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 Print- newspaper, magazines, newsletters TV- Cable Radio Direct Mail Outdoor Internet Advertising- banner ads, Google adword campaigns, 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 TV- considered most effective, but expensive Cable can be a good, cheaper alternative to networks 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 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

Social Media Facebook – target advertisements to individual users’ pages (age, gender) -good results Twitter- trialx.com

Evaluation Return by medium Calls Online contacts, click throughs Surveys Contractual rates to explore

MUSC Brand 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