JMIR Publications

ABSTRACT

Background:

Participant recruitment is often a challenge, particularly enrolling individuals with relatively rare characteristics. The wide reach of social media may provide a mechanism to overcome these challenges.

Objective:

The primary aim of the paper is to provide information to researchers who seek to recruit participants from rare populations using social media for studies with rather demanding protocols. We describe a pilot study protocol that identified and enrolled currently pregnant women (second or third trimester) who were exclusive electronic cigarette (e-cigarette) users. We describe the recruitment methods, time, and cost; examine advertisement types that were more or less successful; discuss participant retention and relationship management; and describe the process of collecting biological data.

Methods:

We placed Facebook advertisements selectively targeting women who were likely to be pregnant and interested in e-cigarettes or vaping. The advertisements invited individuals to complete an eligibility screener. Eligible participants were asked to (1) complete an online survey that collected detailed information on the use of e-cigarettes, including the exact type of device and e-liquid, (2) report frequency and intensity of e-cigarette use for the 3 months before pregnancy and during each trimester, and (3) provide a saliva specimen for nicotine biomarker assay. Eight weeks after the mother’s due date, we collected a photograph of each participant’s e-cigarette device to allow corroboration of self-report and the baby’s birth weight and gestational age from the participant’s physician.

Results:

We enrolled 20 participants in two months at a cost of $3421.28 USD. Baseline data was collected for all 20 participants. Of the 20 women enrolled, 16 provided a saliva sample, 4 provided a photo of the e-cigarette device, and 10 provided physician contact information. Of the 10 physicians contacted by mail, 6 responded with information on the participants and their babies.

Conclusions:

Study findings suggest that Facebook’s targeting criteria should focus on “e-cigarette users” to maximize advertisement exposure of potentially eligible women. In addition, saliva sample collection was feasible among pregnant women (second or third trimester) who are exclusive e-cigarette users, but obtaining photographs and physician reports was problematic and calls for further refinement. These lessons should be generalizable to others who are seeking to use social media to recruit participants from rare populations into studies with rather demanding protocols. Clinical Trial: n/a