1 1 Recruiting Patients – Driving Enrollment – Around the Globe Recruiting for Clinical Trials via Social Media Optimize Your Online Presence for Patient Enrollment Chris Trizna [email protected] 443-308-5801
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Recruiting Patients – Driving Enrollment – Around the Globe
Recruiting for Clinical Trials via Social Media
Optimize Your Online Presence for Patient Enrollment
Chris Trizna
443-308-5801
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GOALS
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Goals for Today’s Session
• Learn how to plan your online strategy
• Discover important tips every website needs
• Understand different ways to increase your online “footprint” through social media
• See how your online endeavors multiply to provide your study with additional opportunities for patient enrollment
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ONLINE--- WHY?
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Why Online? Why Now?
• 86% of people skip television ads • 44% of the time, direct mail received at home is never opened • In 2012, only 23% “read a newspaper yesterday” as compared to 41% in 2002 • Online provides:
– Accessibility – Audience – Flexibility
• Apparently this internet thing is here to stay… – 86.75% of the US population is online
• Social media connecting like people – Mobile applications
SOURCE: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010 PEW RESEARCH CENTER
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Who is Using Social Networks
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Social Network Use by Age
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PLANNING MAKES PERFECT
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“He who fails to plan, plans to fail.”
-ancient proverb
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Planning Your Online Strategy
• Content
• Website
• Social Media
• Networking and building relationships
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Keep in Mind…
ALL OF YOUR ONLINE ENDEAVORS ADD UP!
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CONTENT
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Content on Your Website
• Keep it simple
• Focus on educating the visitor on your study
• Provide additional information on the condition
• FAQ’s on clinical trials
• Site locations
• Give additional resources (support groups, informational websites, etc.)
• Online submission form
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Let’s Examine Your Website Content
Let a “word cloud” help you; Wordle it!
Typeface weight, size and color help determine frequency of content
Helps to generate the right keywords
www.wordle.net
Paste and copy content
Link to a current blog, blog feed or RSS feed
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SOCIAL MEDIA
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Social Media vs. Advertising on Social Media Websites
• Social media can help brand your site through frequent, meaningful posts, tweets and sharing of information
– Twitter: @enrollmentnow
– Facebook: CSSi
– YouTube: CSSi
– LinkedIn: CSSI
• Advertising on social media websites is different than having a social media presence
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Social Media Versus Advertising on Social Media Social Media
Pros:
• Interest centric
• Feedback
• Idea sharing
• Many groups
• Mobile
Cons:
• Open text
• No control
• Geographical inefficient
• Many groups
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Pay for Click
Pros:
Geographically efficient
Pay for interest
Multiple creative messaging
Cons:
Slower response rate
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Social Media… Just a Little Fragmentation
19 19 Planning Your Online Strategy
• Social media goals:
– Have INTERACTIONS with your audience
• Re-pins, likes, comments, tweets
– Bring people VALUE
• Determine your focus!
– YouTube
• Commit to an editorial calendar to maintain regularity
– Google Alerts
– News feeds
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Includes
clinical
trial
participation!
Which Social
Platforms Drive Us to
Act?
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Where Should You Spend Your Time Being Social?
• Facebook just can’t be ignored
– 93% of adult internet users are on Facebook
– 1 out of every 7 minutes online is spent on Facebook
– The average user spends ~ 7 hours/month on Facebook
– Top spot for social sign-in
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SOURCE: HUBSPOT/JANRAIN, APRIL
2011
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FACEBOOK ADVERTISING AND GOOGLE ADWORDS
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Online Advertising
• Establish a budget
– You get what you pay for
• Determine goals
• Be smart about your focus; don’t dilute
• Create multiple creative options
• Use applicable but strong images
• Launch, test and optimize!
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Facebook/Google AdWords Content Limits
– Headline: 25
– Body: 90
– Display URL: No max
• Google AdWords
– Headline: 25
– Description Line 1: 35
– Description Line 2: 35
– Display URL: 35 (can be longer but it will not show beyond 35 characters and will appear shortened in the ad)
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Sample Facebook Ads
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Facebook Ads
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Recurrent Yeast Infection?
If you are 18 years or older and have had recurrent yeast infections, you may qualify for a research study. [www.STUDYWEBSITE.com]
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Making Your Facebook Ads More Successful
• Attention grabbing creative
– Bold image
– Use friendly faces (where applicable)
– Add a colored border to image
– Try a version where you place text on top of image; no more than four words
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Making Your Facebook Ads More Successful
• Consider all targeting options
• Set specific, measureable goals
• Manage different creative messages; change often
• Be on the lookout for $50 or $100 credits to open an account
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Geo-targeting
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Making Your Google AdWords Campaign More Successful
• Use a combination of:
– Google AdWords: these run on Google “search”
– Google AdWords that run on the Display Network
• Be on the lookout for $50 or $100 credits to open an account
• Monitor and adjust
• Monitor and adjust
• Monitor and adjust
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Pay-Per-Click
advertisement
Pay-Per-Click
advertisement
Google AdWords
Google AdWords – Pay-Per-Click
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Sample Google AdWords Ads Google AdWords on Display Network
AdWords
Display Ad
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HOW ARE YOUR EFFORTS MEASURING UP?
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Measuring Success
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Google Analytics:
–Evaluate new/repeat visitors
–Determine referral sources
–Monitor social impact
–SEO and keywords
–Find a few reports
–Try not to get overwhelmed
(“analysis paralysis”)
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Measuring Success
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Crowdbooster:
– Evaluate all social activities in one place
– FREE!
– Market is flooded with applications similar to this
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PITFALLS AND…
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Online: Common Pitfalls
• Spreading yourself too thin
• Lack of focus and goals
• Thinking online is a panacea for all of your recruitment needs on every study
• Not “feeding” enough to social on a semi-regular basis
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A Little Light Reading…
• “Optimize” by Lee Odden
• “Socialnomics” by Erik Qualman
• “Twitter Marketing: An Hour A Day” by Hollis Thomases
• “Social Media Field Guide” by Krista Neher
• “Facebook Marketing” by Brian Carter and Justin Levy
• “Digital Leader” by Erik Qualman
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Remember What I Said Earlier…
ALL OF YOUR ONLINE ENDEAVORS ADD UP!
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