One More Way to Leverage Native Advertising: Recruiting for Pregnancy Research

Modern medicine is a study in contrasts, especially when it comes to pregnancy and childbirth. Thanks to technology we can now do incredibly advanced things like create embryos outside the uterus and study fetal brains, yet we’re still in the beginning stages when it comes to understanding and developing effective treatment for some common pregnancy-related conditions. That’s in part because of how challenging it is for researchers to find pregnant women who are willing and able to participate in their clinical studies.

For many years research staff have actually gone to the physical locations where they know they can find pregnant women to recruit for their studies, including OB-GYN office waiting rooms. But this and other time-honored recruiting strategies like putting up flyers are incredibly time-consuming, inefficient, and expensive (staff salaries have to get paid, even when studies aren’t yet up and running). For studies with a time stamp (that is, those that require the subjects to be in the same stage of pregnancy), these strategies don’t work at all.

That was the case at the University of Iowa, where Michael O’Hara and his colleague from the University of Illinois, Jenna Duffecy, were launching a group-based intervention to study one of those pregnancy-related conditions that are still not well understood, postpartum depression. They reached out to Ovia Health to go beyond physical locations and quickly connect with pregnant women where they now spend most of their time–on their mobile phones.

The Ovia Insights team worked with the researchers to use our Ovia pregnancy app as a platform for digital recruiting. The results were astounding! With just two native ads, Michael and Jenna received over 3,000 responses from pregnant women meeting their study criteria, and they quickly enrolled 210 in their study.

Interested in learning more about how you can leverage native mobile advertising for clinical trial recruitment?

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