Patient Recruitment –
Atrial Fibrillation
The Challenge
I was challenged with finding participants for a commercial program.
As the lead strategist, my role was pivotal in orchestrating a nationwide patient recruitment campaign, targeting two distinct procedures. This multifaceted campaign aimed to identify eligible patients for both an implantable monitor and a medication-based treatment.
Crafting a Comprehensive Strategy:
My primary responsibility was to develop a comprehensive strategy that could effectively reach and engage potential candidates across the nation. This encompassed the creation of tailored messaging, campaign timelines, and outreach channels to ensure that the right patients were identified.
Strategic Messaging:
Understanding the unique value propositions of both procedures, I crafted compelling and informative messaging that resonated with potential patients. This messaging was strategically delivered to target audiences through various channels, maximizing its impact.
The Journey:
The Experience:
The Targeting:
Ages: 18 – 65+
All genders
6 Regions (Chicago, IL | Miami, FL | Philadelphia, PA | Detroit, MI | Los Angeles, CA | Dallas, TX)
We focused on DMA areas and if DMA areas weren’t available, we selected 1-2 hours of driving time to the site.
The Channels:
Traditional:
Print (Mailers, Newspaper)
TV
Radio
Digital:
Facebook | IG
Google
The Ads:
The Refresh:
87% (2669) of prospective participants generated by paid social media advertising (Facebook)
11% (324) of leads came in via Traditional Media efforts. The campaign ran from Sept 2021 to May 2022
Of the traditional media efforts, 71% indicated they engaged with a print ad, 1% indicated they engaged with a radio ad and 28% did not specify.
+4M Facebook Impressions for the length of the campaign, reaching a total of 1,113,188 people and generating 76,678 clicks averaging at $1.50 CPC.
+14.3K Google Impressions for the month of October with a total investment of $1,086. Google efforts generated quality leads at a higher cost, averaging $98 per lead and $1.34 CPC.
•58% activation rate of leads
NOTE: The effectiveness of a traditional media campaign is measured by the lead verifying how they heard about the campaign.
The Results
The Insights
With so many moving parts, it was essential that all participant activity be trackable in real time, then documented and time stamped.
