{"doi":"10.1002/alz.12805","title":"Digital culturally tailored marketing for enrolling Latino participants in a web‐based registry: Baseline metrics from the Brain Health Registry","abstract":"INTRODUCTION: This culturally tailored enrollment effort aims to determine the feasibility of enrolling 5000 older Latino adults from California into the Brain Health Registries (BHR) over 2.25 years. METHODS: This paper describes (1) the development and deployment of culturally tailored BHR websites and digital ads, in collaboration with a Latino community science partnership board and a marketing company; (2) an interim feasibility analysis of the enrollment efforts and numbers, and participant characteristics (primary aim); as well as (3) an exploration of module completion and a preliminary efficacy evaluation of the culturally tailored digital efforts compared to BHR's standard non-culturally tailored efforts (secondary aim). RESULTS: In 12.5 months, 3603 older Latino adults were enrolled (71% of the total California Latino BHR initiative enrollment goal). Completion of all BHR modules was low (6%). DISCUSSION: Targeted ad placement, culturally tailored enrollment messaging, and culturally tailored BHR websites increased enrollment of Latino participants in BHR, but did not translate to increased module completion. HIGHLIGHTS: Culturally tailored social marketing and website improvements were implemented. The efforts enrolled 5662 Latino individuals in 12.5 months. The number of Latino Brain Health Registry (BHR) participants increased by 122.7%. We failed to adequately enroll female Latinos and Latinos with lower education. Future work will evaluate effects of a newly released Spanish-language BHR website.","journal":"Alzheimer s & Dementia","year":2022,"id":252114,"datarank":0.0,"base_score":0.0,"endowment":0.0,"self_citation_contribution":0.0,"citation_network_contribution":0.0,"self_endowment_contribution":0.0,"citer_contribution":0.0,"corpus_percentile":null,"corpus_rank":null,"citation_count":24,"citer_count":0,"citers_with_citation_signal":0,"citers_with_endowment":0,"datacite_reuse_total":0,"is_dataset":false,"is_dataset_confidence":0.9026,"is_data_producer":false,"deposit_databanks":null,"is_oa":true,"file_count":0,"downloads":0,"has_version_chain":false,"published_date":"2022-01-01","fair_score":null,"fair_percentile":null,"algorithm_id":"datarank_citation_only_1hop_v6","ranking_scope":"data_only","authors":[{"id":494996,"name":"Monica R. 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Scott Mackin","orcid":"0000-0001-8072-476X","position":13,"is_corresponding":false},{"id":312157,"name":"Mónica Rivera Mindt","orcid":"0000-0001-6350-321X","position":14,"is_corresponding":false},{"id":312156,"name":"Alejandra Morlett Paredes","orcid":"0000-0002-1027-537X","position":15,"is_corresponding":false},{"id":303812,"name":"Hector M. González","orcid":"0000-0003-4867-7902","position":16,"is_corresponding":false},{"id":486559,"name":"Elizabeth Rose Mayeda","orcid":"0000-0002-6326-0163","position":17,"is_corresponding":false},{"id":51702,"name":"Michael W. Weiner","orcid":"0000-0002-0144-1954","position":18,"is_corresponding":false},{"id":479433,"name":"Rachel L. Nosheny","orcid":"0000-0003-4995-8319","position":19,"is_corresponding":false},{"id":494343,"name":"Miriam T. 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