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A Social Media Methodology to Accelerate Clinical Trials Recruitment
- 14. *Work Owned by TensionPoints & Created for internal presentation purposes only 14 Because on social media Messaging + REACH = ENGAGEMENT
- 15. *Work Owned by TensionPoints & Created for internal presentation purposes only 15 And we believe that in patient recruitment Messaging + REACH = ENROLLMENT
- 17. *Work Owned by TensionPoints & Created for internal presentation purposes only 17 Social media expands the net to include decision influencers Direct MessagingFriends & Family Online Influencers HCPs Advocacy Groups
- 23. *Work Owned by TensionPoints & Created for internal presentation purposes only 23 Goals, Issues and Landscape Analysis Persona Target Definition Messaging and Strategy Development Playbook Creation 1 month 3 weeks 1.5 months 1 week Approach
- 24. *Work Owned by TensionPoints & Created for internal presentation purposes only 24 The purpose of this phase is to define recruitment goals and project KPIs as well as to identify the issues that are currently effecting or have effected past recruitment efforts within a selected disease state (TBD). • Identify Goals and KPI`s • Issues Analysis • Disease State Digital Landscape Analysis Phase 1: Goals, Issues and Landscape Analysis Timing: 1 month
- 25. *Work Owned by TensionPoints & Created for internal presentation purposes only 25 • Marketing Target Personas • Persona Scenarios The purpose of this phase is to identify and understand the online behavior of our target audience. This audience will include a variety of individual personas who may effect the decision of a patient to enroll in a clinical trial, this can include HCPs, advocacy groups, social media influencers, family members, care givers as well as the patients themselves. Phase 2: Persona Target Definition Timing: 3 weeks
- 26. *Work Owned by TensionPoints & Created for internal presentation purposes only 26 The first goal of this phase is to define a clear tone of voice (TOV) for the recruitment effort and to define key messaging pillars to leverage for social media communications. Definition of a unique TOV and associated content pillars will help to create emotionally engaging content as well as ensure consistency in all social media communication efforts. • TOV and Lexicon Development • Content Strategy & Guidelines • Visuals Strategy Phase 3: Messaging and Strategy Development Timing: 1.5 months
- 27. *Work Owned by TensionPoints & Created for internal presentation purposes only 27 The second part of this phase will include the creation of a social media strategy for patient recruitment and accompanying guidelines, online influencer identification with accompanying activation strategy, editorial guidelines and calendar template and a high level paid media strategy. • Social Media Strategy & Guidelines • Paid Media Strategy • Editorial & Content Guidelines • Online Influencer Identification and Activation Strategy Phase 3: Messaging and Strategy Development Timing: 1.5 months
- 29. *Work Owned by TensionPoints & Created for internal presentation purposes only 29 The creation of a playbook which will function as a central repository for the social media recruitment strategy. This playbook will function as a “how to guide” to implement the social media initiative. • Playbook Design & Development • Implementation Guide Creation Phase 4: Social Media Playbook Creation & Implementation Guide Timing: 1 week
- 30. *Work Owned by TensionPoints & Created for internal presentation purposes only 30 1. Implementation Oversight • High level oversight, consultation and guidance • Creation of assets/art work on an ad hoc basis • Creation of websites and digital assets on an ad hoc basis 2. Website Setup • HIPPAA Compliant 3. Ongoing Social Media Analytics • Ongoing analytics reports via Radian 6 or comparable program • Recommendations to improve/optimize recruitment performance based upon analytics reporting 4. Final Report • Comprehensive report detailing the success of the overall effort • Detail of learning from effort • To inform future efforts • Retrospective Included Offerings
- 31. *Work Owned by TensionPoints & Created for internal presentation purposes only 31*Work Owned by TensionPoints & Created for internal presentation purposes only . • Approach can be extended to a larger therapeutic paradigm to offset cost • Ex: multiple breast cancer studies • Execution costs can be passed through • Increase billability to offset investment • Helps train resources on social media implementation • Learnings can be applied to future recruitment efforts • Ex. Reuse of landscape analysis, lexicon, influencers • Guidelines will provide a “cook book” for creation of any assets to ensure they are on strategy • Helps to keep vendor costs down • Adoption of a comprehensive social media methodology • A replicable methodology that can be applied across various therapeutic areas • A tiered cost structure depending on scale A Long Term Platform
- 32. Thank You