Digital Strategies for Recruitment and Retention March 2017
Who We Are Presenter: Lisa Marceau, MPH, PMP Executive Director, VP of Digital Strategies New England Research Institutes Co-Presenter: Julia Coleman, BA, MPH Candidate Project Manager and Media Specialist New England Research Institutes
This seminar discusses how digital strategies can impact recruitment and retention for clinical research.
Objectives Consider how study ‘brand’ influences recruitment and retention efforts. Identify key elements which drive effective recruitment strategies, especially knowing your audience. Discuss the range of digital strategies and how they can be used to impact recruitment and retention.
BRANDING /brand/ verb verb: brand and; 3rd person present: brand ands; past tense: brand anded ed; past participle: brand anded ed; gerund or present participle: brand randin ing 1. assign a brand name to: “branded goods at low prices” – the promo omotion tion of a particular product or company by mean ans s of adv dver ertising ising and d dist stincti inctive e desig sign.
Brand Recognition
Building Your Brand 1 LOGO 2 WEBSITE 3 PRINT SOCIAL MEDIA 4
Examples of NERI Branding
Case Study LOGO POWERPOINT SLIDES WEBSITE TWITTER LETTERHEAD
Case Study LOGO MAGNETS T-SHIRTS MBTA ADS COUPONS LETTERHEAD
From Branding to Messaging Design your Identify your Define your Tailor messaging Set measurable brand mission value proposition to stakeholders targets/goals
There is no ‘one size fits all’ Starting with your core value statement or vision for the project… STAKEHOLDERS KEY MESSAGES TOOLS • Investigators • Awareness • YOUR R LOGO • Clinicians • Your mission • Clinicaltrials.gov • Site Coordinators • Value proposition • Study website • Participants • A call to action! • Print materials • Family members • Email messaging • Patient advocacy • Social media groups
Social Media
Social media is NOT a magic bullet!
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