The Hidden Power of the Press Release

The Hidden Power of the Press Release

By Elizabeth Gargill on Wed, Jun 5, 2013 | 3 min read

release blog resized 600In an era where mobile technology is influencing current patient recruitment strategies and trends, the press release is holding its own as a cost-effective, multi-channel recruitment tool. If you’re an experienced clinical trial manager, you may already know the hidden power of the intra-institutional press release.

One Tool, Multiple Results
Ranked among our customers as one of the most cost-effective communication tools, the benefits of the press release are numerous:

  1. Boosts morale of the local PIs and their staff.
  2. Creates a discussion point for conversations between the PIs and their colleagues.
  3. Generates referrals from within the site services, hospital, and local networks.
  4. Ensures accurate and controlled sharing of study information.
  5. Supports the internal PR or corporate communications department with announcing exciting research initiatives.

Going Local!

“Global” has long been the buzz word within the recruitment industry. But that doesn’t mean that there’s no room for “local” initiatives or that their value is marginalized. In fact, local initiatives can often make the study opportunity seem more accessible and tangible.

Over the years, my experience has been that, when customized with the local PI’s name and implemented on a site-level, intra-institutional press releases generate a high ROI. They bolster the PIs’ enthusiasm and morale for the study, while enhancing their visibility within the local medical community. This is because press releases associate a local and maybe familiar name and face to the study – fostering referrals from the local community.

So if you haven’t considered an intra-institutional press release as part of your recruitment arsenal for local outreach, it may be time.

Quick Tips For Crafting Your Own Press Release

  • Be sure to include the objective of your study.
  • Explain how your study drug is different from what’s available today.
  • Include top line inclusion / exclusion criteria.

Also, while the intended audiences for intra-institutional press releases are physicians and site staff, it often requires review and approval by the study sponsor, internal PR or corporate communications offices, and IRB or EC.

Have a question on drafting your intra-institutional press release? Leave a comment below, and I’ll be pleased to respond.

Topics: Patient Recruitment