Accelerating awareness and recruiting for the nation’s largest Precision Medicine Initiative
OVERVIEW
The NIH was kicking off a landmark study for President Obama’s Precision Medicine Initiative.
SLD was brought in to create a marketing and communications strategy for the 10 year campaign in an acting CMO/CDO role.
Over 27 partners were involved to recruit enrollees.
The goal was to recruit 1mm Americans of various backgrounds, ages, and locations.
SOLUTION
Using large data sets to determine population mixes of markets around the US, and 3rd party data sets that would allow us to target specific groups with messaging, we ensured recruitment of multiple demographics including underserved populations.
Marketing technology was the foundation of the campaign and SLD identified and negotiated 10 year vendor contracts for the NIH.
RESULTS
Online recruitment surpassed on the ground efforts. The online Cost Per Acquisition was 90% less than on the ground efforts.
The program continues to run and the initial strategy and technology for recruitment still in place.
“It’s exciting to be able to use new technology to assist with recruiting on such a herculean effort. Your knowledge of data privacy and how we could use these tools while respecting the HIPPA laws was a fundamental part of our early successes.”
- John Chaffins , Chief Experience Officer