Major Pharmaceutical Company Targeting Consumers for Clinical Trial Enrollment
The client was looking for a solution to get patients to enroll in an at home clinical trial for their new cholesterol lowering medication. They were interested in reaching an audience that skewed older and had concerns about their cholesterol levels.
In collaboration with the client Tap Native created 60+ ad creatives and offered input and advice into their landing page and how they tracked successful registrations for the clinical trial. Tap Native account managers suggested contextual targeting options including dozens of brand name and generic drug names which are statins. Keywords around cardiovascular, cholesterol, heart disease, LDL and HDL cholesterol terms as well as other health topics were also targeted. Tap Native set out to understand which creatives and targeting would create the most engagement and drive users through the rather lengthy registration process.
Over the course of the enrollment period, hundreds of millions of impressions were delivered and tens of thousands of web visits generated. Through a series of agreed upon optimization techniques, including creative changes, contextual and geo-targeting, the cost per completed screening questionnaire dropped by 85%. Examples of ad creatives: