Fb has over 2 billion every day customers, making it one of the crucial efficient methods scientific analysis recruitment businesses share scientific trial alternatives with sufferers. However the platform is not all the time intuitive, and small errors can lead your advertisements to be rejected, or attain the improper viewers.
Observe these do’s and don’ts to make sure that your scientific trial digital promoting on Fb connects with the fitting sufferers, whereas following Fb’s guidelines, too.
Do not: Refer to non-public attributes in your Fb advertisements.
One of many challenges of scientific trial promoting is to create efficient supplies whereas staying inside FDA and IRB tips. Along with these guidelines, Fb has its personal necessities on how one can and might’t converse to your viewers on the platform. The platform would not permit advertisers to instantly deal with the “private attributes” of customers. For instance, your advert can’t particularly ask a person if they’ve a sure situation. Whereas your advert could say, “An bronchial asthma scientific trial is in search of volunteers,” it might not say, “Do you will have bronchial asthma?” In case you violate this rule, Fb will reject your advertisements.
Do not: Take a look at a number of variables on the similar time.
All through your marketing campaign, it is vital to check varied copy choices and pictures to search out what resonates most together with your viewers. One phrase of warning – don’t check too many issues directly – in any other case, you may’t inform which component improved your advert efficiency. For instance, check the identical advert copy with completely different photos, or completely different advert copy with the identical picture. To run the clearest checks, contemplate solely swapping out one component of your advert, such because the headline, and leaving the remainder the identical. Fb has a device for operating A/B checks in keeping with completely different copy choices in addition to completely different viewers segments to search out your best-performing advertisements and concentrating on.
Do: Monitor your feedback.
As your advertisements could attain a big viewers, it is vital to watch feedback for spam and deceptive info. It is also useful to learn feedback to know whether or not there are widespread questions or confusions associated to your advert copy. In case you discover a development, and the advert is not performing nicely in any other case, you may contemplate turning off the advert and utilizing completely different copy that addresses affected person questions.
Do: Create lookalike audiences when you may.
One highly effective strategy to discover the fitting sufferers via scientific trial digital promoting is to make use of a lookalike viewers. Fb permits advertisers to add a listing of electronic mail addresses to the platform in an effort to create an viewers of customers who’re related in demographics and pursuits to these contacts. When you’ve got a database of affected person electronic mail addresses for the situation you are concentrating on, making a lookalike viewers generally is a highly effective device.
Do not: Set it and neglect it.
As you are operating checks at first of your marketing campaign, you will most likely select the profitable advert based mostly on what number of clicks it receives. As your marketing campaign strikes ahead, you will begin to gather extra information associated to how these clicks translated into visits to your website, on-line pre-screener completions, consents into your trial, and randomizations. It’s possible you’ll discover later in your marketing campaign that an advert that receives lots of clicks could not essentially usher in certified and sufferers. Understanding this down-funnel information and utilizing it to optimize your marketing campaign over time will result in higher outcomes. Proceed to regulate your advertisements all through your marketing campaign based mostly on the data you might be gathering.
In search of extra recommendation on organising your trial? Obtain our scientific trial affected person recruitment template to begin planning.