Media-Based Recruitment Programs—Female Sexual Arousal Disorder (FSAD)

HCG-led focus groups determined that a woman’s comfort level discussing sexual issues increased when she believed that her symptoms had a medical origin and were not just “in her head.” HCG also discovered that women would be more likely to respond to advertising if they could identify with women of their own age and socioeconomic status. As a result, HCG developed three separate television ads, each targeting a different demographic.

Faces showcases women of all ages, ethnicities and life experiences to send the message: You are not alone. Mature Faces features only post-menopausal women based on the Faces script. Someone You Know uses women in everyday life situations to say: You know someone with sexual dysfunction. 1. Faces 2. Mature Faces 3. Someone You Know Download Quicktime

Media markets are the basic building block of any recruitment campaign using advertising. They define the reach of your message in relation to site location. When sites align with the geographic reach of the market, advertising becomes more efficient. 1. Map of FSAD Top Markets

The study brochure for this campaign served a dual purpose: it offered Investigators a tool to directly promote the study to patients, and—when mailed to women who pre-qualified for the study at the call center—it provided reassurance about their decision to seek treatment. 1. FSAD_Brochure

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