Digital media for patient recruitment

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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

description

Digital media for patient recruitment - presented by Ritesh Patel and Donna Hanson at the 5th Annual Patient Recruitment and Retention in Pharma conference, Barcelona 2013. • How the right approach to creative is key to effective recruitment • The best tactics for initial outreach and ongoing support • The best ways to participate in the wider patient social ecosystem

Transcript of Digital media for patient recruitment

Page 1: 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

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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

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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

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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

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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