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Without question, the targeting abilities and agility of digital media outperforms traditional media. One area that most of us can use a refresher course on the best metrics for campaign performance management, especially ones specifically created for clinical trial patient recruitment. The amount of available metrics for tracking can overwhelm seasoned digital marketers.
Common media buying platforms for global clinical trials include Google (Adwords, GDN/Doubleclick), Bing Ads, Yahoo, AOL Advertising and Facebook ads. The act of digital media buying can seem intimidating, considering the proliferation of terms such as “programmatic buying,” and “retargeting,” or “CPC.”
Messaging and content are so important to effective digital advertising. We could devote a series of white papers and seminars on this topic, but will stick to what we believe is most relevant to digital advertising for clinical trial patient recruitment. Before getting started, think about sources of important patient insights that can be used to build content.
Many of us struggle to keep pace with the options offered by, and the ever-changing landscape of digital media. Our five-part blog series aims to de-mystify the digital advertising process by specifically focusing on how to optimize digital patient recruitment campaigns for clinical trials.
As early adopters of digital patient outreach, we share perspectives on 10 digital health trends that are positively impacting clinical research, clinical trial patient recruitment and patient outcomes.
To kick-off our blog debut, it seems only appropriate to begin with our digital focus. I’m often asked why we specialize in online patient recruitment for clinical trials. Conventional wisdom has long suggested it takes a mix of outreach tactics to reach patients, which is the approach we chose in the early days of Clariness.