The CAN-DO-IT Model: a Process for Developing and Refining Online Recruitment in HIV/AIDS and Sexual Health Research

Abstract

Purpose of review: HIV/AIDS and sexual health research has increasingly relied on online recruitment in recent years. However, as potential online recruitment avenues (e.g., dating and sexual networking applications, websites, social media) have proliferated, navigating this process has become increasingly complex. This paper presents a practical model to guide researchers through online recruitment irrespective of platform.

Recent findings: The CAN-DO-IT model reflects 7 iterative steps based on work by the authors and other investigators: conceptualize scope of recruitment campaign, acquire necessary expertise, navigate online platforms, develop advertisements, optimize recruitment-to-enrollment workflow, implement advertising campaign, and track performance of campaigns and respond accordingly. Online recruitment can accelerate HIV/AIDS research, yet relatively limited guidance exists to facilitate this process across platforms. The CAN-DO-IT model presents one approach to demystify online recruitment and reduce enrollment barriers.

Keywords: Geosocial networking applications; HIV/AIDS; Internet; Research subject recruitment; Sexual health; Social media.

Figure 1.

Examples of high and low performing advertisements. a. High performing advertisement. This ad had both a high number of clicks as well as conversions into completed eligible screeners. The following features of this advertisement followed our “NICE” heuristic: a slideshow of photos of racially and ethnically diverse male couples, and language in describing men who have sex with men (i.e. “same-gender loving men”) that resonates with particular communities (i.e., Black MSM) along with the use of “gay, bi, and queer men” for broader appeal (Noticeable). In addition to what is noticeable, the ad mentions the incentive of free at-home test kits, coupons, and samples and implies the convenience of the program with the word “mobile-friendly” (Intriguing). The ad uses high-quality professional stock photos and is linked to the program’s Facebook page, which has more program information, and the URL for the website clearly indicates ties to an educational institution (Credible). Finally, the ad encourages viewers to “leam more” (Engaging). b. Low performing advertisement. This advertisement did not perform as well and cost three times as much per click as more successful advertisements, even though it appears to follow the “NICE” heuristic, and the advertisement was targeted to young sexual minority men who indicated they were “Interested in Men” on Facebook. The image features what appears to be a bright, painted rainbow flag and a heart, alluding to the study’s topic or population (Noticeable). The ad emphasizes payment (Intriguing), highlights the affiliation with a university (Credible), and encourages viewers to “learn more” and “share what matters to you” (Engaging). However, the advertisement likely suffered due to a lack of critical details (e.g., topic of study, target population, study location), as individuals who see the ad are given only a vague sense for what it is advertising, which may reduce how intriguing and credible it is, and thus render it less engaging.

Figure 1.

Examples of high and low performing advertisements. a. High performing advertisement. This ad had both a high number of clicks as well as conversions into completed eligible screeners. The following features of this advertisement followed our “NICE” heuristic: a slideshow of photos of racially and ethnically diverse male couples, and language in describing men who have sex with men (i.e. “same-gender loving men”) that resonates with particular communities (i.e., Black MSM) along with the use of “gay, bi, and queer men” for broader appeal (Noticeable). In addition to what is noticeable, the ad mentions the incentive of free at-home test kits, coupons, and samples and implies the convenience of the program with the word “mobile-friendly” (Intriguing). The ad uses high-quality professional stock photos and is linked to the program’s Facebook page, which has more program information, and the URL for the website clearly indicates ties to an educational institution (Credible). Finally, the ad encourages viewers to “leam more” (Engaging). b. Low performing advertisement. This advertisement did not perform as well and cost three times as much per click as more successful advertisements, even though it appears to follow the “NICE” heuristic, and the advertisement was targeted to young sexual minority men who indicated they were “Interested in Men” on Facebook. The image features what appears to be a bright, painted rainbow flag and a heart, alluding to the study’s topic or population (Noticeable). The ad emphasizes payment (Intriguing), highlights the affiliation with a university (Credible), and encourages viewers to “learn more” and “share what matters to you” (Engaging). However, the advertisement likely suffered due to a lack of critical details (e.g., topic of study, target population, study location), as individuals who see the ad are given only a vague sense for what it is advertising, which may reduce how intriguing and credible it is, and thus render it less engaging.

Figure 2.

Recruitment-to-enrollment workflow for an online multimedia HIV prevention program for sexual minority adolescent boys as initially designed and implemented (2a) and then adapted/optimized over time (2b) based on identified drop-offs, quantitatively measured, in the process. Changes to the workflow led to increased expediency and numbers of individuals moving through the cascade.

Figure 2.

Recruitment-to-enrollment workflow for an online multimedia HIV prevention program for sexual minority adolescent boys as initially designed and implemented (2a) and then adapted/optimized over time (2b) based on identified drop-offs, quantitatively measured, in the process. Changes to the workflow led to increased expediency and numbers of individuals moving through the cascade.