Social Marketing Overview for Clinical Research Recruitment – MICHR experience

1. Social Marketing Overview for Clinical Research Recruitment – MICHR experience MICHR Clinical Research Recruitment Program

2. Challenges - nationally MICHR Clinical Research Recruitment Program

3. Opportunities

4. UMClinicalStudies.org – The Vision • Enhance the visibility of the University’s clinical research mission • Assist study teams in recruitment activities • Aid volunteers in the exploration of and participation in clinical research opportunities • Implement a common ground for Clinical Research at the University of Michigan • Create a trusted environment for the community to find out about clinical and health research – and provide an opportunity to participate. • Reduce / Eliminate Disparities in Clinical Trials • Include the Community in the clinical research process

5. MICHR Community Outreach Program - engage

6. Understanding our customers • Observation • Surveys • Interviews • Focus Groups • User Analytics • Developing personas • Comparison/Analyses • Outreach / Communications tracking • Open Forums / Discussions • Open chains (and various methods) of communication

8. MICHR Community Outreach Program - engage

10. MICHR Community Outreach Program - engage

11. Online Media Support Strategy • Advertiseing on search enginesA patient recruitment campaign on Google, Yahoo or Bing can be set up and launched in hours. Other benefits:•    Your ad is only seen by people searching for relevant words – which you select.•    You only pay when someone clicks on your ad.•    You bid on how much you’re prepared to pay for each click.•    You precisely control your daily budget.•    You ensure your ad is only seen by people in a specific geographic area (e.g. a suburb, city or state).•    You can stop advertising instantly - at any time.

12. In-Text Advertising • Targeting: Identify keywords/phrases in articles with significant relevance to COPD • Successful results in FY11 • 4% - 12% CTR on average • $10,000 budget to be invested within a 2-month timeframe • Will receive approximately 3,334 clicks throughout campaign In-Text Format - Ad appears when user mouses over text link within article. UMHS pays only once user clicks on the ad.

13. In-Text Key Words

14. Tracking different campaigns through in-text MICHR Community Outreach Program - engage

16. MICHR Community Outreach Program - engage

18. Metrics • Overall and landing page web analytics • Digital ad campaign analytics • Number of registered volunteers • Calls/emails • Priority area reporting MICHR Community Outreach Program - engage

19. MICHR Community Outreach Program - engage

20. Expanding Support for Cancer Research Volunteers MICHR Community Outreach Program - engage

22. Community Conversations—Detroit

23. MICHR Community Outreach Program - engage

24. What’s next?

25. Questions? Comments?Contact: Molly Dwyer-White, Manager, Clinical Research Recruitment ProgramMichigan Institute for Clinical and Health Researchp: 734-998-7309e: mollycd@umich.edu