Advertising and marketing-II

[Guest guest]

Dear members and friends

It is important not to offer a ‘wonder cure’ or to be coercive. Guidelines for advertising are outlined below.

It is also essential to consider the size of an advertising campaign with regard to the facilities available for handling the responses generated and for scheduling appointments within a timely manner. In 2003, an analysis of prequalified study volunteers for phase II and III projects found that 13% of potential volunteers did not enroll because there was no conveniently located investigative site, 14% lost interest following their initial interactions with call center or study staff, and 23% were never randomized because no one contacted them after the initial phone screen.

[Ref: Never A. Treating study volunteers as customers. CenterWatch Monthly 2003;March:1-7.]

Thanks and Regards

Tarun Wadhwa

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