Digital media for patient recruitment
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Transcript of Digital media for patient recruitment
Effectively Using Digital Media to Recruit Difficult Patient Populations
Ritesh Patel, Global Head, Digital/Social
Donna Hanson, Senior Global Director, Patient Recruitment, Feasibility and Site ID
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• inVentiv Health Overview
• Clearing the myths behind digital media
• Effectively targeting patient populations through creative
› Elements to effective creative
› Considerations in a global trial setting
• Building the Ecosystem
› Examples
• Summary
• Questions
Agenda Today
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inVentiv Health
TRANSFORMING PROMISING IDEAS INTO COMMERCIAL REALITY™
Clearing the Myths Behind Digital Media
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9Months
Clinical Trial Recruitment Today
Patient recruitment is challenging and costly
**Source: PrimeResearch white paper Procter & Gamble: Electronic Data Capture and Clinical Trial Management Mark J. Cotteleer, Robert S. Huckman, Harvard Business School, 606033-PDF-ENG
Source: Clinical Trial Patient Recruitment: Accelerate Enrollment, Increase Retention and Reduce Costs study; Cutting Edge Information. Durham, NC
$600K–8M+
It’s reported that 29% of time is dedicated to patient recruitment/enrollment activities making it the most time-intensive activity**
Typical phase-III clinical trials can cost $86 million and last from two to four years, implying that close to 9 months alone is attributed to patient recruitment/enrollment process
Each day trial completion is delayed represents an opportunity cost of $600K-$8M+ to the sponsor
29%
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“The Myths…Busted”
• Target demographic needs to be under the age of 50 for digital to be effective
› Can be effective for all ages
• It’s expensive
› Very cost efficient given the array of options
• It can only be executed in North America
› The global worlds is online, applicable in many countries
• It’s difficult to ascertain ROI metrics
• Digital media can’t be contextually or geographically targeted
› One of the most targeted types of media available
• Digital media only includes key words and banners
› Anything that can be done via traditional initiatives can be done online
• Social media can’t be used in clinical trials
› It can be and is being done effectively for many
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The World Around is Changing
• Patients and caregivers are more informed: (Search, Communities, Blogs, Forums)
• HCP’s are connected: (Tablet, Communities, Apps)
• Digital is changing the way we work: (Portals, Metrics, etc.)
• Sites will see a lot of tools to manage the trial (Apps, Electronic and Audio Informed Consents, Trial Adherence tools)
• How we engage and educate the constituents is changing: using digital (A/R, Video)
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2014Mobile will become the most common way of accessing the internet
We are Social and Mobile
TRANSFORMING PROMISING IDEAS INTO COMMERCIAL REALITY™
Effectively Targeting Patient Populations Through Creative
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Elements of Effective Creative
• Determine the target
› Protocol demographic is not the target demographic
› Is there more than one target, consider geriatric and pediatric populations
› Investigator and HCP engagement is a necessary stakeholder
• Study name and branding
› Ensure it’s not overly scientific
• Verbiage must resonate with all viewing parties
› Be impactful, no need to provide all the detail
› Educational in nature
• Design elements must be appropriate
› Photos of relevant population helps patient connect
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Creative Considerations for Global Trials
• One size doesn’t fit all
› Message must be translated (patient and site/HCP facing)
• Patient-facing required per local law/EC
• Rule of thumb for site/HCP facing, if protocol or IDB requires translation, reference materials should be translated
› Design must be culturally acceptable
• Consider photos, colors, layout, etc.
• Leverage local resources to assist in review
• Creative footprint can be established for cost efficiency
• Tips
› Proactively seek feedback from sites
› Consider conducting online focus group to ensure message/design resonates
TRANSFORMING PROMISING IDEAS INTO COMMERCIAL REALITY™
Creating the Digital EcoSystem
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Digital & Trials
Trial Set Up
Branding TrialPortal Set upWeb SiteMobile App
During Trial
CommunityOnline AdvertisingMobile AppVideoAugmented Reality
Post Trial
Trial PortalDigital AssetsMeasurement
Consider all stakeholders in the trial to build the EcoSystem
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Outreach, Support and Engagement TacticsHow does the ecosystem function?
Social Media advertising
Search Ad words
Facebook/ You Tube stories
Facebook Page HCP Networks
KOL and HCP outreach
Web Portal and video channel
Traditional advertising
Pharmacy outreach
MD and Patient Education
Driving the Traffic
Fueling theInteraction
Building Engaged Community
Mobile App, Text Messaging
Digital engagement
Call hotlines and video chat
MD and patient communities
Field coordinators
Examples
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Website
Google adverts
Facebook adverts
Search engine
optimisationYouTube
Offline activities
Old
New
NSCLC Study: Social and Search
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NSCLC study - Results
• Clinical study website for NSCLC patients
• Educational and engaging patient-focused content about NSCLC, treatment options and clinical trial participation
• Balanced information about the START study, including risks and benefits
• Aims to raise study awareness and increase informed consideration of study participation
• Ran Facebook Ad campaign to drive recruitment
Program
• In March, there was a 6474% increase in the number of visitors to the site per month compared to before the campaign began in January
• Facebook ad campaign ran for 3 months and provided 64% of the visitors for these months
• Overall there were 69,807 clicks in 3 months
Results
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Facebook – Clinical Trial Recruiting
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Communities for Rare Diseases
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Connecting via Advocacy
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Online Trials
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Facebook Voice fan page:
› 7,227 people “Like” page total › 527 new “Likes” in May-June; 2,149 new in 2012
Fan page:› 2,299 people “Like” page total › 62 new “Likes” in May-June; 430 new in 2012
Cystic Fibrosis - Building a Social Ecosystem
MyCFConnection Site changes implemented on June 25 to remove new profile story functionality 680 registered members total
– 27 new in May-June; 118 new in 2012 179 profile stories; 24 new in 2012
CFvoice YouTube 12,008 video views total
– 2,493 views of Ali and Christina trailer total; 610 new views in May-June
Facebook Advertising 2,272 clicks on all Facebook ads in May-June (ex. CFvoice, MyCFConnection, A&C ads)
– 21,545 clicks in 2012 5.3 million impressions from Facebook ads in May-June
– 53.5 million impressions in 2012
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HCP consultation tools
Pain management diagnosis sheet and side effects, condition and adherence diary
Augmented reality Lapband mechanism of action
Educational interactive case studies to
highlight mental health in people living with HIV
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Raising Awareness: DRIVE4COPD Social Media
Objective• Raise awareness and screen
people for COPD
Tactics• Integrated digital ecosystem; QR codes,
text program, music widget, online songwriting competition, email outreach and CRM, and virtual Twitter race
Results• PRWeek Healthcare Campaign
of the Year• 1 billion+ earned PSA placements• 50 million+ social media imps• Over 2.5 million people screened for
COPD• Nearly 400,000 website visits• Over 5,000 Facebook likes• Nearly 3,000 Twitter followers
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Summary
• Don’t let the myths steer you away from digital strategies, it is:
› Effective, cost efficient, targetable, and becoming the norm
• Creative development is key in digital
› Key to be impactful and relevant
• Build the digital ecosystem to consider all study stakeholders
› Drive, Fuel, and Engage
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Q U E S T I O N S ?
Thank you