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ERIC Number: EJ810557
Record Type: Journal
Publication Date: 2006-Apr
Pages: 16
Abstractor: As Provided
Reference Count: 28
ISSN: ISSN-0899-9546
Marketing the "Sex Check": Evaluating Recruitment Strategies for a Telephone-Based HIV Prevention Project for Gay and Bisexual Men
McKee, Michael B.; Picciano, Joseph F.; Roffman, Roger A.; Swanson, Fred; Kalichman, Seth C.
AIDS Education and Prevention, v18 n2 p116-131 Apr 2006
Designing effective marketing and recruitment strategies for HIV prevention research requires attention to cultural relevance, logistical barriers, and perceived psychosocial barriers to accessing services. McGuire's communication/persuasion matrix (1985) guided our evaluation, with particular attention to success of each marketing "channel" (i.e., strategy) vis-a-vis the number of all callers, eligible callers, and enrolled callers, as well as reaching so-called "hard-to-serve" individuals. Nearly all channels offered success in reaching specific subgroups. Latinos responded favorably to posters, bisexuals responded favorably to paid media in an alternative (non-gay) publication, and precontemplators responded to referrals by family and friends. Although multiple recruitment strategies were used, three were crucial to the success of the project: (a) recruiters' presence in gay venues, (b) referrals by family and friends (snowball technique), and (c) paid advertisements in alternative (non-gay) local newspapers. Resource allocation and costs are also presented for each channel. (Contains 4 tables.)
Guilford Press. 72 Spring Street, New York, NY 10012. Tel: 800-365-7006; Tel: 212-431-9800; Fax: 212-966-6708; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A