Recruiting: The Key To Success

Recruiting: The Key To Success Mark Metzner Marketing Director Community Research, Cincinnati, OH ACPU National Conference Cincinnati, OH October, 2010

Quick Outline Recruiting * Process * Database * Metrics Marketing * Methods * Hurdles * Feasibility Global * Budget * Timelines Conclusion

All Studies Must Be Recruited Most Studies Have To Be Marketed Few Studies Simply Enroll Recruiting Enrolls Subjects Marketing Rings The Phone

Recruiting: Process • The Difference For Phase One Studies? • Deadlines • Plan Plan Plan • Start Early • Revisit Often • Check Your Progress • Prepare For “The Crunch”

Recruiting: Database • If you don’t have one – start one today! • If you do have one: • Dig around in it • Use it for decision-making • Look at data collected • See the future • This study • Future studies If the population you seek is NOT naturally resident in your database, think twice before accepting work! It’s NOT who you want that matters, it’s who you HAVE!

Recruiting: Metrics Use the data you have to your advantage Your past experience matters! Dig into your numbers! For Example: Generally Healthy – Vaccine No In-Patient Stay n=100 Clinic Screened = 243 Phone Screened = 2130 Total Call Attempts = 5250 Look At : Indication History * Projected Screen-Fail Rate * Total Volunteers Needed * Timeline For Enrollment You CAN Estimate Your Ability To Recruit A Study

Marketing: Methods A NOTE ABOUT THE “SHOTGUN” APPROACH Newspaper - Phase One Volunteers Still Read! Television & Cable - Really Cheap & A Great Target For The Unemployed, Especially Daytime Radio Better For Indications Than Generally Healthy – Select Carefully

Marketing: Methods Direct Mail - Phase I usually too broad. Remember you’ll only ever get 3-5% response. Billboards - Logistically difficult. Bad spots are cheap. You may have to supply content for months. DO NOT PAY RATECARD FOR ANY MEDIA! START AT 50% LESS THAN WHAT YOU ARE QUOTED

Marketing: Methods E-Mail - Make an opt-in e-mail list a priority. It is the #1 low-cost way to make the phone ring! Internet - Be everywhere you can be. Your own website, centerwatch.org, craigslist.org, jalr.org, facebook.com, etc. Blogs/User Groups - Monitor for indication information. Careful if you have staff posting or blogging.

Marketing : Methods Banners - Don’t forget your location(s) or ‘friendly’ spots. A banner is a very inexpensive way to get your own temporary billboard. Events - Look for BIG community events to participate in. Social Media - The “it” choice right now - Can’t look at it with traditional ROI - Conspicuous by your absence - Maintain with relevant content - Look at cost of labor

Marketing : Methods Flyers - Start at your site and work outward, you’ll be amazed how many places you can leave information for free. Brochures - Look for places like larger clinics and regional hospitals where you can put information about your site. Posters - Start inside your own site. Outside, make sure you have permission. Text-Only Materials

Global Issues: Budget (Most Often) Regardless Of Your Database Population, You'll Need To Market The Study & Pay A Solid Stipend Marketing: No Budget * Low Budget * Local Budget Which One Is Right For Your Study? Talk To Your Site!!!!

Global Issues: Timelines • Planned Enrollment Period • Over The Holidays? • Cohorts? • On-Going Enrollment? • Indications In The Marketplace • Other Similar Trials? • Better Paying Trials? BEWARE TRADITIONAL MEDIA MAY BE SOLD OUT DURING POLITICAL OR HOLIDAY SEASON

Closing Thoughts Recruiting Is A Process With A Plan Understand Your Site's Strengths & Needs Plan Like You'll Have Unlimited Resources Execute Using As Many Types Of Media As You Can Consider Budget & Timing

Questions Or Comments? Mark Metzner Marketing Director Community Research Cincinnati, Ohio www.communityresearch.com mmetzner@communityresearch.com 513-721-3868

Recruiting: The Key To Success