Effects of Communication Source and Racial Representation in Clinical Trial Recruitment Flyers

"I Respect Whatever Decision You Make!" How Autonomy Support and Exemplars in Short-Form Videos Influence Clinical Trial Recruitment

This study was designed to test two message features (autonomy support and evidence type) found in clinical trial recruitment videos on social media. Using an online experiment in which 606 individuals watched short-form videos about clinical trials, we assessed the impact of varying autonomy support conditions (supportive vs. non-supportive) and incorporating exemplars of a previous clinical trial participant's experience (vs. base-rate information about participating). The findings show that communicating about clinical trials with an autonomy-supportive approach can reduce psychological reactance and improve perceived message effectiveness, attitudes toward clinical trial participation, intentions to engage with the content (i.e., "liking" and sharing the content), and intentions to participate in clinical trials. When combined with an exemplar, autonomy-supportive messaging can be especially effective at reducing psychological reactance and improving attitudes toward clinical trials. The findings are well-timed, as researchers are increasingly turning to social media to enhance clinical trial recruitment.

"Trust Me, I'm a Doctor." How TikTok Videos from Different Sources Influence Clinical Trial Participation

This study experiments with TikTok videos to promote clinical trial participation. More specifically, it examines how short-form video sources (doctors vs. prior volunteers for clinical trials) influence perceived source credibility, self-efficacy, and behavioral intention to participate in clinical trials. Findings from this online experiment (N = 396) showed that doctor sources led to greater behavioral intention through enhancing source credibility compared to prior volunteer sources. Alternatively, prior volunteer sources increased behavioral intention via enhanced self-efficacy for participants with low trust in doctors. These findings contribute to the understanding of how short-form video sources act as heuristic cues, leading to persuasion outcomes. Overall, we recommend featuring doctors when using video-based messages to promote clinical trial participation. Also, this study emphasizes the need for health communication practitioners to consider prior volunteers as spokespersons when targeting populations with low baseline trust in doctors.

Simulating A/B testing versus SMART designs for LLM-driven patient engagement to close preventive care gaps

Population health initiatives often rely on cold outreach to close gaps in preventive care, such as overdue screenings or immunizations. Tailoring messages to diverse patient populations remains challenging, as traditional A/B testing requires large sample sizes to test only two alternative messages. With increasing availability of large language models (LLMs), programs can utilize tiered testing among both LLM and manual human agents, presenting the dilemma of identifying which patients need different levels of human support to cost-effectively engage large populations. Using microsimulations, we compared both the statistical power and false positive rates of A/B testing and Sequential Multiple Assignment Randomized Trials (SMART) for developing personalized communications across multiple effect sizes and sample sizes. SMART showed better cost-effectiveness and net benefit across all scenarios, but superior power for detecting heterogeneous treatment effects (HTEs) only in later randomization stages, when populations were more homogeneous and subtle differences drove engagement differences.

Exploring the Strategic Use of TikTok for Clinical Trial Recruitment: How audiences' Prior Short-Form Video Usage Influences Persuasive Effects

Guided by the elaboration likelihood model and framing theory, this study explores the potential of short-form video platforms (e.g. TikTok), for targeted clinical trial recruitment. An online experiment compared doctor vs. peer-led videos addressing logistical or psychological barriers to participation, mimicking common TikTok communication tactics. Results indicate that high (vs. low) TikTok users are more persuaded by recruitment messages, and they exhibit stronger intentions to participate in clinical trials. Although doctor-sourced messages generate greater credibility and a more favorable message attitude, peer-sourced messages may be more effective in increasing participation intention. Lastly, doctor-sourced videos that address logistical barriers and peer-sourced videos that discuss psychological barriers result in higher self-efficacy for clinical trial participation. This study contributes to the growing body of research on new media's role in health communication and provides insights into how to strategically utilize TikTok and other short-form video platforms for clinical trial recruitment.

Improving rural White men's attitudes toward clinical trial messaging and participation: effects of framing, exemplars and trust

This study examined whether framing, exemplar presence and exemplar race in social media news posts influence rural White men's perceptions, attitudes and behavioral intentions toward clinical trial participation, and if so, how individual trust in doctors moderates the effects of these three factors. An experiment with a 2 within (framing: cognitive versus psychological barriers) × 2 within (exemplar: present versus absent) × 2 between (exemplar race: White versus Black) subjects mixed factorial design was conducted among rural White men (N = 208). Twelve social media news posts about clinical trial participation were created for the experiment. Results revealed that respondents had greater behavioral intentions to participate in clinical trials after seeing posts with exemplars present (versus absent). When news posts addressed cognitive barriers (e.g. lacking knowledge about the value of clinical trials), the presence of exemplars enhanced perceived self-efficacy to participate in clinical trials. Participants with lower trust in doctors reported more favorable attitudes to posts with exemplars, and the posts with Black exemplars were perceived as more effective (approaching statistical significance). When communicating about clinical trials to rural White men, health professionals should consider including exemplars and addressing cognitive barriers to participation.