When it comes to “marketing” for a clinical trial office, we’re typically referring to patient recruitment. The goal of most trial marketing focuses on how to get as many viable trial candidates, across a large swath of populations, into your system for current and future placement. Not sure where to start? We recommend optimizing your company website! No matter what other promotion your organization does, prospective patients are going to visit your website to learn more about your team, trials under management, and learn about the clinical trial process. When they get to the website, there are six ways you can ensure they find what they need and maximize their opportunities to sign up for a trial.
#1 Have a Clear Call to Action: When a prospective patient comes to your website, make sure that the action you want them to take is clear and easy to understand. If you’re promoting trial sign up, the landing page should have a correlating call to action (e.g., “View Current Trials” or “See if There’s a Trial for Me”). A single point of action helps funnel prospects to the correct landing page, and ensures that they are receiving the information they are looking for right away.
#2 Be Responsive & Mobile Optimized: Most visitors will, at some point, come to your website from their mobile device; you’ll need to make sure your website is built for that type of engagement. Having a clear call to action upon load, making the website easy to navigate, and optimizing buttons for action are all ways to ensure the mobile experience is a positive one. Your website should also smoothly transition from the desktop to mobile versions.
#3 Ensure Your Site Loads Quickly: People’s attention spans decrease for every second your website doesn’t load, which increases the chance they might become a lost visitor. Well written code is your first defense to a slow website; make sure your web team isn’t adding unnecessary coding that will add bulk and slow down load time. Other issues to look out for include reducing your website’s dependence on plugins, ensuring images are compressed, and minimizing scripts or styles. You want a clean website that loads quickly so visiting prospects can get the information they need and transition to patient as soon as possible.
#4 Organize Your Content: Content is critical for clinical trial websites as it will be what both attracts and retains site visitors. Making content easy to read will increase your site’s “stickiness” and keep prospects engaged with your information. Make sure you have clear content section headers and that content is easy to scan. You should also cross-promote other relevant content to give visitors more places to go while they are on your website. Finally, every piece of content should have a call to action to maximize opportunities for engagement with prospective patients on each page.
#5 Have CTMS Connectivity: Any study signups on your website should seamlessly connect to your CTMS so prospects are automatically recorded and manual work isn’t required to take action on potential patients. The most powerful CTMS ensures this type of connectivity and provides analytics to measure how your website is improving your recruitment goals. Click here to see our CTMS in action.
#6 Test, Test, Test: If you can put it on your website, chances are you can test how it’s doing. One simple tool to ensure you get the most out of your site is Google Optimize. Optimize empowers you to easily run tests on your website’s content to learn what works best for your visitors, including A/B, multivariate, and redirect tests. Google also provides suggestions on how to improve your site with some easy fixes. Your web team should continuously test your website to better understand how to optimize every part of this critical recruitment tool.
Check out our “Digital Marketing for Clinical Research Sites” webinar for more information on leveraging digital tools to grow your business.