MediciGlobal

Challenge

• Time was a critical factor; the target date set for MediciGlobal to complete this task was 14 weeks. Another hurdle was that a significant number of women (50%) did not have a confirmed diagnosis of SUI. Moreover, many women reported embarrassment about openly discussing this problem. Finally, the study’s design added further complexity, since urinary leakage was narrowly defined in the protocol for the purpose of the inclusion/exclusion criteria.

Solutions

• Search Engine Optimization (SEO), a branded study website and select broadcast media were major recruitment strategies used. Additionally, marketing materials were developed in record time, based on focus group research with constipated adults, and feedback from the research sites. MediciGlobal trod new ground in placing color coupon advertising on this topic in major newspapers across the US.
• Advertising messages were carefully field tested, and the findings were also shared with study sites.

Result

• The screen to enrollment ratio was much higher than the client had anticipated. At the Sponsor’s request, MediciGlobal was requested to recruit a greater number of women for initial screening. As a result, the study timeline was extended, and site study grants were adjusted. MediciGlobal’s continued media and pre-screening support helped achieve enrollment goals based on the revised timeline.