Digital culturally tailored marketing for enrolling Latino participants in a web-based registry: Baseline metrics from the Brain Health Registry.
Alzheimer's
Brain Health Registry
Facebook
Latino
dementia
digital marketing
diversity
engagement
enrollment
ethnicity
recruitment
social media
Journal
Alzheimer's & dementia : the journal of the Alzheimer's Association
ISSN: 1552-5279
Titre abrégé: Alzheimers Dement
Pays: United States
ID NLM: 101231978
Informations de publication
Date de publication:
05 2023
05 2023
Historique:
revised:
20
06
2022
received:
17
12
2021
accepted:
22
07
2022
medline:
15
5
2023
pubmed:
5
10
2022
entrez:
4
10
2022
Statut:
ppublish
Résumé
This culturally tailored enrollment effort aims to determine the feasibility of enrolling 5000 older Latino adults from California into the Brain Health Registries (BHR) over 2.25 years. This paper describes (1) the development and deployment of culturally tailored BHR websites and digital ads, in collaboration with a Latino community science partnership board and a marketing company; (2) an interim feasibility analysis of the enrollment efforts and numbers, and participant characteristics (primary aim); as well as (3) an exploration of module completion and a preliminary efficacy evaluation of the culturally tailored digital efforts compared to BHR's standard non-culturally tailored efforts (secondary aim). In 12.5 months, 3603 older Latino adults were enrolled (71% of the total California Latino BHR initiative enrollment goal). Completion of all BHR modules was low (6%). Targeted ad placement, culturally tailored enrollment messaging, and culturally tailored BHR websites increased enrollment of Latino participants in BHR, but did not translate to increased module completion. Culturally tailored social marketing and website improvements were implemented. The efforts enrolled 5662 Latino individuals in 12.5 months. The number of Latino Brain Health Registry (BHR) participants increased by 122.7%. We failed to adequately enroll female Latinos and Latinos with lower education. Future work will evaluate effects of a newly released Spanish-language BHR website.
Identifiants
pubmed: 36193827
doi: 10.1002/alz.12805
pmc: PMC10070578
mid: NIHMS1882507
doi:
Types de publication
Journal Article
Research Support, N.I.H., Extramural
Research Support, U.S. Gov't, Non-P.H.S.
Research Support, Non-U.S. Gov't
Langues
eng
Sous-ensembles de citation
IM
Pagination
1714-1728Subventions
Organisme : NIA NIH HHS
ID : F32 AG072730
Pays : United States
Organisme : NIA NIH HHS
ID : R33 AG062867
Pays : United States
Organisme : NIA NIH HHS
ID : U24 AG057437
Pays : United States
Organisme : NIA NIH HHS
ID : R01 AG058676
Pays : United States
Organisme : NIMH NIH HHS
ID : R01 MH117114
Pays : United States
Organisme : NIA NIH HHS
ID : R01 AG066471
Pays : United States
Organisme : NIA NIH HHS
ID : U19 AG024904
Pays : United States
Organisme : NIA NIH HHS
ID : R13 AG071313
Pays : United States
Organisme : NIGMS NIH HHS
ID : SC3 GM141996
Pays : United States
Organisme : NIA NIH HHS
ID : R01 AG053798
Pays : United States
Organisme : NIA NIH HHS
ID : RF1 AG059009
Pays : United States
Organisme : NIMH NIH HHS
ID : R01 MH098062
Pays : United States
Organisme : NIA NIH HHS
ID : R56 AG048642
Pays : United States
Organisme : NIMH NIH HHS
ID : R01 MH101472
Pays : United States
Organisme : NIA NIH HHS
ID : R01 AG065110
Pays : United States
Organisme : NIMH NIH HHS
ID : RF1 MH125928
Pays : United States
Informations de copyright
© 2022 The Authors. Alzheimer's & Dementia published by Wiley Periodicals LLC on behalf of Alzheimer's Association.
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