Advertising and BrandNovember 18, 2010

Lynne M. Barber, MHSA, MSBusiness Development and Marketing Services

Advertising

• Advertising/Recruitment Plan – Know your barriers to recruitment and retention– Determine target audience– Specify objectives (participants/timeframe)– Determine the budget– Develop the message– Determine the right mediums– Evaluate the response

Target Audience

• General Public- profile the desired patient• Patients• Physicians– Internal– External

Objective

• Clinical trial participants by x date

Budget

• Develop good advertising estimate at pre-approval stage

• Determine which mediums can provide the greatest return

Message

• Rational- distinct functional attributes• Emotional- humor, fear• Moral/Social Appeal- focus on causes or issues• Keep it simple• UnderstandableTesting

focus groups and online optionsi.e. Zoomerang, Greenfield

Mediums• Print- newspaper, magazines, newsletters• TV- Cable• Radio• Direct Mail• Outdoor• Internet Advertising- banner ads, Google adword campaigns,

email campaigns, video, podcasts

• Clinical trial listing web sites- Medpedia• Social Media- Facebook, Blogging (online communities),

Twitter • Posters/flyers• Cross promoting opportunities

Choosing the Right Advertising Mediums

• TV- considered most effective, but expensive• Cable can be a good, cheaper alternative to networks

• Print- effective with enough frequency, good placement and right vehicles

• Radio- effective with enough frequency and targeted stations/run times

• Direct Mail- very effective, very targeted• Internet advertising- track number of views, pay per click, hard to track

actual participant conversion• Use a combination of mediums

Negotiating

• Steady schedule vs. flighting• Cost per thousand

= cost of advertisement x 1000/circulation

• Cost per point (TV)- Gross Rating Points GRPs= a measure of advertising reach calculated by multiplying the

number of spots or ads times the ratingReach and frequency

• Inventory- more inventory better price

Negotiating• State your goals• Target audience• Timeframe• Budget – always negotiable– Ask rep for recommendations, then state budget

• Make sure they know that you are getting advertising proposals from many mediums and vehicles to determine the right mix

Negotiating

• “If results are evident in the first three months, then I might be able to buy more”

• Ask for breaks, freebees and added value• Volume of spots or placements does not always

equal good value• If you are not getting results, get the reps to help

you.• Track previous buys

Internet and Social Media

• 57% of Americans use the Internet for health information

• 52% of Americans belong to at least one social networking site

2010 Pew Research Study

Social Media

• Social media integrated with traditional mediums• Social network users have opted in so more likely to

accept the information• Patient online communities

www.patientslikeme.comwww.weare.uswww.nexcura.comwww.sharingstrength.cawww.inspire.com

Social Media

• Facebook – target advertisements to individual users’ pages (age, gender)-good results

• Twitter- trialx.com

Evaluation

• Return by medium• Calls• Online contacts, click throughs• Surveys• Contractual rates to explore

MUSC Brand

• One common identity• Consistency helps all MUSC entities• Increases brand recognition and equity• Build on previous and current campaigns to create

consistency, i.e. MUSC Heros• Positioning statement

Changing What’s Possible

MUSC Brand

Current Campaign• TV commercial• Radio• Print• Microsite• Social Media

Clinical Trial Template

Clinical Trials Template