CREATING THE BUZZ HOW TO IMPLEMENT EFFECTIVE INTERNET & SOCIAL NETWORKING STRATEGIES FOR RECRUITING RESEARCH PARTICIPANTS JEANINE M. ESTRADA, MBA APRIL 30, 2010
LEARNING OBJECTIVES Understand what new media is, how it plays an important role in today's society, and how it builds a platform for patient recruitment success. Learn how to interact with websites and online communities to encourage relationship building with clinical trial participants. Assess current and future patient recruitment plans to identify when and where new media can be used as a means to strengthen campaigns and reach new audiences.
I. THE PROBLEM Nearly 80% of clinical trials fail to meet enrollment goals. Decreased effectiveness of traditional advertising methods.
II. UNDERSTANDING NEW MEDIA
WHAT IS NEW MEDIA? EXAMPLES: Internet Websites Web-based Surveys Email Text Messaging Podcasts Blogs Variable Data Printing Web Radio, TV & Video Instant Messaging Message Boards/Chat rooms Craigslist.com Social Networking Tools/ Websites Gaming Computer games Video games: Wii, XBOX
WHO USES NEW MEDIA?
MOBILE PHONE USAGE Nearly 285.6 million cell phone users in the US as of December 2009 91% of all Americans 80% of mobile users use texting 87% of 13-27 year olds 73% of 28-39 year olds 18% of 40-49 year olds Approximately 94% of all text messages are read
III. UNDERSTANDING SOCIAL NETWORKING
WHAT IS A SOCIAL NETWORK? YOU
SOCIAL NETWORKING WEBSITES
GETTING TO KNOW... Give people the power to share and make the world more open and communicated. Real-time information network powered by people all around the world that let you share and discover what s happening now. A place to discover, watch, upload and share videos.
IV. SCENARIOS
SCENARIO #1 HEALTHY VOLUNTEERS
SCENARIO #1: DESCRIPTION Target Demographics Male and female healthy volunteers Ages18-45 Study Enrollment Fast / Competitive 3 month (or less) enrollment period Enrollment Goal: 60 Budget None Investigator Site Details Suburban; Located 10 miles outside of a major city Ability to handle large volumes of inquiries and screening visits Maintains a website and research database with emails and mobile numbers No previous social networking exposure
POSSIBLE RECRUITMENT STRATEGIES Mass emails to subject database Online message board postings Website posting Establish social networking profiles and pages Post on centerwatch.com
SCENARIO #2 TYPE 2 DIABETES
SCENARIO #2: DESCRIPTION Target Demographics 18-65 year old males and females who have undiagnosed Type II Diabetes Study Enrollment Steady Enrollment Period: 6 months Enrollment Goal: 10 Investigator Site Details Major city with high population density Maintains a website, large research database, and social networking profiles Type II Diabetes Prevalence: 11% over 20 years of age, 23% over 60 years of age Slightly higher incidence in men Higher incidence in African Americans Higher incidence of undiagnosed diabetes in lower income households and individuals with lower levels of education In many/most cases, a chronic disease Budget $5,000
POSSIBLE NEW MEDIA STRATEGIES Mass Emails to Subject Database Online Message Board Postings Website posting Announce on social networking pages Search Engine Pay-Per-Click Campaign Text message campaign Opt-in email marketing campaign YouTube video sharing Post on centerwatch.com
African American Diabetes Research Study Diabetes is one of the most serious health problems that faces the African American community today. Clinilabs, a clinical research facility, is dedicated to finding new medications to help those in the future to combat this disease. We are currently searching for African Americans, ages 21-65, with Type 2 Diabetes for a clinical research study of an investigational medication. Qualified Participants May Receive: Financial compensation up to $2,675 No-cost study-related medical exams Lab tests Diabetes Education and Information _.Regarding Health & Nutrition Together We Can Make a Difference. Join a Research Study. Call Us Today 212.994.4567 diabetes@clinilabs.com clinilabs.com/diabetes Clinilabs Diabetes Research Study 212-994-4567 Clinilabs Diabetes Research Study 212-994-4567 Clinilabs Diabetes Research Study 212-994-4567 Clinilabs Diabetes Research Study 212-994-4567 Clinilabs Diabetes Research Study 212-994-4567 Clinilabs Diabetes Research Study 212-994-4567 Clinilabs Diabetes Research Study 212-994-4567 Clinilabs Diabetes Research Study 212-994-4567 Clinilabs Diabetes Research Study 212-994-4567 Clinilabs Diabetes Research Study 212-994-4567
SCENARIO #3 PEDIATRIC INSOMNIA
CASE STUDY #2: DESCRIPTION Target Demographics Male and female children who suffer from insomnia Ages 6-17 Patient caretakers (Parents, Teachers, Physicians); Ages 30-65 Study Enrollment Slow / Anticipated Delays Enrollment Period: 12 months + Enrollment Goal: 5 Budget $10,000 Pediatric Insomnia Prevalence: 1-6% in the general population Investigator Site Details Located in a rural area with low population density Tight-knit community with established relationships and connections Maintains a simple research database with names, address and phone numbers (no email or mobile numbers) Previous success with direct mail and television advertising No website or previous exposure with New Media
POSSIBLE NEW MEDIA STRATEGIES Website posting Variable data printing postcard campaign Share television ad on YouTube Host and record a webinar for parents, teachers, social workers, etc. Share this on your website as a download for ipods and mp3 players (podcast) Email community connections Identify local groups/websites that may be willing to let you post information about the study
V. WHERE DO I BEGIN?
V. WHERE DO I BEGIN? Understand your short term and long term goals Make sure you have a current, relevant website that is specific to your company, department, group or Investigator. Build or update the contact information within your database of research subjects. Pay close attention to collecting email addresses and mobile phone numbers, and permission to email/text. Identify vendors to support your efforts such as email and/or texting vendors, media buyers who specialize in patient recruitment, etc. Identify and partner with other Investigators and research teams with similar goals Develop plans for patient recruitment BEFORE any trial begins Have systems in place to track results of your efforts
V. WHERE DO I BEGIN? SOCIAL NETWORKING Create a free profile on commonly used social networking websites Get familiar with these platforms by finding, friending, and following those who are already in your real-life social networks Create a profile, page, group, etc. that represents your organization or research interest Invite your personal networks to join, fan, or follow this new profile/page/group Invite your database of research subjects
BUILDING YOUR NETWORK Add links from your company website(s), advertisements, and all regular communications with subjects Provide incentives for people to join your networks Interesting / Newsworthy content Following = Donation for a cause First-to-know about upcoming research studies No-cost access to webinars, presentations, get-togethers Join other groups and follow others with similar interests and intentions Post, Tweet and Comment regularly!
MUST HAVES FOR SUCCESS A Website Current trial listings and information on How to get involved Pre-screening questionnaires Email a Friend / Colleague Links to other credible websites that provide health information, social networking profiles, articles published by your organization, etc. An electronic database of contacts with current and complete records Resources needed to build, track, update and improve new media content Patient Recruitment Plans Friendships and Connections! The knowledge and willingness to protect the privacy of study participants
HOW TO REACH ME JESTRADA@CLINILABS.COM Find me on LinkedIn & Twitter
VI. EXTRA CREDIT
FUN FACTS Digital advertising is growing rapidly: Internet 19.2%, Mobile 18.1% Myspace, YouTube and Facebook collectively receive 250 million unique visitors every month. The fastest growing segment on Facebook is 55-65 year-old females. YouTube is the 2nd largest search engine in the world. 78% of consumers trust peer recommendations while only 14% trust advertisements If Facebook were a country, it would be the third largest in the world
CREATING THE BUZZ QUESTIONNAIRE Click Here to Access the Crea0ng the Buzz Ques0onnaire
LINKS Pew Internet & American Life Project www.pewinternet.org Facebook www.facebook.com Twitter www.twitter.com YouTube www.youtube.com Centerwatch www.centerwatch.com Craig s List www.craigslist.com
VENDORS TO CHECK OUT Survey Gizmo Online surveys and questionnaires Constant Contact Mass email marketing Sentinel Print Company Printing, variable data printing, graphic design Clinical Trials Media Patient recruitment specialists & media buyer The Patient Recruiting Agency Patient recruitment specialists & media buyer Boom Text Mass texting
RECOMMENDED READING Connected Nicholas A. Christakis, MD, PhD A Guide to Patient Recruitment and Retention Diane L. Anderson, MD, PhD Social Media Marketing for Dummies Shiv Singh The Social Media Bible David K. Brake Purple Cow Seth Godin