Situation.
Trust. This was the keyword in recruiting for a program researching a meningitis vaccine for healthy infants, 6–12 weeks of age. Market research told us that parents would be hesitant to sign up their newborn infant and needed to clearly understand the study parameters. And so our key tactics focused on parent education, as well as assisting sites to recruit from their own practices.
Results.
We developed a brand name and logo for the study, along with an information packet. These materials (provided in both English and Spanish) educated parents about the study and encouraged participation. The PR campaign delivered 22 news story opportunities and generated more than 261,000 impressions. The campaign was a success, with the safety cohort group exceeding the recruitment goal of 1,500 infants a full 27 days early.
