- Title
- An embedded randomised controlled trial of a Teaser Campaign to optimise recruitment in primary care
- Creator
- Lee, Hopin; Hübscher, Markus; Moseley, G. Lorimer; Kamper, Steven J.; Traeger, Adrian C.; Skinner, Ian W.; Williams, Christopher M.; McAuley, James H.
- Relation
- Clinical Trials Vol. 14, Issue 2, p. 162-169
- Publisher Link
- http://dx.doi.org/10.1177/1740774516683921
- Publisher
- Sage
- Resource Type
- journal article
- Date
- 2017
- Description
- 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.
- Subject
- primary health care; recruitment; randomised controlled trial; research methods; back pain
- Identifier
- http://hdl.handle.net/1959.13/1350411
- Identifier
- uon:30546
- Identifier
- ISSN:1740-7745
- Rights
- Copyright © 2017 The Authors. Reprinted by permission of SAGE Publications.
- Language
- eng
- Full Text
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