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Case Study: Recruiting Patients for Clinical Trials - Online

The Challenge
Impliant is an Israel-based medical device company with a revolutionary spinal implant. They have a network of surgical centers throughout the US where they are performing their FDA clinical trial tests. The centers are spread out geographically and not associated with one another. Getting surgeons and staff to recruit patients in the midst of busy schedules and the cost to hire patient recruiters was making patient recruitment a particular challenge. Impliant, already a WebWhile client, presented us with the dilemma to see if there was anything that could be done online.
Screen implient
The Impliant Ltd. corporate site: the website is directed towards medical professionals. Since there is no need to market directly to patients, there is minimal patient information included.

The Solution
WebWhile proposed to Impliant management to launch a geographically targeted Internet campaign for patient recruitment. The idea was to reach out to potential candidates with the medical conditions that the Impliant device targets, bring them to the site to learn about the clinical trial, qualify them and get them to leave their footprint, for later follow up by the Impliant team.
Screen implient
A landing page was designed specifically to address patients who may qualify for the They are readily funneled towards submitting a questionnaire and their contact information

The Method
WebWhile launched an online campaign that targeted patients with the type of spine conditions that Impliant's device could address. The campaign was geographically limited to those cities in which Impliant was running their clinical trials. Here is what we did:

  • Identified how the target audience searches the Internet.
  • Achieved visibility with that audience online
  • Drove the relevant audience to the site via Google Adwords and organic search.
  • Captured their interest and compelled them to provide the information required by Impliant staff to qualify and follow up for the trials.

  • The Results
    Within 6 months 1,000 qualified patient candidates in the geographic targets were delivered at a fraction of the cost of any traditional patient recruitment program.

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