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Case studies
Case Study 2
Having identified the catchment zone of an investigator site, the cost-effectiveness of available communication methods can be assessed and the optimum channel selected to reach target patient populations. In the example below, local newspapers were selected with the distribution coverage shown on the left. This determined the number of potential participants that could be reached.
The map on the right above demonstrates the whereabouts of responders to the advertising campaign. This allows the effectiveness of the selected media to be compared with alternatives, enables demand forecasting at the investigator site for ongoing campaigns, and calibrates the effectiveness of local newspaper advertising that can be used to estimate response at new investigator sites. The graphic below demonstrates how the efficiency of response handling can be significantly improved by the use of an Internet site to provide initial information to potential patients and utilise part self-selection to great advantage for all parties concerned.
For many conditions, doctors are only aware of the frequency, duration and impact of the disorder through the recorded experiences of their patients. Patients are also able to answer simple questions regarding, for example, their age, sex and location that act as self-selection criteria. By using the additional resource of a study-focussed Internet selection site, wasted professional call centre staff time was reduced and the number of patients referred to site was increased from 1 in 5 to every other person.
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