Clinical Trials Marketing With Direct Mail

Sites, CROs, and sponsors face a constant puzzle: how best to conduct clinical trials marketing in a way that is highly effective and yet affordable. On the one hand, without excellent participants no clinical research will even be possible. On the other hand, spending an inordinate amount of time and money searching for those participants takes away from the ability to conduct the research itself.

Why Traditional Methods Fail

Clinical trials marketing has traditionally relied on visual, audio, and print media to reach volunteers. These methods include:

Television commercials
Radio spots
Billboards, city bus ads, and other public signs
Newspaper advertisements

Some sites attempt larger-scale marketing efforts by participating in community events, fairs, and conferences in order to meet potential trial participants face to face. All of these marketing techniques are expensive, and they all suffer from at least one major flaw: They are too wide-sweeping.

Clinical trials are not intended for everyone, like an advertised product might be. Therefore, it does not make sense to spend money advertising them to every home in a given community. Even standing at a booth at a community fair is an inefficient way to find people with a certain indication who might be willing to join a trial.

Is the Internet the Answer?

The rise of Facebook, Google+, and other social networking sites appeared to offer a solution for clinical trial marketers. It costs very little, if anything, to broadcast a call for volunteers on Facebook or Twitter. Unfortunately, these online efforts suffer from the same flaw as traditional media: they are too wide-sweeping. Without building a social network of diabetes patients, for example, it is difficult to reach a targeted group of volunteers for a diabetes trial.

The Answer: Direct Mail

CROs, sponsors, and site managers should not overlook the most effective, affordable way to perform clinical trials marketing: direct mail. While “every door” direct mail would be just as wide-sweeping as the above methods, a targeted mailing list is the ideal solution. Here are a few important reasons why:

Every postcard or flyer you pay for reaches a recipient who is highly likely to qualify for your study.
Mail is hard to ignore: You check your mail every day and look at every piece you receive.
A flyer/postcard is a physical item, not a passing commercial or radio ad.
Using direct mail to your best advantage is incredibly easy when you use a service that handles the entire mailing process for you.

As technology continues to take over in so many areas, remember that a well-designed mailer still has the best chance of attracting and holding attention. When that mailer lands in the mailbox of a person who has already expressed interest in clinical research trials, its value is multiplied.

Preparing a Job Search Marketing Plan

Creating a marketing plan is an often overlooked step in the job search process. Taking the time to think through your options and capturing them on paper will help you understand what you want and how to get there. In this article, you will learn how to create a simple marketing plan.

IT IS SIMILAR TO A BUSINESS PLAN
Perhaps you are like many job seekers. You have completed your resume and started to send it out. While your resume is important, it looks backwards at education, experience and interests. This can be sort of like driving a car while looking in the rear view mirror. The marketing plan is a powerful tool because it looks forward and provides a road map for your search.

While you might not have heard of marketing plans as part of a job search, we have all heard stories about entrepreneurs, who create a business plan to attract financing partners. It tells the story of the plans for the company in which they are investing.

There are two reasons the business plan is so important. The first is that it serves as a communication tool to tell the investor what the objectives are for the investment. The second, and just as important, it forces the entrepreneur to describe the investment on paper. If the plan does not hang together on paper, there is no way it will in reality. This forces the entrepreneur to think through the plan before going out to raise money.

The same concept is at work in the job search. You need to think through (a) what type of job fits your interests and background, (b) whether you have the required skills to obtain your dream job and (c) if your plan makes sense given the current market conditions. For example, if you dream of being a surgeon, but flunked high school biology this may not be a viable plan. If you are a high school teacher and want to move into corporate training, you may have comparable skills to create an opportunity.

HOW TO PUT A PLAN TOGETHER
All you need is a simple, one page marketing plan. It is not only easy to construct, it will be a handy tool because it will be easy to grasp the message quickly.

The primary questions to answer are where do you want to work and what do you want to do? If you don’t know where you want to go, any road will take you there. The more focused the target, the easier it will be to describe it to yourself and others. Ask yourself the following:

• For what target position are you best suited?
• In what industry or industries do want to work?
• In what segment(s) do you want to work?
• For what companies do you want to work?

Consider what position(s) can use your skill set. Be creative in your thinking. You may be surprised to find opportunity where you never considered.

Look at potential industries to determine where your skills are the best fit. Think about the industry you are in, but most important, look at other industries to determine how your skills can be utilized.

Identify the segments of the industry that are best suited for you. Think about geography, company size, markets they serve, or whatever may be significant in your area.

Then, identify the companies that you think are the best mutual fit.

Of course, you have to be realistic. Your training, skill set, and experience have to support the direction you want to take. This is the time to explore what options you have based on your background. Broaden your thinking as much as possible to include areas that you may not have thought of previously. Or find and explore companies that you may not have been aware of.

Keep in mind that the information that you work from, or the assumptions you make, may not contain the complete story. Don’t worry, your plan can and should be revised as you go along.

The marketing plan provides an excellent tool for discussion when networking. Print out copies of your plan and bring them with you to networking meetings. Ask to be introduced to people that may be able to guide you, and ask those people if they would give you their opinion on your plan.

Top 4 Article Marketing Headline Grabbing Strategies That Deliver Mass Traffic

Article headlines are the first thing a visitor reads that will either entice them to click on your article for more or push them away to another article someone else has written.

There is no getting away from this fact which ever way you spin it.

Making your headline compelling is one of the hardest issues to achieve, especially if your not wired that way.

My point here is fairly simple. If your not really wired for the marketing advertising headline game then don’t worry, most of us ain’t.

I’ll just quickly note 4 strategies that can make you a better headliner and perhaps help you achieve a greater click rate through to your article.

Tip #1. An Effective Headline Uses Numbered Lists To Attract Readers

Any headline that uses a numbered list will attract and compel a reader to click on your article. This will generally always work. Why? Because your giving those readers a specific promise. Your saying there are 4, 5 – 20 specific reasons you should read my article.

The down side, you’d better be delivering that specific promise with quality content, else you’ll be know as the “headliner dude” or as Tom Waites once quoted “The Big Print Giveth – The Small Print Taketh Away” dude and recognised as a writer with very little expertise or knowledge on your chosen subject.

Tip #2. Where Possible Use A Direct Headline

A direct headline works well because your basically telling the reader the bare bones of the article straight up. We’re all bombarded with headlines, marketing, advertising everyday, night and in between times so we’ve become somewhat accustomed to being nulled by excessive overblown headlines. In fact studies have shown the more basic & direct the headline, the more likely there is to be an action by the reader.

An example of a direct headline might be .. Mad 30% Off Sale On All Stock …. Or example two Free Marketing eBook Right Here Right Now

Tip #3. The “How to” Headline

Many advertising writers claim if you begin with the words how to, you can’t write a bad headline. Makes sense don’t it? Like most everyone we all want to know “how” this is or How that happened or How are we going to .. etc. It’s human nature to want to know “How”. Knowing how gets us to the steps to achieving our goals or objectives, so if-so facto, having a headline that tell the reader “How to get traffic to your blog” will instantly cause actionable intent and your reader will click to your article. It will cause even more intent if you add some superlatives like “How to get a stampede of targeted traffic to your blog”

Not just traffic, a stampede of traffic. Not just any traffic, targeted traffic. See?

Tip #4. The Question Headline

Probably one of the most used headline types in the world of internet. The question headline must do more than ask a simple question. It must be a question readers can relate to or empathise with. It must be a question that readers want answered. An example might be:

“Do You Always Lose Your Readers To Another Article?”

This question type headline hits the reader and relates to the reader straight away. Most readers searching for answers will empathise with the type of question because they actually are losing readers to other people articles, so it stands to reason they will want to click to your article cause your giving them an answer. So long as you really have an answer in the content, then this type of headline will work for you.