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Patient Recruitment Insights
The document discusses the challenges and strategies in patient recruitment for clinical studies, particularly when participants may experience debilitating conditions. It emphasizes the importance of conveying hope, education, and empowerment through effective messaging, especially utilizing digital marketing to penetrate the media clutter. The effectiveness of digital methods, including email campaigns and social media, is highlighted, with case studies demonstrating their successful recruitment outcomes.
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Patient Recruitment Insights
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- 2. Patient Recruitment Challenges Atthe heart of patient recruiting is asking volunteers to take an investigational product or placebo when they are experiencing debilitating pain, as with migraines or fibromyalgia, that affects all aspects of their lives. Challenge #1: Why would anyone want to take a drug that has not been proven to be effective for their condition or possibly receive placebo? Challenge #2: Why would anyone who doesn’t feel well much of the time want to complete a diary about their pain or comply with the myriad of reporting and outpatient visit requirements of a clinical research study?
- 3. Patient Recruitment Strategies Regardlessof whether the media used is TV/Radio, newspaper or internet, there are three concepts that you should try to convey in your messaging: HOPE: This study offers a new therapeutic approach that could help people with this condition now or in the future EDUCATION: Participants will have access to leading healthcare professionals and may learn more about their condition EMPOWERMENT: Current therapies are not sufficient and this study offers them an opportunity to help change how their condition is treated in the future
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- 7. Patient Recruitment Challenges Conventionalrecruitment methods such as TV/Radio and newspaper still have their role, but they are not as effective as they used to be. Today’s potential study volunteers are inundated with marketing messages at every turn. Challenge #3: How do you break through all the media clutter and make sure your message gets to prospective study volunteers?
- 8. Patient Recruitment Strategies Eighty-sixpercent of women and seventy-three percent of men with internet access search for health information online.1 So the best ways to get in front of them is to meet them where they are -- through Digital Marketing! 1Source: PewInternet.org/2011/02/01
- 9. Patient Recruitment Strategies DigitalMarketing includes paid ads, social media, blogging and email marketing and… Is cost-effective: High exposure for a much lower cost than traditional media Allows for precise targeting: Today’s digital platforms like Facebook and Google AdWords allow you to laser target your audience by location, age, gender, interests, etc. enabling you to reach people who are most likely to convert. Is easy to measure: You can use Google Analytics to measure goals and conversions on your website and make smarter decisions about where to spend your marketing dollars.
- 10. Email Campaign Digital recruitmentcampaigns that include email marketing are cost-efficient and effective. Case Study: Wisdom Teeth Enrolled: 280 Referral Sources: 35% Email Campaign 19% Database 16% Friend Referral 15% Social Media 14% Radio 01% Newspaper
- 11. Facebook Ads Case Study:Bunion Referrals: 1541 Enrolled: 368 Word of mouth has long been touted as the best way to attract new customers. In this case study, Facebook referrals have a high conversion rate, second only to Friend Referral a.k.a. “word of mouth”. *Craigslist,Unspecified Referral Sources (RS) Referrals Enrolled Conversion Rate by RS Friend Referral 59 25 42% Facebook 140 44 31% Newspaper 121 33 27% Internet* 153 39 25% Radio 188 35 19 Television 880 192 22% TOTAL 1541 368