"Evaluation of a Multimedia Marketing Campaign to Engage African American Patients in Glaucoma Screening." Preventative Medicine Reports, 2020.

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, and Joan O'Brien
Research Area: 

This study evaluates a multimedia campaign focused on recruiting African American individuals to a glaucoma screening and research study in Philadelphia from 01/31/2018-06/30/2018. 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 a 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. Using a phone number tracking system, 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%). Radio commercials 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.