Clinical Trials PromotionClinical Trials Promotion

PAN/NACCDO 2008“Ask About Clinical Trials” Campaign

Cynthia ManleyAssociate Director for Communications

Vanderbilt-Ingram Cancer CenterNashville, TN

“Ask About Clinical Trials” - 2006“Ask About Clinical Trials” - 2006• Fewer than 4% of patients on protocol

• “Competition” is standard therapy or no therapy

• Best recruitment is conversation

• How to prompt that conversation?

“Ask About Clinical Trials” - 2006“Ask About Clinical Trials” - 2006

• VMC branding - “Ask” concept

• Surgeons wanted reminder

• Used that wording; posters and buttons

• Distributed in clinic

• Failed to get buy-in

“Ask” Campaign Redux -- 2008“Ask” Campaign Redux -- 2008

• Research: consumers know trials

• “If I’m lucky enough to have friend, neighbor who is a nurse or doctor …”

• Local for-profit – “information is everywhere in their clinic”

• New leadership wanted promotion

“Ask Campaign” Redux -- 2008“Ask Campaign” Redux -- 2008

• Re-designed poster, added tri-fold

• Re-introduced buttons

• Got buy-in on front end

• Video and in-depth education piece in patient handbooks, video on web

“Ask” Posters“Ask” Posters

• OSHA compliant laminate, in all clinic exam rooms, waiting areas

“Ask” Campaign Redux“Ask” Campaign Redux• LCD screens at med center

• Corporate relations messaging

• Brochure language on vicc.org (searchable database-Oncore)

• Partnered w/ med center to revamp clinical trials website

“Ask” Campaign Redux“Ask” Campaign Redux• Hour-long TV program

• VMC Cancer Information Program

• Taking advantage of CTSA

• “Communications core” for trials

• Lunch ‘n’ Learn on trials for employees