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Applying The 4ps Of Social Marketing To Retain And Engage Participants In Longitudinal Cohort Studies: Generation 2 Raine Study Participant Perspectives, Leesa Costello, Julie Dare, Manon Dontje, Claire Lambert, Leon Straker
Applying The 4ps Of Social Marketing To Retain And Engage Participants In Longitudinal Cohort Studies: Generation 2 Raine Study Participant Perspectives, Leesa Costello, Julie Dare, Manon Dontje, Claire Lambert, Leon Straker
Research outputs 2022 to 2026
Background: Investigations of participant retention in longitudinal health and medical research, document strategies that work best but overlook social marketing’s capacity to influence participant retention. After applying the social marketing framework: the idea that determining what longitudinal participants ‘buy’ (product), at what cost (price), in what location (place) and through which communication channels (promotion), this paper aims to inform and enhance retention efforts. Methods: This qualitative study was conducted through in-depth interviews with participants from the Raine Study that began in Western Australia in 1989. The Generation 2 participants, initially enrolled into the Raine Study as babies by their parents …