Even though there is only a little more than a month left in 2023, there are several things an organization can do to improve its clinical trial marketing before the end of the year. These tips will not only help you close out the year strong but can also set up a more efficient 2024 and beyond.
How to optimize the budget for Facebook/Meta ads
The only way to build successful digital marketing strategies is through constant trial and error. Fortunately, Meta Ads Manager offers a useful resource for those who want to test variables effectively. Testing for too many variables is a common mistake. As the year comes to an end, this can be a great time to review ad campaigns.
Each ad variant divides a budget. Too many ads running simultaneously can confuse reporting and reduce the number of conversions. Meta’s delivery systems are constantly adapting and learning from audience preferences. But to do so, they need enough data. They recommend at least fifty conversions per week to optimize. It is more difficult to optimize if your budget is split between multiple variations. This is a good time to reduce the budget and focus on optimization.
Get approval to run ads on Quora.
Quora, a question-and-answer site with over 300,000,000 active monthly users, can be an excellent addition to any recruitment strategy for clinical trials. Quora Ads are a great way to reach out to this community. Quora ads are text-based, which allows for greater opportunities to explain the benefits of a study. The nature of the website also means that it is more likely to be contextually relevant. Quora Ads is a relatively new platform. It is constantly improving and adding features to its platform.
It is important to note that Quora allows ads for clinical trials, but they require explicit approval before the ads can be approved. This is a good way to start thinking about 2024 advertising strategies now before the holiday chaos is in full force.
Increase your content by adding videos.
Despite the fact that many people in various industries are reluctant to use video marketing, statistics prove otherwise. Take a look at the video data points in a recent Hubspot article:
Since 2018, the hours spent watching online videos per week by each individual have almost doubled.
96% of people watched a video explaining a product to find out more, and 89% purchased after watching it.
91% of people want to see more videos online from brands.
If a clinical trial organization is looking to increase patient engagement, it’s a good idea to begin thinking about how to switch from static images to videos by 2024.
Take advantage of the free training.
Digital marketing is constantly changing, and those in charge of outreach for clinical trials need to have a variety of skills, including digital media and analytics. There are a number of free online training platforms that professionals can use to stay current. If things are quiet at this time of the year, you can also take advantage of it as an opportunity to learn in your workplace. Popular resources include:
Meta-Blueprint: Get extensive knowledge about 30+ topics, including campaign planning and ad analytics.
Google certifications: Learn paid search, display ads, mobile advertising, and video advertising.
Hubspot Certification: Learn how to acquire new patients for clinical trials by integrating your content marketing, SEO, and social media marketing.
Implement Dynamic Keyword Insertion (DKI)
Search engine marketing can be a powerful tool in digital clinical trial advertising. A Google study found that 1 in 20 Google searches is for health-related content, so optimizing the keywords for them can be a great way to boost traffic. If your organization already runs paid search campaigns on Google Adwords and Bing, you can easily improve their relevance by customizing copy using dynamic keyword insertion.
The name of the feature suggests that paid search ads using DKI automatically insert keywords from an ad group into a text advertisement when they match a search query. This can be done by using the syntax in the headline, description, and URL. An ad that has the following syntax as its headline, for example:
Near You: KeyWord Dementia Clinical Trial
If a user searched for “early-onset dementia clinical trials” (assuming the phrase “Early Onset Dementia Clinical Trials” is in the Ad Group “Dementia Clinical Trials”), the following would appear:
Clinical trials for Early Onset Dementia are being held near you
DKI, when used correctly, can increase click-through rates on ads, reduce the cost per click, and save time for marketers by customizing ads automatically.
