Patient recruitment outsourcing is a great way for clinical research organizations to make use of the newest advances in the field. It takes years for patient recruitment companies to initiate, study, and refine a new recruitment approach, but sites and CROs get to enjoy its benefits right away by allowing an agency to handle its marketing activities. Google AdWords is a good example of this process. While the AdWords system is very complex, a closer look at one aspect of the service will illustrate just how useful it can be in multiple areas within clinical trial recruitment.Madison Marketing Agency offers excellent info on this.
An AdWords campaign reaches out to potential study volunteers by matching marketing messages with the keyword phrases that Google users search for. When a curious searcher clicks on the message, he is directed to a pre-qualifying survey that collects information related to the clinical trial. In addition to basic contact information (name, phone number, email address, ZIP code), the survey asks specific questions about the study’s indication. If the respondent’s answers suggest that he is likely to qualify for the trial, the survey information goes to the site or CRO directly (not to the patient recruitment outsourcing agency) for a follow-up phone call or email.
The pre-qualifying survey “works overtime” during an AdWords recruitment campaign. When a respondent submits a survey indicating that he does not qualify for the clinical trial, the survey still gets passed on to the CRO or site, which can record the personal and medical information in a database for future use in other trial marketing campaigns. This information has very high value for recruitment purposes, not only because it includes self-reported medical data, but also because its submission by the potential volunteer indicates positivity toward clinical trial participation.
Using Survey Data Effectively
If a site or CRO has an efficient system in place for incorporating non-qualified respondents’ survey data into its contact list, it enjoys an incredible “side benefit” to its AdWord recruitment campaigns, apart from the campaign’s industry-leading response rate and low operating cost. If an organization is not set up or sufficiently staffed to handle this data efficiently, patient recruitment companies can help with database management. Activities may include:
Staying in touch with survey respondents on a regular basis through e-newsletters, seasonal messages, or periodic email blasts
Contacting respondents directly by phone or email when their answers show that they may qualify for a future trial
Asking respondents to recommend the research organization to family members and friends who may qualify for trials
Individuals within the geographical radius who have already expressed interest in trial participation are the most valuable contacts for any research organization. The pre-qualifying surveys associated with AdWords campaigns are incredibly efficient tools for finding and establishing contact with those individuals.