VUMC Pilot of Facebook for Smoking Cessation Clinical Trial Results in $440 per Patient

VUMC Pilot of Facebook for Smoking Cessation Clinical Trial Results in $440 per Patient

TrialSite, from time to time, has emphasized to clinical trial operations professionals involved with patient recruitment that Facebook can be a powerful online channel to seek out, identify, engage, and enroll participants in clinical trials. There is evidence that if campaigns are done smartly, sponsors achieve significant results. Facebook has a near-monopoly on social network activity with 2.89 billion users. A fundamental concept for online research support is the concept of “digital trust.” Pharmaceutical companies simply throw money at online channels such as Facebook without a smart strategy that builds trust with various online user communities over time. Recently, Vanderbilt University Medical Center (VUMC) shared some preliminary experiences with its use of Facebook to mount a short, month-long pilot campaign in the Houston area in an attempt to recruit participants for an ongoing smoking cessation clinical trial conducted there. The study, funded by the National Institutes of Health (NIH), also involved collaboration with the University of Texas MD Anderson Cancer Center. The results are important and were published in the journal Contemporary Clinical Trials...

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