COVID Vaccine Trial Recruitment Campaign
By developing and leading the Houston Fights COVID campaign DDM quickly ramped up efforts during a global pandemic for two major Houston clinics selected for COVID vaccine trials. Houston Fights COVID is a public campaign involving the Texas Center for Drug Development in Houston and DM Clinical in Tomball. Additionally, Cy-Fair Clinical Research Center was later added to the campaign for teen vaccine trials.
The firm led the formation and execution of the campaign including strategic oversight of key messaging directives, creative development, logo branding, website launch, campaign materials, community outreach, development of social media channels, digital content, scripting and production of PSA’s and video components, oversight of paid media campaigns (TV, radio, print, and digital), and multiple earned media blitzes including press releases and individual networking with journalists that have earned the campaign more than a million dollars in free air time through news story placements. Due to the rapidly changing nature of the COVID vaccine trials the firm has also analyzed data and adjusted strategy accordingly in an unprecedented time.
Exceeding campaign goals
The firm has also overseen CRM messaging to keep participants and those who have applied to be screened for trials abreast of the latest information during the process. The initiatives have generated much success leading to the recruitment of more than 25,000 people from the greater Houston area applying to be screened for the vaccine trial process. Additionally, the earned media campaign has been a huge success generating more than $1 million in free air time based on Nielsen ratings points and current DMA ad rates.