converting website visitors - PortfolioMediciGlobal

The Head Injury / Sleep Study
for Traumatic Brain Injury

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.

Project Scope: Develop and execute a marketing plan and recruitment materials to recruit 620 patients at 99 sites, in 8 countries (US and Europe)

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