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Comparison of 4 Recruiting Strategies in a Smoking Cessation Trial

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Objectives: To compare 4 online and off-line recruiting methods. Methods: Young adult smokers (n=3353) were recruited to a trial comparing smoking cessation services with an online health risk assessment (HRA), online ads, offline materials, and quit-line screening. Results: Online ads (n=1426; $41.35) and off-line materials recruited the most smokers (n=1341; $56.23) for the lowest cost. Quitline screening was more expensive (n=189; $132.22), but enrollees used cessation services the most (34%-82%). Online HRA was least successful and most costly (n=397; $630.85) but had the highest follow-up (45%-55%). Conclusions: Online ads and off-line materials were most effective and cost-effective methods.
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Document Type: Research Article

Affiliations: 1: Klein Buendel, Inc, Golden, CO, USA. [email protected] 2: Center for Health Research, Kaiser Permanente Northwest, Portland, OR, USA 3: Oregon Research Institute, Eugene, OR, USA 4: Department of Family Medicine, University of Washington, Seattle, WA, USA 5: Cherry Creek Schools, Centennial, CO, USA 6: Alere Wellbeing, Inc, Seattle, WA, USA

Publication date: 01 September 2012

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  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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