A slide show I developed reviewing the techniques to successful marketing for subject accrual

1. Advertising Strategies for Clinical Trials Kellie Bodeker, CCRC, B.S. George Washington University

6. Graphics

7. Graphics the hand outlines the topic of the study and captures the reader’s eye

8. Graphics Palm up leads the eye to here You want to see what is in the hand

9. Graphics The words are spaced well and treated as a graphic element.

10. Graphics notice the text wrapping around the logo

11. Graphics the curve leads the eye to the important contact information

13. Graphics Who is this person? The face is unclear and poorly reproducible in print

14. Graphics The face aims to the bottom right but the large TEXT gets our attention to the side the reader’s eye is confused

15. Graphics A color logotype, yet the rest of the ad is in black and white…a wasted opportunity

16. Graphics The text embellishments are too much. They compete with the picture visually.

17. Graphics The skewed box again leads to the bottom right but there is no clear reason for the eye to go there.

19. Wording

20. Wording The headline is simple and large

21. Wording Bullet points

22. Wording Everyday applicability: medicine fleas earaches

23. Wording A strong summary statement: You feel great today!

24. Wording Logotext at the bottom is well spaced Reads well And simple Again, it is bulleted

26. Wording

27. Wording While direct, the headline is confrontational or perhaps judgmental. It is also vague: how much is too much?

28. Wording Wrong use of the word “feel” “ Feel” refers to tactile objects or feelings within. The true word is ‘believe’ or ‘concerned’ in this context

29. Wording The general public will have difficulty admitting a physical or psychological dependence, no matter how benign

30. Wording Who are the researchers? You are asking about a personal addiction, yet impart no personal contact information.

31. Wording Where is the eligibility criteria?

32. Wording The principal investigators' name is too small and not tied to any other text. What is the point?

34. Disease

35. Disease Color coding: the colors used in the scheme are color matched from the models’ clothing. It all ties in nicely

36. Disease Happy participants, well dressed, looking directly at the camera

37. Disease Title is simple, direct, and to the point

38. Disease Applicability is clear, eligibility listed simply

39. Disease Easy to read factual detailed concrete copy

40. Disease The square layout being slightly off leads the eye to the center of the screen: PAREXEL Note the reference number is on the same eye-level

42. Disease The treatment is not defined. Without specific details, the mind will invent.

43. Disease The professor’s name is larger and highlighted compared to contact information.

45. Patients

46. Patients Simple headline targeting the age bracket

47. Patients The photo matches the targeted age: Individuals over 60

48. Patients Volunteer has a positive connotation, evoking altruism

49. Patients Emphasis and repetition: ’60’ is mentioned 4 times

50. Patients Appropriate facts: information is targeted for those over 60

51. Patients Altruism right back: FREE is bolded and right above the contact number

53. Patients Why is heart disease in gold? This is the only time this color is used and it does not tie into anything on the page

54. Patients Who are they targeting? The photos are of seniors…

55. Patients Who are they targeting? The photos are of seniors… But eligibility is 18 or over… something is wrong

56. Patients How can you ‘call’ an address?

59. References Caples, J. (1998). Tested Advertising Methods (5th ed.). Upper Saddle River, New Jersey: Pearson.