Media increases effectiveness of direct-to-patient marketing approaches

MediciGlobalJun 5 2010

All too often, study sponsors provide research sites with an advertising budget to promote their clinical trial to patients, and yet the majority of research sites require support or guidance on where and when to invest these advertising dollars. This support comes from trained and experienced advertising professionals who are experts in knowing the best way to maximize advertising budgets, and optimize the return on advertising investment.

The world of advertising in patient recruitment is rapidly changing with a plethora of online and offline advertising opportunities. Today's media buying experts must have the depth of knowledge to strategically reach patients online, through social media advertising, eMarketing as well as traditional forms of media such as print, radio, television and outdoor. MediciGlobal is further expanding its team to include Jamie Michels to meet the growing needs of research sites, a rapidly changing advertising landscape and further optimize results.

Michels' experience in media planning, buying and placement includes healthcare as well as other industries; law, businesses, nonprofits and lifestyle related projects. In healthcare she recently raised awareness about pediatric cancer. For this project she garnered national coverage by expanding the awareness campaign through Penn State University's IFC/Panhellenic Dance Marathon (THON), to appear on Good Morning, America.  Her range and depth of experience to combine media with events, news and other marketing communications vehicles, has given Michels the skills necessary to increase the effectiveness of direct-to-patient marketing approaches.

"At MediciGlobal, we pride ourselves on having talent that delivers results for our clients; biopharmaceutical companies, CRO and study sites," said Liz Moench, President and CEO of MediciGlobal.  "Jamie brings a keen eye for advertising opportunities in a rapidly changing advertising environment."  

At MediciGlobal, Michels will collaborate with research sites and make recommendations based on audience demographic and audited media buying data on a market by market basis.

"I am excited to be a part of a global team," said Michels.  "There is a pressing need for highly targeted advertising in this niche business sector.  I look forward to supporting the important work of bringing clinical trial opportunities to patients and supporting MediciGlobal's clients."