In order to conduct successful medical research, it is essential to identify and enroll the right participants. However, connecting with the right patient population is one of the biggest challenges facing clinical trials today so employing strategic clinical trial recruitment advertising strategies is imperative.
Digital and traditional advertising each have their advantages. Digital has many benefits including precise targeting, flexibility, global reach, and personalization. A major advantage of using digital platforms is they make it easy to help fine-tune ad campaigns for better performance.
What is A/B testing?
A/B testing in advertising is a method used to compare two different versions of an advertisement or marketing campaign to determine which one is more effective. Though this advertising strategy is over a hundred years old, it is particularly well-suited to digital marketing, which has made it easier than ever to compare options. Below, we will explain how A/B testing can be used in clinical trial advertising and provide real-world examples of how this strategy can be implemented.
Why use A/B testing in clinical trial recruitment?
When attempting to reach potential clinical trial participants, understanding the patient population is one of the most important elements. While research into the condition is a vital first step, once it’s time to begin the recruitment process, A/B testing can provide marketers with a better understanding of what specific elements are the most effective. From comparing varied imagery to testing different terminologies for referring to a condition, directly comparing elements in a controlled manner can provide valuable information for optimizing digital marketing campaigns.
Clinical trial advertising examples: A/B testing in action
While there are certain clinical trial advertising guidelines that every outreach strategy must follow in order to receive IRB approval, there are plenty of ways to create recruitment materials that adhere to the requirements while also resonating with patients. Below, we’re sharing several examples of A/B testing types, but there are a plethora of options available to clinical trial marketers interested in giving this strategy a try.
Real-world examples of clinical trial advertisements using A/B testing
Comparing imagery is an often-employed A/B testing strategy, and one way to apply this to clinical trial advertising is by utilizing both doctor- and patient-related imagery. Certain patient populations may be interested in seeing themselves represented in advertisements, while others may be more likely to engage with an ad that prominently features a clinical authority, and an A/B test can make this type of preference easier to determine.
Another imagery factor that can be easily tested is comparing illustrations to people-based photography. Illustrations are often more colorful and can quickly convey more information about a specific condition, but images of people can provide a real-world example of life with a condition.
It’s also possible to employ an A/B testing strategy while using the same image by utilizing different text within otherwise identical ads. In the above example, the first ad copy and headline emphasize key eligibility criteria for the study, while the second variant focuses on the type of research being conducted.
Effective clinical trial recruitment requires a blend of strategy, patient knowledge, and campaign optimization — all areas that Antidote specializes in. If you’d like to learn more about how we can help advance your research through clinical trial patient recruitment, get in touch today.
