Adapting the <i>buying funnel</i> model of consumer behavior to the design of an online health research recruitment tool

Doshi, Aalap; Connally, Lisa; Spiroff, Meghan; Johnson, Anita; Mashour, George A.

doi:10.1017/cts.2017.17

Cited by 5 publications

(4 citation statements)

References 2 publications

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“…First, the study team placed an advertisement on an institutional health research recruiting site, which links community participants to health research studies. 24 On this site, interested participants create profiles to share relevant information with study teams, including demographics and medical history. The advertisement included study goals, eligibility criteria, screening questions, and the study team’s contact information.…”

Section: Methodsmentioning

confidence: 99%

Opioid Policy and Chronic Pain Treatment Access Experiences: A Multi-Stakeholder Qualitative Analysis and Conceptual Model

Slat¹,

Yaganti²,

Thomas³

et al. 2021

JPR

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Section: Methodsmentioning

confidence: 99%

Opioid Policy and Chronic Pain Treatment Access Experiences: A Multi-Stakeholder Qualitative Analysis and Conceptual Model

Slat¹,

Yaganti²,

Thomas³

et al. 2021

JPR

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“…1). The model suggests that consumers (tourists) go through stages of cognition and action before they decide whether and what service (cultural tourism site) to purchase (visit) (Doshi et al, 2017). The marketing funnel, also known as the buying funnel or sales funnel, models how marketers can reach consumers (Jansen & Schuster, 2011).…”

Section: Marketing Cultural Tourism 207mentioning

confidence: 99%

Marketing Cultural Tourism in a Developing Country Setting: The Case of Murshidabad, West Bengal, India

Sinha¹,

Pratt²

2021

Tourism Culture & Communication

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Many potential destinations are rich in cultural resources. As cultural tourism becomes increasingly important for communities to showcase their cultural capital, it is vital to assess how cultural tourists can be better understood and serviced through planning and marketing to attract more international visitors. The marketing funnel process can help policymakers understand the critical components of tourists’ visiting behavior. The process conceptualizes the process of how a consumer purchases a product or service from awareness through to purchase. We augment this marketing funnel process by also noting the importance of post-consumption evaluation: the likelihood to recommend. Cultural heritage tourism is an important feature of India’s tourism. Murshidabad, a district of West Bengal, India, situated on the bank of Bhagirathi River, is 220 kilometres away from the State capital, Kolkata. Murshidabad has a large number of cultural resources, both tangible and intangible. The study explores the cultural resources and their potential availability in Murshidabad. This will determine the scope of cultural heritage tourism development. This research assesses tourists’ awareness, visitation, and likelihood to recommend cultural heritage resources in Murshidabad. It also assesses residents’ perceptions towards cultural heritage tourism development as well as the community’s participation level in cultural tourism development. This research uses a quantitative method to sample both tourists and the local community. The findings reveal strong support for cultural tourism development among the local community and high willingness to recommend many cultural attractions, although promotion and awareness of some attractions can be improved.

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“…MICHR maintains a highly successful online recruitment and engagement portal called UMHealthResearch that connects potential volunteers to active research studies [9,10]. This portal offers a lay-friendly description of study offerings, study contact information, and also allows volunteers to be matched to relevant studies.…”

Section: Establishing Linkages To a Centralized Study Posting Platformmentioning

confidence: 99%

Creating a centralized social media recruitment service for research teams at the University of Michigan

Doshi

Connally

Johnson

et al. 2020

J. Clin. Trans. Sci.

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Successful social media recruitment requires specific expertise and constant upkeep, placing an inordinate burden on study teams. Over half of the study teams at the University of Michigan (U-M) surveyed about recruitment assistance needs indicated that they wanted to use social media as a recruitment strategy, but lacked the expertise to do so. We thus built a service to centralize social media recruitment across the university. This involved assembling the right expertise, creating a centralized social media profile, creating linkages to other digital recruitment platforms, building the financial structure, and operationalizing the service. So far, we have helped 94 study teams launch social media campaigns on Facebook and Instagram. These campaigns resulted in 1,653,675 users being reached, of which 20,546 users actively showed interest in participating in the corresponding studies. We followed 18 studies further, who reported a total of 345 social media participants as being enrolled, resulting in an average cost-per-contact (CPC) of $8.72 and an average cost-per-enrollee (CPE) of $55.21. The combination of communication expertise, streamlined administrative processes, and linkages to a centralized research participation registry has allowed us to help a large number of study teams seamlessly engage broad and diverse populations.

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Adapting the buying funnel model of consumer behavior to the design of an online health research recruitment tool

Cited by 5 publications

References 2 publications

Opioid Policy and Chronic Pain Treatment Access Experiences: A Multi-Stakeholder Qualitative Analysis and Conceptual Model

Opioid Policy and Chronic Pain Treatment Access Experiences: A Multi-Stakeholder Qualitative Analysis and Conceptual Model

Marketing Cultural Tourism in a Developing Country Setting: The Case of Murshidabad, West Bengal, India

Creating a centralized social media recruitment service for research teams at the University of Michigan

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