A Digital Strategy for A Clinical Trial
A Northeast Ohio company approached True Digital Communications for help recruiting participants for a clinical trial for a newly-patented pain management technology. Traditional advertising and outreach to medical trade associations had generated minimal interest, and the client was interested in using digital strategies to identify and engage potential participants.
Because the technology was still undergoing clinical trial, the client was extremely limited in how they could talk about the potential health benefits of their device. In addition, Google’s advertising rules prevent targeting consumers directly based on a medical condition, making it challenging to effectively deliver messaging to qualified candidates.
True used a combination of lifestyle indicators, secondary interests and content targeting to effectively place display advertising on Google and Facebook, and developed keywords and ad copy to indirectly reach searchers looking for alternatives to traditional therapies. As new clinical trial locations were added to the program, True developed an easily-replicable program that could be rolled out quickly for each geographic market. All advertising was reviewed and approved by regulatory agencies prior to launch, and all targeting complied with Google’s restrictions for medical device and clinical trial advertising. Interested individuals were directed to the client’s website to fill out a brief contact form; all contacts were reviewed, screened and vetted by the client.
After 15 months, True’s online program had delivered more than 80% of all the inquiries for the client’s clinical trial, and at a fraction of the cost of traditional advertising. The program generated sufficient interest for new trial locations to be added, in some cases with a waiting list of participants already in place, expanding the client’s reach from four major metropolitan markets to a total of 12, with more planned for the coming year.