Case Study - Sickle Cell Disease (SCD)

Key Takeaways

With the study underway, BBK Worldwide was hired to drive enrollment in an increasingly competitive marketplace — one in which it was important to move the target audience from a place of skepticism to a place of trust.

BBK was asked to leverage the client’s original patient brochure as creative inspiration for the development of a dynamic recruitment campaign for the United States. With strong messages of empowerment for diverse audiences, BBK created materials that patients with sickle cell disease would personally identify with and that would generate interest.

Challenges and Insights

Time was of the essence due to the unmet need for innovative treatments as well as a competing study seeking a similar patient population.

Building trust with a patient population that has historically felt neglected or ignored was critical for success. The “patient voice” needed to be authentic to overcome skepticism about clinical trial participation.

The outreach needed to resonate with diverse audiences within the sickle cell disease community, including Hispanic, South Asian, Southern European Caucasian and Middle Eastern audiences.

With multiple social media platforms to consider, BBK’s media experts needed to develop a dynamic media plan that could deliver results in a timely, predictable manner.

1,037 Number of highly qualified referrals generated in 12 months.
9% Percentage of referrals that consented to participate (112) in the study (which had an enrollment goal of 88 patients).
662 Referrals generated by Instagram, which was the most successful tactic, resonating strongly with women ages 25-34.