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. 2023 May;19(5):1714-1728.
doi: 10.1002/alz.12805. Epub 2022 Oct 4.

Digital culturally tailored marketing for enrolling Latino participants in a web-based registry: Baseline metrics from the Brain Health Registry

Miriam T Ashford  1   2 , Monica R Camacho  1   2 , Chengshi Jin  3 , Joseph Eichenbaum  1   4 , Aaron Ulbricht  1   4 , Roxanne Alaniz  5 , Lesley Van De Mortel  5 , Jennefer Sorce  5 , Anna Aaronson  1   2 , Shivam Parmar  1   4 , Derek Flenniken  1   2 , Juliet Fockler  1   4 , Diana Truran  1   2 , R Scott Mackin  1   6 , Monica Rivera Mindt  7 , Alejandra Morlett-Paredes  8 , Hector M González  8 , Elizabeth Rose Mayeda  9 , Michael W Weiner  1   2   4   10   11 , Rachel L Nosheny  1   6
Affiliations

Digital culturally tailored marketing for enrolling Latino participants in a web-based registry: Baseline metrics from the Brain Health Registry

Miriam T Ashford et al. Alzheimers Dement. 2023 May.

Abstract

Introduction: This culturally tailored enrollment effort aims to determine the feasibility of enrolling 5000 older Latino adults from California into the Brain Health Registries (BHR) over 2.25 years.

Methods: This paper describes (1) the development and deployment of culturally tailored BHR websites and digital ads, in collaboration with a Latino community science partnership board and a marketing company; (2) an interim feasibility analysis of the enrollment efforts and numbers, and participant characteristics (primary aim); as well as (3) an exploration of module completion and a preliminary efficacy evaluation of the culturally tailored digital efforts compared to BHR's standard non-culturally tailored efforts (secondary aim).

Results: In 12.5 months, 3603 older Latino adults were enrolled (71% of the total California Latino BHR initiative enrollment goal). Completion of all BHR modules was low (6%).

Discussion: Targeted ad placement, culturally tailored enrollment messaging, and culturally tailored BHR websites increased enrollment of Latino participants in BHR, but did not translate to increased module completion.

Highlights: Culturally tailored social marketing and website improvements were implemented. The efforts enrolled 5662 Latino individuals in 12.5 months. The number of Latino Brain Health Registry (BHR) participants increased by 122.7%. We failed to adequately enroll female Latinos and Latinos with lower education. Future work will evaluate effects of a newly released Spanish-language BHR website.

Keywords: Alzheimer's; Brain Health Registry; Facebook; Latino; dementia; digital marketing; diversity; engagement; enrollment; ethnicity; recruitment; social media.

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Conflict of interest statement

Conflict/funding sources

This study and manuscript is produced by the researchers at the University of California, San Francisco and partner organization, and supported by the California Department of Public Health Alzheimer’s Disease Program funding from the 2019 California Budget Act [RFA19–10616]. The content may not reflect the official views or policies of the State of California.

Dr. Ashford receives support from the National Institutes of Health (made to institution) and declares no potential conflicts of interest.

Monica Camacho, Chengshi Jin, Joseph Eichenbaum, Aaron Ulbricht, Anna Aaronson, Shivam Parmar, Derek Flenniken, Juliet Fockler, Diana Truran, and Alejandra Morlett-Paredes report no potential conflict of interest.

Roxanne Alaniz, Lesley Van De Mortel, Jennefer Sorce work at Alaniz Marketing, Inc. Alaniz Marketing, Inc. is contracted with UCSF to create marketing material and oversee digital and social media campaigns for this study (CAL-BHR) and other academic studies at UCSF and other academic institutions. The payments are made to Alaniz Marketing, Inc. The Alaniz team also discloses to have received consulting fees from the following academic institutions: UCSF, Mt Sinai & George Washington University.

R. Scott Mackin declares to have grants or contracts from the following entities in the past 36 months: R01MH117114, Ro1MH 098062, R01MH101472, R01MH125928. All contracts and grant payments made to university.

Hector M. González declares to have grants or contracts from the following entities in the past 36 months: NIH/NIA R56AG048642 – Institution, RFA 19–10616 – Institution. He also declares to have received payment for lectures, presentations, speakers bureaus, manuscript writing, or educational events: International Neuropsychological Association payment made to me.

Elizabeth Rose Mayeda declares to have received support for the present manuscript from NIH grants (payments made to the institution). She also declares to have grants or contracts from the following entities in the past 36 months: National Institute on Aging; payments made to institution; California Department of Public health, payments made to institution; Hellman Fellows Fund; payments made to institution

M. Rivera Mindt declares all payments to institution: Ongoing Research NIH/NIGMS SC3GM141996 (PI: D. Byrd) Project Title: Health Disparities in Alzheimer’s Disease: Intergenerational and Sociocultural Contributors to Dementia Literacy in Immigrant Latinx Families. This study will examine dementia literacy levels and the influence of generation status and sociocultural factors in Latinx immigrant family dyads. Role: Co-Investigator Total Award: $346,500 NIH/NIA R13 AG071313–01 (MPIs: M. Rivera Mindt, R. Turner-II, M. Carrillo) 01/15/21 – 12/31/24 Project Title: Black Male Brain Reserve, Resilience & Alzheimer’s Disease: Life Course Perspectives This three-year conference series will advance health disparities and cognitive aging research via focused and collaborative attention on increasing representation and engagement of Black males in ADRD research. Role: Co-Principal Investigator Total Award: ~$162,000 Genentech Health Equity Innovations 2020 Fund G-89294 01/01/21–12/31/24 (MPIs: M. Rivera Mindt, R. Nosheny & C. Hill) Project Title: Digital Engagement of Black/African American Older Adults in Alzheimer’s Disease Clinical Research Using the Brain Health Registry The goal of this project is to improve participation of Black/African American older adults in Alzheimer’s Disease research using novel, innovative community-engaged research techniques. Role: Co-Principal investigator Total Award: $749,500 NIH/NIA R01AG065110 – 01A1 (PI: M. Rivera Mindt) 09/15/20–08/31/25 Project Title: Study of Aging Latinas/os for Understanding Dementia in HIV (S.A.L.U.D.) This is a longitudinal observational study of dementia rate and genetic, neuromedical, and sociocultural risk factors for dementia and changes in brain integrity in older HIV- & HIV+ Latinx adults. Role: Principal investigator Total Award: ~$3,329,120 NIH/NIA 5U19AG024904–14 (PI: M. Weiner) 07/15/20–07/30/22 Project Title: Alzheimer’s Disease Neuroimaging Initiative (ADNI) The goal of ADNI is to discover, standardize, and validate biomarkers for AD treatment trials. Dr. Rivera Mindt will Co-Lead the ADNI Diversity Taskforce to advance diversity recruitment & related scientific goals. Role: Subcontract PI/Co-Investigator/Co-Lead of ADNI Diversity Task Force Total Award: $96,040,840 Note. One of many ongoing ADNI grants NIH/NIA R01AG066471–01A1 (MPIs: A. Federman & J.P. Wisnivesky) 04/13/20–04/12/25 Project Title: Natural Language Processing and Automated Speech Recognition to Identify Older Adults with Cognitive Impairment (CI) This is a large (N = 1,000) multi-site observational study of machine learning techniques to identify CI in a diverse sample of older adults. Total Award: $4,278,550 Role: Co-Investigator Alzheimer’s Association Research Grant AARGD-16–446038 07/01/17 – 06/30/20 (PI: Rivera Mindt; PI of subcontract to Mt. Sinai: J. Robinson-Papp) Project Title: Alzheimer’s, Cerebrovascular, & Sociocultural Risk Factors for Dementia in HIV This cross-sectional study aims to understand the relative roles of HIV and aging in neurocognitive impairment of HIV+ Latinx older adults, including genetic, neuroimaging, laboratory, and neurocognitive evaluations. Role: Principal Investigator Total Award: $165,000. Dr. Rivera Mindt declares to have been paid for the following: 2) Panel Moderator: Rivera Mindt, M., Hilsabeck, R. Marquine, M., and Trittschuh, E. (To be Presented 2021, June [delayed due to COVID-19 pandemic]). Hot Topics in Culture and Gender in Clinical Neuropsychology. Workshop to be presented at the American Academy of Clinical Neuropsychology annual meeting, Chicago, IL. 3) Invited Presentation: Savin, MJ & Rivera Mindt, M.G. (2021, May). Recommendations from the Rez: Guidelines and Future Directions for Neuropsychological Assessment among American Indian/Alaska Natives Adults. UCSD/San Diego VA Clinical Neuropsychology Seminar: Diversity Series in San Diego, CA. 4) Invited Presentation: Rivera Mindt, M. (2021, March). The Persistence of U.S. Brain Health Disparities: Moving Forward through Cultural Neuropsychology. Harvard MGH Psychology Assessment Center Seminar; Boston, MA [virtual]; March 18, 2021. 5) Grand Rounds Presentation: Rivera Mindt, M. (2020, March [delayed due to COVID-19 pandemic]). Advancing Brain Health Equity in the 21st Century. University of Washington Department of Neurology Grand Rounds; Seattle, WA.; March 5th, 2020. 6) Keynote Presentation: Rivera Mindt, M. (2020, March). Improving Diagnostic Precision and Health Outcomes within the U.S. Latinx Population through Evidence-Based Neuropsychological Evaluation. Annual Conference of the Pacific Northwest Neuropsychological Society; Seattle, WA.; March 7th, 2020. 7) Invited Presentation: Rivera Mindt, M. (2020, January). The Vital Future of Clinical Psychology Through Diversity and Inclusion. Annual Conference of the Council of University Directors of Clinical Psychology; Austin, TX; January 18, 2020. 8) Invited Presentation: Rivera Mindt, M. (2019, October). Cultural Neuroscience in Society. National Academy of Sciences/Simons Foundation: The Science & Entertainment Exchange. Woodhull, MA. 9) Invited Presentation: Rivera Mindt, M. (2019, April). Cognitive Effects of Chronic Opioid Use, Treatment, and Implications for HIV & Health Disparities. Emory University HIV & Aging Conference. 10) Invited Presentation: Rivera Mindt, M. (2019, March). Brain & Cognitive Health in a Sociocultural Framework. Brown University Alpert Medical School, Department of Psychiatry and Human Behavior Grand Rounds. 11) Invited Presentation: Rivera Mindt, M. (2018, November). Neurocognitive diagnosis and care of older Latinx adults with neurocognitive impairment: A Culturally-tailored approach. Paper presentation at the Wisconsin Alzheimer’s Institute/University of Wisconsin School of Medicine & Public Health 16th Annual Alzheimer’s Disease Update Conference. 12) Invited Panelist: Rivera Mindt, M. (2018, Oct.). Developing multicultural competencies. Panel presentation at the 38th annual meeting of the National Academy of Neuropsychology, New Orleans, LA. 13) Invited Panelist: Rivera Mindt, M. (2018, Sept.). The Clinical Neuropsychologist: Increasing Diversity & Inclusion. Council of Science Editors, Technica Editorial Services Webinar. The Peer Review Ecosystem: Where Does Diversity & Inclusion Fit In? 2018 [accessed 2018 Oct 9]. https://www.councilscienceeditors.org/resource-library/past-presentationswebinars/past-webinars/2018-webinar-3-the-peer-reviewer-ecosystem-where-does-diversity-inclusion-fit-in/. 14) Invited Colloquium Presentation: Rivera Mindt, M. (2018, Sept.). Cultural neuropsychology: Implications for research and practice. Dept. of Psychology, Ohio University, Athens, OH. Support for attending meetings: NIH and Fordham University; paid to her if I needed to be reimbursed. Dr. Rivera Mindt has held the following roles: National/Regional Leadership 2021 – Present Advisory Board Member, ALL-FTD External Advisory Board 2021 – Present Advisory Board Member, Brown University Center for Alzheimer’s Disease Research 2021 – Present Member, Centers for Disease Control and Prevention (CDC) BOLD Public Health Center of Excellence on Dementia Risk Reduction Expert Panel 2021 – Present Member, CDC/National Alzheimer’s Project Act (NAPA) Physical Activity, Tobacco Use, and Alcohol Workgroup 2021 – Present Member, Einstein/Rockefeller/Hunter CFAR (ERC-CFAR) HIV and Mental Health Scientific Working Group 2020 – Present Board Member, Alzheimer’s Association NYC Chapter Board of Directors 2020 – Present Advisory Board Member, Society for Black Neuropsychology 2020 – Present Advisory Board Member, @SocialThatSupports (Chair: Dr. David Washington) 2019 Elections Committee, International Neuropsychological Society 2018 – Present Co-Founder & Co-Chair, Wisdom Workgroup for Indigenous Neuropsychology: A Global Strategy (Wisdom WINGS) 2018 – 2020 Continuing Education (CE) Program Committee, International Neuropsychological Society 2016 – 2020 President-Elect * President * Past-President (Elected Position), Hispanic Neuropsychological Society (HNS) Community 2020 – Present Board of Directors - Treasurer, Harlem Community & Academic Partnership 2019 – Present Older Adults Subcommittee Member, East Harlem Community Health Committee 2014 – 2019 Advisory Board Member, SMART University (NYC-based CBO for HIV+ women) 2013 – 2020 Board of Directors - Secretary, Harlem Community & Academic Partnership.

Dr. Nosheny has received support from NIH (support to institution) for the present manuscript and grant from: NIH (grant to institution), California Department of Public Health (grant to institution) Genentech, Inc. (grant to institution), Alzheimer’s Association (grant to institution). Dr. Nosheny received the following support for attending meetings: MCI 2020 symposium/Mt. Sinai: payment to her.

Michael Weiner, M.D. is a full time Professor for the University of California San Francisco (UCSF), at the San Francisco Veterans Affairs Medical Center, and Principal Investigator of many projects with the above grant funding.

Financial Disclosures (Outside Income and Relationships): Dr. Weiner has performed Paid Consulting on Advisory Boards for: Alzheon, Inc., Biogen, Cerecin, Dolby Family Ventures, Eli Lilly, Merck Sharp & Dohme Corp., Nestle/Nestec, and Roche, University of Southern California (USC).

He has provided Consulting to: Baird Equity Capital, BioClinica, Cerecin, Inc., Cytox, Dolby Family Ventures, Duke University, FUJIFILM-Toyama Chemical (Japan), Garfield Weston, Genentech, Guidepoint Global, Indiana University, Japanese Organization for Medical Device Development, Inc. (JOMDD), Nestle/Nestec, NIH, Peerview Internal Medicine, Roche, T3D Therapeutics, University of Southern California (USC), and Vida Ventures.

He has acted as a Speaker/Lecturer to: The Buck Institute for Research on Aging; China Association for Alzheimer’s Disease (CAAD); Japan Society for Dementia Research

He has Traveled with the support of: University of Southern California (USC), NervGen, ASFNR, CTAD Congres.

He holds Stock options with: Alzeca, Alzheon, Inc., and Anven.

Research Support to NCIRE and UCSF with Mike as PI or Co-Investigator:

Dr. Weiner receives support for his research from the following funding sources:

National Institutes of Health (NIH): 5U19AG024904–14; 1R01AG053798–01A1; R01 MH098062; U24 AG057437–01; 1U2CA060426–01; 1R01AG058676–01A1; and 1RF1AG059009–01;

Department of Defense (DOD): W81XWH-15–2-0070; 0W81XWH-12–2-0012; W81XWH-14–1-0462; and W81XWH-13–1-0259;

Patient-Centered Outcomes Research Institute (PCORI): PPRN-1501–26817;

California Department of Public Health (CDPH): 16–10054;

University of Michigan: 18-PAF01312;

Siemens: 444951–54249;

Biogen: 174552;

Hillblom Foundation: 2015-A-011-NET;

Alzheimer’s Association: BHR-16–459161;

The State of California: 18–109929.

He also receives support from Johnson & Johnson, Kevin and Connie Shanahan, GE, VUmc, Australian Catholic University (HBI-BHR), The Stroke Foundation, and the Veterans Administration.

Non-Financial Relationships

Dr. Weiner has served on Advisory Boards (paid and unpaid) for:

Acumen Pharmaceutical, ADNI, Alzheon, Inc., Biogen, Brain Health Registry, Cerecin, Dolby Family Ventures, Eli Lilly, Merck Sharp & Dohme Corp., National Institute on Aging (NIA), Nestle/Nestec, PCORI/PPRN, Roche, University of Southern California (USC), NervGen.

He serves on Editorial Boards (unpaid) for:

Alzheimer’s & Dementia, MRI and TMRI.

Figures

Figure 1.
Figure 1.
Cumulative number of enrollments over time
Figure 2.
Figure 2.
Heatmap of enrolled CAL-BHR participants from CA counties
See this image and copyright information in PMC

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