Creating the Blog
We created a calendar of blog posts designed to reach potential candidates at three stages in the decision-making process:
- Awareness of the implant and clinical trials.
- Consideration to participate.
- Decision to call or go online to be screened.
The blog frequently utilized real patient success stories, along with BuzzFeed-style listicles to address common concerns and searches relative to the patient demographic. Information about the clinical trials was included in many of the posts, while others were purely informational with useful and interesting information about knee pain. All were optimized for SEO and many included a call to action (including link) to visit the clinical websites.
Each post was shared on the company's social channels, including Facebook, Twitter and LinkedIn, as well as a separate Knee Pain Trial Facebook page, to encourage engagement and further drive traffic to the company's website. Select posts were sponsored via the Knee Pain Trial Facebook page using interest, lifestyle and geotargeting in the markets where the clinical trials were underway.
Read the Blog.