Clinical trial marketing: Sharing your targeted content

sharing your targeted content effectivelyThe following is an excerpt from our new e-book, Inbound marketing for clinical research studies.

Inbound marketing promotional tools


Each method of reaching your potential patients serves a different purpose. Blogging allows for strategic SEO (search engine optimization), which helps draw users to your website. Blogging provides an opportunity to educate your target market, and it helps keep your website updated with relevant content that incorporates strategic keywords (which are recognized by search engines).

Blogging can also help establish credibility, engage visitors, and give you an opportunity to drive users to particular landing pages. A recent study by HubSpot, the world’s leading inbound marketing platform, revealed that companies that blog more than 15 times per month get five times the web traffic as those that don’t. Yes, that’s a daunting number, but even increasing from 2-3 posts a month to 6-8 posts per month can increase traffic significantly. Well thought-out blog posts offer information to potential study participants, encourage them to return to your site, and invite other users to link to your content via social media, which also aids in SEO.

Last but not least, your blog gives you a chance to link to additional site content, bringing users further into your site and encouraging them to engage with your practice. Blogging is definitely a marketing power play, as it supports all of your content efforts, allows you to share videos, promote great offers, and draw traffic to your website.

Calls to action

When deciding on a call to action (CTA), it’s important to understand what you’re asking of your visitors. The overarching goal is to attract new participants to your study, but each CTA may have a different goal. Your messaging will be different depending upon where the potential participant is in the buying cycle. To create an effective call to action, be brief and to the point, and leave no room for confusion or distraction.

Before you can really write an effective call to action, you must first determine where the user is in the decision-making process and what you want him or her to do. Early in your relationship with a new prospect, you may just want to collect name and email in exchange for an ebook. Collecting email addresses from visitors allows you to place them in a workflow that will deliver more content that is of value to those people. Users who download an ebook about sleep hygiene, for example, can be sent an email newsletter about insomnia and can be invited to participate in your next sleep study. The visitor’s next step should always be very clear. The easier it is for site visitors to progress through the buyer’s journey, the more likely they are to continue to engage.

Utilize white space by strategically placing content and design elements to make your CTA visible. Your CTA button should be a bold, contrasting color with a strong verb so that visitors know exactly what action to take.

Landing page content and design

Landing pages are tools that inbound marketers use to collect valuable information from potential customers. Landing pages invite visitors to submit their name and email address (and perhaps additional information as they continue to interact with your website), which you can use to interact and build a relationship. Remember to always offer something of value to site visitors in exchange for any information they may provide.

Choosing the right font, colors, and CTA button can all impact conversions. Landing pages should be simple. When visitors view the landing page, they should be able to quickly identify the offer and how to receive the offer. There shouldn’t be any additional choices or confusion for the visitor. Make sure your language is consistent and clear so visitors have confidence in providing their contact information in exchange for the offer.

Social media

Social media is a powerful tool that allows you to continually communicate with your potential study participants on websites and networks that these customers frequent. However, it can be the most challenging avenue in terms of specifically targeting your buyer persona. Each social media platform may reach a different audience. Understanding how to reach each of your various buyer personas is critical to success. Learning the ins and outs and etiquette of each platform will go a long way toward taking advantage of each social media outlet.

LinkedIn tends to lean toward a more professional crowd, and content shared there is often business related. Pinterest focuses on photos and visuals to engage users. Facebook allows you to build relationships with your followers and strengthen brand loyalty. Twitter has a high turnover, and frequent tweeting tends to be accepted more than excessive Facebook posting.

The important thing to remember when putting together your social media strategy and messaging is to encourage users to share your content. Each time you post to social media, it’s important to ask yourself if what you’re posting is something someone would feel comfortable sharing. Being active on social media, responding to posts and questions, and sharing valuable content will help you see success in your efforts.

Inbound marketing is a great tool for attracting participants for clinical trial studies. Learn more by downloading our free e-book, Inbound Marketing for Clinical Research Studies.