Why you should brand your clinical trial
The clinical trial landscape is becoming crowded. Currently there are 284,058 registered studies with trial sites in the United States and overseas, according to ClinicalTrials.gov. The sheer number of trials competing for patients, investors, and investigators makes it more difficult to attract people and resources for your trial. To move forward, you’ll need to differentiate.
This is where a strong, carefully thought out branding program can help. How?
Branding humanizes a trial
Here’s the name of a current trial for a new medication: Safety, Tolerability and PK/PD of SHR1459 in Healthy Volunteers. Compare that to the trial name for the use of the anti-clotting agent clopidogrel—CURE (Clopidogrel in Unstable Angina to Prevent Recurrent Events). Not only is the first name difficult to remember, it’s extremely clinical and dry. The name of the second trial is both more memorable and more appealing to potential patients, thanks to the positive association with the word cure, which can help increase patient recruitment. The trial name is the first step in a patient-friendly approach that translates clinical terminology into language that patients can understand. This translation should carry through all the recruitment materials.
Branding helps you reach your target audience
Most trials focus on a specific patient population—women with breast cancer, young stroke survivors, low-income, or older men with heart disease, for example. Branding is an opportunity to speak to potential trial participants using language and visuals that resonate with them and make them feel that the trial sponsor understands their needs and concerns.
Branding lays the foundation for future marketing
Branding a clinical trial is the first step in building brand awareness and equity. In the crowded field of drug development, begin differentiating your product from the competition during the clinical trial stage. A strong brand can drive increased awareness among patients and investors, which will pay dividends when the product comes to market. Also, develop the graphic look and feel of future marketing materials during clinical trial branding. Doing so creates a visual image that remains consistent from trial to market and boosts product awareness.
Branding builds confidence
Recruiting enough patients for clinical trials is increasingly difficult. Patients are more likely to respond to trial materials that are polished, professional, and easy to understand, and clearly explain the goals and benefits of the trial. Professional-looking materials bolster the legitimacy of the trial. They also make patients feel more comfortable and confident taking part in a trial than if the materials consisted of a photocopied word-processing document filled with difficult-to-decipher clinical language.