Our objective was to design a brand, plus patient-focused recruiting and retention materials for 11 countries. These materials would be used to recruit patients in doctor’s offices and once patients enrolled in the study, they would be using retention tools like appointment reminder cards, patient information cards that would help guide them through the trial requirements.
- The study needed to surpass a minimum recruitment number in order to launch and participants would have to be willing to complete the two-year trial period, checking in with the participating investigators and physicians on major milestones.
- Recruitment and retention materials would need to be translated and represent their respective country demographics.
- Make no promises about the outcome of the study.
The Strategy and Creative Solution:
Our strategy included creating a brand that visually related to the target audience.. We also wanted to use a color + font pairing that connects to the dominant demographic (women) without becoming overtly feminine.
Not only is the butterfly a sign that those with Lupus identify with, it’s also as symbol of rebirth and hope, so it was a natural choice for the logo mark.
Our messaging to target potential participants was all about empowerment – that their willingness to participate could lead to a greater understanding of the disease, and hopefully put clinical trial experts on the path to eventually finding the right pharmaceutical solution for those affected.
We wanted women to feel that they can be empowered to take charge of this disease and fight for a future without Lupus symptoms. We showed multi-generational women with their families or by themselves in all the target markets for this study.
While the trial is still on-going, the recruitment materials were successful in enrolling patients with Lupus in countries around the world.
Our client said, “I think the designs were clear and understandable. We used the materials in all countries, and I believe it’s helpful to have patients understand the reason for the trial and their responsibilities.”