Praxis | Petal Study
The power of pain.
Client: Praxis Media: Digital, Direct Mail, Print, Social Media
The challenge.
Helping Praxis recruit women for a study on endometriosis wasn’t going to be easy. Only women who had tried several methods to treat this painful gynecological condition, including surgery, were eligible. So determining how to reach this narrower-than-usual segment of the population was as important as what we were going to say to them.
Our answer.
Research told us these women spent a lot of time online, so an email campaign and text ads driving them to a website was the right move. We also identified markets where there was a high incidence of our target and deployed radio in each. And all the while the message was clear – we understood these women were going through a lot of pain and we were offering possible hope.
The results.
The campaign, used by 75 sites across the country, proved to be an enormous success with the enrollment goal reached a staggering 378 days early. And the sponsor? They enjoyed millions in ROI, and decided to create two more programs based on this one.
The work.
Client profile.
Praxis has been helping the world’s leading pharmaceutical companies find patients for clinical trials since 2001.
A word from our sponsor.
We knew this campaign was going to work when we watched our target audience cringe after seeing the poster because the barbed wire was exactly how they felt from their endometriosis. Plus, it shaved more than a year off the recruitment.
Malissa Bowman, Praxis Sr. Patient Recruitment Coordinator