Podcast advertising represents great way to build connections with potential volunteers and patients.
Podcasting growth is sky-rocketing – in UK alone, a staggering 9 million people now listen to podcast every week, up from approximately six million last year. Podcasts have experienced major changes during the COVID-19 pandemic – global podcast consumption has increased significantly from March to April, growing 42%.
Why should clinical trials advertise on podcasts?
Podcast content tends to more personalised and intimate than many other types of media. Listeners often feel connected to podcast hosts, and thus are inclined to try the products or services they feature in ads. What is more, because podcasting — and podcast advertising in particular — is less established of media advertising, have opportunity to ahead of competition.
Some pharma companies and other healthcare leaders have even developed their own podcasts as way to build credibility and reach new audiences.
Podcasts are unique in chance develop both host-endorsed and non-endorsed ads. Given the nature of clinical trials, non-endorsed ads will likely more effective unless host has personal connection with given condition or study. The ad segments are recorded in advance and inserted into podcast episode at predetermined spot. The generally served on several different podcasts are precisely scheduled and targeted.
Some background research needs the done to determine which strategies will work best for audiences. For instance, when recruiting for Alzheimer’s clinical trial, marketers may want to focus on podcasts that deal with Dementia and Alzheimer’s or that target older demographic. Facebook support groups also great way to reach people and their families with this condition.
Ultimately, a combination of innovative, cross-platform, digital marketing strategies are likely to produce the best results and help clinical trials reach their recruitment goal on time and to budget.
You medical research organisation looking recruit volunteers and patients for clinical trials faster? Head to contact page to find out more about services, and what can help boost your volunteer and patient recruitment! We find the patients and volunteers you need, when you need them, wherever they are.