Patient recruitment campaign launches for colon cancer study

I’m excited to announce that we’ve just launched a new patient recruitment campaign on TreatmentTrials.com. The campaign is targeting people with colorectal cancer that’s spread to the liver.

As with all our patient recruitment campaigns, this one offers an explanation of the study that’s simple yet detailed. In other words, one that’s ideal for lay people.

Our client for the Phase 2 study is the University of Louisville. Their study is being held at multiple sites across the United States.

There are three parts to the campaign we’ve created: production, media management and campaign management.

Production

We’ve created 5 TV-quality videos – the main one being about 15 minutes long. These feature two Principle Investigators, a Study Coordinator and a study subject.

To support the videos, we’ve also written several articles. These explain the study to the handful of internet users who can’t access online videos. What’s more, patients can print them off - then take them to their doctor.

Finally, we’ve also created an online pre-screening form for potential volunteers who want to get in touch.

Before handing the content over for IRB review, we conducted user tests. This allowed us to see if any of the information was hard for lay people to understand. Those things that caused confusion were then changed and re-tested.

Media management

With the above content hosted on TreatmentTrials.com, we’re primarily driving traffic to it by advertising on search engines. In particular, Google, Yahoo and Bing.

To do this, we first wrote the ads. Next, we identified the words that potential study participants would be most likely to search against. Then we purchased media space against each of these words.

Campaign management

Now that the patient recruitment campaign is live, we’re actively managing the search engine advertising. In particular, we’re monitoring which ads are delivering the most enquiries from relevant patients. That means each day we’re checking:

- Which search engines deliver the best results.

- Which ads deliver the best results (we’ve launched with 20 versions).

- Which keywords lead to the most ads being clicked.

- Which areas of the country deliver the best results.

Using the data that our monitoring produces, we’re able to keep improving the effectiveness of the advertising. Which, in turn, maximizes our client’s ROI. 

Let me know what you think of our work.