Campaign Strategy

Campaign strategy overview

The flow of individuals to your Trial Site for online campaigns is similar to traditional campaigns:

• Individuals become aware of a new study through online advertising, mail-outs, etc.
• Individuals are directed to the trial information page where they learn more about the trial
• On this page they also find your Trial Site’s contact information and they get in touch
• Your site then follows up with those individuals and starts the informed consent process

Each piece of content associated with the campaign has a different purpose:

• Adverts – The goal is to get individuals on the trial information page
• Information page – Provide general information about the study and a method of contact
• Direct contact – To provide specific information, answer questions, and schedule visits

Activity: Planning it out

Here we’ve broken down campaign activities into three main categories:

• The planning stage is the first and most crucial component of any campaign, as it will inform and guide you through the entire campaign. You will prepare and produce the necessary material.
• The confirmation stage is when the material you produced gets reviewed by the relevant parties, and then the campaign is launched.
• The monitoring stage deals with activities and tasks that can only be performed after the campaign is live.

The rest of the lessons and topics in this course will roughly follow this structure. You can download a process planner from the course materials section with the three stages – use this to brainstorm what tasks will go into which section, and in what order. You can also download a role delegation log which has some sample setup steps and columns for who will be responsible.