Transcript Social Media

Advertising and Brand
November 18, 2010
Lynne M. Barber, MHSA, MS
Business Development and Marketing Services
Advertising
• Advertising/Recruitment Plan
– Know your barriers to recruitment and retention
– Determine target audience
– Specify objectives (participants/timeframe)
– Determine the budget
– Develop the message
– Determine the right mediums
– Evaluate the response
Target Audience
• General Public- profile the desired patient
• Patients
• Physicians
– Internal
– External
Objective
• Clinical trial participants by x date
Budget
• Develop good advertising estimate at pre-approval
stage
• Determine which mediums can provide the
greatest return
Message
• Rational- distinct functional attributes
• Emotional- humor, fear
• Moral/Social Appeal- focus on causes or issues
• Keep it simple
• Understandable
Testing
focus groups and online options
i.e. Zoomerang, Greenfield
Mediums
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Print- newspaper, magazines, newsletters
TV- Cable
Radio
Direct Mail
Outdoor
Internet Advertising- banner ads, Google adword campaigns,
email
campaigns, video, podcasts
Clinical trial listing web sites- Medpedia
Social Media- Facebook, Blogging (online communities), Twitter
Posters/flyers
Cross promoting opportunities
Choosing the Right Advertising Mediums
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TV- considered most effective, but expensive
• Cable can be a good, cheaper alternative to networks
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Print- effective with enough frequency, good placement and right
vehicles
Radio- effective with enough frequency and targeted stations/run
times
Direct Mail- very effective, very targeted
Internet advertising- track number of views, pay per click, hard to track
actual participant conversion
Use a combination of mediums
Negotiating
• Steady schedule vs. flighting
• Cost per thousand
= cost of advertisement x 1000/circulation
• Cost per point (TV)- Gross Rating Points GRPs
= a measure of advertising reach calculated by multiplying the
number of spots or ads times the rating
Reach and frequency
• Inventory- more inventory better price
Negotiating
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State your goals
Target audience
Timeframe
Budget – always negotiable
– Ask rep for recommendations, then state budget
• Make sure they know that you are getting
advertising proposals from many mediums and
vehicles to determine the right mix
Negotiating
• “If results are evident in the first three months, then
I might be able to buy more”
• Ask for breaks, freebees and added value
• Volume of spots or placements does not always
equal good value
• If you are not getting results, get the reps to help
you.
• Track previous buys
Internet and Social Media
• 57% of Americans use the Internet for health
information
• 52% of Americans belong to at least one social
networking site
2010 Pew Research Study
Social Media
• Social media integrated with traditional mediums
• Social network users have opted in so more likely to
accept the information
• Patient online communities
www.patientslikeme.com
www.weare.us
www.nexcura.com
www.sharingstrength.ca
www.inspire.com
Social Media
• Facebook – target advertisements to individual
users’ pages (age, gender)
-good results
• Twitter- trialx.com
Evaluation
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Return by medium
Calls
Online contacts, click throughs
Surveys
Contractual rates to explore
MUSC Brand
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One common identity
Consistency helps all MUSC entities
Increases brand recognition and equity
Build on previous and current campaigns to create
consistency, i.e. MUSC Heros
• Positioning statement
Changing What’s Possible
MUSC Brand
Current Campaign
• TV commercial
• Radio
• Print
• Microsite
• Social Media
Clinical Trial Template
Clinical Trials Template