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Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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How to recruit 40,000 patients in 8 weeks
How IQVIA used real time analytics to generate custom ads that drew thousands of diverse patients to a global vaccine trial.
Sep 27, 2021
If you want to accelerate recruiting, go directly to the source, which in this case is patients. It is a lesson the industry has always known, but recruiting patients during the pandemic underscored just how important an effective direct-to patient recruiting strategy can be when timelines are critical.
Rather than waiting for patients to learn about a trial from their physicians, direct-to-patient recruiting uses ads, articles and social media to engage patients directly and provide a path to participation that can begin as soon as they click on a link. During the pandemic, when pharma companies were under immense pressure to recruit thousands of patients to COVID-19 vaccine and treatment trials, combing these ads with real-time analytics made it possible to attract the right patients quickly, and to manage and monitor diversity throughout the recruiting funnel.
It resulted in some of the fastest and most diverse trial recruiting in recent history.
IQVIA partnered with several large pharma companies to support development of COVID-19 vaccines and treatments, and all of these projects depended on the ability to rapidly attract, vet, and engage patients across key demographics. Along with speed, these recruits had to meet strict diversity requirements set by the government agencies funding these trials and the sponsors who were committed to representing the communities of color that have been hardest hit by the virus.
AI-powered custom recruiting
Sponsors have used ads to attract patients for decades. But these efforts were largely generic and difficult to track. By leveraging artificial intelligence and analytics technologies, we were able to create specific ads for every demographic and customize them in-flight based on market response. This made the direct-to-patient approach far more agile and adaptive, allowing recruitment teams to hone their outreach in real-time for the best results.
For example, IQVIA worked with a large pharma company that needed to recruit more than 40,000 healthy participants to a vaccine trial as quickly as possible. The time to recruit would directly impact their ability to develop a competitive vaccine and get it to market in early 2021.
They also needed the patient population to meet or exceed diversity demographics within the US population – at least 10% African American, 23% LatinX, and 23% over 65.
IQVIA used leading analytics technology and a team of marketing and data experts to craft and test hundreds of ads to ensure they would generate the best possible results.
Each ad featured language and imagery designed to attract specific populations, with different versions deployed in various communities. Once ads were in the market, the recruitment team tracked each design’s impact, monitoring exactly how many people viewed the ad, what percentage of viewers clicked on it, and how response rates broke down by age, gender, and ethnicity. Then they adapted each ad in response to those metrics.
In one example, the team tested two versions of an ad designed to attract younger participants from Black communities. Both ads were nearly identical, featuring a young Black female doctor and a headline about a COVID-19 study enrolling in their area. But each ad ended with a different tagline and link: either “visit our website,” or “see if you qualify.”
The ad with “see if you qualify,” generated a 56% increase in referrals compared to the version with “visit our website.”
It was one of hundreds of multi-variant tests the team conducted during the recruiting phase of this trial. In many cases, something as simple as changing the color or location of a button was found to have a measurable impact on results. Each comparison helped them align designs to specific communities and populations, and to identify changes that would help them meet diversity quotas, and to manage recruiting volume at various sites.
40,000+ new recruits
While most pharma companies conduct AB testing when rolling out recruiting ads, the best results come when recruitment teams use analytics at every stage in the campaign process and dig deep enough into the data to create custom ads that appeal to specific demographics. This process is enabled by IQVIA’s unparalleled access to de-identified healthcare data, which powers patient targeting with greater precision and detail than would otherwise be possible.
That precision enabled the sponsor to recruit more than 40,000 patients in just eight weeks, and to exceed all of its diversity goals. Sponsors are always looking for ways to accelerate recruiting, and to introduce diversity in patient populations. This trial proves that data-driven, direct to patient recruiting, can be a powerful tool for achieving those goals.