1 Recruiting for Clinical Trials via Social Media Optimize Your Online Presence for Patient Enrollment Chris Trizna ctrizna@cssienroll.com 443-308-5801 Recruiting Patients Driving Enrollment Around the Globe
2 GOALS 2
Goals for Today s Session 3 Learn how to plan your online strategy Discover important tips every website needs Understand different ways to increase your online footprint through social media See how your online endeavors multiply to provide your study with additional opportunities for patient enrollment 3
4 ONLINE--- WHY? 4
Why Online? Why Now? 5 86% of people skip television ads 44% of the time, direct mail received at home is never opened In 2012, only 23% read a newspaper yesterday as compared to 41% in 2002 Online provides: Accessibility Audience Flexibility Apparently this internet thing is here to stay 86.75% of the US population is online Social media connecting like people Mobile applications SOURCE: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010 PEW RESEARCH CENTER 5
Who is Using Social Networks 6 6
Social Network Use by Age 7 7
8 PLANNING MAKES PERFECT 8
9 He who fails to plan, plans to fail. -ancient proverb 9
Planning Your Online Strategy 10 Content Website Social Media Networking and building relationships 10
Keep in Mind 11 ALL OF YOUR ONLINE ENDEAVORS ADD UP! 11
12 CONTENT 12
Content on Your Website 13 Keep it simple Focus on educating the visitor on your study Provide additional information on the condition FAQ s on clinical trials Site locations Give additional resources (support groups, informational websites, etc.) Online submission form 13
Let s Examine Your Website Content 14 Let a word cloud help you; Wordle it! Typeface weight, size and color help determine frequency of content Helps to generate the right keywords www.wordle.net Paste and copy content Link to a current blog, blog feed or RSS feed 14
15 SOCIAL MEDIA 15
Social Media vs. Advertising on Social Media 16 Websites Social media can help brand your site through frequent, meaningful posts, tweets and sharing of information Twitter: @enrollmentnow Facebook: CSSi YouTube: CSSi LinkedIn: CSSI Advertising on social media websites is different than having a social media presence 16
Social Media Versus 17 Advertising on Social Media Social Media Pros: Interest centric Feedback Idea sharing Many groups Mobile Cons: Open text No control Geographical inefficient Many groups Pay for Click Pros: Geographically efficient Pay for interest Multiple creative messaging Cons: Slower response rate 17
Social Media Just a Little Fragmentation 18
Planning Your Online Strategy 19 Social media goals: Have INTERACTIONS with your audience Re-pins, likes, comments, tweets Bring people VALUE Determine your focus! Facebook Twitter Pinterest LinkedIn YouTube Commit to an editorial calendar to maintain regularity Google Alerts News feeds 19
Which Social Platforms Drive Us to Act? 20 Includes clinical trial participation! 20
Where Should You Spend Your Time Being Social? 21 Facebook just can t be ignored 93% of adult internet users are on Facebook 1 out of every 7 minutes online is spent on Facebook The average user spends ~ 7 hours/month on Facebook Top spot for social sign-in SOURCE: HUBSPOT/JANRAIN, APRIL 2011 21
22 FACEBOOK ADVERTISING AND GOOGLE ADWORDS 22
Online Advertising 23 Establish a budget You get what you pay for Determine goals Be smart about your focus; don t dilute Create multiple creative options Use applicable but strong images Launch, test and optimize! 23
Facebook/Google AdWords Content Limits 24 Facebook Headline: 25 Body: 90 Display URL: No max Google AdWords Headline: 25 Description Line 1: 35 Description Line 2: 35 Display URL: 35 (can be longer but it will not show beyond 35 characters and will appear shortened in the ad) 24
Sample Facebook Ads 25
Facebook Ads 26 Recurrent Yeast Infection? If you are 18 years or older and have had recurrent yeast infections, you may qualify for a research study. [www.studywebsite.com] 26
Making Your Facebook Ads More Successful 27 Attention grabbing creative Bold image Use friendly faces (where applicable) Add a colored border to image Try a version where you place text on top of image; no more than four words 27
Making Your Facebook Ads More Successful 28 Consider all targeting options Set specific, measureable goals Manage different creative messages; change often Be on the lookout for $50 or $100 credits to open an account 28
Geo-targeting 29 29
Making Your Google AdWords Campaign 30 More Successful Use a combination of: Google AdWords: these run on Google search Google AdWords that run on the Display Network Be on the lookout for $50 or $100 credits to open an account Monitor and adjust Monitor and adjust Monitor and adjust 30
Google AdWords 31 Google AdWords Pay-Per-Click Pay-Per-Click advertisement 31
Sample Google AdWords Ads 32 Google AdWords on Display Network Display Ad AdWords
33 HOW ARE YOUR EFFORTS MEASURING UP? 33
Measuring Success 34 Google Analytics: Evaluate new/repeat visitors Determine referral sources Monitor social impact SEO and keywords Find a few reports Try not to get overwhelmed ( analysis paralysis ) 34
Measuring Success 35 Crowdbooster: Evaluate all social activities in one place FREE! Market is flooded with applications similar to this 35
36 PITFALLS AND 36
Online: Common Pitfalls 37 Spreading yourself too thin Lack of focus and goals Thinking online is a panacea for all of your recruitment needs on every study Not feeding enough to social on a semi-regular basis 37
A Little Light Reading 38 Optimize by Lee Odden Socialnomics by Erik Qualman Twitter Marketing: An Hour A Day by Hollis Thomases Social Media Field Guide by Krista Neher Facebook Marketing by Brian Carter and Justin Levy Digital Leader by Erik Qualman 38
Remember What I Said Earlier 39 ALL OF YOUR ONLINE ENDEAVORS ADD UP! 39
40 QUESTIONS?? Questions and Answers ctrizna@cssienroll.com @enrollmentnow 443.308.5801 THANK YOU! 40