marketing paper

CHoP Clinical Trials Project

Drexel University

Fall 2016

Goal - Why are we here?

The Problem:

CHoP needs a new marketing approach that will convince parents to sign their children up to participate in its studies.

Our Goal:

Find the most effective marketing strategies to attract volunteers to CHoP’s research studies

Providing analyses of interviews, help CHoP gain sustainable development in the future

CHOP’s current marketing approach: too clinical,

Overview of Project

Create A/B Test that targets potential volunteers with the new marketing approach.

Conduct interviews to determine what approaches parents are most responsive to.

PHASE 1

PHASE 2

Empathy approach or “pocket change” approach

Dr. K: Key messages:

We are looking at this in a disciplined way

We took a 2 step process

Would be nice to have the slide show a neat right to left progression with an arrow built in somehow to show that this is a linear progression.

Who We Spoke To:

Dr. K: The goal is for him to see that we spoke to a diverse of people that will provide different perspectives. This is where we show that we first threw out a wide net to capture as many benefits and concerns as possible and then later in the pres. We show how we focused on the key ideas.

The 2 ideas in class were to either show some pie charts or to have 12 boxes with a couple of bullets on income, #kids, etc in each. I lean towards the boxes, but leave it to you to decide what will communicate the idea in the fastest and most profound way.

12 different families, ranging from their 20’s to 50’s, married and single, healthy children and non-healthy

Completed phone interviews and transcribed each one

What we asked

Background information

Health level and online behaviour

Medical trials or research

Benefits and obstacles

Attitude towards CHoP study

Background information includes: age, job, income level, how many kids, etc. And then we start asking them about their health condition. For example: “what would you consider to be your kids’ overall health” or “how do you evaluate your kid’s healthy level.” We dig every information relates to their kids health. After we understand their kids’ health condition, either good or bad, we ask them about their solution relates that issue. For instance: “how kind of source do you use to address that problem.” Then we ask about their attitude toward medical trial, for example: “do you consider yourself a frequency social media user? After we get their answer to the medical trials, we keep asking why they answer that. And this leads us to the next part: obstacles or benefits. This is about the fear they concern or the benefits they can get by join the medical trial. A good example can be“if you are invited to a medical trial, will you be open to it?” Different answers lead us to medical trail’s obstacles or benefits. Finally, we would introduce CHOP project to them and ask their feeling after hearing about CHOP. And we also ask them if they get a chance to help CHOP’s medical study, if they would like to do that.

Dr. K: make sure you provide examples of questions we asked (you can put them on the slide or voice them over, but don’t forget to include one “good” question for each. The goal is for him to say, “wow, I wonder how people answered THAT question?” so pick interesting ones.)

Active Lifestyle

Common

Most kids and parents love outdoor activities: swimming, soccer, basketball, volleyball, etc

No chronic or serious or hereditary illness

Majority of parents pay much attention to kids’ diet and eating habits

Health care is valued by most parents

Differed

Young kids prefer indoor activities more

One kid has heart murmur, one has eczema, two have bronchitis, five have allergies (caused by pets, peanut or seasonal)

Only a few parents have experiences with clinical trials (as volunteers)

From the group of people we interviewed we heard a set of different things regarding the parent and child’s lifestyle… Some parents mentioned their kids enjoy outdoor activities such as swimming, soccer, basketball and other mentioned how their kids prefer indoor activities… blah

Dr. K: change the title to summarize the key finding. You may consider listing a few things that we heard from nearly all participants on the left and on the right have things that differed across people. The goal here is to get him grounded in the type of people we spoke to. We are trying to assure him that the folks we spoke to are typical people he sees on his current panel and the same people we are hoping to influence. So do what you need to to communicate that.

Social Media: Facebook as a Primary Outlet

Spend anywhere from twice a day to 2-3 hrs/day on Social media

“I check my Instagram and Facebook once or twice a day. Being a mom and student I don’t get to Facebook or Instagram much often.”- Mother of 2

Some correspondents noted they would check a Facebook ad for a survey from CHoP

“If I got mail or saw on facebook something about anxiety research I would definitely look into it and share with my daughter.”-Mother of 2

Facebook is the primary social media outlet for most correspondents

Dr. K: The main takeaway for this is that some people seem to rely on friends and others want the more official sounding message. So summarize the way that people are using social media, but make sure you give some evidence (ideally with quotes that gives the idea that different sources have different outcomes for people in terms of whether or not they trust it).

Two Common Themes

Personal Gain

Compensation

Pay it Forward

Help progress of medical research

Gather research on common issues that plague many children/teens

Obstacles

General sense of fear toward clinical trials

That the child will get sick from the medication that is given to them.

Having their child hooked up to wires and without their parent there.

Fear of side effects further in the future or trauma from the process.

General bias toward clinical trials

Clinical trials require taking medicines or being subject to potentially dangerous situations.

Dr. K: these are good. If you can, we want to finish this slide by convincing him that these concerns seem to come later in the process and that they take a lot of info to overcome, so we tried to concentrate on some of the benefits that might hook a person in to find out more. See if you can lead him into that, which takes us to the next slide.

Proposed A/B

Two main themes

Two way of reaching them, what is more trustworthy

Additional Ideas

Satellite Locations

Have these studies available to all medical centers where CHoP doctors are present

Makes it more practical for those who do not live in Philadelphia

Additional Signage and Marketing on Location

Discussion points

Does this align with CHoP’s experience?

With which demographic do we want to test this?

What resources do we have available?

What is the approval process for the messages we test?