US-based patient recruitment specialist BBK Worldwide is launching a new suite of advertising tools for mobile applications, to create recruitment opportunities through video, radio and banner mobile-advertising networks.

The in-app tools are designed to complement BBK’s existing suite of mobile products and services, which can be integrated into patient recruitment and retention initiatives, while enhancing campaign effectiveness and return on investment.

Mobile advertising offers a number of potential benefits to clinical-trial sponsors, said BBK media strategist Lucas Garmon.

“Not only does it open doors to untapped audiences of smartphone and tablet users, but it’s very effective when combined with desktop advertising,” Garmon commented. Moreover, the cost per referral is “very attractive”.

Don’t lose out

Trial sponsors need to integrate mobile technology if they do not want to risk losing out on potential audiences, BBK insists. 

According to an April 2012 survey by the Pew Internet & American Life Project, 31% of mobile internet users mostly go online using their cell phone, rather than using some other device such as a desktop or laptop computer.

“Across several campaigns, we’re seeing a tremendous upswing in mobile penetration,” Garmon noted. That includes one campaign where that 48% of traffic to the study site is coming from mobile website optimisation.

Companies that lack a mobile-friendly website drive around 61% of their mobile traffic to competitors, added BBK principal and creative director Matthew Stumm.

“This is an alarming statistic,” he said. “If you are weighing the costs to develop a mobile arm to your patient recruitment campaign, it’s important to weigh the risks associated with not having one as well.”