Evaluation of a multimedia marketing campaign to engage African American patients in glaucoma screening.

ABSTRACT: Our objective was to determine which messaging approaches from a marketing campaign were most effective in recruiting African American individuals to a glaucoma screening and research study. We conducted a multimedia marketing campaign in Philadelphia from 01/31/2018 to 06/30/2018. Messaging approaches included radio advertisements and interviews (conducted in partnership with a local radio station with a large African American listener base), print materials, event tables, and online postings. Participants received free glaucoma screenings and the opportunity to enroll in our glaucoma genetics study. These screenings allowed individuals with glaucoma to receive a full examination and treatment plan with a glaucoma specialist, as well as to contribute to future efforts to identify genetic

SUBMITTER: Kikut A 

PROVIDER: S-EPMC6997297 | biostudies-literature | 2020 Mar

REPOSITORIES: biostudies-literature