Finalist
CMV Vaccine Campaign
Summary of work
Recruiting patients for clinical trials is challenging, 80% of trials fail to recruit on time. Delays cost millions of pounds in lost revenue. To successfully recruit using paid media, a targeted creative and media strategy is needed to ensure success, as typical industry benchmarks for online advertising don’t translate into sufficient ROI.
Despite being the #1 infectious cause of birth defects in the world, there is little awareness of cytomegalovirus (CMV). Moderna is taking a stand against CMV by conducting multiple trials on their investigational mRNA vaccine aiming to prevent CMV. Amidst a global pandemic, they came to us for patient recruitment support.
We developed a multi-phase campaign first to raise awareness of CMV in our target audience of women aged 16-40, then to drive study recruitment via our media campaign and recruitment website.
Reporting and optimisation throughout the recruitment funnel maximised efficiency by enabling strategic changes at the top, that have shown measurable success, outlined by ever-increasing enrollment rates. Through creativity, analysis, and sheer persistence the cost per patient continues to drop with each optimization.
Our campaign demonstrates that recruiting this audience using paid media can be successful, and our approach has been used in a variety of studies.
Judges’ comments
Spectrum Science has designed a well executed campaign that produced some strong results. The judges appreciated the team’s exploration of persona, along with the campaign’s effective examples of metrics. The panel acknowledged the team’s agile approach to project management and the interesting and innovative angle to driving clinical trial participation.
