Comparison of targeted web-based advertising versus traditional methods for recruiting older adults into clinical trials

Kathryn Baldyga, Ike Iloputaife, George Taffet, Nicole LaGanke, Brad Manor, Lewis A. Lipsitz, Courtney L. Millar

Research output: Contribution to journalArticlepeer-review

Abstract

Background: Recruiting older adults into clinical trials can be particularly challenging. Our objective was to determine if targeted web-based advertising is an effective recruitment strategy. Methods: We compared the recruitment rates of traditional and targeted web-based methods for three representative clinical trials involving older adults. All studies utilized traditional recruitment methods initially, but shifted toward primarily targeted web-based advertising after experiencing slow recruitment rates. Results: We found that web-based advertising reached more individuals compared to traditional methods. Compared to traditional methods, web-based methods also had at least twice the rate of expressed interest, completion of telephone and in-person screening, eligibility, and enrollment. Additionally, the proportion of individuals excluded after the telephone screening did not differ according to whether targeted web-based advertising (STAMINA: 51%; Berries and Steps: 62%; ISTIM: 20%) or traditional methods (STAMINA: 48%; Berries and Steps: 69%; ISTIM: 23%) were used within each study. Those recruited using web-based advertisements tended to be younger compared to traditional methods, but were similar in racial distribution and education. Conclusion: Targeted web-based advertisements may be more effective in recruiting older adults for clinical trials at a faster rate than traditional recruitment methods, but need further evaluation of compatible study designs, potential population bias, and cost-effectiveness.

Original languageEnglish (US)
Pages (from-to)182-192
Number of pages11
JournalJournal of the American Geriatrics Society
Volume73
Issue number1
DOIs
StatePublished - Jan 2025

Keywords

  • aging
  • clinical trials
  • online advertising
  • recruitment
  • research methods
  • Advertising/methods
  • Humans
  • Male
  • Patient Selection
  • Aged, 80 and over
  • Female
  • Aged
  • Internet
  • Clinical Trials as Topic/methods

ASJC Scopus subject areas

  • Geriatrics and Gerontology

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