A three-year, four-protocol, pivotal study, requiring over 6,700 global participants, demanded the highest level of strategic planning, coordination, and precise execution to achieve on-time enrollment. With 336 sites in 34 countries, this was a large-scale effort.
To generate large-scale awareness and interest, BBK developed a robust centralized and localized advertising campaign that drove patients to sites in record numbers — boosting screening rates by over 50 percent and resulting in over 25,000 referrals in 30 months.
Motivating a population that may be reluctant to commit to clinical trial participation
Navigating country-specific advertising requirements while implementing a highly complex global advertising outreach strategy
Competing for patient and physician mindshare within a heavily crowded treatment landscape
Campaign elements included television, paid search, Facebook, streaming radio and gaming networks.
The three-year enrollment window allowed BBK to consistently optimize tactical outreach to meet the changing recruitment landscape — both as it pertained to available treatments and to the technological evolution and adoption of mobile devices by the majority of the population.
BBK anticipated and capitalized on the mobile revolution before competitors could react, optimizing outreach platforms that resulted in a 377% spike in website traffic and 14,879 new referrals over a 12-month period.
By stacking a number of highly targeted outreach tactics to maximize study exposure and engagement, BBK managed to increase total screening rates by over 50 percent.
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