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Look beyond social media for effective digital clinical trial recruitment
There’s no doubt patients are more connected than ever and with more platforms and brands, it has become harder than ever for us to engage and drive action among potential volunteers.
As a modern digital communications vehicle, social networks and mobile provide some key opportunities, however, without a reason to get involved in these typically ‘short-form’ social mediums, the highly selective, time poor patient will quickly skip past much of the content he’s presented with.It’s therefore up to us to provide these reasons to get involved - and one of the best ways to drive this engagement is through intelligently positioned advertising on screens in a relevant environment, talking to patients in a receptive mind-set. Digital signage is one such medium.
Without this initial push it can be very hard to communicate detailed core benefits and then migrate patients to where you want them. Patients require posters and digital signage to play a role as almost ‘prompts’, ‘community signage’ or in its simplest form, that post-it note reminder to do something or go somewhere. Our experience has shown that well positioned digital screens offer the right tool to channel that interest - it’s how these ‘offline’ and online tools work together that really makes a campaign stand out.
Richard Ibbotson, Head of Business Development Healthcare at Amscreen.
The comment above was originally published in PME's 2013/14 edition of Inside CRO - you can view the full comment and the article it responds to here: http://bit.ly/1j94QSi.
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