Some patients will seek as much information as they can about a study, but others will wait until the information is shown to them. Studies show people remember 80% of what they see, so why not show potential patients about your study or brand through video? Using video in various forms has almost become a staple in digital marketing tactics and pharma is just recently beginning to incorporate such digital media tactics. Join us to discuss whether video is right for your target audience. This webinar, presented by Simonne Valdez and Keith Brady from ClinEdge, will explore the use of video for patient recruitment and how to effectively target the right patients to get the most ROI. This webinar will explore: Why create a video for your clinical trial When to use a video Type of video to use

1. How Video Enhances Your Patient Recruitment Strategy
Presented by:
Simonne Valdez, Marketing & External Relations Manager - ClinEdge
Simonne is the Marketing Manager for both ClinEdge and BTC Network where she is able to leverage
her knowledge of marketing and lead nurturing to grow the business sales pipeline for both
companies. Simonne implements new strategies to increase overall web presence and her passion
lies in applying innovative marketing to increase overall brand presence.
Moderated by:
Georgia Ward, Senior Graphic & Web Designer - ClinEdge
Presented by:
Keith Brady, Owner at Keith Brady Media, LLC
Keith Brady works in conjunction with ClinEdge to produce, direct, shoot and edit any patient-
centric recruitment video campaigns. Keith is also the owner of Keith Brady Media LLC based out
of New York. Keith has been shooting and editing videos since 2002 and has worked across a
broad range of genre's. He's a firm believer that now (more than ever), video is the absolute best
tool a company can use to achieve their marketing goals.

2. Agenda
WHY CREATE A VIDEO FOR YOUR CLINICAL TRIAL
WHEN TO USE A VIDEO
TYPE OF VIDEO TO USE
VIDEO CONTENT
VIDEO EXPOSURE/DISTRIBUTION
EXAMPLES

3. Studies show:

4. Patient Recruitment: Then and Now
Myth: Traditional recruitment channels are just as effective as digital.

5. Patient’s Perspective

6. Patients get information over-load
“The easier we make it for [patients] to
understand, the more likely it is they will
use it and the less time the doctor has to
spend explaining it.”
–Brian J. Zikmund-Fisher

7. Pharma Companies with Video

8. What are patients searching for?
TREATMENTS
DOCTORS
HOW TREATMENTS ARE ADMINISTERED

9. Why Video?
SEARCH
• 1/3 of US adults search their symptoms
• 8 in 10 health inquiries start online
• By 2018 online video will account for 74% of all online traffic
“Every day, millions of people find videos on Google
search and we want them to be able to find your
relevant video content.”
– Google

10. Regular search: “clinedge”

11. When to use video
WHEN THERE’S HIGH SKEPTICISM WITH A TRIAL OF A PARTICULAR INDICATION
• Invasive treatments
• Bad publicity (patients going blind, etc)
LOW PATIENT POPULATION, VIDEOS CAN EXTEND REACH
• Easily sharable online by followers
Videos turn watchers into advocates as 92% of mobile
video consumers share videos with others while social video generates
1200% more shares than text and images combined.
Big media presence can create viral effect
• Video ads get imprinted and remembered
of users recall a video ad they viewed in the past 30 days80%

12. When to use video
PARTICIPATING SITES ARE WIDESPREAD GEOGRAPHICALLY
• Trial is willing to pay for travel
• Doesn’t need to target specific geographies, lower costs
• On average businesses investing in video advertising experienced:
more impressions more clicks higher CTR more conversions
STAND OUT AGAINST COMPETING TRIALS OR IN A SATURATED MARKET
Point out success in earlier phases
as many consumers would prefer to watch a video about a product than to read about it
LOWER STIGMA OR REDUCE EMOTIONAL STRESS OF NEGATIVE BIASES
• Instant information delivered about trial that’s easily digested
• Appeal to caregivers who are gatekeepers to a loved one
52% 50% 10% 27%
4X

13. What about IRB approvals?
• Outline overall talking points and content to be covered
submitted to IRB for any initial feedback or changes needed
• Film based on approved talking points
• Transcribe video content to print – submit to IRB
• Based on IRB feedback, edits made
• Final video submit to IRB for final approval

14. Proposed Project Timeline

15. Keith Brady

16. POLL #1
Have you used video as a
recruitment tool or for
brand awareness?

17. Type of video
MEET BASIC STANDARDS
High Definition
Less editing/processing will provide genuine connection
Subtitles
85% Of Facebook Videos Are Viewed Without Sound, adding
captions to videos increases the watch time by 12%

18. Time is of the essence
18
VIDEOS LOSE VIEWERSHIP OVER TIME… BUT WHY?
THE SCARY BUT TRUE REALITY OF OUR DIGITIZED WORLD…
A Microsoft study says that a goldfish has an attention span on 9 seconds and
humans these days have an attention span of approximately 8 seconds.
That’s right! There’s a better chance a goldfish sticks around to watch your video
longer than a human being!
WHY DO PEOPLE LEAVE?
• Distracted
• Bored
• Not for them
HOW TO HOLD VIEWERS?
1. Get to the point immediately!
2. Put the good stuff in the beginning
3. Keep it personal
KEEP IT SHORT: 1-2 MINUTES IN LENGTH!

19. Types of Videos: Company Overview
19
ONE OF THE BEST INVESTMENTS YOU CAN MAKE FOR YOUR BRAND
• A company video creates brand legitimacy and instills trust.
WHAT SHOULD THIS VIDEO SAY?
Who we are How we do it Why we do it
This is an investment that will live on for years to come so make sure it’s done
professionally.
EXAMPLE: https://youtu.be/bl3PIj--mDE
Corvallis Clinic
1 2 3

20. Types of Videos: Testimonial
EXAMPLE: UC Davis Health
https://www.youtube.com/watch?v=tv-6w4hDQHc
IMMEDIATELY BUILDS CONFIDENCE WITH PROSPECTIVE PATIENTS
A video driven by testimonials leaves less room for clients to doubt you!
GUIDELINES WHEN SEEKING TESTIMONIALS:
Good Patients and PI’s
Authenticity
Diversity
Concise
Benefits

21. Types of Videos: Educational
NO ONE FORGETS THEIR FAVORITE TEACHERS!
You can very easily be a site that just tests out new meds but, you can very quickly
Become trusted health resource by creating and sharing educational videos.
Animal videos are a huge sensation on YouTube. We’ve all watched them. A
Google article (source below) says that education and learning videos earn 4X the
watch time as compared to animal videos.
*Information-seeking is one of the top three reasons people watch YouTube and there are 500M
views of learning-related content on YouTube every day.
TIP: Interview PI’s and use twenty second snippets on social channels. Post three
a week to FB and on your websites blog and you’ll create a nice audience over time!
People will be more inclined to share newly learned information that brings value to
them (hello free marketing)!
DISTINGUISH YOURSELF AS A RESOURCE
EDUCATION VS THE ANIMAL

22. Types of Videos: Existing Videos
YOU’RE NOT LIMITED TO ONLY THE VIDEOS YOU INVEST IN!
ACTIVE STUDIES
If you have an active study – ask the sponsor / CRO /
Recruitment firm if they have any media that you can
share! This comes at no cost and still promotes
A study that you’re actively recruiting for!
IT’S ALL RELATIVE
Search information relative to your study on YouTube and share those videos!
Not all of your company’s video content needs to be your own. Share relative
information and give a shout out to the source of the information. Perhaps they’ll
like your pages and share some of your information down the line!

23. Video shoots lead to Micro Content
23
& MICRO CONTENT IS AMAZING.
WHAT’S MICRO CONTENT?
There’s going to be a lot of extra video that didn’t make it into your final one to
two minute video. When you hire a production company for a full day of
interviews and B-roll, you then own all of that footage. You can assemble small 15
to 30 second videos that you continually put out to keep the marketing relevant
and fresh!
CONSISTENCY
Creating a video is a great step in your marketing plan. But, consistency is key. If you
want to be a true force in digital marketing, you have to continually be pushing out
information regularly. Micro Content is king and you can get a lot of it from your
initial production!

24. POLL #2
How many of you include social
media in your patient recruitment
or general marketing budgets?

25. Lets talk social
Facebook counts over 900 million daily users
on mobile alone
500 years of YouTube videos watched on
Facebook/day
700 YouTube videos shared on Twitter/minute

26. Social moving to more of a video platform

27. Social moving to more of a video platform
• Here’s an example of a ClinEdge
video, posted organically.
• Dark orange is the number of extra
views we got by adding only $10 for
1 day
• $10 = 974+ views with our specific
targeting
• 413 Engagements

28. EARLY CLINICAL TRIAL VIDEO STATS SHOW POSITIVE RESULTS
In one example, a pharmaceutical manufacturer was able to fully
enroll a clinical trial in just four months, using digital and social
media including an introductory video on YouTube.
The team saw traffic to the trial’s website increase by 6,474% by
the third month, resulting in close to 70,000 website visitors who
looked at one or two pages of content.

29. Case study: Sharing video on social
SITUATION
A clinical trial was recruiting patients with recurrent Anaplastic Astrocytoma
(AA), a grade 3 glioma. The study was being conducted across the US as well as
in a number of European countries. AA affects about 5-8 per 100,000 people,
and in order to qualify these patients must be experiencing their first recurrence
or progression after surgical resection or chemotherapy treatment.
ACTIONS
The ClinEdge team created study branded social media
pages on FB and twitter to engage with the brain tumor
community and spread awareness in groups to reach
relevant organizations, individuals, and specialists. Along
with consistent engagement through social media and
outreach to potential referral sources nationwide, a
promotional and informational video was created.

30. Case study: Sharing video on social
FB Total Twitter Total
REACH 2673 IMPRESSIONS 7587
VIEWS 966 VIEWS 771
SOLUTION
This video was published online and utilized the study branded social media
pages to reach a broad audience relevant to the study. Through posting the
video on social media, it was a highly-shareable, useful tool to provide
information to potential patients or their loved ones. Using this patient friendly
and informative format, viewers are given a high-level overview of the study.
This video helped to reach patients in an approachable method and direct
viewers to a study landing page for follow up by study site staff.

31. Dr Sandra Lee
Healthcare videos don’t have to be boring.

32. Miami Children’s Hospital:

33. Questions?
Please take this time to submit questions in
the webinar question box on the right
How Video Enhances Your Patient Recruitment Strategy
Simonne Valdez & Keith Brady

34. Additional Questions?
Email: simonne@clin-edge.com
hello@keithbradymedia.com
How Video Enhances Your Patient Recruitment Strategy
Simonne Valdez & Keith Brady