Set yourself up for post-trial success with the right marketing

Set yourself up for post-trial success with the right marketing

Clinical trials serve as the foundation of our industry and there’s no denying the potential a successful double-blind clinical trial has to reshape the marketplace — provided you market the trial’s results effectively.

While our industry's clinical trials are very different from the products created by companies in other business markets, we all have one thing in common: None of our labors would ever realize their true potential for success without an effective marketing plan.

So, how do you get the wheels moving so you can start marketing your clinical trial results for the best possible outcome? Here are five tips to help you do just that.

  • Reach out to your customer base. The clinical trial itself has already defined the specific demographics of your target market for this new medicine. Now it’s up to you to expand awareness beyond those who took part in the trial. Understand the various challenges and opportunities your market faces and formulate ways to overcome them in your marketing plan. Reach out to groups and providers where your messaging will have the greatest impact and you’ll make efficient use of your marketing dollars.
  • Embrace the campaign, not the information dump. Today's consumers have short attention spans, even when it comes to something as important as their health. Instead of loading all of the results from the case study into one long piece, break it up into smaller nuggets that consumers and healthcare professionals can digest individually. Link back and forth between the articles to improve your SEO standing and, if you can start sharing these while the trial is still going, do so. It’s a great way to generate interest before the drug is officially available.
  • Get social. Whether you discuss the clinical trial socially or not, your post-trial marketing efforts will ultimately benefit from your brand’s increased social media presence. Update your social channels frequently and be sure to join, follow or friend groups and organizations that will ultimately take an interest in the results of your clinical trial. Start your increased social presence as soon as possible and it will seem much more natural when clinical trial information starts to roll out through these channels.
  • Think mobile. Whatever information you plan to share about your clinical trial, make sure you’re doing so in a mobile-friendly format. Today’s customers expect to be able to view content on their computer, tablet or phone and enjoy the same experience on each device. This is especially true for the latter two, which are quickly replacing the traditional computer/laptop as the way to access web-based content. If your information does not appear in a mobile-friendly format, you’ll lose your audience from the beginning.
  • Never forget it’s really about the customer. We get excited about clinical trials in our industry, especially if the results are positive. And naturally we want to share that information so our readers can be just as excited about the trials as we are. However, customers will never show interest in a clinical trial unless your marketing answers one simple question: What’s the benefit for them? Instead of talking about how great the clinical trial is in general, focus on how great the clinical trial is for the customer and what the results mean to people outside the trial. How will they benefit? What current problem does the trial solve and how soon can other people start enjoying the benefits of this new medication? Answer these questions for your customers and they’ll take more interest in your messaging, the clinical trial and the final product.