Abstract
BackgroundRecruiting young men who have sex with men (YMSM) in community settings is difficult. The use of Web-based social networks and dating apps for recruitment can be successful approaches, although little work has been done on the impact of study advertisement content on recruitment.ObjectiveThe aim of this study was to evaluate the effects of advertisement message content on the recruitment of YMSM (aged 18-26 years) for a Web-based focus group study, examining perspectives and preferences for a mobile app that was designed to support sexual health among YMSM.MethodsBetween March and April 2017, a recruitment campaign to promote human papillomavirus vaccination was launched on a popular social networking and dating app for YMSM, with 3 different text-based advertisement themes (technology, cancer prevention, and sexual innuendo). The campaign recruited YMSM across 3 states (Massachusetts, New York, and Pennsylvania). We examined the click-through rates, conversion rates, and enrollment rates of each of the advertisements and examined differences in views and clicks by age, state, and time of day.ResultsThe sexual innuendo advertisement had the highest click rates when compared with both the technology (click rate ratio [CRR] 2.06, 95% CI 1.74-2.45) and cancer prevention (CRR 1.62, 95% CI 1.38-1.90) advertisements. The sexual innuendo advertisement also had higher study enrollment rates compared with the technology (CRR 1.90, 95% CI 1.23-2.83) and cancer prevention (CRR 2.06, 95% CI 1.37-3.13) advertisements. No differences were observed in clicks or enrollment by age, state, or time of day.ConclusionsOur marketing campaign, targeting YMSM, was effective in recruiting participants for a qualitative study, using Web-based focus groups. The sexual innuendo advertisement was the most effective and cost-efficient advertisement of the 3 approaches trialed. Different populations need different targeted strategies for study recruitment. Researchers should work with key representatives to develop and test culturally relevant messaging and approaches that utilize current and popular technologies.
Highlights
Improving health outcomes among young men who have sex with men (YMSM) is an important goal in the United States [1]
Between March and April 2017, a recruitment campaign to promote human papillomavirus vaccination was launched on a popular social networking and dating app for YMSM, with 3 different text-based advertisement themes
The sexual innuendo advertisement had the highest click rates when compared with both the technology and cancer prevention (CRR 1.62, 95% CI 1.38-1.90) advertisements
Summary
Improving health outcomes among young men who have sex with men (YMSM) is an important goal in the United States [1]. Numerous health disparities exist for this population [2], and health researchers are responding by actively recruiting YMSM into studies to build relevant and culturally appropriate interventions. One of the main difficulties in building relevant and culturally appropriate interventions is recruiting YMSM into feasibility studies. Challenges specific to recruitment of YMSM may include finding places to recruit sexual minorities, increasing privacy and confidentiality concerns related to minority status, and building trust, as well as a history of stigma and discrimination [5]. Investigators have had success in recruiting adolescents/young adults by using Web-based approaches [6,7,8]. The use of Web-based social networks and dating apps for recruitment can be successful approaches, little work has been done on the impact of study advertisement content on recruitment
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