Clinical Trial Patient Recruitment and Retention Company CTM, Discusses if Traditional Media is Still an Important Patient Recruitment Tool
JERICHO, N.Y., June 28, 2018 /PRNewswire-iReach/ -- Finding eligible study patients is the most significant bottleneck to the timely completion of clinical trials. When databases don't yield enough patients, sponsors and sites often turn to search and social media advertising like Facebook and Instagram to facilitate clinical trial recruitment. Search makes sense because that's what patients do when they're exploring treatment options. Social media makes sense because its popularity and targetability dictate that it's a good place to find potential subjects. With the success of these channels, where does traditional media fit into the mix? Global full-service clinical trial patient recruitment and retention agency, CTM, discusses the importance of traditional media in recruitment efforts.
Traditional media refers to TV, terrestrial radio, and print. While many pundits have talked about the death of these mediums, they are alive and well. According to Business Insider, radio reaches 93% of people 18+ each week. TV reaches 89%. That's more than smartphones, tablets, or desktops. It is true that media habits have changed, and that digital media use has skyrocketed. Nonetheless, traditional media remains very useful. In the case of patient recruitment advertising, digital media often doesn't provide enough patients to fill a study, let alone enough of a consistent patient flow to stay within recruitment timelines. Also, not everyone is searching for information online. And what about the increasing adoption of online ad blocking software? With all of these points to consider, what are sites and sponsors supposed to do when a study needs advertising?
First, it's a good idea for sites and sponsors to develop multiple advertising materials and get them IRB approved, even if they don't use them all. Good creative production is more affordable than before. Once materials are approved, it really depends on the factors affecting the clinical study to determine when traditional media advertising and which medium should be deployed. For instance, if a study's demographic target is skewed 18-34 it might not make much sense to use newspaper, but it still may make sense to use radio and TV. And it certainly makes sense to use various digital media channels. But if the target population is 35+, with a core of 50+, TV, radio, and print all make sense. Search does too. Each study has its own challenges (timeline, competition, protocol, site performance, etc.) but one thing is for certain, in the US, traditional media outlets remain a powerful and effective clinical trial patient recruitment advertising tool.
Drug companies clearly see the value in TV advertising. Prescription drug advertising on television increased 10% from $3.11 billion in 2016 to $3.45 billion in 2017, according to a Fierce Pharma report. There's a good reason for this. Television is an intrusive media that captures viewers' attention with sight, sound, color, and motion. That's why it continues to also be an important avenue for direct response advertising, which includes clinical trial patient recruitment. It also acts as a central portal for various programs including network content, streaming media, on demand and DVR viewing.
Radio offers theater of the mind, intrusiveness, and the ability to motivate the listener to act. Plus, it's still free to consume. Newspaper and magazines have less reach than electronic media, but its readers tend to be less distracted and more engaged because they make a conscious decision to read a specific publication. The reader can also tear out ads that interest them.
Today's consumer has a dizzying number of media choices. That's why now more than ever, it makes sense to use a broad media mix when targeting potential clinical study patients. All TV, radio, print and digital patient recruitment ads direct users to either place a call for more information or drive them to a screening website. They work best in combination to accelerate referrals and keep cost per patient figures in line.
About CTM
CTM is a global clinical trial recruitment and retention agency. They have been a top vendor to sponsors, CROs, sites, and other patient recruitment providers since 1995. Clients rely on CTM to determine the most cost-effective ways to recruit and retain patients for clinical studies. They seek out CTM's team of dedicated personnel and unique and effective technology solutions that help accelerate the patient recruitment and retention process. For more information log onto www.ctmenrolls.com.
Media Contact: Deanna Thorman, fishbat Media, 855-347-4228, deanna@fishbat.com
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