The Head Injury / Sleep Study
for Traumatic Brain Injury
- 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.
- 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.
- 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.