Touchstone Study Synopsis

Name of entrant: Praxis Communications
Name of client: Touchstone Study
Name of brand/medication (RX only, no OTC): Drug still in clinical testing, condition is ulcerative colitis
Name of ad campaign: Touchstone Study
Names and titles of the team responsible for its creation: David Buck, Creative Director; Kelly Gambino, Art Director; Matt Low, Copywriter
Medium of delivery: In-office at participating study sites in North America, Europe, and Asia Pacific
Target audience: Adults 18-65 and older who have been diagnosed with ulcerative colitis

Assignment:
As a patient recruitment company, we work with the world’s leading pharmaceutical and biotech companies to help recruit participants for clinical research trials. For this trial, we were responsible for developing the creative to help recruit 180 total patients with ulcerative colitis from around the world. Recruitment is planned across more than 80 international research sites.

Creative Approach:
Our primary task when creating materials for this campaign was to speak directly to this patient population in a way that made them feel like we truly understood the difficulties they experience on a daily basis with this condition. We also had to ensure that these materials could be translated into multiple languages. It was important that our creative message be shared in all countries without losing its meaning, and without having a negative cultural impact when translated. Because of the nature of this condition and the sensitivity required to speak to it without offending anyone or minimizing its effects on a person’s quality of life, we had to carefully select how we chose to portray the condition in our creative materials.

Ulcerative colitis (UC) is a condition that often makes it very difficult for those who have it to live an active and social lifestyle. The condition affects the lining of the large intestine, causing inflammation and frequent emptying of the colon. As the disease progresses, the colon tissue can be destroyed or severe infection can occur. Symptoms tend to come and go, and long periods of time can occur between flare-ups, although symptoms do eventually return. This unpredictability can make it difficult for people to handle tasks that most of us take for granted. It can lead to absences from work, or difficulty leaving the house, as the need to be near a bathroom is always on their mind.

Our creative message had to take this all into account in an understanding and respectful way, yet be strong enough to motivate people to take action. Our message, “To someone with UC this is victory,” is paired with the visual of a woman walking her dog in the woods — something that a person with UC likely would be unable to do during a flare-up. It shows an understanding that even a simple daily task, such as taking your dog for a walk, can be difficult or even impossible for someone with UC. Being able to do those tasks would be considered a victory over the controlling nature of this condition. This message gives people hope that a new medication may be able to help them participate in these daily tasks without having to constantly think about their condition. The earthy tones of the poster correspond with the theme of the outdoor image and are intended to have a calming effect. The name Touchstone is a strong name and positions this study as the go-to place for those with UC. Touchstone also contains the letters UC, which is easily tied into the logo as well.

Results:
This study is currently enrolling and results are not yet quantifiable, but we do know that this message has been positively received by our client, the medical community, and the international research sites where they’ve been used thus far. The research sites are enthusiastic about these materials and have requested additional items to help aid them in recruitment. These materials stand out from typical medical study recruitment materials and will continue to have a positive impact on individuals and on the recruitment for this study.

Radiance Study Synopsis

Name of entrant: Praxis Communications
Name of client: Radiance Study
Name of brand/medication (RX only, no OTC): Drug still in clinical testing, condition is relapsing multiple sclerosis
Name of ad campaign: Radiance Study
Names and titles of the team responsible for its creation: David Buck, Creative Director; Katie Hazel, Art Director; Pete Reiling, Copywriter
Medium of delivery: In-office at participating study sites in North America, Europe, Asia, and Africa, in addition to community and advocacy outreach
Target audience: Adults 18-55 who have been diagnosed with relapsing multiple sclerosis

Assignment:
As a patient recruitment company, we work with the world’s leading pharmaceutical and biotech companies to help recruit participants for clinical research trials. For this trial, the objective was to enroll approximately 1,400 qualified participants worldwide for a two-part clinical research study on the treatment of relapsing multiple sclerosis.

Creative Approach:
This campaign is unique in that we not only had to create materials that spoke to this patient population, but we also had to ensure that these materials could be translated into more than 17 different languages. It was important that our creative message be shared in all countries without losing its meaning or having a negative cultural impact when translated. Additionally, all materials needed to be fleshed out across two separate studies but remain under the same brand.

Multiple sclerosis (MS) is a condition that has a disabling impact on many people and often varies significantly from person to person. The nature of the condition tends to be unpredictable, and relapses can occur at any time, often without warning. These relapses can last days or even months, and the severity can be different for everybody. Symptoms may be mild, such as numbness in the limbs – or severe, such as paralysis or loss of vision – and there currently is no cure.

Our creative message had to take this all into account in an understanding and respectful way, yet be strong enough to motivate people to take action. Our message, “Life is about so much more than Multiple Sclerosis,” speaks to all facets of a person’s life in general, and allows this message to take on meaning for anyone that reads it. Multiple smiles, multiple adventures, multiple celebrations – these are things that every person at some point experiences. For those with MS, these milestones can often be impacted by their disease. The message we created gives them hope that a new medication may improve the quality of their lives and reduce the condition’s impact. And the repetition of “multiple” helps with condition recognition. Orange is used throughout all materials, as it is the official color of the National MS Society. The name Radiance evokes a sense of power, while adding hope and light to a difficult condition. The organic stroke of the logo gives life and energy to the mark, and the unpredictable nature is also similar to the condition.

Results:
This study is currently enrolling and results are not yet quantifiable. Nevertheless, we do know that this message has been positively received by our client, the medical community, and the research sites across the world which have used the materials thus far. Research sites enthusiastically agree that by using these materials, they will be able to help find those interested in participating in the trial. These materials stand out from the typical posters or brochures that would be seen in a doctor’s office, and for that reason, they will continue to draw attention and awareness to this study.

Pioneer HS Study Synopsis

Name of entrant: Praxis Communications
Name of client: Pioneer HS Study
Name of brand/medication (RX only, no OTC): Drug still in clinical testing, condition is hidradenitis suppurativa
Name of ad campaign: Pioneer HS Study
Names and titles of the team responsible for its creation: David Buck, Creative Director; Kelly Gambino, Art Director; Matt Low, Copywriter
Medium of delivery: In-office at participating study sites in North America and Australia, online advertising (search engine, banner ads), digital community outreach, physician outreach
Target audience: Adults 18 and over who have been diagnosed with hidradenitis suppurativa

Assignment:
As a patient recruitment company, we work with the world’s leading pharmaceutical and biotech companies to help recruit participants for clinical research trials. For this trial, we were responsible for developing the creative to help recruit 300 high-quality patients with hidradenitis suppurativa.

Creative Approach:
To provide an effective recruitment program, Praxis began by building a demographic profile of a patient most likely to qualify for the study. It was important to understand not only the physical pain of hidradenitis suppurativa, but the emotional challenges as well. Hidradenitis suppurativa (HS) develops in the skin around oil glands and hair follicles, primarily on areas of the body where there is skin-to-skin contact (armpits, groin, breasts). The area can become infected and inflamed, resulting in painful lesions and leaking sores. Knowing there is no cure can leave people with HS feeling hopeless. Due to the painful, unsightly nature of this disease, HS patients may feel depressed or anxious about their symptoms. To capture patients’ attention, and resonate with them on both a physical and emotional level, we used a striking illustration of a voodoo-type doll. The pinpoints on the doll indicated areas on the body where HS symptoms may occur. The headline – “Those with HS wouldn’t wish it on anyone.” – related to both the physical and emotional pain that sufferers of HS go through every day.

Results:
The creative was well-received by both the sponsor and the participating sites. They appreciated our understanding of the patient population and even used the image of the voodoo doll as a mascot for the study with internal stakeholders. During the three-month recruitment period, the campaign generated more than 5,000 unique website visitors. Ultimately, we were able to assist the sponsor in fulfilling enrollment goals one month early.
Kinect 2 Study Synopsis
Name of entrant: Praxis Communications
Name of client: Kinect 2 Study
Name of brand/medication (RX only, no OTC): Drug still in clinical testing, condition is tardive dyskinesia
Name of ad campaign: Kinect 2 Study
Names and titles of the team responsible for its creation: David Buck, Creative Director; Lillian Selby, Art Director; Liz Mattingly, Copywriter
Medium of delivery: In-office at participating study sites, online advertising (Search engine advertising, WebMD sponsorship), print advertising, community and advocacy outreach
Target audience: Adults 30 years old and older who serve as caregivers of individuals with schizophrenia, schizoaffective disorder, bipolar disorder, or a gastrointestinal disorder, as well as adults with schizophrenia, schizoaffective disorder, bipolar disorder, or a gastrointestinal disorder

Assignment :
As a patient recruitment company, we work with the world’s leading pharmaceutical and biotech companies to help recruit participants for clinical research trials. For this trial, the goal was to enroll 90 qualified participants for a clinical research study on the treatment of tardive dyskinesia in subjects with schizophrenia, schizoaffective disorder, bipolar disorder, or a gastrointestinal disorder within a 24-week period.

Creative rationale:
When approaching this campaign, we knew that we had to start by wrapping our heads around the many layers of the desired message. Not only did we need to flag the symptoms of tardive dyskinesia (TD), but we also had to target individuals with schizophrenia, schizoaffective disorder, bipolar disorder, or a gastrointestinal disorder and incorporate the pivotal role that caregivers play in the lives of potential study participants. Taking the time to truly understand the condition – who it affects and how it impacts their lives –was paramount to developing a successful campaign. We needed to communicate our message to the target audience in a succinct, powerful way. What we learned is that TD is characterized by sudden, uncontrollable movements of voluntary muscle groups, including the mouth, tongue, jaw, cheeks, and in some cases limbs, and is often caused by long-term use of drugs prescribed for psychiatric disorders. Therefore, not only has our target audience been struggling to control the effects of the condition on their mind, they are also now losing control of their body.

To communicate this visually in an interesting and respectful way, our creative team explored the idea of using a marionette as the campaign’s hero image. Marionettes are recognizable, almost iconic, objects known for having their movements controlled by an outside force. We knew that an image illustrating involuntary movements was something that our target audience would certainly relate to. To make the marionette visually unique, we turned to a specific art style rather than stock or original photography. This allowed us to create an unexpected and disarming image different from anything else in the market. It also gave the marionette a more ambiguous tone, as it was difficult to clearly identify its specific age, race, and gender. In addition to the art style, we also chose a color palette that would stand out in a doctor’s office. The final campaign resonated with those who have TD, as well as those who care for someone who has the condition.

Results:
The creative was well-received by both the sponsor and the participating sites. They appreciated our understanding of the patient population, which was demonstrated by how well the materials spoke to those patients. During the recruitment period, the campaign generated more than 43,000 unique website visitors. Ultimately, we were able to assist the sponsor in fulfilling enrollment goals.