Digital marketing for increasing participant diversity in ADNI4 – early insights from initial rollout
Catherine C. Conti, Hannatu Amaza, Melanie J. Miller, Mai Seng Thao, Derek Flenniken, Winnie Kwang, Miriam T. Ashford, Juliet Fockler, Diana Truran‐Sacrey, Joseph Strong, Jennefer Sorce, Roxanne Alaniz, Michael W. Weiner, Ozioma C Okonkwo, Monica Rivera Mindt, Rachel L. Nosheny · 2025
Read Digital marketing for increasing participant diversity in ADNI4 – early insights from initial rollout by Catherine C. Conti, Hannatu Amaza, Melanie J. Miller, Mai Seng Thao, Derek Flenniken, Winnie Kwang, Miriam T. Ashford, Juliet Fockler, Diana Truran‐Sacrey, Joseph Strong, Jennefer Sorce, Roxanne Alaniz, Michael W. Weiner, Ozioma C Okonkwo, Monica Rivera Mindt, Rachel L. Nosheny (2025) in the Tower of Babel, a free online library of public-domain works preserved in clean, searchable text. No sign-up. The full text is served as a plain-text file at a predictable URL, where text is present: https://antarctic-labs.com/tower-of-babel/pmc-11712836.txt.
Description
Catherine Conti and co-authors report early lessons from using digital marketing to diversify the ADNI4 Alzheimer's study cohort. The initiative validates brain biomarkers for trials and wants members from historically underrepresented groups so findings generalize. Working with a community board and a marketing firm, the team built culturally tuned campaigns around solo, family, and community themes. Ads on social platforms and email led to study websites and an online screening cohort.
Early sites sat in less diverse areas, so the team shifted spending toward diverse regions with ready clinics. Enrollment of Black older adults then jumped three hundred seventeen percent, reaching forty-three percent of the online cohort. Campaigns aimed at Latinx adults lagged badly, at seven percent, despite running in areas with large Latinx populations. The authors call the approach proven for Black recruitment. They flag Latinx outreach as the clear work remaining.
Catalog record
| CREATOR | Catherine C. Conti, Hannatu Amaza, Melanie J. Miller, Mai Seng Thao, Derek Flenniken, Winnie Kwang, Miriam T. Ashford, Juliet Fockler, Diana Truran‐Sacrey, Joseph Strong, Jennefer Sorce, Roxanne Alaniz, Michael W. Weiner, Ozioma C Okonkwo, Monica Rivera Mindt, Rachel L. Nosheny |
|---|---|
| YEAR | 2025 |
| COLLECTION | PAPERS |
| FORMAT | TXT |
| FILE SIZE | 3 KB |
| VERSION | 1.0 |
| LICENSE | CC BY 4.0 |
| RIGHTS | CC BY |
| SOURCE | Europe PMC |