Advertising in clinical trials

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Dear members and friends

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Advertising can be costly, and it is useful to look at the potential benefits before deciding on a strategy. Sponsors will often have an advertising program in place. Advertisements can be placed in newspapers, on the radio, TV, or internet, or delivered as handouts, e.g. in doctors’ surgeries, out-patient clinics, supermarkets, or other public places. Internet advertising is becoming increasingly popular and is fairly easy to do- a link to study details can be added to subject support group websites.

Any advertising campaign should be designed to capture the target audience’s imagination and make them want to make contact. An advertisement should be short and snappy to grab the attention of potential subjects, perhaps with tear-off cards or reply-paid envelopes so that those interested can seek further information.

[Ref: Cavalieri RJ. Effective advertising strategies for clinical research sites. Clinical Researcher 2003;3(5):12-17.]

Thanks and Regards

Tarun Wadhwa

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