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TRANSCRIPT
Nestor L Lopez-Duran, PhD Associate Professor, University of Michigan
Best Practices in Research Participant Recruitment
Disclosure
Nestor Lopez-Duran is one of the founders of Ripple Science, which will be mentioned frequently in this workshop.
Poor participant recruitment is the#1 reason why clinical trials fail
80% of trialsdo not meet recruitment targets
The Problem
56%44%
Reasons for Premature Termination of Clinical Trials
Recruitment All Otherhttps://doi.org/10.1371/journal.pone.0127242.t001
The Problem
Recruitment is a complex marketing challenge and recruitment teams are unprepared and unequipped to
address the challenge
Team Inexperience
Poor Community Engagement
Ineffective Methods
Inadequate Analytics
Poor Conversion and Retention
https://doi.org/10.1111/j.1365-2702.2009.03041.x https://doi.org/10.1186/1745-6215-10-52
Identified causes of poor patient accrual
Source Identification
Strategy Matching
Message Creation
A-BTesting
Lead Tracking Performance Analytics
Follow Up Automation
The Lifecycle of an Effective Recruitment Campaign
Efficient and Effective Clinical Trial Recruitment Planning
2. Identify participant locations based on where participants may seek treatment.
1. Identify all stakeholders and partners.
3. Develop and test tailored messages.
4. Develop creative material and select appropriate channels for delivery.
5. Develop a realistic communication budget.
6. Monitor and evaluate both the recruitment process and performance with meaningful metrics.
7. Develop a structured lead tracking process.
The Problem
Source Identification
Strategy Matching
Message Creation
A-BTesting
Lead Tracking Performance Analytics
Follow Up Automation
The Lifecycle of an Effective Recruitment Campaign
The Problem
Sources vs. SitesCase: Study recruiting 12-16 kids at familial risk for depression
WHO IS YOUR TARGET?
Sources:§ Schools§ Hospitals§ Dentists§ Pediatricians§ Internet§ Youth Centers & Clubs§ Sporting Facilities§ Churches
Sites:§ Facebook§ Instagram§ Snap Chat§ Tumblr§ YouTube§ Lab Website
The Problem
Sources:§ Schools§ Hospitals§ Dentists§ Pediatricians§ Internet§ Youth Centers & Clubs§ Sporting Facilities§ Churches
Sites:§ Ann Arbor IHA§ Dr. Mary Ballard§ Dr. Thomas Brent§ UMHS - Westside§ UMHS - Briarwood
Contact :§ Name§ Address§ History§ Notes
Sources vs. SitesCase: Study recruiting 12-16 kids at familial risk for depression
WHO IS YOUR TARGET?
The Problem Recruitment Source Management
ßSou
rces
ßSite
s
The Problem Recruitment Source Management
The Problem
What are the core sources for your target sample?
The Problem
Strategy MatchingCase: Study recruiting 12-16 kids at familial risk for depression
WHO IS YOUR TARGET?
Sources:§ Schools§ Hospitals§ Dentists§ Pediatricians§ Internet§ Youth Centers & Clubs§ Sporting Facilities§ Churches
Sites:§ Facebook§ Instagram§ Snap Chat§ Tumblr§ YouTube§ Lab Website
Strategy:§ PPC§ Sponsored Posts§ Group Announcements§ Content Marketing
The Problem
Case: Study recruiting 12-16 kids at familial risk for depressionWHO IS YOUR TARGET?
Sources:§ Schools§ Hospitals§ Dentists§ Pediatricians§ Internet§ Youth Centers & Clubs§ Sporting Facilities§ Churches
Sites:§ Ann Arbor IHA§ Dr. Mary Ballard§ Dr. Thomas Brent§ UMHS - Westside§ UMHS - Briarwood
Strategy:§ Waiting Room Brochures§ Welcome Package§ Social Work Collaboration§ Outside Info Table
Strategy Matching
The Problem Recruitment Strategy Management
ßStrategy
ß Tasks & AB Tests
The Problem
Select 2-3 Sources and Identify Strategies Beyond Flyers
The Problem
Message Creation
A lesson at the dentist:“Looking for parents of teens to participate in a research study”
The Problem
Message Creation
Looking for children to participate in a research study. If you or someone you know has a child with autism, you may qualify for our research study. If you are interested, please call 555-555-5555 or email [email protected]
§ Who is the study’s target?§ Who is the ad’s target?§ Why should I care?§ What will I be asked to do?§ Who Are You?§ Why should I trust you?
The Problem
Does your child have autism? Help us understand how kids with autism manage their routines! A study at the University of Michigan is exploring daily routines in kids with autism by having parents keep a daily diary for 2 weeks. Compensation provided. If you are interested please call 555-555-5555 or email [email protected]
BUT WHAT ABOUT ADVERTISING $$$$$$?
§ Who is the study’s target?§ Who is the ad’s target?§ Why should I care?§ What will I be asked to do?§ Who Are You?§ Why should I trust you?
Message Creation
The Problem
Standardizing Lead Tracking
ENROLLED
Screen Fail Follow Up Fail
The Problem
Standardizing Lead TrackingBest Practices:1. Categorize lead by their status
1. To Contact2. Contacted – In Progress3. Scheduled4. Screen Failed5. Follow Up Failed
2. Create a standardized follow up process1. Follow up via email AND phone2. The first 24 hours3. Structured cadence for next 7 days4. Have formal scripts
https://ripplescience.com/get-more-participants-with-better-leads/
The Problem
https://ripplescience.com/get-more-participants-with-better-leads/
First 24 hour (day 1 and day 2): Reply via email and phone call immediately after receiving the lead and for the rest of the day following this schedule: 9am, 12:30pm, 4pm, 7pm (only leave a message the first time you call).
Day 3: Call at 9amDay 4: Call at 12pm Leave messageDay 5: Email. Call at 7pmDay 6: Call at 11amDay 7: Email. Call at 6pm
Week 2-6: Call and email once. Week 7: Move to loss to follow up.
LEAD CADENCE
Standardizing Lead Tracking
The ProblemPotential Participant Management
Manage Lead Flow
The Problem
Tracking Performance Analytics
Think about your current recruitment:
§ What is your conversion rate?§ Are you on track? – What does this mean?§ When will you finish recruitment?§ How many participant will you really have by the time
you are supposed to finish?§ What works and what does not?
The Problem
https://ripplescience.com/improving-participant-recruitment-analytics/
Expected
Actual
(Goal /Tot W) * W
Actual
(100 /52) x 35
32
Data 8/31/18Start Date 1/1/18End Date 12/31/18
Goal = 100. Recruited: 32Tot W = Total Weeks = 52W = Weeks since start of campaign = 35
On Target Performance67
3248%
Projected Completion Date Sep 6, 2019
= Start Date + Projected Number of weeks at current rate1
1Projected Weeks = Goal / weekly rate2 = 100 / 1.09 = 912Weekly rate = W / Actual = 35 /32 = 1.09
Projected Sample Size 50 Actual + Weekly Rate * W Left = 32 + 1.09 * 17 = 50
The ProblemReal Time Site-Specific Analytics and Projections
The ProblemReal Time Site-Specific Analytics and Projections
The Problem
Automate Follow Up to Increase Retention
The calculation of dates for future appointments and notification should be automated.
The Problem
Automate Follow Up to Increase Retention
The Problem
Source Identification
Strategy Matching
Message Creation
A-BTesting
Lead Tracking Performance Analytics
Follow Up Automation
The Lifecycle of an Effective Recruitment Campaign
1. Recruitment campaigns are more than distributing flyers2. Understand your target and craft the right message for the right target3. Standardize your leads tracking4. Track your performance and projections5. Automate your follow up
Nestor L Lopez-Duran, PhD Founder, Ripple Science
Associate Professor, University of [email protected] & [email protected]
www.ripplescience.com
THANK YOU