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Janssen Pharmaceuticals | Marketing Case Study | Stark Raving Boston

Janssen

Making a Revolutionary Bladder Cancer Treatment Accessible to Diverse Patients Worldwide

Janssen

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.

KEY OUTCOMES

  • Saved 4% of their total SaaS spend in the first 3 months, and 16% in the first year working with Zylo
  • Revealed 30% overspend in budget
  • Saved 10 hours per week, allowing more focus on strategic work
  • 75 contracts negotiated by Zylo in year one
  • Reduced number of applications by 10% while experiencing rapid growth
Clinical trial for bladder cancer patient recruitment branding
Clinical trial for bladder cancer patient recruitment branding
Clinical trial for bladder cancer patient recruitment brand development

Operationalizing the creative process to successfully deliver a large-scale clinical study.

To guarantee prompt and precise delivery of patient and site-facing materials, the extensive scope and scale of this project required thorough upfront planning. Before initiating the development of creative concepts, our project management team partnered with the CRO to formulate a comprehensive plan that considered every aspect of material development, review cycles, IRB/EC approvals, translations, printing, and distribution. Setting up this process at the project’s outset ensured agreement on roles and responsibilities among all parties involved.

Clinical trial for bladder cancer patient recruitment project management
SunRISe Clinical Trial Study Content Development
Clinical trial for bladder cancer patient recruitment branding

Creating a brand identity system that could support multiple clinical studies.

Our primary focus was to develop a robust umbrella brand identity that could stand alone and adapt easily to encompass three different clinical studies. To achieve this, we concentrated on establishing a comprehensive set of brand standards that outlined how the visual identity would transform with the activation of each study. These standards encompassed all visual elements such as the logo, color, and photography, along with a defined messaging strategy for each individual study.

Patient-friendly content development focused on health literacy.

The SunRISe studies shared a common trait – a complex study design that presented daunting requirements to the study participants. Our content development team tackled this challenge by devising a messaging strategy and matrix for each study, ensuring that the content created for the study materials matched the precision of the protocol. The team also simplified the complex information into easy-to-understand language to empower study participants with the necessary knowledge without feeling intimidated. This approach facilitated the team’s ability to make quick adjustments to the materials in response to multiple protocol amendments.

SunRISe Clinical Trial Study Content Development
Clinical trial for bladder cancer patient recruitment content creation
SunRISe Clinical Trial Study brand Development
SunRISe Clinical Trial Study branding and Content Development

Adding safeguards with version control and document management.

Like all studies, the SunRISe studies underwent protocol amendments over a two-year period. These changes necessitated significant updates to the study content. Our content and production teams implemented strict version controls and document management processes to facilitate easy tracking, review, and approval of revisions. Furthermore, investigators received updated materials that superseded previous versions, which they could discard with ease.

Clinical trial for bladder cancer patient recruitment content creation
SunRISe Clinical Trial Study brand Development

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