Pediatric research studies are necessary for finding innovative ways to treat medical issues that are unique to children. One of the most difficult parts of the pediatric study process can be finding qualified patients who will participate in your trials. Proper advertisement creation and placement is critical to the success of your patient recruitment plan. Check out these four tips on how to advertise for your pediatric research studies in a more effective and meaningful way.
1. Target parents and caregivers
Since minors cannot legally give consent to participate in clinical trials, it’s important to make sure you are marketing to the people who can make those decisions – their parents or caregivers. Keep marketing collateral in areas you know that this demographic may frequent. Some examples of good places to place collateral are school offices, community centers, and youth recreation facilities. School offices are ideal because parents and caregivers are often there to pick up or drop off their children before and after school. Community centers can also be good places for these advertisements because they are often the center of a community. Another good option for advertising is youth recreation facilities. Think of places that typically host events like summer camps and birthday parties.
2. Display photos of the pediatric demographic in a way that is relatable and eye-catching
When placing your advertisements, be mindful of the photos that you are incorporating into your materials. The images you choose are what will attract people to your advertisements and subsequently, to your site. Display photos of the demographic you are targeting (pediatrics) and keep them relatable to who you want to attract.
3. Choose language that appeals to parents and caregivers and shows compassion towards the pediatric demographic.
The pediatric demographic can be a sensitive one to market to; children are a vulnerable segment of the population. What is said in the advertisements you place must be appealing, while also showing compassion. Whether the copy is going on print materials or online, make sure the verbiage you are using appeals to parents and caregivers while showing consideration for the pediatric demographic. Any messaging you use should be relatable to the lives of the parents and caregivers. For example: A pediatric asthma ad should display compassionate language such as “Don’t let asthma prevent your child from enjoying summer,” instead of “Pediatric Asthma study looking for patients.”
4. Think about places you will find parents and caregivers. This could be non-traditional spaces such as online blog communities or after-school programs that their child partakes in.
Just because you may be targeting parents and caregivers, does not mean that you have to limit your advertising options to physical locations. Think outside the box and brainstorm other places where they might be, including online communities. Parents and caregivers are often active in different blog circles or message boards, so these can be good places to think of placing advertisements for your practice. Digital ads can be just as beneficial as print if they are used correctly.
It is important to be strategic in the way you market your pediatric studies, but it is equally important to show care and compassion when you advertise for these studies. Advertising pediatric studies is unique because the demographic you want participating in your studies is not explicitly the demographic that you are gearing your messaging to. Be sure to produce and place your advertisements in a way that is relatable, appealing and compassionate toward the decision-makers of the pediatric demographic: their parents and caregivers.