THE CHALLENGE
Patients with decompensated cirrhosis face a devastating reality: their liver function deteriorates unpredictably, often leading to life-threatening complications like hepatic encephalopathy that require emergency hospitalization. Bausch Health had developed an investigational drug that could potentially delay these crisis episodes, but they faced the clinical trial recruitment nightmare – how do you reach vulnerable patients dealing with a complex, frightening disease and convince them that participating in research could offer hope?
THE SOLUTION
We transformed a complex medical study into a beacon of hope for cirrhosis patients and their families. Rather than focusing on technical trial requirements, we created a comprehensive brand identity and recruitment strategy that spoke directly to patients’ fears and aspirations. Our materials didn’t just explain what the Red-C Studies were – they showed patients how participation could mean fewer hospitalizations, more time with family, and a chance to help others facing the same devastating diagnosis. Through empathetic messaging and clear educational content, we empowered patients to make informed decisions about their care while accelerating enrollment for two global studies. The result: a marketing campaign that treated patients as partners in breakthrough research, not just study subjects.
