PATIENT ADVERTISEMENT TECHNIQUES

Introduction

Contract research organizations and pharmaceutical sponsors work with clinical trial advertising and marketing companies to reach patients interested in research. From connecting with local doctors to using digital outreach tools, agencies use a range of methods to capture the attention of patients and motivate them to take the next step.

Digital Advertising for Clinical Trail

To reach potential research participants there are several different channels clinical trial advertising agencies are used. There are more but the most common advertising channels include:

Social Media Advertising for Clinical Trial Patient Recruitment

1. Facebook: Facebook is one of the most powerful social media platforms ways to reach patients. If the target audience is on the older side, Facebook may right fit to allow the participants into a clinical trial. Facebook ad platforms allow the target users by detailed interests and demographic information.
   The advantage of using Facebook include its wide reach and variety of ad types, including link ads, banner ads, and video ads.
   The disadvantages include Facebook’s limits on targeting personal attributes in ad copy, and the potential to reach many patients who may not be interested in the trial. Facebook has received negative press lately about its privacy guidelines, which may lead to distrust of the post they see on the site.   
   Other social media:
   Instead of Facebook, there are different advertising platforms are included

• Quora: Quora is a platform that allows users to ask questions on any topic. Anyone can answer a question but users include their credentials in their profile.
• Twitter: Twitter doesn’t allow clinical trial promotion on its ad platform without special approval we can consider using it to promote trial opportunities organically to our site’s account.

In addition to using the most common digital outreach methods, it may also be useful for our trial to experiment with other social media platforms like Quora, Pinterest and Reddit are alternative channels to try.

Other Digital Advertising Channels

Paid search: Google AdWords and Bing Ads, two channels for paid search, are also popular ways to reach patients. Through these Ads, we can connect with patients who are searching for clinical trial opportunities.

One benefit of using search ads is that they allow to reach patients who are actively searching for clinical trial opportunities, or for treatment options for their condition. 

Display ads: These ads are graphic banners placed on different websites patient may visit. The google display network is one way to distribute ads.
Display ad allows advertisers to use strong visuals to attract patients. Unlike in Facebook ads there’s also more flexibility in terms of speaking to patients directly.  
Facebook ads there’s also more flexibility in terms of speaking to patients directly.  

Examples of Advertisement Platforms

1. Search advertisement 

2. Display advertisement

3. Social advertising platform

FDA regulations for advertising clinical trial:

The FDA considers advertising clinical trials to patients to be part of the informed consent process. Any patient information must be submitted to the IRB. Before submitting the check, the past IRB submissions.

Materials must be submitted to IEB:

• Ad copy for digital channels, including Facebook, Twitter, Paid search, etc.

• Website text for landing page about your clinical trial

• A pre-screener for the clinical trial 

• Scripts for team members 

• Video advertisements for clinical trial

• Drafts of radio advertisements 

• Other patient-facing outreach materials noted in FDA guidelines 

Materials that do not submit to IRB:

• Communications intended only to be seen or heard by healthcare professionals such as doctor-to-doctor letters.

• Other materials prepared for non-patient audiences, outreach to investors.

Written By: Talla Sai Vinay

B. Pharmacy

Student ID: 143/0822