Comparison of 4 Recruiting Strategies in a Smoking Cessation Trial

Abstract

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.