Trust. This was the key word in recruiting for a study researching a meningitis vaccine for healthy infants, 6–12 weeks of age. We knew that parents would be hesitant to sign up their newborn infant and would need to clearly understand the study parameters. And so our tactics focused on education, as well as assisting sites with recruiting at their own practices.
We developed materials in both English and Spanish that educated parents about the study and encouraged participation. Our 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.
At a Glance