Advertising and Brand November 18, 2010

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

21. Clinical Trial Template

22. Clinical Trials Template