Is branding your clinical trial a must?
Dawn Gadless
VP emagineHealth-Digital Agency for Healthcare & Life Sciences [email protected]
Considering the time and cost to develop a drug, you can't afford to NOT brand your clinical trial.
Far too many clinical trials don't meet recruitment goals - leading to delays, termination, or inability to draw conclusions due to loss of statistical significance. One study found that 19% of registered trials that terminated either failed to meet accrual goals or were terminated early due to insufficient accrual.
More than a name
Sure, the most obvious low-hanging fruit in branding a trial is naming. "Clinical Trial LTC-k192" doesn't exactly exude emotion or resonate with a non-scientific audience. And the naming process itself should be thorough. From a social listening process to help determine audience perceptions/thoughts/emotions, to creative naming to generate interest and global name vetting/research.
But successfully branding a trial goes far beyond a name and logo. A website that engages, resonates with patients, caregivers and physicians is essential. You need perfectly crafted content that balances the scientific with the patient-friendly (while navigating the regulatory restrictions regarding potential outcomes.)The economics are practically a no-brainer
You don't need us to tell you - you'll have invested 10's or 100's of millions (or over a billion) dollars to get to the point of your Phase 2 or 3 trials. Studies show that 7 out of 100 patients identified/available for a given clinical trial actually complete the trial.
To invest an additional $50k-$200k to significantly impact the perception, interest, engagement and retention in your clinical trial would seem to be undebatable.
emagine can custom-tailor a complete Branding/Marketing "package" for your clinical trial, including: Naming, Branding (logo, styles, etc.), Messaging and Positioning, Website Development, Copywriting, Video Production, e-mail Marketing/CRM integration, Long-form content development, Search Engine Optimization, Paid Digital Media, Social Media Strategy and Management
20+ Life Science Product Launches, Hiker of Tall Mountains, and Lover of Wine
5 年This is a great perspective Dawn?and something often overlooked. ?I have been a part of well over 20 product launches in my career and the clinical trial naming conventions leave a lot to be desired. It makes it challenging internally for people to remember, and even more challenging for the external partners you are communicating with.