|  National Institutes of Health (NIH) Clinical Center
When the NIH Clinical Center needed to increase the number of patients who participate in their clinical studies, they turned to Macro for help in developing a campaign. We created a four-pronged social marketing plan that included mobilizing physicians, reaching out to the community, building internal capacity, and developing an image campaign. Our plan focused on specific strategies for contacting hard-to-reach minority populations to educate them about the NIH Clinical Center (CC). Macro also supported the CC's Patient Recruitment and Referral Center. Finally, we included an evaluation plan as part of our campaign to measure awareness and patient response to the effort.
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