Although summer is soon to be in full swing, it isn’t too late to pull out your spring-cleaning checklist and take inventory of your sites marketing practices. We suggest tying up any loose ends that your business may have when it comes to both digital and traditional marketing. Pose yourself these questions and think about what proactive steps can be taken to maintain or enhance your site’s marketing resources.
Whether you are trying to sell shoes or providing healthcare services, all well-known brands have found success by telling a consistent brand story that provides a sense of credibility and comfort with their audience. Marketing is the art of storytelling – and by crafting a compelling brand narrative, you can build a patient population that is truly invested in your clinical research site. People innately want to feel attached to their surroundings, and clinical research sites can tap into these ingrained human emotions by telling their own story. By humanizing your research site, you allow patients to feel like they are a part of and invested in your site’s success versus just having a simple, transactional relationship. This is where brand loyalty comes in, and brand loyalty can help grow your site’s reputation and revenue.
When thinking about your brand and building your credibility, start by asking yourself what your research site is truly trying to achieve. How does this align with your patients’ wants and needs? Finding the connection between those two things will help you begin building a relevant and authentic brand. When doing these things, keep in mind the five essential elements of branding: authenticity and consistency, knowing your audience, communicating the problem you solve, building your character, and connecting with your community.
If you are a research site looking to attract more patients, it is vital to have a practical and appealing website that catches your visitors’ attention and drives them to action. With more business happening online than ever before, it’s not enough to simply be online. Having a functioning and well-designed website helps develop credibility and trustworthiness, which is crucial for attracting more patients to clinical research. If your website isn’t driving more traffic to your research site, then it may be time to consider a website redesign.
Return on investment, also known as ROI, is the ratio between the net profit and cost of investment resulting from an investment of resources. For research sites, ROI is very important, as there are often limited resources and budget constraints. Sponsors who allot advertising budgets for clinical trials are particularly interested in ROI, and for good reason. Clinical trials need patients, and both sponsors and sites want to make sure they are spending their money effectively when recruiting these patients. The goal for any effective marketing plan is to get a good ROI, and we have compiled some tips on how to successfully gain ROI from your multichannel marketing plan:
PatientWise has been a part of tremendous progress recently, and this past year has been one of the most fruitful. Patient recruitment campaigns are one of our staples, and we have witnessed success in developing marketing strategies for sites across the country. Over the past year, PatientWise has seen a spike in growth, the bulk of which came from central campaigns that we secured. We have been able to play a part in teaching our audience about the industry, as we regularly post blogs discussing different ways in which sites can improve their patient recruitment tactics. Additionally, we have become affiliated with one of the larger health systems in the country and we have been able to support them in many different areas of their business. After a successful year like this past one, we naturally hope to ride this momentum into the new year.
Direct and indirect marketing can sound abstract when it comes to forming your multichannel marketing plan, so we want to help simplify the process for you and provide examples of how different channels can be used to attract new patients to your clinical trials. Advertising channels are the mediums used to reach people, and examples of some of these channels include radio, email and regular mail, television, newspaper, and social media. The digital upswing our society has gone through has resulted in a proliferation of advertising channels, and using these different channels together will help make your marketing plan a unified one.
Today, people consume media in many different ways, so it is vital to be in as many places as possible in order to reach potential patients. Multichannel marketing means communicating with people using a combination of direct and indirect marketing strategies and giving them a way to respond based on their own choices. Multichannel marketing is important because it makes your messaging more accessible for your target demographics. Simply put, your strategic communication must appear where the patients are. While diversifying recruitment efforts is important, multichannel marketing includes other distinctions that make it a bit more complex than just changing up the different ways in which you recruit.
On the heels of Alzheimer’s and Brain Awareness Month, we’re taking some time to help spread the word about the important role clinical research plays in the understanding, treatment, and prevention of the disease, as well as the positive impact clinical trial participation can have on your life and the lives of others affected by Alzheimer’s. In this post, we will discuss some of the common misconceptions about clinical trial participation, and explore why participating in an Alzheimer’s clinical trial may be one of the best ways to help prevent, cure, treat, the disease.
In the digital age, focusing all of your attention on digital advertising might seem practical—especially when your patient recruitment advertising budget is minimal. While digital ads are relatively inexpensive and have the ability to reach a large audience, digital ads alone might not be the most effective way to recruit patients. In this article, we’ll discuss the value of traditional media and offer some simple, cost-effective ways to utilize traditional marketing collateral to maximize ROI across your entire campaign.
In today’s patient recruitment setting, advertising budgets seem to be continuously shrinking, but the desired results of advertising campaigns are still the same – recruit patients and finish the study on time, within the given budget. Having access to your site’s advertising metrics allows you to maximize your marketing return on investment (ROI), and can strengthen your request for sponsor funds. How do you get those metrics without breaking the bank? This article will provide tips for requesting sponsor ad funds and maximizing your advertising ROI by creating a detailed ad plan, complete with real metrics gathered from study-specific landing pages.
In today’s clinical research industry, sponsors are under increased pressure to cut waste and tighten their budgets. This has made the site selection process highly competitive, especially given the market’s rapid trend toward globalization. Luckily, there are steps you can take that can help increase your odds of selection, while simultaneously making your site a more efficient conductor of clinical trials. This article will discuss four tips to help your site stand out in the selection process.
Social media is an increasingly popular mode of communication. By 2019, it is estimated that around 2.77 billion people worldwide will have active social media accounts.1 This means that patient recruitment must have a space in the social media world, but with so much information competing for users’ attention online, is it enough to simply place an ad or create a post about your study? While we have written about Facebook’s potential for patient recruitment in previous articles, this post will discuss how to let your ideal patient guide your social media recruitment efforts across a variety of social platforms.
Contract negotiations are just that—negotiations. Some back and forth is to be expected when building an equitable set of contract terms, but at what point do terms become non-negotiable? Here are five examples of some the major deal-breakers in contract negotiations:
As we all know, patient recruitment isn’t a straightforward process, and the investment of time and money can be quite large. While digital media can be an efficient and economical advertising realm, investing solely in digital advertisements could result in a failure to reach many potential patients. Perhaps surprisingly, a one-handed advertising approach could affect your site’s credibility. This blog explores how diversifying your advertising dollars across both traditional and digital media can help you reach potential patients.
Facebook’s vast and diverse user population provides an invaluable resource for patient recruitment, but without the right audience, it will be nearly impossible for patients to find your study. In this blog, we will discuss how to select the right audience for your ads in order to get the most out of your Facebook advertisements.
With over 1.15 billion active users, Facebook is becoming an increasingly important way for clinical research sites to recruit patients for their studies. While patient populations certainly exist on Facebook, connecting with them on the world’s largest social network isn’t always easy. In order for patients to find your study in an online space already saturated with ads, creating advertisements with strong visual imagery and good calls to action is vital.
A frequent question asked in our industry is: "How much should we pay investigators for their work on a clinical trial, and what methodology should be used?" While this question seems straightforward, it is quite complex. The amount and method by which you pay investigators can play a big role in the success, or lack thereof, of your site.
Clinical research coordinators are an incredibly important part of the clinical research process. Their role has continued to evolve in recent years, as clinical trials have continued to grow in complexity.
For many research sites, navigating the clinical trial landscape can be very intimidating. Site networks offer many benefits to research sites, but here are five main reasons why every clinical research site should consider joining a site network:
The Content Marketing Institute defines it as, “A marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience-with the objective of driving profitable customer action.”