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...
| Main Authors: | , , , , , , , , , , , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2020-03-01
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| Series: | Preventive Medicine Reports |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2211335520300176 |
| _version_ | 1828521920207781888 |
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| author | Ava Kikut Marquis Vaughn Rebecca Salowe Mohima Sanyal Sayaka Merriam Roy Lee Emily Becker Sara Lomax-Reese Monica Lewis Robert Ryan Ahmara Ross Qi N. Cui Victoria Addis Prithvi S. Sankar Eydie Miller-Ellis Carolyn Cannuscio Joan O'Brien |
| author_facet | Ava Kikut Marquis Vaughn Rebecca Salowe Mohima Sanyal Sayaka Merriam Roy Lee Emily Becker Sara Lomax-Reese Monica Lewis Robert Ryan Ahmara Ross Qi N. Cui Victoria Addis Prithvi S. Sankar Eydie Miller-Ellis Carolyn Cannuscio Joan O'Brien |
| author_sort | Ava Kikut |
| collection | DOAJ |
| 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. Keywords: African Americans, Minority populations, Marketing campaign, Ophthalmology, Glaucoma, Screenings, Blindness |
| first_indexed | 2024-12-11T19:58:22Z |
| format | Article |
| id | doaj.art-bfbfc26a9e1142bca5f7a999a217ca4a |
| institution | Directory Open Access Journal |
| issn | 2211-3355 |
| language | English |
| last_indexed | 2024-12-11T19:58:22Z |
| publishDate | 2020-03-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Preventive Medicine Reports |
| spelling | doaj.art-bfbfc26a9e1142bca5f7a999a217ca4a2022-12-22T00:52:35ZengElsevierPreventive Medicine Reports2211-33552020-03-0117Evaluation of a multimedia marketing campaign to engage African American patients in glaucoma screeningAva Kikut0Marquis Vaughn1Rebecca Salowe2Mohima Sanyal3Sayaka Merriam4Roy Lee5Emily Becker6Sara Lomax-Reese7Monica Lewis8Robert Ryan9Ahmara Ross10Qi N. Cui11Victoria Addis12Prithvi S. Sankar13Eydie Miller-Ellis14Carolyn Cannuscio15Joan O'Brien16Scheie Eye Institute, University of Pennsylvania, Philadelphia, PA, USAScheie Eye Institute, University of Pennsylvania, Philadelphia, PA, USAScheie Eye Institute, University of Pennsylvania, Philadelphia, PA, USAScheie Eye Institute, University of Pennsylvania, Philadelphia, PA, USAScheie Eye Institute, University of Pennsylvania, Philadelphia, PA, USAScheie Eye Institute, University of Pennsylvania, Philadelphia, PA, USAScheie Eye Institute, University of Pennsylvania, Philadelphia, PA, USAWURD Radio, Philadelphia, PA, USAWURD Radio, Philadelphia, PA, USATrialX, New York, NY, USAScheie Eye Institute, University of Pennsylvania, Philadelphia, PA, USAScheie Eye Institute, University of Pennsylvania, Philadelphia, PA, USAScheie Eye Institute, University of Pennsylvania, Philadelphia, PA, USAScheie Eye Institute, University of Pennsylvania, Philadelphia, PA, USAScheie Eye Institute, University of Pennsylvania, Philadelphia, PA, USADepartment of Family Medicine and Community Health, Perelman School of Medicine, University of Pennsylvania, Philadelphia, PA, USAScheie Eye Institute, University of Pennsylvania, Philadelphia, PA, USA; Corresponding author at: Scheie Eye Institute, 51 N. 39th Street, Philadelphia, PA 19104, USA.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. Keywords: African Americans, Minority populations, Marketing campaign, Ophthalmology, Glaucoma, Screenings, Blindnesshttp://www.sciencedirect.com/science/article/pii/S2211335520300176 |
| spellingShingle | Ava Kikut Marquis Vaughn Rebecca Salowe Mohima Sanyal Sayaka Merriam Roy Lee Emily Becker Sara Lomax-Reese Monica Lewis Robert Ryan Ahmara Ross Qi N. Cui Victoria Addis Prithvi S. Sankar Eydie Miller-Ellis Carolyn Cannuscio Joan O'Brien Evaluation of a multimedia marketing campaign to engage African American patients in glaucoma screening Preventive Medicine Reports |
| 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 |
| url | http://www.sciencedirect.com/science/article/pii/S2211335520300176 |
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