Advertising Clinical Trials

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

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Advertising Clinical Trials

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

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