An embedded randomised controlled trial of a Teaser Campaign to optimise recruitment in primary care.
Clin Trials. 2017 Apr;14(2):162-169
Authors: Lee H, Hübscher M, Moseley GL, Kamper SJ, Traeger AC, Skinner IW, Williams CM, McAuley JH
BACKGROUND: Marketing communication and brand identity is a fundamental principle of advertising and end-user engagement. Health researchers have begun to apply this principle to trial recruitment in primary care. The aim of this study was to evaluate whether a Teaser Campaign using a series of postcards in advance of a conventional mail-out increases the number of primary care clinics that engage with a clinical trial.
METHODS: Embedded randomised recruitment trial across primary care clinics (general practitioners and physiotherapists) in the Sydney metropolitan area. Clinics in the Teaser Campaign group received a series of branded promotional postcards in advance of a standard letter inviting them to participate in a clinical trial. Clinics in the Standard Mail group did not receive the postcards.
RESULTS: From a total of 744 clinics that were sent an invitation letter, 46 clinics in the Teaser Campaign group and 40 clinics in the Standard Mail group responded (11.6% total response rate). There was no between-group difference in the odds of responding to the invitation letter (odds ratio?=?1.18, 95% confidence interval?=?0.75-1.85, p?=?0.49). For physiotherapy clinics and general practice clinics, the odds ratios were 1.43 (confidence interval?=?0.82-2.48, p?=?0.21) and 0.77 (confidence interval?=?0.34-1.75, p? =?0.54), respectively.
CONCLUSION: A Teaser Campaign using a series of branded promotional postcards did not improve clinic engagement for a randomised controlled trial in primary care.
PMID: 28064524 [PubMed – indexed for MEDLINE]