Broken trampolines, dodging trains, and a guy lighting himself on fire.
The folks at Praxis – the patient recruitment specialists – are pretty good at their jobs. How good? Well, they’ve done a little digging and discovered an interesting fact – 86% of pharmaceutical studies not conducted by Praxis fail to fill on time. That’s a pretty staggering number. It’s even more alarming when you consider that the average cost of getting a new drug approved is about $1 million a day.
This fact – that not using Praxis is almost a guaranteed failure – became the basis for our current branding campaign for the company. And what better way to drive home this point than showing people engaging in risky – sometimes even borderline insane – behavior?
So we started with a simple direct mail poster featuring a woman heedlessly watching television in a sudsy bathtub. Pretty risky, huh? From there, our minds started spinning as we thought of all the wacky situations we could put in front of our audience to let them know just how careless they were being. We figured only a website would be big enough to house them all.
And so, the Praxis Risk Files were born. Updated daily with content from YouTube, we’re featuring the risky, the moronic, and the borderline insane. And the great thing about YouTube is that there’s no shortage of videos documenting dumb human behavior. From sports injuries to people falling into cakes, if you can think of it, it’s on YouTube.
Along with the traditional direct mail posters and a few industry print ads, we’re also using social media to drive people to our site. Praxis’ Facebook and Twitter are updated regularly with teases to new videos. We even created a Praxis Risk Files YouTube Channel where all the videos can be found, as well.
While the whole effort is still in its infancy, we’re already seeing a bit of a regular following. But one thing’s for certain. To rely solely on traditional media to get your message out there in this day and age – even a message as powerful as Praxis’ – would be the biggest risk of all.
Tagged with bathtub, Bear, Praxis