Five Clinical Trial Advertising Tips You Can Act on Before 2018

With one month left to go in 2017, there’s just enough time to pick up some easy wins for your clinical trial recruitment efforts. You can finish the year strong by implementing at least one of these five advertising strategies.

1. Focus Your Facebook Budget

High performance digital marketing is achieved through constant trial and error, and Facebook’s Ads Manager offers more targeting options to test than any other social media platform. With all these options, a clinical trial advertiser may be tempted to make a long list of audience segments, and test them against each other all at once.

But the fact is that running too many tests within a campaign can actually hurt overall performance. Increasing the number of ad sets within a campaign splits your budget, and this inherently decreases the number of conversions per ad set. While this may seem harmless on the surface, Facebook recommends at least 50 conversions per week to allow its delivery system to gather enough data to optimize properly. If your ad sets aren’t achieving 50 conversions per week, reducing the number of ad sets and focusing your budget can increase your campaign’s performance. 

2. Get Approved for Quora Ads

Quora is a question-and-answer site with a community of over 100 million users, and Quora Ads offers clinical trial recruiters the ability to slide a text-based advertisement within its trusted content. Given the nature of the website, ads on Quora are more credible and contextually relevant than similar ad types, and Quora Ads offers unique condition-specific topic targeting options unavailable on other platforms. Quora Ads is relatively new, and is actively building out its platform (just last week, Quora released its own version of interest targeting).

However, if you attempt to run a Quora ad for a clinical trial, your ad will probably not get approved. According to their ads policies, ads that promote clinical trials require explicit approval from Quora. Not to worry, though. In our experience, if you submit a request sometime this week or the next, your account will be approved well before the new year.

3. Boost Your Content with Videos

If you’re not totally convinced that video is the future of digital marketing, consider these statistics:

  • Adding a video to marketing emails can boost click-through rates by 200-300%.
  • Embedding videos in landing pages can increase conversion rates by 80%.
  • 90% of customers report that product videos help them make purchasing decisions.
  • Cisco study suggests 80% of the world’s internet traffic will be video by 2019.

One Facebook executive has even suggested that Facebook could become all video in the near future. If your clinical trial organization wants to increase engagement from potential patients, start swapping your static images for videos.

And it’s never been easier (or cheaper) to create video. Here’s a list of easy-to-use apps to edit videos, or transform static images to motion.

  • Videoshop for professional photo editing,
  • Quik to add text to photos,
  • Adobe Spark Video to create story-line video creation,
  • Giphy Cam to create simple graphic animations,
  • Boomerang to create short looping videos,
  • Legend to add animated text to a photo, and
  • Ripl to layer animated templates on photos.

Need some inspiration? Check out the video we published for Thanksgiving.

4. Take Advantage of Free Training

Digital marketing is constantly changing, and successful clinical recruitment organizations need to be proficient in a number of skills, including analytics, digital media, and more.

Many of these skills can be learned on-the-job, but there is a difference between knowing how to operate digital marketing tools and having an in-depth knowledge of how they function.

Here’s three of our favorites that you could complete before the year’s end:

  • Facebook Blueprint: Gain extensive knowledge on more than 30 specific topics, including campaign planning to audience analytics. Although the instructional videos are free, each certification test costs $150.
  • Google Certifications: Become an expert at paid search, display advertising, mobile advertising, video advertising, and shop advertising.
  • Hubspot Inbound Certification: Learn how to acquire new clinical trial patients by connecting your content marketing, social media marketing, and SEO.

5. Implement Dynamic Keyword Insertion (DKI)

Search engine marketing is a powerful tool for clinical trial recruitment. In fact, one in 20 Google searches are for health-related information, according to a Google study.

If you are currently running a paid search campaign in Google Adwords or Bing, one of the easiest ways to improve the relevancy of those ads is to customize ad copy with dynamic keyword insertion (DKI).

As its name implies, a paid search ad with DKI will automatically insert a keyword from your ad group into a text ad when it matches a user’s search query. DKI can be used in an ad’s headline, description, and URL, and is implemented within the syntax in your ads.

For example, an ad with the following syntax in its headline: {KeyWord: Dementia Clinical Trial} Enrolling Near You

Would become the following if a user searches for “early onset dementia clinical trial” (assuming that the phrase “Early Onset Dementia Clinical Trial” is within the Ad Group labeled “Dementia Clinical Trial”): Early Onset Dementia Clinical Trial Enrolling Near You

If used properly, DKI can greatly increase your ad’s click-through rates, lower the cost per click, and actually save you time by automatically customizing your ads for a large set of keywords. 

By David Tindell. David is a Digital Marketing Manager at Antidote. When he's not nerding out over the latest in digital marketing, he can be found enjoying a long run, drinking hoppy beers, or chillin' with his beagle.

 

Looking for more ideas? Learn about how Antidote has helped CROs and pharmaceutical companies accelerate their research.