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Social Marketing as a Framework for Recruitment

Illustrations From the REACH Study

Memphis VA Medical Center and University of Tennessee Health Science Center

Jennifer Martindale-Adams

University of Tennessee Health Science Center

Robert Burns

University of Tennessee Health Science Center and MEDSenior Connection

David Coon

Veterans Affairs Palo Alto Health Care System and Stanford University

Marcia Ory

Texas A & M University System

Diane Mahoney

Barbara Tarlow

Hebrew Rehabilitation Center for Aged-Research and Training Institute

Louis Burgio

University of Alabama

Dolores Gallagher-Thompson

Veterans Affairs Palo Alto Health Care System and Stanford University

Delois Guy

University of Alabama at Birmingham

Trinidad Arguelles

University of Miami

Laraine Winter

Thomas Jefferson University

Objectives:Recruitment is often the most challenging aspect of research with older persons. Social marketing—applying marketing techniques to influence the behavior of target audiences to improve their welfare—can help researchers identify factors that influence recruitment. Methods:Illustrations of social marketing principles are provided from the Resources for Enhancing Alzheimer’s Caregiver Health project, a national Alzheimer’s caregivers study that targeted ethnic and racial minorities. Results:Social marketing principles—the six Ps of participants, product, price, place, promotion, and partners—provide a theoretical framework for organizing and planning recruitment activities, including developing varying strategies to define the target audience (participants), develop the intervention (product), manage time and trouble (price), target the audience, improve accessibility (place), promote the study, and develop and work with partners. Discussion:Strategies to enhance recruitment are often undertaken without a comprehensive plan. Asocial marketing plan provides a framework to map out the steps in recruitment that will be needed and to plan for allocations of time, staff, and resources.

Key Words: social marketing • patient selection • cultural diversity • Alzheimer’s disease • aged

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