THE CHALLENGE
Bladder cancer patients facing muscle-invasive disease were running out of options, with half ultimately developing devastating metastases that drastically shortened their lives. While Janssen had developed TAR-200, a revolutionary intravesical drug delivery system that could potentially transform treatment outcomes, they faced the clinical trial recruitment challenge: how do you reach bladder cancer patients who are desperate for hope while navigating four complex global studies with different eligibility criteria? The challenge was compounded by the need to ensure diverse representation across populations that have historically been underrepresented in cancer research.
THE SOLUTION
We created the SunRISe Studies brand identity as a beacon of hope and inclusivity for bladder cancer patients worldwide. Rather than focusing on complex medical terminology, we crafted messaging that spoke directly to patients’ fears and aspirations – the hope for more time with family, the chance to beat a devastating diagnosis, and the opportunity to help others facing the same battle. Our comprehensive approach ensured that patients from all backgrounds could see themselves in the studies, with culturally sensitive materials and accessible information that guided them through their clinical trial journey. The result: a global recruitment strategy that not only filled the studies but also established a new standard for inclusive cancer research that truly represents the diverse populations affected by bladder cancer.