1 / 22

Advertising and Brand November 18, 2010

Advertising and Brand November 18, 2010. Lynne M. Barber, MHSA, MS Business Development and Marketing Services. Advertising. Advertising/Recruitment Plan Know your barriers to recruitment and retention Determine target audience Specify objectives (participants/timeframe)

laird
Download Presentation

Advertising and Brand November 18, 2010

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Advertising and BrandNovember 18, 2010 Lynne M. Barber, MHSA, MS Business Development and Marketing Services

  2. Advertising • Advertising/Recruitment Plan • Know your barriers to recruitment and retention • Determine target audience • Specify objectives (participants/timeframe) • Determine the budget • Develop the message • Determine the right mediums • Evaluate the response

  3. Target Audience • General Public- profile the desired patient • Patients • Physicians • Internal • External

  4. Objective • Clinical trial participants by x date

  5. Budget • Develop good advertising estimate at pre-approval stage • Determine which mediums can provide the greatest return

  6. Message • Rational- distinct functional attributes • Emotional- humor, fear • Moral/Social Appeal- focus on causes or issues • Keep it simple • Understandable Testing focus groups and online options i.e. Zoomerang, Greenfield

  7. Mediums • Print- newspaper, magazines, newsletters • TV- Cable • Radio • Direct Mail • Outdoor • Internet Advertising- banner ads, Google adword campaigns, email campaigns, video, podcasts • Clinical trial listing web sites- Medpedia • Social Media- Facebook, Blogging (online communities), Twitter • Posters/flyers • Cross promoting opportunities

  8. Choosing the Right Advertising Mediums • TV- considered most effective, but expensive • Cable can be a good, cheaper alternative to networks • Print- effective with enough frequency, good placement and right vehicles • Radio- effective with enough frequency and targeted stations/run times • Direct Mail- very effective, very targeted • Internet advertising- track number of views, pay per click, hard to track actual participant conversion • Use a combination of mediums

  9. Negotiating • Steady schedule vs. flighting • Cost per thousand = cost of advertisement x 1000/circulation • Cost per point (TV)- Gross Rating Points GRPs = a measure of advertising reach calculated by multiplying the number of spots or ads times the rating Reach and frequency • Inventory- more inventory better price

  10. Negotiating • State your goals • Target audience • Timeframe • Budget – always negotiable • Ask rep for recommendations, then state budget • Make sure they know that you are getting advertising proposals from many mediums and vehicles to determine the right mix

  11. Negotiating • “If results are evident in the first three months, then I might be able to buy more” • Ask for breaks, freebees and added value • Volume of spots or placements does not always equal good value • If you are not getting results, get the reps to help you. • Track previous buys

  12. Internet and Social Media • 57% of Americans use the Internet for health information • 52% of Americans belong to at least one social networking site 2010 Pew Research Study

  13. Social Media • Social media integrated with traditional mediums • Social network users have opted in so more likely to accept the information • Patient online communities www.patientslikeme.com www.weare.us www.nexcura.com www.sharingstrength.ca www.inspire.com

  14. Social Media • Facebook – target advertisements to individual users’ pages (age, gender) -good results • Twitter- trialx.com

  15. Evaluation • Return by medium • Calls • Online contacts, click throughs • Surveys • Contractual rates to explore

  16. MUSC Brand • One common identity • Consistency helps all MUSC entities • Increases brand recognition and equity • Build on previous and current campaigns to create consistency, i.e. MUSC Heros • Positioning statement Changing What’s Possible

  17. MUSC Brand Current Campaign • TV commercial • Radio • Print • Microsite • Social Media

  18. Clinical Trial Template

  19. Clinical Trials Template

More Related