Digital Pharma West 2015 - Optimized Social Media to Find Patients

Digital Pharma West PresentationMark Joing & Sandra ShpilbergJune 3, 2015

Optimized Online and Social Strategies to Find Patients

2CONFIDENTIAL AND PROPRIETARY |

Nora Therapeutics

Optimizing Maternal Fetal Tolerance for Successful Pregnancy Maintenance

Novel Therapy toReduce the Risk of Recurrent

Miscarriage (RM)

NT100


New Frontier in Reproductive Medicine

NORA’s Focus

Role of Maternal-Fetal Tolerance

Early pregnancy maintenance

Late stage complications

Fertility

Key Interventional Areas in Pregnancy


EARLY STUDIESOff-label G-CSF

500+ Women during pregnancy

Nora has recruited into two patient trials – Thrive-IVF and RESPONSE

PHASE 1 – 2013Healthy volunteers

PHASE 2 - 2015Recurrent Miscarriage

PHASE 2 - 2014Infertility/IVF


Thrive-IVF, Nora’s first Phase 2 study

U.S. Phase 2 study, 20 IVF clinics, patients undergoing IVF with history of IVF failure

Partnered with an agency for recruitment and creative support

Clinical Operations team and Nora led and managed the recruitment campaign

Implemented traditional site-based recruitment tools

– Fliers, brochures, posters– Sites post on their own websites and

Facebook pages– Some local marketing efforts (e.g. local

newspapers, local PR)

Shawna Anderson

Shawna Anderson

First bullet: Changed to "U.S."

Shawna Anderson

Fourth bullet, first sub-bullet: "Fliers"


Thrive-IVF – Nora’s first foray into online patient recruitment

We also implemented a number of study-wide recruitment tools– Study website– Facebook page– Google Search and Display ads– Facebook text ads– Blogger outreach– Clinical Connection– Pilot radio advertising


Thrive-IVF online campaign provided 30 of 150 patients and shaved timeline by 3 months

Tactic Referrals

Bing 27

Blogger Outreach 4

Clinical Connection 68

ClinicalTrials.Gov 29

Facebook 42

Google 545

Google Display 81

Nora Therapeutics 36

Radio Pilot 69

Total 901


RESPONSE study recruitment plan mirrored the Thrive-IVF plan

150 patients with recurrent miscarriage at 20 NHS hospitals in the UK

We began with a recruitment strategy using lessons learned from Thrive-IVF (Study website, Facebook page, Search ads)

Recurrent Miscarriages?http://www.responseresearchstudy.co.ukA Research Study for WomenWho Have Had 3 or More Miscarriages

http://responseclinicaltrial.co.uk/


RESPONSE study was slow out of the gate

Challenges in UK– Up to 35 days for EC approval of text changes to website or

advertising copy– Stricter privacy laws (e.g. we don’t collect patient initials)– Longer and more variable lead time for site initiation

Initial online campaign focusing primarily on Google Search advertising only generated 8-10 weekly referrals

We investigated other options:– Print, TV, radio– Facebook ads

Nora’s new head of Commercial stepped in to provide input and take the lead with the online and social media campaign

http://responseclinicaltrial.co.uk/


The Funnel to Finding Patients Online

Define Audience

Deliver Impressions

Get Clicks to Website

Screen in Website

Send LeadTo Site

We made a strategic decision to launch a robust campaign to enable patients to connect to us where they were spending much of their time - online

We thought of this strategy as a funnel, and our job was to reach and pre-screen online potential study participants, or “leads”

Along the way, we crafted and refined each of these five steps


Perfecting The Funnel: Step 1

Define Audience

We began by selecting an extremely targeted group within Facebook and for Google Ads:

– Women– Ages 18-37 (per trial inclusion

criterial)– Living in zip codes in UK with an

activated clinical trial site– Who had either:

• Searched on Google for the word miscarriage, OR

• Joined a public Facebook group related to miscarriage



Mine Interest Insights to Find New Audiences

On Facebook, we expanded our target audience using the Audience Insights Tool and our intuition. We tried many target audiences.



Deliver Impressions

Ethics Committee (EC) approval for ad language & creative Analyze results on a weekly basis



If Campaign Saturates, Refresh Creative

A change in creative can enliven a previously saturated campaign

The change need not be significant – even a change in background color can deliver a boost



Drive Clicks to the Website

First click: The screener is right on the home page We assure the privacy of the information collected



Screen Leads in the Website

85% of our leads came from mobile phones We immediately optimized our website for full mobile use and submission



Send Leads to Sites

Based on feedback from sites, added two questions to the online screener

Saved sites hours of work phoning ineligible patients


Results

Shaved 6 months from enrollment timeline

Generated over 1,000 leads in 5 months. The cost was 3 times lower than in the Thrive-IVF campaign

Source Referrals

Facebook 691Google

(Search and Display) 305

Miscarriage Association 64

Flier 21

ClinicalTrials.Gov 3

Total 1,084


Results

Shaved 6 months from enrollment timeline

Facebook 63%

Google

28%

Other 8%*

*Other referrals came from Miscarriage Association, ClinicalTrials.gov website, and study fliers


Lessons Learned

Collaboration & Continuous Improvement

Clinical/Commercial partnership to best leverage expertise to implement campaign and work with clinical sites

Adopt a mindset of continuous improvement – launch to find out what isn’t working– Analyze when, where, how– Experiment with audiences– Refresh graphics– Improve website screener

Leaders must be invested in the success of the campaign – Can’t outsource the brain or passion to make the campaign successful

Online and social media are cost-effective tools for helping patients learn about treatments – whether investigational or approved - and shortening

trial recruitment timelines


Questions & Comments

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Digital Pharma West 2015 - Optimized Social Media to Find Patients

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