Revolution Media was hired by JMAC to strategize media support to bring in participants for a national clinical trial of women with uterine fibroids. Due to the depth of the screening process, they expected to need at least 18,000 callers to qualify 800 participants for 75 trial sites across the U.S., a conversion rate of less than 5%.
• Uterine fibroids is a highly sensitive and personal topic
• Candidates likely to be Hispanic, African American, and/or overweight
• Time requirements limited participants to those who do not have full-time, 9-5 jobs
This complex campaign covered 50 markets covering all 75 sites across the United States. Based on our analysis of potential participants’ media habits we launched direct-response radio and television spots during the day and overnight, using segmented creative by ethnicity. We employed attribution models and a unique toll-free number for each station to track effectiveness and continuously adjust where and when ads were placed to generate the most calls.
Our campaign substantially exceeded goals, driving nearly 24,000 calls and 7,000 leads and resulting in a 29% conversion rate. With daily monitoring and optimization throughout the campaign, the cost per call and cost per qualified lead were reduced by more than 40% from the previous phase.