Agency Engages Untapped Audiences and Provides Clinical Trial Sponsors With Increased Return on Investment
In an effort to help clinical trial sponsors capitalize on mobile trends and maximize recruitment dollars, BBK Worldwide (BBK) is releasing a suite of advertising tools for mobile applications – designed to increase campaign effectiveness and return on investment. Developed to complement BBK’s existing suite of mobile products and services, this new group of in-app advertising tools creates recruitment opportunities in video, radio, and banner mobile ad networks. BBK Principal and Creative Director Matthew Stumm will be discussing the benefits of these and other mobile tactics at the 22ndAnnual Partnerships in Clinical Trials Conference, which will take place April 21-24 in Orlando, Florida. His presentation, “Web-Based Patient Recruitment Insights and Mobile Data Analytics,” will be held at 2:00 p.m. on Monday, April 22.
“Mobile advertising has many potential benefits for clinical trial sponsors. Not only does it open doors to untapped audiences of smartphone and tablet users, but it’s very effective when combined with desktop advertising,” comments Lucas Garmon, media strategist, BBK Worldwide. “From a cost-benefit standpoint, the cost per referral is very attractive, making it a savvy consideration for most clinical trial sponsors.”
BBK’s approach to mobile draws upon multiple years of experience and strategic insight into current user trends from its in-house media specialists. To remain competitive in an increasing mobile universe, sponsors must integrate mobile or risk losing out on potential audiences. According to the Pew Internet & American Life Project, 31 percent of cell Internet users surveyed mostly go online using their cell phone, and not using some other device such as a desktop or laptop computer (April 2012).
“Across several campaigns, we’re seeing a tremendous upswing in mobile penetration – including one campaign where we’re seeing that 48 percent of traffic to the study website is resulting from mobile website optimization,” comments Garmon.
BBK is making mobile products and services – and their integration into recruitment initiatives – more attainable for sponsors. The company advocates a strategy-driven multichannel approach. “To remain competitive in today’s marketplace, going mobile is no longer a question but a strategic imperative,” comments Stumm. “Companies lacking a mobile-friendly website drive approximately 61 percent of their mobile traffic to competitors. This is an alarming statistic. If you are weighing the costs to develop a mobile arm to your patient recruitment campaign, it’s important to weigh the risks associated with not having one as well.”
BBK’s suite of mobile recruitment and retention products and services are available for purchase at shop.BBKWorldwide.com.