In the last couple of years, Facebook has surprised us with
the strength of its performance as a platform for connecting potential study
patients to open clinical trials. The high volume of Facebook users—over 200
million monthly active users in the US and Canada—is the primary reason we are
able to reach potential research study patients effectively via this platform.
However, the diversity of demographic characteristics (age, gender, etc) and
high level of engagement of the audience with advertising content is also very
impressive.
As part of the background research conducted to define the
media strategy for a patient recruitment program, the CAHG Trials group
developed an audience profile of the target patient population for a clinical
trial involving caregivers of adults with Alzheimer’s disease. The final
demographic profile had highly specific characteristics:
As we explore the viability of reaching potential study
patients on social media, we have been impressed with how closely Facebook was
able to match this demographic profile with their own audience profile of
Facebook users interested in either Alzheimer’s disease or family
caregiving:
We were able to match on age, marital status, gender,
educational status, household income, and health interests (Alzheimer’s disease
or family caregiving), and still reach an audience of up to 2–2.5 million
Facebook users nationwide.
While there are a multitude of channels to choose from when
planning online advertising campaigns to support clinical trial enrollment, the
reach and cost-effectiveness of Facebook make it a top tactic to consider for
patient recruitment.
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