marketing paper

CHoP Clinical Trial Campaign

For the past 10 weeks our class have been working on how to market a Clinical Trial to parents.CHoP needs a new marketing approach that will convince parents to sign their children up to participate in its studies. It is one of the struggles because for the trial to be successful all depends on how many children CHoP gets for the trial. The more children involved the more research and data they have to find a cure.

Our goals as a class is to find the most effective marketing strategies to attract volunteers to CHoP’s research studies. Also, we are providing analyses of interviews, to help CHoP gain sustainable development in the future. To reach these goals we need to all work together coming up with different ideas and strategies to succeed with this project.

Final Outline

CHOP Campaign (Danielle) I can do this part 1 and 2.

1. Initial Problem: CHOP needs a new way to market clinical studies, especially those that involve children

2. The goal: To find the most effective marketing strategies to attract volunteers to CHoP’s research studies. We need to provide analyses of interviews, help CHoP gain sustainable development in the future

Part 1 of the Project

· Conduct interviews with parents (report on all 12 interviews, see PPT)

Part 2 of the Project

· A/B testing of the two marketing approaches

The Interviews (Add a chart/pivot table) Comment by Olivia Guerrasio: I can write this part.

· As a class we spoke to a total of 12 families.

· 6 Families were above a salary of 60,000 and 6 were below the 60,000 salary a year. (Why did we choose these types of families?)

· Range of kids in the family was 1 to 3 kids.

Obstacles in attracting participants:

1. The child might get sick from the medication

2. Having the child hooked up to wires and being away from their parent

3. The parents thought you need to take medicine for a trial

4. Fear of side effects after the trial.

The 2 Common Themes we found

1. Personal Gain: Families will want to participate in clinical studies because they will gain something out of it, such as compensation, better insurance, or better treatment.

2. Pay it forward: Families will want to participate in clinical studies because they will feel as if they are doing something good for others, or doing something charitable.

Why We Came Up with These Statements

Where We Are Now: At this point, A/B testing is beginning, and we will soon see which strategy is most effective in attracting parents to participate in clinical trials for children.

Marketing Strategies:

Our group came up with two sayings. We thought using a hashtag #FTK helps remind people why you are doing the trial and stands up to people. Also, everyone who knows CHOP. #FTK is their slogan.

Pay it forward: Do it #forthekids

Personal Gain: Better treatment, better doctors, better life. Do clinical trials #foryourkids.

For a picture for the campaign should be a child with a doctor from CHOP at the hospital. It represents what the trial would look like, along with looking friendly and not scary to parents or the child.

What We are Recommending

-Tie these directly to findings. I.e. We found this, so this is what we are recommending.

What We Learned:

（my part）

· We had a unique experience where the two families we interviewed did not want to participate in clinical trials. Being the outlier from the group made us understand the fear many families feel when they hear, “clinical trials”.

· We learned that these families just need more information, “clinical trials” is a scarier phrase than what it is in reality. More information can alleviate a lot of that fear and can help push families to participate.

· We found out another reason parents are reluctant to participate in the clinical trials is that parents tend to be very sensitive and protective when people ask about their children’s information.

· We learned that Facebook and Google are the most common social media tools parents using for medical information searching Comment by Danielle Kiniry: Make sure you do charts and pivots

· Location of clinical trials matters (only in downtown makes it inconvenient for families with small children to travel)

· We learned the importance of the clinical trials, it really could help the people in the clinical trials, and make their life better.

Final Paper: 6-8 Pages Single Spaced, with Figures

Due: Finals Week