Clinical Trials PromotionClinical Trials Promotion
PAN/NACCDO 2008“Ask About Clinical Trials” Campaign
Cynthia ManleyAssociate Director for Communications
Vanderbilt-Ingram Cancer CenterNashville, TN
“Ask About Clinical Trials” - 2006“Ask About Clinical Trials” - 2006• Fewer than 4% of patients on protocol
• “Competition” is standard therapy or no therapy
• Best recruitment is conversation
• How to prompt that conversation?
“Ask About Clinical Trials” - 2006“Ask About Clinical Trials” - 2006
• VMC branding - “Ask” concept
• Surgeons wanted reminder
• Used that wording; posters and buttons
• Distributed in clinic
• Failed to get buy-in
“Ask” Campaign Redux -- 2008“Ask” Campaign Redux -- 2008
• Research: consumers know trials
• “If I’m lucky enough to have friend, neighbor who is a nurse or doctor …”
• Local for-profit – “information is everywhere in their clinic”
• New leadership wanted promotion
“Ask Campaign” Redux -- 2008“Ask Campaign” Redux -- 2008
• Re-designed poster, added tri-fold
• Re-introduced buttons
• Got buy-in on front end
• Video and in-depth education piece in patient handbooks, video on web
“Ask” Posters“Ask” Posters
• OSHA compliant laminate, in all clinic exam rooms, waiting areas
“Ask” Campaign Redux“Ask” Campaign Redux• LCD screens at med center
• Corporate relations messaging
• Brochure language on vicc.org (searchable database-Oncore)
• Partnered w/ med center to revamp clinical trials website
“Ask” Campaign Redux“Ask” Campaign Redux• Hour-long TV program
• VMC Cancer Information Program
• Taking advantage of CTSA
• “Communications core” for trials
• Lunch ‘n’ Learn on trials for employees
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