Name something that happens to you five times every waking minute. Give up? It’s advertisements. The average person is exposed to approximately five ad messages every minute, for a total of about 3000 to 5000 advertisements a day. From TV and radio commercials to surfing the web to walking around your local grocery store, the flood of advertisements trying to grab your attention has never been greater. So here are two questions I want you to consider: how many of those ads do you remember and did they motivate you to take action?
From a clinical trial advertising perspective, these actions are critical. Because we’re not just competing for patient mindshare against other clinical trial options, we’re competing against everything – from TV ads for approved treatment alternatives to those annoying banner ads announcing 70% off patio furniture at Home Depot. Combine that with our shrinking attention spans and natural inclination to block out advertisements sent to sway us, today’s clinical trial advertising must be bold, hyper-targeted, strategically sound, and smartly implemented. If not, you run the greatest risk of all: no one will ever truly “see” your ads at all.
So the next time you work with a patient recruitment agency and review their creative advertising campaign, first put yourself in the mindset of the patient. Think about what you would need to see/read to want to act. Then ask yourself these types of questions:
- What type of patients are we looking for? Is it the ad aimed at your target audience/demographic? Is the ad content appropriate given where the patient is in their journey (e.g., recently diagnosed vs. treatment-experienced)? Does it reflect the perceived current mindset of your audience?
- From a patient perspective, what is “cool” about the clinical trial/investigational therapy? “A potential once-a-day option,” “a targeted immunotherapy,” “may address unresolved symptoms,” etc.
- Is the ad attention-grabbing? If you saw the ad online, would you be compelled to stop and read it or would you be likely to accidently scroll right past it? Is there something (headline/visuals) about it that makes it stick out in your mind? Does it differentiate itself in a meaningful way?
- Is the ad campaign scalable? Can you imagine, for example, how the concept would appear and come across in a Facebook or television ad? How would it be adapted for other countries?
- Would you click/call for more information? On the whole, does the advertisement make you want to learn more about the clinical trial? Would you confidently share this advertisement with others who may be interested?
For more information on clinical tiral advertising, follow us Twitter @bbkworldwide, and download our latest Branding Lookbook.