Table 4 Promotional strategy atttributes, outcomes and appraisal of effectiveness
| Â | Attributes | Assessment of outcomes | Â | |||||||
|---|---|---|---|---|---|---|---|---|---|---|
Promotion | Format1, length2 | Direct3 | Targeted3 | High reach3 | Frequent3 | Online component | Contributed to enrolment3 | Direct cost per participant4 | Staff effort per participant4 | Appraisal of effectiveness5 |
TV news and current affair coverage | Audio-visual, medium |  |  | +++ | + | Yes | +++ |  | – – | Highly effective Advantages: no cost, very high reach, audio-visual format, credible source Disadvantages: single exposure, challenging to arrange |
Mass mail-out by DHS | Text + image, long | +++ | ++ | +++ | + | No | +++ | – – | – | Highly effective Advantages: direct, targeted, high reach, credible source Disadvantages: administrative process for approval, cost |
Radio advertising | Audio, short |  | + | +++ | +++ | No | +++ | – – – | – | Highly effective Advantages: high reach and frequency Disadvantages: costly, short audio-only format |
Newsletter mentions: businesses and community organisations | Text (+ image), usually short | + | + | ++ | + | Yes | ++ |  | – – | Effective Advantages: no cost, moderate reach, credible source, potential to identify influencer/champion within organisation Disadvantages: challenge of identifying willing organisations |
Word of mouth | UNK | + | UNK | + | UNK | UNK | ++ | Â | Â | Effective Advantages: no cost, trusted source Disadvantages: usually incidental |
Newspaper articles: print and online | Text (+ image), medium |  |  | +++ | + | Yes | ++ |  | – – | Effective Advantages: high reach (although shrinking), offline and online options, credible source Disadvantages: single exposure, challenging to arrange |
Publicly displayed posters | Text + image, medium |  | + | + | ++ | No | ++ |  | – – – | Effective Advantages: low/no cost, simple, local to centres Disadvantages: small potential reach, time-consuming |
Online promotion: businesses and community organisations | Text (+ image), short |  | + | ++ | + | Yes | + |  | – – | Moderately effective Advantages: no cost, can be a credible source Disadvantages: single exposure, challenging to arrange |
Radio news coverage/interviews | Audio, medium |  |  | +++ | + | No | + |  | – – | Moderately effective Advantages: high reach, credible source Disadvantages: audio-only, single exposure, challenging to arrange |
Referral by GP | Face-to-face | +++ | +++ | + | + | No | + |  | – – | Limited effectiveness Advantages: direct and very targeted, a trusted medical source Disadvantages: limited reach, challenging to seek referrals from health professionals not affiliated with trial |
Direct approach/invitation from study centre | Text, long | ++ | +++ | + | + | No | + |  | – – – | Limited effectiveness Advantages: direct and very targeted, a trusted medical source Disadvantages: very limited reach, challenging to identify potential participants through hospitals due to nature of trial |
Referral by pathology service (printed on bottom of path results) | Text, short | ++ | +++ | + | + | No | + |  | – – | Limited effectiveness Advantages: direct and very targeted, a trusted medical source Disadvantages: limited reach, challenging to arrange |
Organic Google search | Text, short |  | ++ | ++ | UNK | Yes | + |  | – | Limited effectiveness Advantages: no cost Disadvantages: limited reach due to nature of trial |
Paid Google search | Text, short |  | +++ | + | UNK | Yes | + | – | – – | Limited effectiveness Advantages: potentially high reach, affordable compared to other paid strategies, flexible Disadvantages: technically challenging, potential limited by the nature of trial |
Facebook-paid ad | Text + image (+ audio-visual), short |  | ++ | ++ | +++ | Yes | + | – | – – | Limited effectiveness Advantages: affordable compared to other paid strategies, potential to use images and video, high frequency, flexible Disadvantages: technically challenging, limited engagement with trial demographic |
Community events: presentation/stand | Mixed | ++ | ++ | + | + | No | – |  | – – – | Ineffective Advantages: direct and potentially targeted Disadvantages: very limited reach. Time-consuming |
Newspaper advertisement: print | Text + image, short |  |  | ++ | ++ | No6 | – | – – – | – | Ineffective Advantages: Potential to use images Disadvantages: Costly, falling reach |
Mass mail-out by GP | Text, long | +++ | +++ | + | + | No | – | – – – | – | Ineffective Advantages: direct and very targeted, a trusted medical source Disadvantages: limited reach, costly |
Unpaid post on study Facebook page | Text + image, short | + | + | + | ++ | Yes | – |  | – – – | Ineffective Advantages: no cost Disadvantages: limited engagement with trial demographic, time-consuming if done with high frequency |