Application of social marketing to recruitment for a digital weight management intervention for young adults.

ABSTRACT: Recruiting young adults into weight loss interventions poses challenges that may be mitigated by the use of novel social marketing strategies. The purpose of this study is to describe how social marketing principles were applied to recruitment for a digitally delivered randomized controlled trial for weight management among young adults and report recruitment data and demographics on those who enrolled and did not enroll in the study. The marketing mix of the 7Ps (i.e., product, price, place, promotion, packaging, positioning, and people) was applied to intervention recruitment. Prior to enrollment, respondents completed a screening survey, which was examined to determine optimal strategies for study awareness and enrollment. Of the initial 5,731 who initiated a screener, 3,059 provided da

SUBMITTER: Whiteley JA 

PROVIDER: S-EPMC7963283 | biostudies-literature | 2021 Mar

REPOSITORIES: biostudies-literature