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Advertising Clinical Trials

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A slide show I developed reviewing the techniques to successful marketing for subject accrual

A slide show I developed reviewing the techniques to successful marketing for subject accrual


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  • 1. Advertising Strategies for Clinical Trials Kellie Bodeker, CCRC, B.S. George Washington University
  • 2.
    • New treatments need to be tested
    • Testing may involve healthy volunteers
    • Testing may involve those with disease burden
    • Over 94% of Americans recognized clinical trials were important in new therapies and treatments
    Volunteers
  • 3.
    • Effective advertisements can help increase enrollment. Effectiveness isn’t simply the tone or readability of the text placed in the advertisement. It is also the layout, the color, the spacing, the leading, and most importantly, the graphics. It is the difference between reading this paragraph
  • 4.
    • And reading this page
    • Color is selectively used to affect a mood
    • The eye immediately is drawn to the color and the visual graphic
    • The graphic is relaxing
    • The wheat grasses lean toward the text, leading the eye
    • Text is in bullets. People think in bullets.
    • The font is appropriately spaced to allow individuals to mentally ‘breathe.’
  • 5.
    • Keeping the importance of design and layout in mind, research advertisements will be reviewed
    • Examples of best and worst will be provided
      • Graphics
      • Wording
      • Same disease
      • Same patient population
    Examples
  • 6. Graphics
  • 7. Graphics the hand outlines the topic of the study and captures the reader’s eye
  • 8. Graphics Palm up leads the eye to here You want to see what is in the hand
  • 9. Graphics The words are spaced well and treated as a graphic element.
  • 10. Graphics notice the text wrapping around the logo
  • 11. Graphics the curve leads the eye to the important contact information
  • 12.
    • Pictures are labels (Caples, p. 204) readers identify with pictures, believing this advertisement is applicable directly to them.
    • Pictures of products sell (Caples, p. 205) for those with eczema, a clean hand is a product they desire and will have interest in
    Graphics BEST
  • 13. Graphics Who is this person? The face is unclear and poorly reproducible in print
  • 14. Graphics The face aims to the bottom right but the large TEXT gets our attention to the side the reader’s eye is confused
  • 15. Graphics A color logotype, yet the rest of the ad is in black and white…a wasted opportunity
  • 16. Graphics The text embellishments are too much. They compete with the picture visually.
  • 17. Graphics The skewed box again leads to the bottom right but there is no clear reason for the eye to go there.
  • 18. Graphics WORST
    • Pictures are labels (Caples, p. 204) readers identify with pictures, and they can’t do that here; face is unclear and overshadowed
    • Words have to make sense (Caples, p. 202) breaking up words unevenly leads to choppy reading for headlines
  • 19. Wording
  • 20. Wording The headline is simple and large
  • 21. Wording Bullet points
  • 22. Wording Everyday applicability: medicine fleas earaches
  • 23. Wording A strong summary statement: You feel great today!
  • 24. Wording Logotext at the bottom is well spaced Reads well And simple Again, it is bulleted
  • 25. Wording BEST
    • Introduce curiosity and facts (Caples, p. 139, 207) readers identify stories and interest, defined by Caples as the “Reader’s Digest” method
    • Straightforward copy (Caples, p. 115) an in-your-face simple approach that is logical and devoid of rhetoric
  • 26. Wording
  • 27. Wording While direct, the headline is confrontational or perhaps judgmental. It is also vague: how much is too much?
  • 28. Wording Wrong use of the word “feel” “ Feel” refers to tactile objects or feelings within. The true word is ‘believe’ or ‘concerned’ in this context
  • 29. Wording The general public will have difficulty admitting a physical or psychological dependence, no matter how benign
  • 30. Wording Who are the researchers? You are asking about a personal addiction, yet impart no personal contact information.
  • 31. Wording Where is the eligibility criteria?
  • 32. Wording The principal investigators' name is too small and not tied to any other text. What is the point?
  • 33. Wording WORST
    • Problems with headlines (Caples, p. 31, 164) vague and fault finding; this is a negative lead in that frames
    • No imagination (Caples, p. 117) although bullet-pointed, the text is dry and without creativity
  • 34. Disease
  • 35. Disease Color coding: the colors used in the scheme are color matched from the models’ clothing. It all ties in nicely
  • 36. Disease Happy participants, well dressed, looking directly at the camera
  • 37. Disease Title is simple, direct, and to the point
  • 38. Disease Applicability is clear, eligibility listed simply
  • 39. Disease Easy to read factual detailed concrete copy
  • 40. Disease The square layout being slightly off leads the eye to the center of the screen: PAREXEL Note the reference number is on the same eye-level
  • 41. Disease BEST
    • Faces attract (Caples, p. 204, 209) men are drawn by ads for men, women for women, multiple ethnicities
    • Complimentary color and simplified copy (Caples, p. 134-136) place text in captions under the illustration and keep simple, in both layout and words
  • 42. Disease The treatment is not defined. Without specific details, the mind will invent.
  • 43. Disease The professor’s name is larger and highlighted compared to contact information.
  • 44. Disease
    • Add drama (Caples, p. 164-166) While simple, this text lacks enthusiasm. Adding drama attracts individuals you may otherwise not have seen
    • Keep the important, important (Caples, p. 200-202) What is more important, the word “Professor” or the contact information for those interested to call?
    WORST
  • 45. Patients
  • 46. Patients Simple headline targeting the age bracket
  • 47. Patients The photo matches the targeted age: Individuals over 60
  • 48. Patients Volunteer has a positive connotation, evoking altruism
  • 49. Patients Emphasis and repetition: ’60’ is mentioned 4 times
  • 50. Patients Appropriate facts: information is targeted for those over 60
  • 51. Patients Altruism right back: FREE is bolded and right above the contact number
  • 52.
    • Targeted audience
    • Bullet-pointed text
    • Fact-based copy
    Patients BEST
  • 53. Patients Why is heart disease in gold? This is the only time this color is used and it does not tie into anything on the page
  • 54. Patients Who are they targeting? The photos are of seniors…
  • 55. Patients Who are they targeting? The photos are of seniors… But eligibility is 18 or over… something is wrong
  • 56. Patients How can you ‘call’ an address?
  • 57. Patients WORST
    • Associate picture use is wrong
    • Contradictory colors
    • Contact information is wrong
    • Style copy versus selling copy (Caples, p. 139)
  • 58.
    • Use appropriate photographs targeting desired subjects (without evidence of disease)
    • Bullet point (chunk out) text and keep simple
    • Be precise with facts: how much, how often
    • Make contact easy
    Conclusions
  • 59. References Caples, J. (1998). Tested Advertising Methods (5th ed.). Upper Saddle River, New Jersey: Pearson.

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