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Maternal and Child Health Journal
Published in: Maternal and Child Health Journal 10/2019

Open Access 01-10-2019 | Prenatal Care | Methodological Notes

Google AdWords and Facebook Ads for Recruitment of Pregnant Women into a Prospective Cohort Study With Long-Term Follow-Up

Authors: Marleen M. H. J. van Gelder, Tom H. van de Belt, Lucien J. L. P. G. Engelen, Robin Hooijer, Sebastian J. H. Bredie, Nel Roeleveld

Published in: Maternal and Child Health Journal | Issue 10/2019

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Abstract

Objectives Several types of epidemiologic studies suffer from decreasing participation rates, resulting in potential selection bias and delay or termination of studies. We aimed to determine the feasibility of online methods for recruitment of pregnant women into a prospective cohort study. Methods In addition to traditional recruitment through prenatal care providers, we advertized participation in the PRegnancy and Infant DEvelopment (PRIDE) Study, an ongoing prospective cohort study with long-term follow-up in The Netherlands enrolling women in early pregnancy, through Google AdWords (30 days) and Facebook Ads (31 and 27 days) campaigns between September 2016 and January 2017. We calculated costs per eligible participant and compared demographics, health-related characteristics, and follow-up rates between participants recruited through online methods and prenatal care providers. Results During the study period, we recruited six women through AdWords (€54.28 per participant), 59 through Facebook (€10.17 per participant), and 327 through prenatal care providers (no valid cost estimate available). Facebook participants seemed to be younger (29.0 vs. 30.7 years), to have a higher body mass-index and/or low/intermediate education (27.0 vs. 24.0 kg/m2 and 41 vs. 25%, respectively), and to start prenatal care in secondary care more often (12 vs. 5%) than participants recruited through prenatal care providers. Item non-response and loss to follow-up rates were higher among women recruited online than among those recruited through prenatal care providers. Conclusion Google AdWords did not contribute substantially, but Facebook Ads may complement traditional recruitment methods of pregnant women into prospective cohort studies, despite challenges that may threaten internal validity.
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Metadata
Title
Google AdWords and Facebook Ads for Recruitment of Pregnant Women into a Prospective Cohort Study With Long-Term Follow-Up
Authors
Marleen M. H. J. van Gelder
Tom H. van de Belt
Lucien J. L. P. G. Engelen
Robin Hooijer
Sebastian J. H. Bredie
Nel Roeleveld
Publication date
01-10-2019
Publisher
Springer US
Keyword
Prenatal Care
Published in
Maternal and Child Health Journal / Issue 10/2019
Print ISSN: 1092-7875
Electronic ISSN: 1573-6628
DOI
https://doi.org/10.1007/s10995-019-02797-2

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