Mar03

Elements of a Successful Hospital Research Program

Research at hospitals has always existed, but some programs are kept quiet. Today, research is becoming a more valuable resource, thanks to technology that enables research to attain more profitability than ever before. As hospitals begin to grow their research program, they must keep many critical success factors in mind. Below are a few we’ve seen make a big splash in the marketplace:

A Navigable Website

It’s important to have a way for your community to browse your active studies. Having a difficult or hidden section of your website to highlight your trials will impede organic enrollment. What’s more, your website should provide an optimal level of information about each study. This means that there should be enough for the reader to determine if they should inquire more about a trial, but not too much that it causes confusion or unnecessary worry.

An Advertising Budget

If you want your hospital’s program to have a major impact on the community, then there should be a set advertising budget for the program, as well as for each study. At a broad level, there should be PR that focuses on the general benefits of your research program (new treatments, affordable care options, etc.) and that calls for management involvement. For each study, there should be advertisements throughout the community that help facilitate enrollment. These ads go through a variety of media:

  • TV
  • Radio
  • Newspaper or magazine
  • Social media (paid ads and free posts on company pages)
  • Online listings
  • Other print (billboards, posters, etc.)

Depending on the audience for each trial, medium effectiveness will change; so it’s important to know your audience!

Physician Awareness and Engagement

Within your hospital, it’s also essential that your network of physicians is aware of your research program, in addition to which studies are currently enrolling. This means sending out internal emails about your research program, hosting awareness events and much more. The more you communicate with your physicians, the more likely they are to remember your program and discuss it with their patients.