Figure 1
Design and Procedures
The different ad variations were tested in three phases over a
period of six weeks. Each phase cost approximately $8,000. At
the end of each phase, the number of individuals recruited to Fox
Insight along with the cost per recruit was evaluated.
Phase 1
+ + Timing: Weeks one and two; ads shown approximately twice
a day
+ + Variables tested: Compared the efficacy of the four different
ad variations to determine if users were more responsive to
language/image combinations that fell in the individual or
the collective categories, and within these categories, which
messaging was most effective.
Phase 2
+ + Timing: Weeks three and four; ads shown approximately
twice a day
+ + Variables tested: Compared levels of responsiveness to
the winning ad variation from phase 1 among individuals
with different Facebook interests. The two interest groups
that were compared were: 1) individuals with interests in
Figure 2
Parkinson’s disease awareness and terms related to PD
symptoms individuals with interests in Parkinson’s disease
awareness and terms related to clinical research. The two
interest groups were mutually exclusive. Interest targeting
is made possible on Facebook by the information that
individuals add to their timeline, keywords associated with
pages they like, apps they use or ads they have clicked on.
Phase 3
+ + Timing: Weeks five and six; ads shown approximately twice
a day
+ + Variables tested: Assessed the efficacy of the winning ad
variation from Phase 1 among a broad target audience
without any interests defined.
Study enrollment after each phase of marketing pilots was
compared to baseline (a six week period, pre-intervention)
where no special promotion of Fox Insight took place, and
recruitment was only facilitated through MJFF educational
content and Fox Trial Finder.
Continued on page 32
Chapter 3 — Building a Recruitment Strategy and Toolkit
31