Poster-Sequential-Adaptive-Testing-of-Social-Media-Campaigns

Sep 2, 2026

This document details the results of a five-month social media campaign testing eight different advertisements to promote cancer clinical trials. The campaign reached over 318,000 individuals, achieving an overall click-through rate of 1.13% at a cost of $0.41 per click. Analysis revealed that patient-facing ads with group images performed better than those with single individuals, images, or text alone, yielding a 1.48% click rate. For community-facing ads, an altruistic message encouraging the dissemination of clinical trial information was most effective, achieving a 2.3% click rate. The campaign drove 9,820 views to the cancer center's webpage and 116 unique clicks to search for trials. The document also includes a comparative table of patient and community audience engagement metrics, specifically focusing on discussions about reclassified genetic test results.

LanguageEnglish

CategoryPosters

FormatPDF

Pages2

Reading Time1 min

AccessFree to download

Campaign Performance Metrics

Patient-Facing Ads

Community-Facing Ads

Audience Engagement

FAQs

What were the overall results of the social media campaign?

Over five months, the campaign reached over 318,000 individuals with eight ads, achieving an overall click-through rate of 1.13% for $0.41 per click. It generated 9,820 webpage views and 116 unique clicks to search for cancer clinical trials.

Which types of ads performed best for patient and community audiences?

For patient-facing ads, group images outperformed single-person or text-only visuals (1.48% click rate). For community-facing ads, an altruistic message about sharing clinical trial information was most effective (2.3% click rate).

What type of information was discussed in the patient and community audience engagement metrics?

The engagement metrics included discussions about the potential for reclassified results when disclosing genetic test findings to patients and whether participants had ever received an updated genetic test report with a reclassified variant.

Sep 2, 2026

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