1. Clinical Trials Awareness
Campaign
Hollings Cancer Center at the Medical University of South Carolina
hcc.musc.edu

3. • Part of the Medical University of South
Carolina in Charleston, SC
• Officially became a cancer center in 1993
• Obtained NCI designation in 2009; only NCI
center in the state
• Would be a great site for future NACCDO
PAN meeting!
• Welcome Allison Leggett, director of
strategic communications at HCC
hcc.musc.edu
A Bit About Hollings

4. • Inspiration: amazing things witnessed at OSUCC in 2010
• Stated goal: increase accrual to therapeutic trials from 10.5%
to 15% by spring 2015
• Behind the scenes: needed a significant culture change
• Public facing campaign to motivate inside and raise
awareness outside/compel the conversation
• Launched in spring 2011
hcc.musc.edu
The Roots

5. The Basics
• Involve patients to empower them and inspire medical teams/all ct participants at
HCC
• Find a theme and use a great photographer/people doing something they love
• Tagline: The Next Breakthrough Could Be Yours applies to everyone
• Call to action: Ask About Clinical Trials
• Remember diversity as often as you can (ethnic, gender, age)

6. • Must have top-level institutional support;
matrix center directors can’t do it alone
• Help your CTO help physicians/a lot of work
• Assess for physician comfort and attitude
• Must have physician champions in each
area/CT leaders roadshow
• Prepare frontline staff (scripts; buttons and
handouts)
hcc.musc.edu
Getting Ready

7. • 7-foot tall banners in
public spaces
• posters in all exam
rooms and hallways
• thermometer signs
in non-public spaces
tracking enrollment
by disease
The Visuals

8. The Visuals

18. • Big spike in accrual during 1st quarter of campaign; peaks and
valleys over time
• One year after launch, accrual was up by 4%
• Current accruals at 14.3%; closing in on 15%
• Costs: about $1,400 per patient (photography, banners and
posters); outside vendors
• Patients are altruistic and proud to participate; many
volunteers
hcc.musc.edu
Lessons Learned: What Worked

19. • Patient “stars” pass away – what to
do/Phase I patients – consider carefully
• Honoring diversity while covering all
cancer types is challenging
• Enthusiasm flags – physician leaders
must continue to motivate
• Change culture by recruiting physicians
inclined to enroll patients on to trials
• Complement with video if you can
hcc.musc.edu
Lessons Learned: Tougher Take-aways