Retail strategy shaves 14 months off clinical trial recruitment

01/28/2013 | Medical Marketing & Media

Orexigen recruited clinical trial participants for experimental weight-loss drug Contrave by developing patient-centric recruiting materials that avoided loaded terms such as "obese" and included language more frequently found in sales pitches. The campaign received 100,000 responses, and recruitment took 10 months instead of the expected two years. The campaign included direct marketing, social media, television and advertising, and paid search.

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