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Johns Hopkins Institute for Clinical & Translational Research OFFICE OF RECRUITMENT AND RETENTION. Cheryl Dennison Key Features of a Recruitment Plan. Lessons from Marketing. October 16, 2009. - PowerPoint PPT PresentationTRANSCRIPT
Johns Hopkins Institute for Clinical & Translational Research
OFFICE OF RECRUITMENT AND RETENTION
Cheryl DennisonKey Features of a Recruitment Plan. Lessons from Marketing.October 16, 2009
“…the majority (nearly 80%) of clinical trials conducted in the US must extend enrollment by at least one month beyond the study completion period.”
Getz, K. “Meeting and Extending Enrollment Deadlines.” PAREXEL Pharmaceutical R&D Statistical Sourcebook 2000. p. 104.
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Key Features of Recruitment Process. Lessons from Marketing.
I. BuildingI. Buildingbrand valuesbrand values
II. Product and
market planning
III. III. Making Making the salethe sale
IV. IV. Maintaining Maintaining engagementengagement
Developing brand value
Gaininglegitimacy/prestige
SignalingworthinessProviding simple, complete processes
Devising strategies for overcoming resistance
Adopting an explicit marketing plan
Achieving buy-in
Delivering amultiaudience,multilevel message
Engaging activesponsors, champions & change agents
Facilitatingstandard operating procedures
Providing frequent positive reinforcement
Ensuring positive moments of truth
Campbell et al. Health Technology Assessment 2007; Vol. 11: No. 48.The Office of Recruitment and Retention Lunch Lecture Series
October 16, 2009
5 Stages in “Marketing” a Trial
•Set-upSet-up•Gaining Gaining prestigeprestige•Building Building robust robust systemssystems
•Market Market planningplanning•SegmentiSegmenting marketsng markets•Devising Devising marketing marketing storystory
•SignalingSignaling•ConveyinConveying g messagemessage•Enrolling Enrolling patrons patrons and and sponsorssponsors
•LearningLearning•DevelopinDeveloping market g market knowledgeknowledge•RedirectiRedirecting ng strategystrategy
•ReinforcinReinforcingg•MaintaininMaintaining and g and renewing renewing commitmencommitmentt
Campbell et al. Health Technology Assessment 2007; Vol. 11: No. 48.The Office of Recruitment and Retention Lunch Lecture Series
October 16, 2009
Where to Start????
•Critically review protocol with emphasis on enrollment criteria / participant burden
• Identify possible sources of participants and strategies to engage them
•Develop marketing message(s) / plan
•Develop outreach plan
•Prepare materials
•Recruit and train staff
•Plan to evaluate plan
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Reviewing the Study Design / Protocol•Length of Study
▫What is the minimum duration necessary to see an effect?
•Choice of Control Group
▫Use of placebo typically increases difficulty
•Number and Type of Tests Performed
▫Blood draws
▫Procedures [colonoscopy, pelvic exam, x-ray, biopsies, surgery]
▫Medication withdrawalThe Office of Recruitment and Retention Lunch Lecture Series
October 16, 2009
Sampling
Target Population Accessible
Population
Study Samples
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Ideal Accessible Population
•High risk for disease
•Candidates for treatment
•Representative of target population
•Ethical considerations
•Feasibility considerations
▫recruitment
▫follow-up
▫high quality data
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Enrollment Criteria
• Inclusion Criteria
▫Characteristics of accessible population
•Exclusion Criteria
▫Considerations related to: adherence
follow-up
safety
ethics
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Potential Nonadherence Indicators At Enrollment
• Concerns about randomization• Expectation for specific treatment• Concerns about medication side effects• Concerns about study task demands• No-show or rescheduled assessment
appointments• Scored positive on blood alcohol concentration
(BAC) on breath analyzer test at baseline interviews
• Problems with detoxification• Unexpected social, occupational or health event
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Developing a Recruitment Plan
• Know your resources (human/financial)
• Estimate # / month needed to achieve recruitment goal
▫ Information needed Start and stop dates, e.g., 12 months
Sample size, e.g., 240
Yield from initial screening visit, e.g., 10%
Number of screening visits, 2,400 = 240/.1
Number of screening visits per month, 200=2,400/12
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Developing a Recruitment Plan Establish “brand” for study Use multifaceted “marketing” approach Select acronym and logo for easy id
Good Acronym (e.g., HERS, COACH) Bad Acronym (e.g., ORP, BIRP) Prepare key informational materials Brochures, fact sheets, posters, pocket
reference cards, video, podcast, stories, advertisements
Prepare or purchase other promotional materials
Pens, bags, coffee mugs, memory sticks, ….
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Developing Recruitment Materials
Make materials appealing Large fonts, interesting graphics, eye-
catching message Items to include
Major inclusion and exclusion criteria Potential benefits and incentives Contact information
Educate and engage potential referrers JHMIRB guidance
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Five Levels Of Potential Participant’s Commitment
1. Uninformed (inform and persuade with targeted stories)
2. Unconvinced (address concerns point-by-point; get to yes)
3. Laggards (enroll, cajole, facilitate and target)
4. Steady performers (reward, renew, upgrade and recognize)
5. Stars (honor, learn from, exploit and nourish)
Campbell et al. Health Technology Assessment 2007; Vol. 11: No. 48.
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Ongoing Recruitment Activities
•Track and evaluate progress
•Drop and add new strategies based on performance
•Maintain rapport with referring physicians
▫Avoid perception that you are competing for patients
▫Refer participants back for medical care
▫Report abnormal findings and medical issues to primary care doctors
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Tracking Recruitment
•Record activity (contacts, visits)
•Track the process in detail by
▫recruitment source or strategy, if possible
▫recruiter or staff person
▫time to return calls
•Use flexible database software (e.g., Access)
•Use reports routinely to guide decisions and allocate resources
•Review progress frequently
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Measuring Success •Recruiting method
▫# calls in / out
▫# appointments scheduled
▫# eligible
▫# enrolled
▫# trial completers
•If possible, estimate:▫Total costs of the method
▫Cost per enrolled participant
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Office of Recruitment & Retention, 10/16/2009
Staff Recruitment and Training• Planning
▫Budget adequately for personnel and training
• Hiring
▫Focus on interpersonal skills (phone, in-person)
Customer service
▫Strive for diversity (race-ethnicity, gender)
• Training
▫Study disorder and its implications
▫Trial marketing message(s)
▫Recruiting goals, procedures, and regulationsThe Office of Recruitment and Retention Lunch Lecture Series
October 16, 2009
Staff Retention
•Motivate
▫Set personal recruitment goals
▫Acknowledge challenges and interim progress
▫Check in formally (e.g., staff meetings) as well as informally (e.g., view from the trenches)
•Celebrate
▫Interim goals and end of recruitment
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Advertising Your Study at Hopkins• Hopkins Ink
▫ Kara Yeager, editor, 5-1396▫ [email protected]▫ Deadline is noon on Thursdays▫ Like electronic submissions▫ http://www.insidehopkinsmedicine.org/hopkins_ink/
• The JHU Gazette▫ 443-287-9900, [email protected]▫ Free listing in notices▫ Deadline is noon on Mondays, 1 week prior to publication date▫ www.jhu.edu/~gazette
• Digital TV ads▫ Melissa Schmelick, Content Manager, 4-6610▫ Broadcasts your message on plasma TVs across the university▫ $50/month▫ Runs for 15 seconds each cycle
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Marketing Your Study
Kathy SmithDirector Market [email protected]
(please state that you have been referred by the ORR)
Office of Recruitment & Retention, 10/16/2009
The Office of Recruitment and Retention Lunch Lecture SeriesOctober 16, 2009
Office of Recruitment & Retention (ORR)
•ORR Consult Service (ORRCS):▫ Expert guidance to assist PI’s and Study
Coordinators with: Developing recruitment & retention plan Troubleshooting plan that is not working Boosting recruiting & retention rates
▫ Contact us through ICTR Connection Request system at: http://ictr.johnshopkins.edu/connection
▫ Select ORRCS to complete the form, which will be forwarded to us immediately The Office of Recruitment and Retention Lunch Lecture Series
October 16, 2009
Office of Recruitment & Retention (ORR)
•Contact Us:
▫ http://ictr.johnshopkins.edu/ORR
▫ 5-9872