CSSi Blogs

Digital Advertising: Targeting the Right Audience for Your Study

  • By Gabrielle DiSalvo
  • 18-Mar-2019

image of digital advertizing process

If you’ve been following along with our past blogs, you have gained insight into:

Let’s take one step back and talk about digital advertising, one of many outreach efforts you should use to raise awareness about your clinical trial.

Step One:
Confirm your target audience. This is the same audience you outlined when you started branding your trial, creating your recruitment materials, and building your website. But now it’s time to think about your target audience and how you will reach them through digital advertising.

Ask yourself these questions to confirm your basic demographic information:

  • •   What age range, gender(s), and race or ethnicities should I target?

  • •   Where are these patients located geographically? (perhaps near each site enrolling for the study)

Step Two:
Build on that information and ask yourself a few more questions:

  • •   Where is my audience looking online for information related to their condition?

  • •   What keywords are patients using when searching for this information?

  • •   Are they joining any Facebook support groups?

Step Three: Plan and Place Your Digital Advertising
To make sure you are not getting wasted clicks or impressions, one necessary step is to make sure you are setting your ads up to target the right audience. Use all of the information you gathered during the previous steps to make informed decisions on who to show your ads to. There are a lot of people using these platforms, but only a select group will be right for your study.

Social Media Advertising
When you’re planning advertising for social media, target by both the demographic information you outlined and the interests of your patient population (like the support groups, for example).

Google Ads
Use Keyword Planner to identify the top keywords your audience is using when they search. Remember, your ads are showing up for patients exactly when they are searching for information related to the medical condition that qualifies them for your study.

For both Facebook and Google Ads, you’ll want to include a strong call to action (CTA) - something that will motivate the patient to click through and either learn more about your study or fill out your pre-screener.

And one more important thing to do: optimize your ads. Don’t just place all of your ads and let your budget run through each day. Check back in to see how your ads are performing and make adjustments if you feel changes need to be made. Digital advertising (and all marketing and advertising, really) is about testing, making changes, and then testing some more.

Ready to start a digital advertising campaign for your clinical trial?

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Answering the Lack of Diversity in Clinical Trials

  • By Gabrielle DiSalvo
  • 15-Nov-2019

Identifying and implementing ways to increase diversity in clinical trials is a growing topic in the industry. Almost 40 percent of Americans belong to a racial or ethnic minority, but roughly 80-90 percent of participants in clinical trials for new drugs are still disproportionately Caucasian.1

In order to make sure drugs and treatments are safe and reliable to all people, there needs to be a better representation of minorities in clinical trials.

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New Advertising Options for Patient Recruitment: Are they on your radar?

  • By Gabrielle DiSalvo
  • 29-Aug-2019

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.

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Understanding & Removing the Barriers to Patient Retention

  • By Gabrielle DiSalvo
  • 14-Aug-2019

Each year, $1.89 billion is spent on patient recruitment for clinical trials.1 With a 30% average dropout rate across all clinical trials, many pharmaceutical companies are spending a large amount of money to recruit patients who aren't staying enrolled in their trials.

Needed study data for regulatory submission and the overall success of a clinical trial depend largely on study participants fulfilling their roles and responsibilities until the very last day.

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CSSi Celebrates 14 Years as a Full-Service Patient Recruitment Agency

  • By Gabrielle DiSalvo
  • 11-Apr-2019

As a sponsor, CRO or site, there are a surplus of patient recruitment companies you can turn to when you need help finding patients for your studies, and that number grows higher every day. Most of these companies offer a niche service, but very few are a full-service, global recruitment agency like ours.

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Traditional Advertising Is Still Alive

  • By Gabrielle DiSalvo
  • 01-Apr-2019

We've all heard it before: "traditional advertising is dead." But if that were true, why are we still seeing commercials on TV, hearing ads on the radio, and seeing billboards on the highway during our morning commute?

Because it's not true! Traditional advertising is still very much alive and used by some of the largest companies worldwide.

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Eight-Step Guide to a Strong Clinical Trial Website

  • By Gabrielle DiSalvo
  • 05-Feb-2019

There are about 93 million Americans searching online for information related to a health-related topic, with 63% of those individuals looking up a specific disease or medical problem. In fact, looking for health or medical information comes high on the list as one of the most popular activities people do when they are

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Clinical Trial Branding: Why is it so Important?

  • By Clara Hughes, Creative Director
  • 25-Jan-2019

Let's imagine two different scenarios:
A: You're sitting in a doctor's office, and you see a poster for ACN-053-2414, a clinical trial testing medication for acne in adults.
B: You're sitting in a doctor's office, and you see a poster for the Face It Acne Research Study, a clinical trial testing medication for acne in adults.

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