Recruitment took place through snowball sampling: a
recruitment technique involving identifying an initial
purposeful sample, then asking those participants for
further suggestions of potential participants who meet
inclusion criteria [29–31]. This technique is particularly
effective in studies of early adopters since there are
usually few individuals involved: they are usually the
best resource for determining who else is involved in
the field. While recruitment began with pediatricians,
we asked that participants recommend physicians from
a variety of specialties in a variety of practices for future
interviews, including prominent physician bloggers.
Providers were sent a standardized email, blog or Facebook
message informing them of the purpose and purview
of the study and consent information. Upon receiving a
positive reply, a telephone call was scheduled to provide
additional information, discuss informed consent and conduct
the interview.