Clinical trials are serious matters of significant importance, and sponsors, CROs, and research sites work hard to make them successful.
Patient recruitment and retention are at the heart of trial success. Potential participants usually have several options to consider, whether they choose to pursue conventional treatment plans or make the carefully considered decision to enroll in a clinical trial.
Trials are competing for these men and women. Getting their attention requires a well thought out strategy to interest them in taking a closer look – in a word, marketing. Typically, a trial is marketed through such means as TV, radio, and the tried and true traditional methods such as posters, flyers, and direct mail. Social media has also become a successful medium for advertising clinical trials.
Before you begin marketing, you have to create a compelling look and message that gives your trial an identity — this is called branding, and branding is an art. As you begin your branding efforts, it’s important to make sure you know your audience and understand their challenges and motivations through researching their common traits. Invest in quality market research and contact people who share these characteristics or the indication being studied in the trial.
When you start creating your marketing materials, use an expert design team that possesses the skills and tools to give you a professional product. Almost anyone with some software and the desire can generate some sort of design, but using an amateur is dangerous territory. Unprofessional visuals can make an important trial unappealing and endanger its integrity.
When you’re working on the study’s name, logo, and the overall look of the study materials, you will need to get buy-in from stakeholders, such as your supervisor, your organization’s upper management, the sponsor, or an outside client.
It’s best to fully engage these people at the beginning of the process and get their opinions up front before the creative work begins. They might already have a clear vision of what they want, what they don’t want, and what they expect. Make them part of the creative process and don’t wait until you’re done with all your work to present it to them. This is a good way to avoid having to start all over from scratch.
These tips and more are included in the new ebook, “7 Essentials For Clinical Trial Branding and Design,” just published by Imperial Clinical Research Services. It presents the branding basics, mistakes to avoid, ways to smooth out the process, and how to make your trial relevant to potential participants and busy site staff members.
You can download the book free by clicking on this link.