MediciGlobal

Challenge

• Key potential target audiences were deemed ‘off limits’ (e.g. people injured in road traffic accidents, military veterans, athletes, sports injuries)
• The definition of medical condition was unclear (excessive daytime sleepiness following a traumatic brain injury vs post-concussion syndrome)
• Traditional offline advertising was the accepted norm, with resistance to investing in online recruitment advertising
• Four protocol changes, resulting in the study stopping and starting
• A lack of patient awareness of the condition – needed to raise awareness of the link between a concussion and excessive daytime sleepiness.

Solutions

• A multichannel, dynamic recruitment program involving field-tested site-based recruitment materials, advocacy, social media, PR, a central ad campaign, a study website, and eMarketing.
• Stratified marketing support for study sites, based on centrally- or locally-driven advertising efforts.
• Prescreening of study candidates by web and phone, to reduce the time burden on study sites.
• Ongoing interaction with study sites, via regular phone calls, study newsletters, and webinars, to share best practice and update on forthcoming initiatives.
• Comprehensive real-time metrics, available 24/7, which were used to support advertising decisions, profile our target audience based on previous responders, identify site-based issues, and support protocol revisions.

Result

• Radio generated high volume response, but also received the most investment. eMarketing was by far the most cost-effective tactic.
• The campaign generated almost 15,000 contacts, which yielded over 1,000 referrals.