Post on 19-Jan-2017
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Patient Recruitment Insights
by Dora Calderon
Patient Recruitment Challenges
At the 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?
Patient Recruitment Strategies
Regardless of 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
Hope
Education
Empowerment
Hope
Empowerment
Education
Hope
Empowerment
Education
Hope
Education
Empowerment
Patient Recruitment Challenges
Conventional recruitment 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?
Patient Recruitment Strategies
Eighty-six percent 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
Patient Recruitment Strategies
Digital Marketing 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.
Email CampaignDigital recruitment campaigns that include email marketing are cost-efficient and effective.
Case Study: Wisdom TeethEnrolled: 280
Referral Sources:35% Email Campaign19% Database16% Friend Referral15% Social Media14% Radio01% Newspaper
Facebook Ads
Case Study: BunionReferrals: 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