Traditional advertising is used mostly to augment a site’s patient recruitment efforts when the timeline is short or the site has gone through their database of patients already. The CSSi media team has placed over $50M dollars of media globally.
All too often, patient recruitment vendors apply a “one size fits all” approach to media planning and buying for any given study. CSSi understands the intricacies of media planning, buying and management for clinical studies from the initial research through the ongoing maintenance.
The CSSi media team takes a strategic approach to ensure that your patient recruitment messages are seen by the audience you are seeking. The quantitative and qualitative research we invest prior to initiating a campaign is critical; it helps define the right audience and the best programming or vehicles to elicit a response that will lead to patient screenings. Our historical metrics also help drive us to make the strongest recommendations from Day One of the launch. This is planning we do for every single site, regardless of budget or goals.
Media buying for a clinical research study requires an approach which is different from the norm. Of course we examine and question every rating, every demographic and every price--- for every single market. Then we discuss the likelihood for response; just because a television program has high ratings doesn’t mean the audience will respond. Lastly, we firmly negotiate added value which equals additional exposure for your study.
The CSSi media team’s work doesn't end with the launch of a campaign. Political campaigns, weather events and news incidents have the potential to derail media placements. We go to great lengths to track the performance of what we create, making changes when necessary and building on achieved successes. Some patient recruitment vendors plan for one mode of action for multiple weeks of a campaign. CSSi plans week by week for each site in order to capitalize on the greatest efficiencies, responses and cost effectiveness.