A presentation showcasing some of the patient recruitment challenges that I encountered as a recruitment manager as well as some of the strategies -- DIGITAL ADVERTISING -- I used to overcome them.

1. Patient Recruitment
Insights
by Dora Calderon

2. 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?

3. 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

4. Hope
Education
Empowerment

5. Hope
Empowerment
Education

6. Hope
Empowerment
Education
Hope
Education
Empowerment

7. 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?

8. 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

9. 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.

10. Email Campaign
Digital recruitment campaigns
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