As my colleague Jaime Cohen discussed in a previous blog, BBK continues to establish key alliance partners around the world to support the growth of patient recruitment. Today marks the first blog in a new series on multinational studies in patient recruitment. So let’s dive into the media buying challenges and opportunities that we work through on a daily basis. How do we determine what works where and for who?
If you’re in the industry, it goes without saying that all tactics are not created equally: a popular (or successful) tactic in one country may not be the go-to-tactic in another country. We use our vast insight and in depth knowledge to understand cultural attitudes towards patient recruitment, views on a specific health condition, predominant means of obtaining health-related information, and adherence to regulatory guidelines. The best way to ensure the most effective global media deployment starts with creating a base contingency media plan, which will enable adaptation to their culture, ethics committees, and the local media environment.
There are a variety of country regulations when it comes to international media buying, and understanding the regulatory processes and idiosyncrasies of each country’s regulations takes time and a dedicated effort. But we know more than just the regulatory processes and environments of each country. We specialize in what we call “Cultural Adaptation.” We work with translation experts, country healthcare specialists, and our Alliance Partners to ensure our messaging is in line with habits and customs of the local culture. In the United States, some words can have multiple meanings, but in other countries those same words only have one meaning. For example, the word, “trial” as in “clinical trial” in most countries when translated is only used when talking about the law or a legal trial, so we tend to use “clinical research study” instead. Additionally, the English word “drug” can have two associations: legal and illegal. However, it’s common that the word “drug” in other languages only has one association: illegal. Another term that is more challenging is “placebo.” Other cultures don’t have a word for “placebo,” which makes recruiting (or promoting) a clinical research study even more challenging.
In addition to culturally adapting our media tactics to maximize effectiveness, we work closely with our global media partners to analyze media habits on a per-country basis, monitor the media landscape of each country, and determine the best strategy to get the message out. It’s very important to leverage partnerships in-country so that messages remain relevant if translating from English to local languages. Media plans need to be tailored to the culture of the country and patient population. This is where BBK’s Alliance Partners are invaluable.
There is a great deal of brainwork that goes into developing, planning and buying media for multiple countries. To piggy back off of what Jaime wrote about in her blog article, our international efforts could not be executed without BBK’s Alliance Partners and in-country specialists, like Medeora in Germany and CROèe in Japan, who assist BBK in understanding a county’s demographics and cultural standards.
Interested in learning more about global media planning and buying?
BBK makes it easy to plan and buy media to promote your global clinical studies. We work closely with our global media partners to analyze media habits on a per-country basis, monitor the media landscape of each country, and determine the best tactics to get the message across.
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