Facebook Advertising to Recruit Young, Urban Women into an HIV Prevention Clinical Trial

AIDS and Behavior
Rachel JonesEloni Porcher

Abstract

Advertising via Facebook to elicit involvement in clinical trials has demonstrated promise in expanding geographic reach while maintaining confidentiality. The purpose of this study is to evaluate Facebook advertising to reach at-risk, predominately African American or Black women in higher HIV prevalence communities for an HIV prevention clinical trial, and to compare baseline characteristics to those recruited on-the-ground. Maintaining confidentiality and the practical aspects of creating and posting ads on Facebook are described. The advertising strategy targeted multicultural affinities, gender, age, interest terms, and zip codes. We report on results during 205 days. A total of 516,498 Facebook users viewed the ads an average of four times, resulting in 37,133 clicks to the study website. Compared to 495 screened on-the-ground, 940 were screened via Facebook ads, of these, half (n = 477, 50.74%) were high risk, and of those at risk, 154 were randomized into the 6-month clinical trial. Black women comprised 71.60% (n = 673) of the total screened online. Roughly twice as many Black women screened via Facebook compared to on-the-ground, yet, the percentage at high risk was similar. Preliminary data suggest that the extent to...Continue Reading

References

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Citations

May 6, 2019·Clinical Trials : Journal of the Society for Clinical Trials·Katherine A GuthrieAndrea Z LaCroix
Jul 21, 2020·Circulation. Cardiovascular Quality and Outcomes·John J WarnerUNKNOWN American Heart Association Partnering with Regulators Learning Collaborative*
Mar 5, 2019·Nursing Research·Nancy L WaltmanLaura D Bilek
Nov 10, 2018·Journal of Medical Internet Research·Laura Akers, Judith S Gordon
Mar 7, 2019·Western Journal of Nursing Research·Shu-Yu ChungJanet Welch
Aug 14, 2019·Journal of Clinical and Translational Science·Kelly R McHughAdrian F Hernandez
Nov 5, 2020·Journal of Medical Internet Research·Mette Brøgger-MikkelsenSimon Francis Thomsen
Oct 27, 2020·Journal of Medical Internet Research·Ida DarmawanMilton Eder

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