our glaucoma genetics study. These screenings allowed individuals with glaucoma to receive a full examination and treatment plan with a glaucoma specialist, as well as to contribute to future efforts to identify genetic variants underlying this disease. We compared inquiry, enrollment, and cost yield for each messaging approach. Our campaign resulted in 154 unique inquiries, with 98 patients receiving glaucoma screenings (64%) and 60 patients enrolling in our study (39%). Commercials on WURD radio yielded the highest number of inquiries (62%) and enrollments (62%), but at relatively high cost ($814/enrolled patient). The most inexpensive approach that yielded more than five enrollments was postcards ($429/enrolled patient). Our campaign suggests that high-frequency commercials and postcards distributed at targeted healthcare locations are particularly effective and affordable options for connecting with the African American community. Our findings can help to inform recruitment efforts for other understudied diseases in minority populations.
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spelling pubmed-69972972020-02-05 Evaluation of a multimedia marketing campaign to engage African American patients in glaucoma screening Kikut, Ava Vaughn, Marquis Salowe, Rebecca Sanyal, Mohima Merriam, Sayaka Lee, Roy Becker, Emily Lomax-Reese, Sara Lewis, Monica Ryan, Robert Ross, Ahmara Cui, Qi N. Addis, Victoria Sankar, Prithvi S. Miller-Ellis, Eydie Cannuscio, Carolyn O'Brien, Joan Prev Med Rep Regular Article Our objective was to determine which messaging approaches from a marketing campaign were most effective in recruiting African American individuals to a glaucoma screening and research study. We conducted a multimedia marketing campaign in Philadelphia from 01/31/2018 to 06/30/2018. Messaging approaches included radio advertisements and interviews (conducted in partnership with a local radio station with a large African American listener base), print materials, event tables, and online postings. Participants received free glaucoma screenings and the opportunity to enroll in our glaucoma genetics study. These screenings allowed individuals with glaucoma to receive a full examination and treatment plan with a glaucoma specialist, as well as to contribute to future efforts to identify genetic variants underlying this disease. We compared inquiry, enrollment, and cost yield for each messaging approach. Our campaign resulted in 154 unique inquiries, with 98 patients receiving glaucoma screenings (64%) and 60 patients enrolling in our study (39%). Commercials on WURD radio yielded the highest number of inquiries (62%) and enrollments (62%), but at relatively high cost ($814/enrolled patient). The most inexpensive approach that yielded more than five enrollments was postcards ($429/enrolled patient). Our campaign suggests that high-frequency commercials and postcards distributed at targeted healthcare locations are particularly effective and affordable options for connecting with the African American community. Our findings can help to inform recruitment efforts for other understudied diseases in minority populations. 2020-01-23 /pmc/articles/PMC6997297/ /pubmed/32025476 http://dx.doi.org/10.1016/j.pmedr.2020.101057 Text en © 2020 The Authors http://creativecommons.org/licenses/by-nc-nd/4.0/ This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).
spellingShingle Regular Article
Kikut, Ava
Vaughn, Marquis
Salowe, Rebecca
Sanyal, Mohima
Merriam, Sayaka
Lee, Roy
Becker, Emily
Lomax-Reese, Sara
Lewis, Monica
Ryan, Robert
Ross, Ahmara
Cui, Qi N.
Addis, Victoria
Sankar, Prithvi S.
Miller-Ellis, Eydie
Cannuscio, Carolyn
O'Brien, Joan
Evaluation of a multimedia marketing campaign to engage African American patients in glaucoma screening
title Evaluation of a multimedia marketing campaign to engage African American patients in glaucoma screening
title_full Evaluation of a multimedia marketing campaign to engage African American patients in glaucoma screening
title_fullStr Evaluation of a multimedia marketing campaign to engage African American patients in glaucoma screening
title_full_unstemmed Evaluation of a multimedia marketing campaign to engage African American patients in glaucoma screening
title_short Evaluation of a multimedia marketing campaign to engage African American patients in glaucoma screening
title_sort evaluation of a multimedia marketing campaign to engage african american patients in glaucoma screening
topic Regular Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6997297/
https://www.ncbi.nlm.nih.gov/pubmed/32025476
http://dx.doi.org/10.1016/j.pmedr.2020.101057
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