Marketing Challenges
- 9% monthly drop-out rate (364 enrolled; 35 discontinued, leaving 341 active participants; 327 active participants needed to complete the study for statistical power)
- Potential availability of a competitor’s product by year-end
- One-year participation period
Creative Strategy
The primary objectives of the retention program were to:
- Reduce/stop participant drop-out
- Teach sites to be proactive about anticipating patient attrition and managing retention challenges
- Recognize patients and sites for their efforts and contributions to the study’s success
Media Mix
- Patient Retention Training for Study Coordinators
- Patient Retention Guide for Study Coordinators
- Visit Reminders/Retention Card Kits
- Vision Loss Aid Kits
- Wallet Cards
- Resource Guide
- Reader’s Digest Subscription
- Caregiver Package
- “Coping With Vision Loss”
- Patient Satisfaction Questionnaire
- Study Coordinator Satisfaction Questionnaire
- Clinical Waiting Room Items (Playing Cards)
- Patient Newsletters
- Study Coordinator Newsletters
- Study Coordinator Teleconferences
- Study Coordinator Appreciation Packages
- Study Support Staff Appreciation Packages
Results
326 patients were retained through August 2005, which allowed statistical power to be obtained.
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