title: An embedded randomised controlled trial of a Teaser Campaign to optimise recruitment in primary care.
abstract: BACKGROUND
  Marketing communication and brand identity is a fundamental principle of advertising and end-user engagement. Health researchers have begun to apply this principle to trial recruitment in primary care. The aim of this study was to evaluate whether a Teaser Campaign using a series of postcards in advance of a conventional mail-out increases the number of primary care clinics that engage with a clinical trial.
  
  
  METHODS
  Embedded randomised recruitment trial across primary care clinics (general practitioners and physiotherapists) in the Sydney metropolitan area. Clinics in the Teaser Campaign group received a series of branded promotional postcards in advance of a standard letter inviting them to participate in a clinical trial. Clinics in the Standard Mail group did not receive the postcards.
  
  
  RESULTS
  From a total of 744 clinics that were sent an invitation letter, 46 clinics in the Teaser Campaign group and 40 clinics in the Standard Mail group responded (11.6% total response rate). There was no between-group difference in the odds of responding to the invitation letter (odds ratio = 1.18, 95% confidence interval = 0.75-1.85, p = 0.49). For physiotherapy clinics and general practice clinics, the odds ratios were 1.43 (confidence interval = 0.82-2.48, p = 0.21) and 0.77 (confidence interval = 0.34-1.75, p  = 0.54), respectively.
  
  
  CONCLUSIONS
  A Teaser Campaign using a series of branded promotional postcards did not improve clinic engagement for a randomised controlled trial in primary care.
authors.affiliation: 1 Neuroscience Research Australia (NeuRA), Sydney, NSW, Australia.|2 Prince of Wales Clinical School, University of New South Wales, Sydney, NSW, Australia.|3 Hunter Medical Research Institute, School of Medicine and Public Health, University of Newcastle and Hunter New England Local Health District, Newcastle, NSW, Australia.
authors.forename: Hopin
authors.initials: H
authors.lastname: Lee
authors.affiliation: 1 Neuroscience Research Australia (NeuRA), Sydney, NSW, Australia.|2 Prince of Wales Clinical School, University of New South Wales, Sydney, NSW, Australia.
authors.forename: Markus
authors.initials: M
authors.lastname: Hübscher
authors.affiliation: 1 Neuroscience Research Australia (NeuRA), Sydney, NSW, Australia.|4 Sansom Institute for Health Research, University of South Australia, Adelaide, SA, Australia.
authors.forename: G Lorimer
authors.initials: GL
authors.lastname: Moseley
authors.affiliation: 5 The George Institute for Global Health, The University of Sydney, Sydney, NSW, Australia.
authors.forename: Steven J
authors.initials: SJ
authors.lastname: Kamper
authors.affiliation: 1 Neuroscience Research Australia (NeuRA), Sydney, NSW, Australia.|2 Prince of Wales Clinical School, University of New South Wales, Sydney, NSW, Australia.
authors.forename: Adrian C
authors.initials: AC
authors.lastname: Traeger
authors.affiliation: 1 Neuroscience Research Australia (NeuRA), Sydney, NSW, Australia.|2 Prince of Wales Clinical School, University of New South Wales, Sydney, NSW, Australia.
authors.forename: Ian W
authors.initials: IW
authors.lastname: Skinner
authors.affiliation: 3 Hunter Medical Research Institute, School of Medicine and Public Health, University of Newcastle and Hunter New England Local Health District, Newcastle, NSW, Australia.
authors.forename: Christopher M
authors.initials: CM
authors.lastname: Williams
authors.affiliation: 1 Neuroscience Research Australia (NeuRA), Sydney, NSW, Australia.|2 Prince of Wales Clinical School, University of New South Wales, Sydney, NSW, Australia.
authors.forename: James H
authors.initials: JH
authors.lastname: McAuley
mesh_terms: D000329:Advertising / Q000379:methods*; D001315:Australia; D059350:Chronic Pain / Q000517:prevention & control*; D002986:Clinical Trials as Topic; D058006:General Practice; D006801:Humans; D017116:Low Back Pain / Q000628:therapy*; D016017:Odds Ratio; D018579:Patient Selection; D026761:Physical Therapy Specialty; D011177:Postal Service; D011320:Primary Health Care
keywords: Primary health care; back pain; randomised controlled trial; recruitment; research methods