Assignment:
Background: In 1855 the Children's Hospital of Philadelphia (CHOP) started as the first hospital targeted exclusively to children. Since it was founded CHOP has been a leader in breakthroughs for pediatric medicine and continues to lead the pack in creating more discoveries to improve the lives of children around the world. In order to continue finding breakthroughs in medicine it's essential for CHOP to conduct clinical trials.
It has become increasingly difficult to find enough volunteers to register for clinical trials. In an effort to increase awareness and the rate at which the public signs up for clinical trials new marketing strategies have been created. To find what works best to reach locals around the Philadelphia area phone interviews were initiated with parents in a high and low income class to find out their worries and whether or not they would be open to allowing their child to be a part of trials. This allowed us to figure out what the primary motivation for each of these groups is to participate in the trials. After conducting interviews common themes were gathered from the phone interview and a banner ad was created using Google Adwords. Google Adwords allows users to see statistics based on clicks and views in order to see what was the most successful marketing campaign.
Phase 1
• States the goal of the phase and why the methodology is best way to achieve that goal
o Goals of conducting the interviews and why we did them
• Provides enough description of what was done so that the research can be replicated
o Look over interview, Talk about the each step of them, the questions that were asked, etc. (Remember when we created the funnel with the question topics; explain that here).
• Gives detailed results
o Talk about the results of all twelve interviews. What were the end findings?
• Provides evidence (in the data) for each result
o Graphs, Tables, and Charts.
Phase 2
• States the goal of the phase and why the methodology is best way to achieve that goal
o Goal of the AB test and what we were trying to accomplish
o What method did we use?
AB test Platform
AB test design (banner ads)
• Provides enough description of what was done so that the research can be replicated
o Talk about how we used interview data to come up with the messaging
o These sections are to include everything that we did leading up to the running of the AB test
• Gives detailed results
o What were the results for the 4 categories (which performed better, which hit the bench mark, etc.)
• Provides evidence (in the data) for each result
o Graphs, Tables, and Charts.
During phase 1, we conducted interviews to determine what approaches parents are most responsive to. Each ground had two interviews with two different income levels of families. One family has a higher income that's above $50,000, and the other family has a lower income that's below $50,000. For our class, he had 12 different families, ranging from their 20's to 50's, 9 people are married 2 single mothers and 1 widowed. Each family has at least 1 child or up to three children. There are three different social media outlets that are most commonly used by these parents:facebook, LinkedIn and Instagram. Out of the 12 participants, 10 people said yes, they are willing to participate in trial, and 2 said no, they are not willing to participate.
First, we asked some background information about the parents, such as: the age, job, income level, how many kids, etc. And then we start asking them about their child's health condition. For example: "what would you consider to be your kids' overall health" or "how do you evaluate your kid's healthy level." We dig every information relates to their kids health. After we understand their kids' health condition, either good or bad, we ask them about their solution relates that issue. For instance: "what kind of source do you use to address that problem." Then we ask about their attitude toward medical trial, for example: "do you consider yourself a frequency social media user? After we get their answer to the medical trials, we keep asking why they answer that. And this leads us to the next part: obstacles or benefits. This is about the fear they concern or the benefits they can get by join the medical trial. A good example can be"if you are invited to a medical trial, will you be open to it?" Different answers lead us to medical trail's obstacles or benefits. Finally, we would introduce CHOP project to them and ask their feeling after hearing about CHOP. And we also ask them if they get a chance to help CHOP's medical study, if they would like to do that.