Executive Summary

Velocity Austin, a clinical research organization, sought to attract more participants for their studies, aiming for greater diversity among participants. Through a comprehensive digital marketing campaign involving geofencing with retargeting, search engine marketing (SEM), streaming TV, and targeted emails in both English and Spanish, they experienced a significant influx of leads. The campaign's success was so substantial that the client remarked: "I can't keep up with the amount of web leads coming in since I started working with you guys."

"I can't keep up with the amount of web leads coming in since I started working with you guys."

Velocity Clinical Research Austin

Introduction

Velocity Austin conducts clinical research studies and is continually seeking participants to contribute to their important work. Recognizing the need to reach a broader and more diverse audience, they aimed to attract individuals from various backgrounds, including Spanish-speaking communities in the Austin area.

Solution

We developed a multifaceted digital marketing strategy tailored to Velocity Austin's goals:

• Geofencing + Retargeting: Targeted specific locations in Austin where potential participants were likely to visit. Retargeting increased ad frequency and maintained engagement even after individuals left the geofenced areas.
• Streaming TV Advertising: Implemented ads within a 20-mile radius around their location to reach a wider audience through popular streaming platforms.
• Search Engine Marketing (SEM): Executed campaigns covering all of Austin, focusing on the northern regions to capture individuals actively searching for clinical study opportunities.

Email Campaigns:

• English Emails: Sent two targeted emails highlighting the benefits of participating in clinical research.
• Spanish Email: Translated one of the English emails to reach Spanish-speaking individuals, resulting in a 22% open rate and contributing to increased diversity among participants.

Results

• Surge in Leads: The campaign led to an overwhelming number of web leads, with the client stating, "I can't keep up with the amount of web leads coming in since I started working with you guys."
• Increased Diversity: The successful Spanish email campaign attracted more diverse participants to their facility.

Conclusion

By implementing a comprehensive and inclusive digital marketing strategy, Velocity Austin significantly boosted participant recruitment for their clinical research studies. The targeted approach increased lead volume and enhanced participant diversity, enriching their research.