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Last year, Clinilabs chose Dangerous Media as their "Go-To Agency" for advertising, direct marketing, print collateral, and web-based marketing services.

Our first task was to give Clinilabs a proper branding. Clinilabs has three distinct audiences they needed to communicate to: the medical professional (doctors and researchers), the pharmaceutical industry, and the patients of their sleep disorders treatment facility. Our primary goals across the media were to express professionalism, medical integrity, and a sense of being established. The visual design of the corporate website (seen right) was the spearhead for what has become a far reaching marketing campaign utilizing print ads, direct mail, online banners, and keyword/text advertising to broadcast that message.

In addition to handling online marketing strategy and execution for Clinilabs, Dangerous Media also developed a proprietary online processing system that allows Clinilabs to recruit potential candidates for clinical trials using an online screening process.

Armed with Dangerous Media, Clinilabs now has a whole new set of marketing tools to help facilitate growth in their medical services business.

Recruiting for Clinical Trials
Dangerous Media has developed a proprietary online recruiting system that allows Clinilabs to recruit potential candidates for clinical trials through an online process.

www.Clinilabs.net
Users arrive on a "gateway page" for a specific study, which requires them to confirm their intentions. They are then presented with a series of questions that screen out candidates based on various health-related questions.

The screened candidates that pass through successfully are then told to await an email confirmation. For each submission, Clinilabs staff receives an email with the candidate's name, their email, and the best time for them to be called. The results of this online process yields a highly qualified group of candidates for Clinilabs' recruiting staff.

Using this proprietary system combined with ad-tracking, Dangerous Media was able to analyze their marketing efforts, improve advertising effectiveness, and increase the flow of candidates to particular studies for clinical trials.

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Banner Ads
Banner ads were placed on regional websites such as VillageVoice.com, TimeOutNY.com, and DailyNews.com in order to drive traffic of local residents to the Clinilabs Recruiting Website, and to the Gateway Page of a Study-specific Questionnaire.

Ad creative was aimed at particular demographics reflecting the lab's experience with the most successful type of clinical trial candidate. All ad creative had to adhere to an Internal Review Board's federally mandated specifications.

Click-through performance of these ads held within a range of .03% to 4% on various websites. After analysis of tracking data, successful sign-ups, and media placement costs, media strategy was adjusted to optimize the system for better efficiency.

Rich Media - Flash Ads
In order to drive extra traffic to specific studies, Rich Media Banners (Flash animated) were placed on various sites to boost flow. Click-through performance of these Rich Media ads rose to an average of 5% to 12%.

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Transit Ads
Clinilabs needed to boost sign-ups in an important Phase 1 Clinical Trial that required Healthy, Normal-Sleepers to commit to a long-term process in order to qualify. Transit Ads were created to place on New York City's Buses over a 2 month period.

Dangerous Media's strategy was to directly confront the issues that prevent most "healthy" people from entering clinical trials (being a human Guinea Pig) with honesty and humor.

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Direct Mail
Dangerous Media orchestrated the design, printing, and mailing list management of number of Direct Mailings that Clinilabs embarked on in order to target difficult to reach demographics.

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Print Ads
Dangerous Media designed a broad print campaign with placements across most of the New York City newspapers.

Traffic to the website increased as a result of the increased awareness these branded ads created.

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Counter Cards
Clinilabs implimented a program to place educational materials in doctors' offices throughout the tristate region, in order to drive referals from area physicians to Clinilabs.