Advertising Options for Patient Recruitment: Are they on your radar?
We all see others do it, and we probably experience it ourselves it every day.
Watching videos and tv shows on devices other than the TV in the family room, catching up on your favorite sitcom on-demand because you weren't home to watch it at 8pm when it originally aired, or streaming videos on YouTube to pass time. As the years go by, technology and media are changing – and so is how we are using them.
With everything changing around us, we are firm believers that the methods in which we recruit patients should also change to align with these new technologies and how people are interacting with media. If we don't adapt to the changing times, how successful can we really be in our efforts?
To help recruitment and study teams stay ahead of the curve, our team here at CSSi has added three new methods to our recruitment toolbox: over-the-top (OTT) advertising, video-on-demand (VOD) advertising, and digital ad geo-fencing.
Over-the-top media allows people to watch television and movies by streaming over the internet, all without the need for a traditional TV contract. Users can access these services through their phone, tablet, computer or smart TV. With more than 50% of the US using some type of ITT service and this number set to increase, including this advertising method in your recruitment plan is worthwhile.
As we outline our plan for running advertising on this platform, we can select specific geographic locations, demographics and topics to advertise on. This type of targeting gives us the ability to reach the correct audience for your study and helps us ensure your advertising budget is being used efficiently.
Think of the on-demand services you receive from your cable provider. When using this type of media, you can pick and choose what you want to watch and when you want to watch it. Through our advertising, we are capturing the attention of those watching these videos when they are most comfortable. With videos and shows becoming more accessible and at our fingertips, it has become understood that not everyone watches TV right when it airs. We like to watch TV when it fits into our schedule.
The top benefits to advertising through this platform is we can target these ads to specific geographic locations and markets (like those areas closest to your sites' locations), most commercials in this platform cannot be skipped, and viewers are within the video itself, which means they can't change the station to avoid watching the commercial.
Digital Ad Geo-fencing:
Have you ever gone to a store, and then saw an ad later in the day for that same exact store? That is geo-fencing. It is location-based targeting, where we are showing ads to a person based on the locations they have been.
Imagine you are recruiting for a back-pain study. Geo-fencing would allow us to target people who have recently visited a chiropractor or another back-pain management location. A short time later, they will get served your study ad because we identified them as someone who visited a location where they were looking for help with their condition. This keeps their health issue top of mind and motivates them to learn more about your study as an option for them.
Each of these advertising options will get your study in front of an audience that may be missed through traditional outreach efforts. We highly recommend considering them as you put together your next recruitment plan.
If you need assistance with planning or execution, or want to learn more about our other recruitment services, get in touch with us today!