MediciGlobal

This year MediciGroup is honored that Lisa Fell, Chief Operating Officer was recognized for her contributions to ““Science Savvy Media Planning”” for patient recruitment in clinical trials.

Among the first in the industry to recognize the need to apply a more structured approach to media planning for patient recruitment advertising, Lisa Fell applies direct-to-consumer media savvy to create campaigns that deliver results.

With more than 20 years of experience developing successful media campaigns for clients as diverse at McDonald’s and Aetna US Healthcare, she breathes new life into anemic campaigns by using media analysis, forecasting, patient focus groups, census data, and historical metrics to create and deliver healthy patient-recruitment campaigns that generate response.

Often referred to by her staff as ““Doctor Media,”” Ms. Fell considers media planning a science. She directs a team of media professionals that work closely with each pharmaceutical and biotech study manager to identify target populations and customize media campaigns to meet study needs.

With an acute awareness of all forms of media and how each works to produce results, Ms. Fell and her team thoroughly research the disease, patient population, and caregiver involvement to strategize the most effective patient recruitment and retention campaigns.

By taking a scientific approach to media planning and buying she eliminates the mystery of not knowing what to expect in terms of media response and cost. As a result, clients are assured that their dollars are spent much more effectively and efficiently.

Ms. Fell balances the science of media buying with an awareness of the experience of each patient population. She believes that knowing and understanding what each patient is feeling and how to communicate that in patient-recruitment advertising is an important factor in successful recruitment campaigns.

The next challenge is, in the wake of a growing emphasis on pediatric clinical trials, related to developing new and better marketing programs to reach prospective patients.

A smart, sophisticated, positive professional, she encourages her team to challenge media standards and develop new ideas to achieve clients’ objectives; going the extra mile to provide support to the sponsor and the study site.

A warm, engaging personality combined with media expertise ensures that Lisa Fell, together with her team, successfully implements effective patient-recruitment and retention campaigns.