Marketing the ‘Sex Check’: Evaluating Recruitment Strategies for a Telephone–Based HIV Prevention Project for Gay and Bisexual Men
Authors:
- Joseph F. PiccianoJPJoseph F. Picciano
- Roger A. RoffmanRRRoger A. Roffman
- Fred SwansonFSFred Swanson
- Seth C. KalichmanSKSeth C. Kalichman
- 1 April 2006
- journal article
- research article
- Published by Guilford Publications in AIDS Education and Prevention
- Vol. 18 (2) , 116-131
Abstract
Designing effective marketing and recruitment strategies for HIV prevention research requires attention to cultural relevance, logistical barriers, and perceived psychosocial barriers to accessing services. McGuire's communication/persuasion matrix (1985) guided our evaluation, with particular attention to success of each marketing "channel" (i.e., strategy) vis-à-vis the number of all callers, eligible callers, and enrolled callers, as well as reaching so-called "hard-to-serve" individuals. Nearly all channels offered success in reaching specific subgroups. Latinos responded favorably to posters, bisexuals responded favorably to paid media in an alternative (non-gay) publication, and precontemplators responded to referrals by family and friends. Although multiple recruitment strategies were used, three were crucial to the success of the project: (a) recruiters' presence in gay venues, (b) referrals by family and friends (snowball technique), and (c) paid advertisements in alternative (non-gay) local newspapers. Resource allocation and costs are also presented for each channel.Keywords
This publication has 20 references indexed in Scilit:
- Marketing Effectiveness in Reaching the Nontreatment-Seeking Marijuana SmokerJournal of Social Work Practice in the Addictions, 2004
- Successful Recruitment and Retention of Participants in Longitudinal Behavioral ResearchAIDS Education and Prevention, 2003
- Using Focus Groups to Guide Development of a Public Health Web SiteMedical Reference Services Quarterly, 2002
- The Internet as a Newly Emerging Risk Environment for Sexually Transmitted DiseasesJAMA, 2000
- Tracing a Syphilis Outbreak Through CyberspaceJAMA, 2000
- The Social Marketing of Project ARIES:Journal of Homosexuality, 1996
- The methodology of Focus Groups: the importance of interaction between research participantsSociology of Health & Illness, 1994
- The Recruitment of Research Participants:Social Work in Health Care, 1993
- The challenge of minority recruitment in clinical trials for AIDS1992
- Focus Group Interview: An Underutilized Research Technique for Improving Theory and Practice in Health EducationHealth Education Quarterly, 1987