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Clinical Trial Advertisers: Take Note of These Digital Trends

By BBK Worldwide on Tue, Jun 5, 2018

The way people consume media is changing. With a projected 237.6 million estimated smartphone users by the end of 2018 in the United States alone (an increase of 13.3 million users from last year), the way people are accessing information is increasingly going mobile. Additionally, the Pew Research Center suggests that 64 percent of Americans between the ages 50 to 64 are using social media, preferring mediums like Facebook and YouTube. While the clinical trial industry is known to be slow in adopting newer technologies, the implications of these observed trends for patient recruitment speak for themselves. To get a closer look at the impact of digital media on clinical trial advertising, we spoke with our Director of Media and Research Sarah Mandracchia for her insights on some of the tactics and strategies that are shaping direct-to-consumer outreach in 2018.

Topics: advertising, clinical research, clinical trials, Digital Platforms

Watch On Demand: Experts Square Off on Clinical Trial Advertising

By BBK Worldwide on Fri, Mar 30, 2018

Screen Shot 2018-03-30 at 3.45.36 PMJust last week, industry experts Matt Kibby, Shwen Gwee, and Dan Sfera squared off on a live 15-minute showdown, debating the timely topic of direct-to-consumer advertising to support clinical trial recruitment.

Moderated by Kaitlin Kelleher, conference producer at Cambridge Healthtech Institute, our challengers were tasked with debating many of the burning issues surrounding clinical trial advertising in today's shifting patient recruitment landscape.

We're excited to present the full debate for your viewing pleasure. And for those who were unable to catch the event live, we hope you enjoy it!

Topics: advertising, clinical trials, global patient recruitment, Pharma15

Gone Are 60 Seconds

By Matt Kibby on Thu, Jan 4, 2018

Picture this: a clammy Nicolas Cage sits hunched forward in the driver’s seat of a $5m hypercar, gripping the top of the steering wheel and staring at an undefined point just beyond the camera.

His grip on the wheel tightens and he punches the accelerator.

In a cacophony of protesting rubber and tire smoke, he’s Gone in 60 Seconds.

Sound familiar? I’m making a tenuous but spellbinding opening remark to get our blood flowing about advertising. Not just advertising in general but also, more specifically, patient recruitment advertising. 

Topics: advertising, clinical research

Advocating for Innovative Clinical Trial Recruitment Tactics

By Sarah Mandracchia on Fri, Apr 28, 2017

Digital, mobile, programmatic. These terms have become buzzwords in our industry when discussing new and emerging trends in patient recruitment support. However, for me, the most interesting part of these concepts is not the way in which programming display ad buys work, or the mobile trends we are seeing with users in different age groups. When you consider that that these advertising vehicles have been in use for almost a decade, what’s most interesting to me is that the healthcare industry is just starting to adopt these as viable tactics for patient recruitment. 

Topics: advertising, clinical trials, Media

Getting Patients to “See” Your Clinical Trial Advertising

By Justin Jones on Tue, Apr 25, 2017

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? 

Topics: Patient Recruitment, advertising, clinical trials

BBK Recognized for Creative Excellence

By BBK Worldwide on Mon, Oct 19, 2015

It’s award season, and we’re proud to announce a few new wins including an Rx Club Award and three American Graphic Design Awards, all for Creative Excellence. Congrats to our marketing and creative teams!

Topics: Awards, advertising

BBK’s Head of Media Sarah Mandracchia Named to the PharmaVOICE 100

By Matthew Stumm on Wed, Aug 5, 2015

We are pleased to announce that BBK’s Head of Global Media Strategy Sarah Mandracchia has been named to this year’s PharmaVOICE 100 – the magazine’s annual list of individuals recognized for their positive contributions to the life sciences industry.

Topics: advertising, Media

Precision Advertising

By Sarah Mandracchia on Thu, Jul 16, 2015

Hyper-local advertising is poised to transform how clinical trial marketers connect with patients. By providing a cost-effective platform to engage their audiences by matching ads in context of consumers’ physical location, hyper-local targeting delivers relevant messages to the right person at precisely the right time and place – and can cost as little as one-fifth of search engine marketing.

Topics: advertising, geofencing

Expanding Digital Reach with In-App Advertising

By Sarah Mandracchia on Mon, May 18, 2015

It feels like we’re always on our mobile devices. But what exactly are we doing when we’re on them? Sure, we make phone calls, check email, and browse the web. But in terms of average mobile usage, we spend nearly 80 percent of our time in apps. With many of those apps being supported through paid advertisements, in-app advertising is creating exciting new opportunities for clinical trial marketers  to identify, segment, and target potential participants inside the mobile universe.

Topics: advertising, clinical research

Streaming Video Clicks with Healthcare Consumers

By Justin Jones on Tue, May 5, 2015

We all know that GoogleTM is the biggest search engine in the world. Did you know that YouTubeTM is number two, with over three billion searches each month? With streaming video expected to make up approximately 70 percent of all Internet traffic by 2018, now is the time to capitalize on integrating it into your clinical trial recruitment strategy.

Topics: advertising, clinical trials

 
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