Marketing Challenges
- Need to enroll 255 patients with Ulcerative Colitis (UC)
in 12 months
- International program (16 countries)
- Cultural barriers
- Long Ethics Committee review and approval timelines (potential program initiation delays)
Creative Strategy
DAC implemented the following initiatives:
| North America Initiatives |
Global Initiatives |
- Site Support Materials (Recruitment Resource Kits)
- Local Advertising
- Study-Specific Website
- Physician Outreach Programs
- Site Support Services
- Site Appreciation Items
- Community Outreach
- Call Center
- Study Awareness Items
- E-notification
- Enrollment Enhancement Package
- Pre-screening Worksheets
- Mini Protocols
- National CCFA Mailings
- Site Visits
- Study Coordinator Meeting
- Program Update Meeting
|
- Site Support Materials (Recruitment Resource Kits)
- Local Advertising
- Study-Specific Website
- Physician Outreach Programs
- Site Support Services
- CRA Enrollment Support Kits
- Study Awareness Items
- Call Center
- Enrollment Enhancement Package
- Pre-screening Worksheets
- Mini-Protocol–English & Spanish
- Investigator Meeting
- Study Coordinator Meeting
|
Media Mix
The initiatives were aimed at facilitating overall study visibility and fostering recruitment enthusiasm across the sites and CRAs. Many strategies were directed at facilitating awareness of the study within the site’s own practice as well as with referring physicians. This, combined with other “intangible” or indirect study awareness and enthusiasm-building activities (e.g., newsletters, conference calls, weekly recruitment tips, coordinator appreciation packages), contributed to the overall study success.
Results
- Increased enrollment by 45 percent in 30 days
- Eight-fold increase in enrollment within six months
- Sustained enrollment through summer months
