Lead Generation: Clinical Trial Recruitment
Industry: Medical Research
Objective: Generate leads for clinical trial recruitment using paid search
When a well known organization was looking to generate more clinical trial recruitment leads, and offline marketing and branding wasn’t helping them meet their goals, they turned to paid search to increase participation.
The Strategy
After launching a successful offline campaign to raise awareness of clinical recruitment that started to see slower inbound leads, a paid search strategy was developed to help facilitate more participation.
The campaign has been relatively broad in nature utilizing a mix of generic head terms along side more detailed keywords to drive high-intent traffic to a simple landing page that helps in conversion.
What started out initially as a test campaign to see what type of interest paid search can offer has become evergreen based on the success and overall cost per acquisition.
Work Performed:
- Landing page development
- Keyword research and optimization
- Ad copy
- Audience testing
- On-going campaign efficiency testing
Results
Over the multi-year campaign duration, there have been over 7,000 leads for trial participation with a continued decline in cost per acquisition as a result of campaign optimiatzation efforts. In addition, we have not needed budget increase based on campaign optimizations and making the campaign as efficient as possible.
As a result of the campaign’s success, the client focused on paid search as the main driver of more specific clinical research campaigns.
Qualified Leads
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