49% of Consumers Talk to a Doctor as a Result of Online Research*
Is your practice visible enough online to help them choose which doctor?
In today’s market, the web is arguably the most dominant communication vehicle between your practice and your patients. Whether you’re a clinical research facility, private practice, nonprofit hospital or niche health care provider, new patients were online researching you before they made their first appointment. Even if it was just to get directions, did you have a correct Google Places page for them to go to? Did it include multimedia to enhance the listing? Did they find your website easily? If so, did your website display properly on their mobile device?
Moreover, 75% of people research their symptoms online before discussing them with a physician. 70% will head right back online after being prescribed a treatment to see what other people thought of that particular regimen or to learn more about the medication. With contextual advertising, your practice can show up in conjunction to these searches – all geo-targeted to reduce waste.
I know what you’re thinking – In the world of clinical trial recruitment, you could surmise that participant leads are not usually a result of premeditated physician research (but you can bet it started off as a symptom related search). And, because insurance is not a factor, site competition really arises as people are not locked into any predetermined set of providers. You not only engage in the education barrier of explaining medical research studies and their benefits to newbies, but you have to be “there” at the moment of interest. Where’s “there” you ask? It’s all about online visibility and contextual placement. The old days of running newspaper ads for recruitment are LONG GONE. We all know that, but what now? Hello PPC, SEM, SEO and a whole host of other acronyms – all of which are topics for a different day.
For now, I simply want to touch on the intrinsic value of powerful technologies, such as TrialX, that combine search engine strategies with social networking strategies. If someone is searching online for “depression help in Orlando”, tools such as TrialX help ensure that my client (Florida Clinical Research Center) is found. And, going back to my original example, if someone is doing research on Andrew J. Cutler, MD, who is the CEO and Chief Medical Officer of FLCRC, well TrialX can help increase his online visibility as well. The point is, when you think of online recruitment, resting on your website alone is not going to be enough.
So this is what I do every day – I’m the human behind the technology – who helps clinical trial facilities connect with participants.
Intellavia specializes in online patient recruitment. We have deep domain expertise in the health care segment and we offer a wide range of interactive marketing solutions that meet the unique needs of providers. And, while technology is one of our core capabilities, we also excel in the development of traditional marketing materials.
*This stat is sourced from Google & OTX, Health Consumer Study, December 2009.
If you would like to enroll in one of the active, mental health, Pacific Clinical Research Medical Group studies, click:
If you would like to enroll in one of the active, mental health, Florida Clinical Research Center studies, click:
- Best Methods for Clinical Trial Recruitment – Part 3 of my Interview with Beth Harper
- Clinical Trial Recruitment, Patient Demographics and Physician Education. Part 2 of an Interview with Beth Harper
- Social Media and the Online Pathways of Clinical Research
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