Patient Recruitment is Discovering the Answer…

I recently read an article on the topic of the use of traditional television media for patient recruitment can be more effective “newer” ways of digital and social media advertising. Though no one can argue that television has been a method for patient recruitment for years and has had great success, when looking at the cost per patient lead generated, it tends to paint a different picture. The average 30 second television advertisement spot costs nearly $120,000! That is not including the cost of the production of the commercial. Now for many large pharmaceutical companies this is not a large investment compared to the end goal of having their study completed. However, for many smaller pharmaceutical and biotech companies, this can be a large investment and not ideal. This is why many pharmaceutical companies large and small are turning to those agencies that can offer other alternatives. This is where the use of online digital and social media outlets is being utilized to successfully recruit for many clinical trials. When comparing the sheer cost of a per patient lead basis based on the amount of advertising dollars spent, digital and social media are yielding leads at a fraction of the cost. For example, recently I was involved in putting together a campaign where subjects were needed with specific criteria that were difficult to locate. We implemented a very targeted campaign focusing on mobile phone users. The success of this campaign was due to 2 specific aspects, responsive design and educated targeting. The process that was implemented created an engaging way for this patient population group to engage and interact with us to find more information about the study and ultimately lead to these subjects coming in for screening. These new types of media allow sponsors of all sizes to reach out to their desired population groups in much more personal way than traditional TV advertisements thus establishing a trust and educating at the same time.  The key is having the understanding how to implement a successful digital campaign for patient recruitment.

By MattMiller